An MMP report is only as good as the method behind each match. Three methods cover almost every install.
Start here
- Best MMP attribution starts with knowing how the match is made How an MMP attributes an install on Android and iOS, what lookback windows do, and which settings to check before you trust a report.
Guides
- Last-touch attribution and why it is the common default Last-touch attribution gives all credit for an install to the final qualifying click or view. How the winner is picked, why it is the common default, and its limits.
- Deterministic versus probabilistic matching Deterministic matching ties an install to a click with an exact identifier. Probabilistic matching infers the link from device signals. When each is used.
- View-through attribution View-through attribution credits an install to an ad that was shown but not clicked. How the view window works, the risk of over-crediting, and how to set it.
- The Google Play Install Referrer The Google Play Install Referrer API gives an app the referrer URL, click time and install-begin time of its own install. How MMPs use it for attribution.
- Re-engagement attribution Re-engagement attribution credits an ad for bringing an existing user back to the app. How it differs from install attribution and which settings define it.
- Self-attributing networks A self-attributing network decides for itself whether its ad led to an install and tells the MMP the answer. What that means for your reports and settings.
The operator's product
- Attribution settings in Airbridge Core Which attribution settings Airbridge Core gives you: lookback windows per channel and match type, re-engagement and reactivation, postbacks, and what needs Growth.