Comments on: The Beginning of Multi-Touch Attribution in Mobile Advertising is Here!

By: So Young

So Young — Wed, 14 Oct 2015 09:18:00 +0000

Hi Lucas, thank you for this useful article! by the way, i can’t find some images in this articles which makes me wonder what it is. Please check the images. =)

By: Peter Hamilton

Peter Hamilton — Mon, 06 Jan 2014 20:53:00 +0000

In reply to Kate Thompson. The attribution goes to first open, which I think makes more sense in terms of user intent anyway. So in your scenario, Pub2 would get the credit.

By: Kate Thompson

Kate Thompson — Mon, 06 Jan 2014 20:32:00 +0000

Lucas, how does last click attribution work if the user clicks AND downloads the app, but does not open it? Case in point, user clicks on an ad game from Pub1 and then downloads but does not open. User then clicks on same ad game from Pub2. App store will show the “Open” button instead of “Install” button since it’s already been downloaded. After the user opens, who would get the attributed install in this case? Thanks in advance.

By: Lucas

Lucas — Thu, 02 Jan 2014 17:20:00 +0000

In reply to Ambrish Bajaj.

Hi Ambrish. Right now is a learning period for the advertiser and our industry on how valuable assists are. There is no standard on this. I don’t believe we should try to put a $ on an Install Assist yet.

The same question on how we can evaluate whether an Install Assist is good quality can be asked of the Attributed Install. Did the publisher with the Install Assist actually do all the work while the last-click publisher just swooped in and got attributed with the install? These are certainly questions we’re planning on solving as we make attribution more transparent.

By: Ambrish Bajaj

Ambrish Bajaj — Thu, 02 Jan 2014 13:39:00 +0000

Hi Lucas, thanks for this interesting article and useful feature. How do you think advertiser should compensate publisher or ad network for install assists in addition to CPI paid out for attributed installs? Also how do I evaluate whether an install assist is good quality or aided in an install later.