Tenjin's attribution technology enables marketers to gain insight and context into why users engage with their apps. Using tracking links, marketers understand what content drove users to download their app; with deeplinks, marketers control the user's post install experience.
Attribution ties a mobile download to a specific source of marketing content. This informs marketers why a user downloaded your app.
For example, if a user saw an app on a blog post that drove them to download the app, marketers will want to know the user downloaded the app because of the blog post. Marketers can further estimate what type of users like their app. If the blog attracts a specific user demographic (gender, age, etc.) it helps the developer understand how each type of user interacts differently with their service.
Attribution is important because it helps marketers better understand their customers and reasons for using their service.
The ecosystem currently has a couple ways to track where installs come from on mobile.
Web links, deeplinks, and organic content - users find content on the web, mobile web, or through mobile apps. If any of this content contains a link to your app using a Tenjin tracking link or deeplink, Tenjin will attribute the engagement (and context) to the install.
Self Attributing Networks (SANs) - Self Attributing Networks (SANs) are "walled garden networks" that allow marketers to advertise in their content to acquire users. Examples of SANs include Apple, Facebook, Instagram, Google, Snap, etc. where marketers can place ads in each of those content platforms.
Ad Networks - Ad networks will pass click or impression data at the time the click or impression happens, respectively. The data is usually some form of an
click_id. These impressions and clicks are used when view through or last click is calculated in Tenjin.
Influencer Campaigns - users can find your content through influencers who publish content on the broader internet.. Setting up links to track those installs is straightforward. We also recommend simplifying links by combining them with SmartURL. You can read more about how to do that here.
Below is a diagram illustrating how data flows between Tenjin, networks, and devices.
- Create a campaign in Tenjin's dashboard
- Get the click tracking URL or deeplink (for non-SAN or custom channel)
- Use your tracking URL in the non-SAN network
- Ad is requested by the publisher in the non-SAN network
- Your ad is shown to the user
- Your ad is clicked by the user
- The network fills in the Tenjin click URL macros (
click_idat minimum) and sends the click URL to Tenjin
- Tenjin redirects the user to your app in the store
- User downloads the advertised app
- Tenjin's SDK notifies the Tenjin server of the install with
- Tenjin links the
advertising_idon click to the
advertising_idon install and notifies the non-SAN network of a completed install through install callback
Tenjin's attribution is calculated using a last click and the view-through model. If a user clicks (or views) multiple ads in the diagram above during step 5, before the install happens, then the following models are used to figure out which network gets awarded the install.
Last click attribution gives credit to the campaign/channel which the user last clicked on. Usually the attribution window for these campaigns/channels is 7 days.
View through attribution gives credit to the campaign/channel which the user last viewed the app's content/ad on. Usually the attribution window for these campaigns/channels is 1 hour. This is overridden by any campaign that there was a click for.
Attribution window is, by default, 7 days for a click and one hour for a view. But you can change the click attribution window for individual channels or campaigns. The window for view-through attribution (VTA) can't be changed. Some frequently asked questions are:
- What is the Impression attribution window (with and without Device ID): 1 hour, not configurable
- What is the Click attribution window with Device ID: 7 days, configurable
- What is the Click attribution window without Device ID (Fingerprinting): 1 hour, not configurable
- What is the Click attribution window with Referrer: 7 days, configurable
- What is the in-app (post installs) callback window: no attribution window
These are the steps to configure the attribution window:
Go to CONFIGURE -> Channels page, and select your channel. Then click your account.
You can see the setting for attribution window. In the example below, Click Attribution Window is set as 1 day (24 hours) for the selected channel.
Go to CONFIGURE -> Campaigns page, and select your campaign. Then click Edit in the Tracking section.
You can see the setting for attribution window. In the example below, Click Attribution Window is set as 1 day for the selected campaign. Campaign-specific attribution window will overwrite the channel-specific attribution window.