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Unlocking Attribution with TikTok and AppsFlyer

Introduction

Attribution in mobile marketing refers to the practice of assigning credit to specific marketing channels or campaigns for driving app installs or various types of user engagements. This involves linking various data points such as ad spend and user actions to gauge the impact of mobile ads throughout the entire conversion funnel. The process covers everything from when a user first sees an ad to tapping on it, installing the app, and then engaging with the content within that app or game. Accurate attribution is crucial for identifying user cohorts, analyzing different creatives' responses, optimizing ad spending, and enhancing overall campaign performance within modern free-to-play game design and marketing.

The Evolution of Attribution

Roy BPF of AppsFlyer highlighted how attribution has evolved. In the past, mobile measurement partners (MMPs) mainly focused on connecting clicks with installs. However, their roles have expanded to provide comprehensive marketing solutions that include advertising efficacy, cost reporting, and fraud detection. The introduction of Apple's App Tracking Transparency (ATT) revolutionized the landscape, requiring MMPs to adapt to new privacy regulations. According to Roy, the future will see MMPs providing a "single source of truth" by combining outputs from various sources—including SKAdNetwork—into a cohesive marketing picture.

Steve Lockwood from TikTok discussed the role of measurement in making TikTok a preferable channel for advertisers. As TikTok doesn’t have its own attribution platform, Steve's team helps advertisers maximize their return on investment (ROI) through various strategies, including conversion lift solutions and third-party partnerships. This collaborative approach sheds light on the effectiveness of ad spends beyond the last-click attribution model, which is criticized for oversimplifying the consumer journey.

The Shortcomings of Last-Click Attribution

The complexity of today's digital advertising landscape renders last-click attribution less effective. Steve illustrated this with a football analogy where multiple players contribute to a goal, yet only the scorer receives credit. Similarly, many marketing efforts involve multiple touchpoints that influence consumer behavior prior to conversion. Despite the challenges, Roy noted that last-click attribution remains prevalent. Marketers often cling to it because it provides a straightforward way to justify spending and monitor advertising effectiveness.

Embracing Incrementality and Media Mix Modeling

Incrementality testing and media mix modeling are emerging as complementary methods to last-click attribution. Roy explained that incremental testing helps marketers understand the actual contribution of ad spends versus natural conversions, while media mix modeling evaluates ad spend across various channels, including traditional media. Both methods contribute to an effective attribution strategy by providing deeper insights into performance.

As the digital landscape evolves, companies must future-proof their measurement strategies. This includes adapting to privacy-centric frameworks, leveraging new tools like event APIs, and integrating multiple measurement techniques to create an overarching picture of marketing success. Steve emphasized the need for businesses to adopt a longer-term view of consumer engagement, focusing on customer lifetime value and brand equity rather than merely short-term ROIs.

Conclusion

Both TikTok and AppsFlyer are committed to helping advertisers navigate the complexities of attribution in today’s fast-evolving digital marketing ecosystem. Their efforts empower businesses to make informed marketing decisions backed by robust measurement and attribution strategies.

Keywords

  • Attribution
  • Mobile Marketing
  • TikTok
  • AppsFlyer
  • Last-Click Attribution
  • Incrementality Testing
  • Media Mix Modeling
  • Privacy regulations
  • Ad Spend Optimization

FAQ

1. What is mobile marketing attribution?
Mobile marketing attribution is the process of assigning credit to specific marketing channels or campaigns for driving app installs or user engagement, analyzing the impact throughout the conversion funnel.

2. How has attribution evolved over the years?
Attribution has evolved from merely connecting clicks to installs, to providing a comprehensive marketing picture that includes ad effectiveness, cost reporting, fraud detection, and adapting to privacy regulations.

3. Why is last-click attribution considered insufficient?
Last-click attribution only credits the last point of contact before conversion, disregarding the multiple touchpoints that contribute to consumer behavior and can lead to distorted marketing performance insights.

4. What are incrementality testing and media mix modeling?
Incrementality testing measures the true impact of advertising spends, distinguishing between organic and attributed conversions. Media mix modeling analyzes how various marketing channels contribute to overall success.

5. How can businesses prepare for future measurement challenges?
Businesses can prepare by adopting privacy-enhanced technologies, utilizing multiple measurement techniques, and focusing on longer-term consumer engagement metrics such as customer lifetime value and brand equity.

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