Introduction to AppsFlyer Attribution

  • Advertisers
  • Ad Networks
The purpose of marketing attribution is to evaluate the influence each advertising impression has on a mobile-user’s decision to perform an event as a result of viewing a mobile app ad.  Thus allowing marketers to determine the true value of their online efforts.


Being able to see what influences the audience and to what extent, allows marketers to optimize media spend for conversions and compare the value of different marketing channels, including paid and organic search, email, display ads, social media and more.

Attribution Model

An attribution model is the rule, or set of rules, that AppsFlyer uses to determine how credit for an event is assigned to touchpoints in conversion paths. For example, Last touch attribution assigns 100% credit to the final click immediately prior to sales or conversions.

Attribution Methods

AppsFlyer uses a variety of attribution methods.  For details, click here.

The method that you choose to use for the attribution of events, depends on the platform and the store (Google Play Store or iOS App Store), whether the type of engagement used was click-though or view-through and the conversion type (install or in-app event).

Tracking Methods

For different media sources, there are different tracking methods.  To understand the different tracking methods that AppsFlyer uses, click here.

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