There is no secret behind the fact that the legacy of attribution solution is limited. The digital path of a consumer gets more and more complicated as it constantly intertwines with other platforms and channels. This has kept the attribution providers from evolving and adapting to the current requirements of survival.
This is actually a white sheet from Branch Metrics. For those of you who do not know this, Branch Metrics is a linking and business analytics platform that offers tools for independent mobile application companies. It generates smart deep links that enable the passage of data through applications which thereby facilitates conversion tracking. It also enables user engagement through targeted communications.
In statistical terms, it provides deep links for over 6 billion monthly users across the globe and is a trusted solution for over 30,000 apps which rely on inter-platform and inter-channel attributions like – Airbnb, HBO Now, Pinterest, Tinder, Starbucks, and many others.
There are a lot of things this white sheet from Branch Metric covers, like:
- An overview of web and app attribution just as they have developed.
- Challenges faced by today’s web and app attribution.
- The shortcomings of fingerprinting and cookie-based attribution methods considering how easily they could be manipulated by cybercriminals.
- An introduction to the various benefits of people-based attribution which is popular in the industry.
There is a wide variety of models of attribution which are used by agencies all over to provide insights into the analysis and measurement of attribution. We enlist the most commonly used methods of attribution:
- Last click attribution
In this model of attribution, it attributes the source of conversion to the last page or the organisation where the user clicked before the conversion occurred. Though this method can be problematic, it is one of the most commonly used methods.
- Post View attribution
Post view, in ways more than one, comes across as the inferior version of last click attribution model, but it uses the very same principle. It gives conversion credit to the last person who showed the ad to the customer.
- Equal attribution
Equal attribution takes into consideration every involvement that has led to the final sale. Though this is a good model in the sense that it brings equality to the process, it does not consider the idea that certain aspects of conversion have more weight than the others.
- Fractional attribution
This is integrated and gives credit to a variety of different sources by allowing it to contribute to the conversion. This method determines duplicate attributions and this way it removes those factors that have not really contributed to the conversion. Thus, allowing the system to assign a higher weight to certain steps which played a significant role in the final conversion.
Enabling attributions across multiple platforms would only make user experience all the more lucid and beneficial without having the hassle of endless verification processes and also at the same time having the assurance that the transactions you make online are safe and secure. This is a leap in terms of digitisation and it is about high time that we break free from the tradition chains of cookie-based attributions.