What is mobile ad attribution? An introduction to app measurement

Mobile attribution measures which marketing activities drive app installs and user behavior.
By connecting ad clicks or impressions to installs via device IDs, IPs, and timestamps, marketers can optimize campaigns.
Attribution windows define the time between engagement and install, with methods like deterministic (device ID) and probabilistic (contextual signals) matching.
On iOS, ATT and SKAdNetwork add privacy constraints.
Post-install data reveals user value, enabling better budget allocation.
Challenges include privacy changes, cross-device tracking, and fraud.
An MMP like Adjust collects and reports data to inform decisions.