In the data-driven world of mobile app marketing, accurate attribution is paramount. Traditionally, attribution models have focused on assigning credit for in-app actions to the initial touchpoint – the ad a user clicked on before installing. However, the mobile user journey is rarely linear. Reattribution emerges as a sophisticated approach acknowledging the user’s complex path before converting and giving credit to touchpoints beyond the initial click.

What is Reattribution?

Reattribution goes beyond traditional attribution models by recognizing and assigning credit to multiple touchpoints influencing a user’s decision to engage and convert within an app. It acknowledges the non-linear user journey, where users might see several ads, interact with different channels (social media, email), and revisit touchpoints before converting.

Benefits of Reattribution for Mobile App Marketers

By incorporating reattribution into your mobile app marketing strategy, you gain several advantages:

• Deeper User Journey Insights: Reattribution unveils the complete user journey, revealing the contributing sequence of touchpoints to an in-app action. This empowers you to identify the most impactful touchpoints beyond the initial click.
• Optimize Campaign Performance: You can optimize your campaign allocation by understanding which touchpoints influence conversions the most. Invest more heavily in channels that consistently contribute throughout the user journey, not just at the initial touch.
• Evaluate Cross-Channel Effectiveness: Reattribution helps assess the effectiveness of your multi-channel marketing efforts. You can identify how different channels (paid advertising, organic discovery, influencer marketing) work together to influence user behavior.
• Improved Budget Allocation: You can allocate your advertising budget more effectively with a clearer picture of the multi-touch attribution landscape. Resources can be directed towards channels that contribute most significantly across the user journey, not just the initial touchpoint.
• Measure Long-Term Engagement: Reattribution models can track user engagement beyond the initial app install. You can analyze how various touchpoints influence in-app actions and user retention, enabling you to optimize strategies for long-term user value.

Types of Reattribution Models

Several models are available, each offering a unique perspective on the user journey:

• U-shaped attribution: This model assigns higher credit to touchpoints at the beginning and end of the user journey, recognizing both initial awareness and final interactions before conversion.
• Time Decay Attribution: This model assigns credit to touchpoints based on their proximity to the conversion event. Touchpoints closer to the conversion receive a higher weight versus those earlier in the user journey.
• W-Shaped Attribution: This model assigns significant credit to the first touchpoint that introduces the user to the app and the touchpoint that directly triggers the in-app action.

Implementing Reattribution for Success

Effective reattribution requires careful consideration:

• Data Integration: Ensure seamless integration between your mobile measurement partner (MMP) and other marketing platforms to capture a holistic view of the user journey across various touchpoints.
• Model Selection: Evaluate your goals and user journey complexity to choose the most suitable model (U-shaped, Time Decay, W-shaped).
• Data Analysis Expertise: Leverage data analysts or your MMP partner to interpret the complex data provided by models and translate insights into actionable strategies.

5 Key Takeaways from Reattribution

• Beyond First Click: Acknowledges the non-linear user journey and assigns credit to multiple touchpoints influencing conversions.
• Deeper User Journey Insights: Unveils the sequence of contributing touchpoints to an in-app action.
• Optimize Campaign Performance: Allocate budget based on which touchpoints consistently contribute throughout the user journey.
• Improved Budget Allocation: Direct resources towards the most significantly contributing channels across the user journey.
• Long-Term Engagement Measurement: Analyze how touchpoints influence in-app actions and user retention for long-term value.

A holistic understanding of the user journey is crucial in today’s competitive mobile app landscape. Reattribution empowers you to move beyond the initial click and gain valuable insights into the multi-touch attribution landscape. By leveraging reattribution models and implementing them effectively, you can optimize your mobile app marketing campaigns, allocate resources strategically, and ultimately achieve sustainable growth for your app.