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Attribution

This documentation describes how tracking and attribution work for both Android and iOS with the justtrack SDK.

In general, we do a last click/last view attribution. In order to find the best possible match between a click/view and an install, we support the following attribution practices (available both s2s and non-s2s):

  • Referrer for Android
  • Device ID based - GAID for Android and IDFA for iOS (prior to iOS 14)
  • Probabilistic fingerprinting in accordance with Apple's guidelines for iOS 14
  • SKAdNetwork for iOS 14
  • Postbacks from other attribution providers
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We use a scoring logic that allows us to determine the most likely click, view or postback that caused an install.

During this process, we value the Play store referrer, GAID and IDFA as the strongest signals. If they're missing, we do probabilistic fingerprinting and take additional parameters like IP, device type, device resolution and more into account.

Please check the specifications for each platform in the individual subsections for Android and iOS.

Tracking URLs and postbacks​

Here, you can read more about tracking URLs and postbacks, including how they work and what parameters are available.

Attribution windows​

An attribution (or look-back) window is the time frame in which an ad view or click is considered relevant to our attribution logic.

Consider the following scenario:

  1. A user views an ad for your app.
  2. Later that day, they install the app.

If the attribution window is one day long, we consider the user's viewing of the ad an important factor in why they installed it. Therefore, we attribute the install to the ad campaign.

Consider, now, an alternative scenario:

  1. A user views an ad for your app.
  2. Two weeks later, they install the app.

Given that the attribution window is one day long, we would now consider the ad view irrelevant to the install. This install would be considered organic instead.

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These scenarios are dramatically simplified to illustrate only the concept of attribution windows.

There are two types of attribution window:

  • View-through window
  • Click-through window

As their names suggest, one is for ad views and the other is for ad clicks. Both are configurable under the ad partner's Tracking and attribution settings.

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