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View-Through Attribution Report From Adjust Reveals Complex Relationship Between Clicks, Installs And Impressions
New guide details best practices and use cases for impression tracking so app marketers can gain campaign visibility to better measure and optimize overall
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[{"type":"text","content":"New guide details best practices and use cases for impression tracking so app marketers can gain campaign visibility to better measure and optimize overall performance\nSAN FRANCISCO, June 13, 2023 /PRNewswire/ -- The measurement and analytics suite Adjust today released \"A Mobile Marketer's Playbook for View-Through Attribution\", detailing best practices for implementing this trending attribution method. View-Through Attribution (VTA), commonly known as impression tracking, helps marketers better analyze and optimize campaign performance, increase ROI and ultimately drive more revenue. Adjust analyzed apps globally with VTA settings enabled to better understand the relationship between clicks, impressions and installs over time, and found that fluctuations don't always go hand-in-hand.\n\n \n \n \n \n \n \n\n \nA spike in impressions can also pull the number of clicks up with it, and, conversely, a decrease in clicks does not always lead to a decrease in installs. For example, February 2022 saw a click decrease of 16% globally compared to the previous month, which correlated to a drop in installs (21%). Still, throughout the following months, clicks recovered by a few percentage points, while installs increased by 10%. By May 2022, installs attributed to impressions were 19% up on the February dip, despite clicks having only bounced back 11%.\n\"VTA is crucial to measuring and understanding overall campaign performance strategically and holistically,\" said Reggie Singh, Adjust Director of Partnerships. \"In light of greater privacy measures, such as Apple's iOS 14.5 and Google's upcoming Privacy Sandbox on Android, every little bit of insight into the user journey counts. It's great to attribute an install to a click, but it's even more powerful to know if more clicks, and ultimately conversions, occur after impressions have been served on a specific channel.\"\nVTA helps app marketers identify lift on or from platforms like Facebook, Instagram, TikTok, Snapchat, and Twitch by looking at purchase intent, brand awareness and favorability. Snap Inc.'s Head of Marketing Science, Youmna Borghol, noted that, \"Snapchatters open the app more than 30 times a day on average, and are frequently influenced by their friends and creators while making decisions on their next purchase. However, when exposed to ads, many users don't want t...