Everything you need to know about mobile app attribution analytics
All You Need to Know about Mobile App
TABLE OF CONTENTS
Attribution SDK Deep Dive
Why Use Attribution Analytics SDKs?
Why Attribution is so Great for Mobile
Nice-to-Have OR a Must-Have?
Cost Effectiveness is the Name of the Game
The Top Attribution Analytics Tools
How to choose the Best SDK?
How to Optimize Pricing
Summary and Last Thoughts
We’ve recently released the first Android Mobile
SDKs Data Report, revealing the top SDK players
in each category, as well as the most popular
One such popular category is of Attribution
Analytics SDKs that allows apps to track the
source of their app’s installations.
Most app publishers that acquire users through paid campaigns have at least one
premium Attribution Analytics SDK.
Our report discloses which Attribution SDKs are the most popular as well as a
geographical drill-down (which SDKs are being used by different developers around
Because Attribution is such a popular and important category, we’ve decided to dive
deeper and share some ways to optimize their cost effectiveness.
ATTRIBUTION SDK DEEP DIVE
For example Adjust, an attribution SDK, has recently sent a
price change email to its customer base. The industry
responded by looking for alternative attribution tools.
Many of our colleagues have started
thinking and asking questions. As did we.
WHY USE ATTRIBUTION ANALYTICS SDKS?
Let’s think of the mobile app industry’s big brother, the online industry. Where the most
commonly used tools are UTMs and cookies.
Attribution Analytics tools (SDKs) are used to track the sources of your mobile app paid
installs or post install paid events.
Attribution allows access to detailed analysis of any event you set in order to tweak your
marketing initiatives accordingly.
In other words, you can make optimized data-driven media buying decisions.
1. Attribution tools save you the need to
implement a new SDK for every time you run a
pilot with a new ad channel, as they are directly
connected with hundreds of ad-networks.
WHY ATTRIBUTION IS SO GREAT FOR MOBILE
WHY ATTRIBUTION IS SO GREAT FOR MOBILE – CONT.
2. Since fraud is common in the ad
industry, app developers that use
multiple channels for acquisition
are left vulnerable and at risk. The
numbers provided by attribution
tools – an unrelated third party –
becomes the baseline for the billed
installs on which both parties can
NICE-TO-HAVE OR A MUST-HAVE?
Generally speaking, the more paid campaigns you
run, and the more paid channels you operate in,
the more crucial and complex it becomes to
monitor the whole process.
Still, a significant amount does not mean you
can’t live without premium attribution. Basically,
it depends on how and where you spend your
budget and on the quality or availability of your
Facebook, for instance, provides an easy-to-implement SDK with an elegant way to
track installs and post-install paid or organic events.
If you spend your budget mainly on Facebook and you use Facebook Analytics , you
might not see a significant added value in a premium attribution SDK.
On the other hand, most app
marketers are desperately
looking for ways to track their
acquisition sources in real time.
The use of Attribution tools
allows them to instantly add
multiple paid channels without
help from the dev team.
… that you, are using multiple
acquisition channels, paid or organic.
Chances are that you can’t afford to
wait to discover what your best
Sure, you can add key events and
forego the attribution SDKs, but if you
are running campaigns through
multiple sources, implementation
becomes a burden, and so is analyzing
results from multiple dashboards.
Providing your chosen SDK is connected with all the ad networks the implementation is
a one time thing.
Attribution tools won’t necessarily bring you the largest number of installs, but they will
bring the largest number of quality installs, the kind that trigger engagement events
and positive ROI. You’ll need attribution SDKs to make sure your ROI is kept positive.
COST EFFECTIVENESS IS THE NAME OF THE GAME
THE TOP ATTRIBUTION ANALYTICS TOOLS
With so many tools adding attribution to
their features list, it looks like attribution
capabilities are becoming a commodity in
the mobile app ecosystem.
Some attribution SDKs are more popular
than others, with AppsFlyer claiming the
throne based on our recent data trends
report that analyzed over 35,000 Android
Highly adaptable – One of the most important
things to consider when choosing an SDK is its
adaptability. Your best bet is selecting a well-
connected highly adaptable attribution SDK.
Stable – It’s important to ensure your chosen SDKs’
stability through review of established long-term
partnerships with major industry players such as
Facebook, Twitter, Google etc…
HOW TO CHOOSE THE BEST SDK?
Here is a simple checklist to help you select the
Lightweight – Choose an SDK doesn’t strain your
Specialty – Make sure to implement an SDK whose
sole purpose is Attribution Analytics.
Deep linking – Your attribution tools should be
able to offer you the option to track deep links, as
well as regular links.
HOW TO CHOOSE THE BEST SDK? – CONT.
HOW TO OPTIMIZE PRICING
Here are some pointers to keep in mind when considering not just product, but also price:
Some attribution SDKs require monthly payments, whether they are
used or not. Some attribution SDKs are free as long as you don’t run
any paid campaigns.
Some charge for clicks AND installs. Try to estimate the projected
price (XX amount of installs + XX multiplied by 10 amount of clicks).
Consider the pricing levels. Your acquisitions may grow faster than
HOW TO OPTIMIZE PRICING – CONT.
Just because you have an attribution SDK,
doesn’t mean you always have to use it. You
can cut cost by minimizing the amount of
data you send to that SDK.
If you’re using attribution tools only for
quality tracking, you can use our data
sampling option: The SafeDK Real-Time SDKs
Control allows you to sample the data you
send to specific SDKs, so you can still enjoy
the relevant insights and optimize your
So if you’re going to be spreading the
word and your money around, you’ll
most likely want to keep track of what
Attribution Analytics does just that.
But as every cent does truly count, it’s
important to not only choose the right
ad and campaign, but also the best
tracking SDK for you.
Consider the pricing for your future users as well.
Consider the different tiers and plans, for current and future needs.
Consider how easy it’ll be for your
marketing team to track current
and future campaigns with any
Consider all the added value of
using attribution SDK, and realize
that it’s not just added volume.
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