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Mobile & Tablet 
Ad Attribution 
Benchmarks Report 
This report includes analytics derived from more than 
240 billion data points that occurred between July 1st 
and September 30th, 2014 on Medialets’ mobile and 
tablet ad serving platform. 
With the upcoming holiday season, this report focuses 
on campaigns that had attribution measurement 
enabled and that drove consumers to complete 
conversion actions on mobile and tablet devices.
Devices and 
Environments
Overall conversion rates are highest on tablet.
On handset, consumers convert 
somewhat more often from app than 
web.
On tablet, consumers convert 
far more often from app than web.
Banners with leaderboard proportions (wide & short) 
are most effective at driving conversions.
Without view-through tracking, the majority of mobile 
conversions would go unattributed to mobile ad exposure.
View-through attribution reveals a large number of previously 
unaccounted for conversions, most noticeably on tablet.
Inventory 
Sources
Impressions are distributed relatively evenly across the three main 
types of inventory sources: Publisher, Network, & Programmatic.
Inventory on Publishers & Networks drives considerably 
higher conversion rates than Programmatic sources.
On handset, Publisher inventory generates higher 
conversion rates than Network inventory.
On tablet, Network inventory generates significantly 
higher conversion rates than Publisher inventory.
View-through conversion lift is highest and second 
highest on Exchanges & Publishers, respectively.
Industry Verticals 
and Conversion Goals
The primary conversion goals for each of the 
leading industry verticals vary based on their KPIs.
Attribution Insights: 
Credit Card Sign-Up
In contrast to overall conversion rates, consumers 
complete more credit card sign-ups on handset than on tablet.
Peak days for credit card sign-up 
conversions are in the middle of the week.
Peak times for credit card sign-up 
are during the midday lunch hours.
80% of attributed credit card sign-ups 
occur within one week of ad exposure.
Significantly more completed credit card sign-up 
conversions are measured when view-throughs are attributed.
Attribution Insights: 
Purchase
In contrast to the overall conversion rates, consumers are more 
likely to make purchases on tablet web than on tablet app.
Purchase conversions occur relatively evenly throughout the week 
with slight increases on Saturdays and Wednesdays.
Peak times for purchases are during the 
evening, closely followed by daytime.
Most attributed purchase conversions 
occur 11am–12pm & 7pm–8pm.
80% of purchase conversions occur 
within two weeks of ad exposure.
Significantly more purchase conversions are 
measured when view-throughs are attributed.
Summary of Key Takeaways 
Consumers’ mobile purchases are 
pretty consistent across the week 
with peaks on Saturdays and 
evenings. These tend to be heavier 
tablet usage times and data indicates 
higher tablet purchase rates than those 
on handset. 
A campaign’s attribution lookback 
window should be multiple days to 
capture all conversions. For example, 
to capture ~80% of all transactions, 
submitting mobile credit card 
applications requires one week and 
mobile purchase requires two weeks. 
Publishers, followed by Network, 
have significantly higher conversion 
rates compared to Exchange/DSP. 
When running a mobile attribution 
campaign, having a mix of inventory 
sources is recommended to create 
trade-offs between media cost and 
performance. 
When running on programmatic 
inventory, measuring view-through 
conversion is critical for successful 
mobile ROI measurement. 
Unlike overall average, consumers 
are more likely to complete mobile 
applications on handsets than on 
tablets. Peak days for completing 
applications are mid-week. Peak times 
are during lunch hours. 
Overall conversion rates are highest on 
tablet (vs. handset) and on app (vs. 
web). Therefore, when running a mobile 
conversion campaign, correctly attributing 
between app and web environments is 
critical to driving performance. 
The best converting ad sizes are 
[300/320]x50 Mini-Leaderboards on 
handsets and [728/1024]x90 
Leaderboards on tablets. 
View-through reveals a large number of 
previously unaccounted for 
conversions; hence view-through is 
critical to measure mobile campaign ROI. 
View-through significantly increases ROI 
across devices, environments, verticals, 
and types of conversion.
Appendix
Impressions Number of times Medialets counted that a mobile 
ad was delivered to a valid audience (not to a bot, spider, or other 
non-human traffic source) 
Conversion 
When end users complete the primary goal of the 
ad campaign (as defined by the brand) 
Attribution 
Assigning credit to the event(s) or user action(s) 
responsible for conversions 
View-Through Conversion 
When a conversion occurs (as defined by the brand) after the user saw an 
ad in an app or mobile web page but did not click through 
Click-Through Conversion 
When a conversion occurs (as defined by the brand) after a user saw an 
ad on app or mobile web that they then clicked on 
Total Conversions 
Sum of all view-through conversions & click-through conversions 
Conversion Rate 
Ratio of total conversions to total valid impressions 
View-Through Conversion Lift 
Amount by which attributing view-through conversions increases overall 
conversion rate vs. counting only click-through conversions 
Programmatic Inventory 
Inventory on Exchanges and DSPs includes open marketplace inventory 
(excluding private exchanges). 
Purchase 
Mobile purchase including buying 
products or subscriptions 
Credit Card Sign-Up 
Credit card or other financial 
product application completion 
Product Page View 
Visit product info page, 
find nearest store location, etc. 
Compound Conversions (Multi-Action) 
Product information funnel showing 
relative levels of brand engagement 
Glossary of Terms Used in this Report 
Types of Conversions
Medialets is the creator of Servo™, the only technology 
that helps marketers manage and measure the complete 
ROI of mobile ad campaigns. Servo is also the only buy-side 
mobile ad server to receive Media Rating Council 
(MRC) accreditation for display impressions and clicks. 
Partnered with all five of the top five agency holding 
groups including Publicis, Omnicom and Interpublic, 
Medialets’ Servo supports clients like P&G, American 
Express, Toyota, HBO, and other global brands. 
Founded in 2008 and venture-backed by Foundry Group, 
DFJ Gotham Ventures, and Greenspring Associates 
among others, Medialets is headquartered in New York 
City with offices in London, Chicago, and Los Angeles. 
To learn more, visit: http://www.medialets.com/ 
and follow us on Twitter.

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Mobile & Tablet Ad Attribution Benchmarks Report Q3 2014, by Medialets

  • 1. Mobile & Tablet Ad Attribution Benchmarks Report This report includes analytics derived from more than 240 billion data points that occurred between July 1st and September 30th, 2014 on Medialets’ mobile and tablet ad serving platform. With the upcoming holiday season, this report focuses on campaigns that had attribution measurement enabled and that drove consumers to complete conversion actions on mobile and tablet devices.
  • 3. Overall conversion rates are highest on tablet.
  • 4. On handset, consumers convert somewhat more often from app than web.
  • 5. On tablet, consumers convert far more often from app than web.
  • 6. Banners with leaderboard proportions (wide & short) are most effective at driving conversions.
  • 7. Without view-through tracking, the majority of mobile conversions would go unattributed to mobile ad exposure.
  • 8. View-through attribution reveals a large number of previously unaccounted for conversions, most noticeably on tablet.
  • 10. Impressions are distributed relatively evenly across the three main types of inventory sources: Publisher, Network, & Programmatic.
  • 11. Inventory on Publishers & Networks drives considerably higher conversion rates than Programmatic sources.
  • 12. On handset, Publisher inventory generates higher conversion rates than Network inventory.
  • 13. On tablet, Network inventory generates significantly higher conversion rates than Publisher inventory.
  • 14. View-through conversion lift is highest and second highest on Exchanges & Publishers, respectively.
  • 15. Industry Verticals and Conversion Goals
  • 16. The primary conversion goals for each of the leading industry verticals vary based on their KPIs.
  • 18. In contrast to overall conversion rates, consumers complete more credit card sign-ups on handset than on tablet.
  • 19. Peak days for credit card sign-up conversions are in the middle of the week.
  • 20. Peak times for credit card sign-up are during the midday lunch hours.
  • 21. 80% of attributed credit card sign-ups occur within one week of ad exposure.
  • 22. Significantly more completed credit card sign-up conversions are measured when view-throughs are attributed.
  • 24. In contrast to the overall conversion rates, consumers are more likely to make purchases on tablet web than on tablet app.
  • 25. Purchase conversions occur relatively evenly throughout the week with slight increases on Saturdays and Wednesdays.
  • 26. Peak times for purchases are during the evening, closely followed by daytime.
  • 27. Most attributed purchase conversions occur 11am–12pm & 7pm–8pm.
  • 28. 80% of purchase conversions occur within two weeks of ad exposure.
  • 29. Significantly more purchase conversions are measured when view-throughs are attributed.
  • 30. Summary of Key Takeaways Consumers’ mobile purchases are pretty consistent across the week with peaks on Saturdays and evenings. These tend to be heavier tablet usage times and data indicates higher tablet purchase rates than those on handset. A campaign’s attribution lookback window should be multiple days to capture all conversions. For example, to capture ~80% of all transactions, submitting mobile credit card applications requires one week and mobile purchase requires two weeks. Publishers, followed by Network, have significantly higher conversion rates compared to Exchange/DSP. When running a mobile attribution campaign, having a mix of inventory sources is recommended to create trade-offs between media cost and performance. When running on programmatic inventory, measuring view-through conversion is critical for successful mobile ROI measurement. Unlike overall average, consumers are more likely to complete mobile applications on handsets than on tablets. Peak days for completing applications are mid-week. Peak times are during lunch hours. Overall conversion rates are highest on tablet (vs. handset) and on app (vs. web). Therefore, when running a mobile conversion campaign, correctly attributing between app and web environments is critical to driving performance. The best converting ad sizes are [300/320]x50 Mini-Leaderboards on handsets and [728/1024]x90 Leaderboards on tablets. View-through reveals a large number of previously unaccounted for conversions; hence view-through is critical to measure mobile campaign ROI. View-through significantly increases ROI across devices, environments, verticals, and types of conversion.
  • 32. Impressions Number of times Medialets counted that a mobile ad was delivered to a valid audience (not to a bot, spider, or other non-human traffic source) Conversion When end users complete the primary goal of the ad campaign (as defined by the brand) Attribution Assigning credit to the event(s) or user action(s) responsible for conversions View-Through Conversion When a conversion occurs (as defined by the brand) after the user saw an ad in an app or mobile web page but did not click through Click-Through Conversion When a conversion occurs (as defined by the brand) after a user saw an ad on app or mobile web that they then clicked on Total Conversions Sum of all view-through conversions & click-through conversions Conversion Rate Ratio of total conversions to total valid impressions View-Through Conversion Lift Amount by which attributing view-through conversions increases overall conversion rate vs. counting only click-through conversions Programmatic Inventory Inventory on Exchanges and DSPs includes open marketplace inventory (excluding private exchanges). Purchase Mobile purchase including buying products or subscriptions Credit Card Sign-Up Credit card or other financial product application completion Product Page View Visit product info page, find nearest store location, etc. Compound Conversions (Multi-Action) Product information funnel showing relative levels of brand engagement Glossary of Terms Used in this Report Types of Conversions
  • 33. Medialets is the creator of Servo™, the only technology that helps marketers manage and measure the complete ROI of mobile ad campaigns. Servo is also the only buy-side mobile ad server to receive Media Rating Council (MRC) accreditation for display impressions and clicks. Partnered with all five of the top five agency holding groups including Publicis, Omnicom and Interpublic, Medialets’ Servo supports clients like P&G, American Express, Toyota, HBO, and other global brands. Founded in 2008 and venture-backed by Foundry Group, DFJ Gotham Ventures, and Greenspring Associates among others, Medialets is headquartered in New York City with offices in London, Chicago, and Los Angeles. To learn more, visit: http://www.medialets.com/ and follow us on Twitter.