Attribution

Question 1

Impression attribution

Answer 1

is a means to track installs or other attributable events for users who do not click on an ad, but then take an action that is directly influenced by having seen an ad. (View through)

A simple example would be when a user being served an ad by an advertiser, and then instead of clicking, he/she goes directly to the app store and downloads the app. With impression attribution, the advertising activity and the marketing partner is credited (i.e. is not counted as organic).

Question 2

Click-through attribution

Answer 2

a new download is attributed to an ad only if a user clicks on the ad unit. Here is the scheme: a user clicks on an ad but chooses not to install the app yet. One day later the user views another ad for the same app on his mobile device. After one more hour the user installs the app - attribution goes to the click (and not the impression even though the impression was after the click) as generally last click prevails.

Question 3

Organic

Answer 3

Non-attributable