Matching & Attribution Flashcards

1
Q

What is a browser cookie?

A

A small file stored in a browser cache that can record user identity & behavior. Browser cookies cannot be accessed from outside the browser, so other browsers & apps cannot access them for attribution purposes.

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2
Q

Query Parameter

A

A key/value pair or “tag” that is appended to the end of a URL to add meta data that’s accessible in a web session. In regards to web analytics, these are typically used to attribute web sessions back to a marketing channel.
i.e., in the URL https://www.espn.com/?utm_medium=email, “utm_medium=email” is a query parameter that sends a meta data key of “utm_medium” into the web/app session, with a value of “email”

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3
Q

Macro

A

A special type of value for a URL query parameter, where instead of giving a static value to a given key, you’re indicating that it’s a variable value for a 3rd-party to populate programmatically. Typically used in the context of email or ads, the syntax is always specific to that unique 3rd-party. A URL with macros may look like https://www.espn.com/?utm_medium={{medium_analytics}}, where a 3rd-party would replace {{medium_analytics}} with an actual value later.

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4
Q

What is a Device ID?

A

A unique identifier made available by the iOS and Android core libraries, to enable app developers to track individual instances of a device. This device ID is not accessible from within a web browser by a webpage.
IDFA - iOS device ID that’s the same for all vendors in the same device
IDFV - iOS device ID that’s different per vendor (i.e., same for FB & Messenger, but different for Twitter). Branch will fallback to this value if IDFA is unavailable.
GAID / AAID - Google’s device ID

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5
Q

What is fingerprinting?

A

A process to match browser identities to app identities. This is done by taking a “snapshot” of the context of the browser (this can include IP, OS, OS version, device model, screen size, timestamp, etc), and a similar snapshot in app, and then comparing the two. If enough data points match, you know that it’s the same user.

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6
Q

What is an attribution window?

A

Maximum allowable timeframe between a user clicking a link and taking an action, for that action to be attributed back to the click (or impression)
In Branch, clicks always supercede Impressions if they fall within overlapping windows

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7
Q

What is last touch attribution?

A

Attribution logic that gives credit for a conversion event to the most recent click/impression

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8
Q

What is multi touch attribution?

A

Attribution logic that gives credit for a conversion event to all clicks & impressions leading up to the conversion event.

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9
Q

What is view-through attribution?

A

The ability to attribute a downstream event back to an ad impression (regardless if a click occurred)

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10
Q

What is MAU?

A

Number of unique individuals that interact with a brand’s web & app properties on a monthly basis

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