Matching & Attribution Flashcards
What is a browser cookie?
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.
Query Parameter
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”
Macro
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.
What is a Device ID?
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
What is fingerprinting?
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.
What is an attribution window?
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
What is last touch attribution?
Attribution logic that gives credit for a conversion event to the most recent click/impression
What is multi touch attribution?
Attribution logic that gives credit for a conversion event to all clicks & impressions leading up to the conversion event.
What is view-through attribution?
The ability to attribute a downstream event back to an ad impression (regardless if a click occurred)
What is MAU?
Number of unique individuals that interact with a brand’s web & app properties on a monthly basis
