AppsFlyer2 common web-to-app use cases for People-Based Attribution
Summary
Despite mobile growth, web is essential for brand discovery and cost-effective advertising. Native apps drive higher conversion and loyalty. Marketers can bridge web and app via people-based attribution, as shown in eCommerce and banking use cases.
For eCommerce, driving users from web to app increases purchases and retention. Banking apps benefit from seamless onboarding and personalization. A full-stack solution unifies measurement, enhancing user experience and ROI across platforms.
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Marketing attribution is critical for connecting spend to revenue, but platform self-reporting and last-click bias distort budget decisions. Single-touch models (first/last-click) are simple but miss the full journey; multi-touch models (position-based, data-driven) are more accurate but require robust data. Mobile attribution is particularly challenging due to ATT, SKAdNetwork, and cross-platform gaps, necessitating a mobile measurement partner (MMP) for independent, deduplicated measurement. Clean attribution data is essential for AI-driven optimization—bad signals lead to bad decisions. Starting with position-based attribution and incrementality testing provides a practical foundation.
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Liftoff(Vungle)Madison Avenue is missing out on in-app advertising
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