iOS 14.5+ Mobile Attribution Methods Explained

In the wake of Apple’s deprecation of IDFA and the introduction of App Tracking Transparency (ATT), all of FeedMob’s mobile measurement partners (MMPs) partners have issued guidance that details three paths for mobile attribution. These rules that determine credits toward a campaign event under iOS 14.5 are as follows: Deterministic attribution (only available when user

5
MINUTE READ
iOS 14.5+ Mobile Attribution Methods Explained January 14, 2022
Keep up with FeedMob

Get the latest product news, industry trends, and data insights delivered directly to your inbox with the feedmob newsletter.

By submitting this form, I confirm that I agree to the collection and processing of personal data by FeedMob, as further described in the Privacy Policy.

In the wake of Apple’s deprecation of IDFA and the introduction of App Tracking Transparency (ATT), all of FeedMob’s mobile measurement partners (MMPs) partners have issued guidance that details three paths for mobile attribution. These rules that determine credits toward a campaign event under iOS 14.5 are as follows:

  • Deterministic attribution (only available when user opts-in to IDFA tracking)
  • Probabilistic attribution (similar to “fingerprinting”)
  • Tracking through SKAdNetwork

[INSERT GRAPHIC]

Deterministic attribution through an MMP uses device IDs (IDFA on iOS) to make a highly accurate event attribution. Deterministic matches are largely unavailable as iOS 14.5 adoption has increased and more people have opted out of tracking.

Probabilistic attribution uses non-deterministic features (such as IP address or user agent) to make predictive matches when a user does not consent on both apps (double opt-in). This is less accurate than deterministic, but still has wide user coverage and includes the Mobile Web. 

  • Probabilistic Aggregated Mode: This methodology allows for aggregated (grouped or batched) data to be recorded. While advertisers and publishers can see grouped data, no user-level data will be provided and therefore granularity will be lost.
  • Probabilistic User-Level Mode: This allows for a more granular, user-level probabilistic attribution. 

SKAdNetwork is Apple’s privacy-friendly app install measurement solution for iOS in-app traffic. While SKAdNetwork is said to be a secure attribution solution, real-time and user-level data will not be available for campaign performance metrics which may be problematic for most advertisers and publishers. FeedMob is an approved SKAdNetwork partner and can work with clients to leverage this solution if requested.

If you would like to learn more about the latest methods of mobile attribution in a post-IDFA world, subscribe to our newsletter.

Posted: January 14, 2022

Category: FeedMob News and Updates,Mobile Insights

Tags: 14.5,att,attribution,deterministic,fingerprinting,iOS,mobile,probabilistic,skan

Olive Ye

Stay Updated.

Subscribe to our newsletters and get the latest resources sent to your inbox.