필터

멀티 터치 어트리뷰션(Multi-Touch Attribution)

Overview

Branch의 어트리뷰션 프로세스는 라스트 클릭 모델을 기반으로 합니다. 설치 전 라스트 클릭에 관여한 주체가 설치에 어트리뷰션됩니다.

설치 자체(결과적으로 설치를 유도한 광고 파트너 또는 퍼블리셔)가 주요 관심 지표이지만 실제로 설치를 생성하기 위해 발생한 전체 항목을 파악하지는 않습니다. 종종 유저는 최종적으로 모바일 앱을 설치하기 전에 수많은 파트너(및 해당 광고 활동)의 영향을 받고 이들과 상호작용합니다.

Simply put, having insight into multi-touch attribution (MTA) offers you a more complete picture of the interactions and events that led up to an install (in contrast to simply measuring the winning impressions, clicks, and installs).

🚧

Allowlist & Self-Attribution Networks Only

현재 Branch는 자체 어트리뷰션 네트워크(SAN)에 대해서만 멀티터치 어트리뷰션 관련 인사이트를 제공하고 있습니다. 여기에는 다음 광고 파트너에 대한 터치 데이터가 포함됩니다.

  • Apple Search Ads
  • Facebook
  • Google Ads
  • Google Marketing 플랫폼
  • Snap
  • Twitter

NOTE: Branch data privacy (e.g. GDPR) as well as SAN data restrictions still apply.

Please reach out to your Branch team to be added to the allowlist for this feature.

작동 방식

While Branch and other MMPs normally run on a Last Touch Attribution model, you can utilize this feature to get a better picture of the true customer journey by surfacing all touchpoints that led to a conversion.

Example Multi-Touch Journey

For example, the user touches three different ad partners, Google, Snapchat, and Facebook (in that order) before converting. With MTA, you can see not only the awarded ad partner, but you can also see Google and Snapchat's touches along with the reason why they were not rewarded attribution for the conversion.

SAN 멀티 터치 데이터 보기

Branch는 현재 멀티터치 어트리뷰션 데이터를 추출하는 두 가지 방법을 지원합니다.

  1. Custom Exports (UI 및 API 사용 가능)
  2. 맞춤형 Webhooks (UI만 사용 가능)

멀티 터치 파라미터

When viewing all SAN touch data - not just attributed SAN touch data - you will receive all of the same fields as other Branch exports, but with the inclusion of the following three fields which specifically identify whether or not the touch was attributed to the SAN or a different ad partner.

Field Name

설명

옵션

attributed

Whether or not the SAN was attributed.

When TRUE, it is considered as a winning touch.

When FALSE, is considered as a losing touch.

  • TRUE
  • FALSE

attributed_false_reason_code

The reason_code field that defines why attribution was lost for this touch.

  • NO_CLAIM
  • NO_LAST_TOUCH
  • OUT_OF_ATTRIBUTION_WINDOW
  • FRAUD_DETECTED
  • ERROR

attributed_false_winner

The attribution provider that was awarded.

When PERSONA, there was a touch that was more recent (likely for a non-SAN)

  • GOOGLE_AD_WORDS
  • FACEBOOK
  • SNAP
  • TWITTER
  • GOOGLE_MARKETING_PLATFORM
  • APPLE_SEARCH_AD
  • PERSONA