多触点归因

概述

我们的归因过程基于最终点击模型:归因于安装之前最终点击的一方。

尽管安装本身(以及因此促进安装的广告合作伙伴或发布者)是主要的关注指标,但它无法捕获生成安装实际发生的全部情况。通常,在最终安装您的移动 app 之前,用户会受到众多合作伙伴(及其广告)的影响并与之互动。

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).

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Whitelist & Self-Attribution Networks Only

目前,Branch 仅提供有关自助式网络(SAN)的多点触摸归因的信息。其中包括以下广告合作伙伴的触点数据:

  • Apple Search Ads
  • Facebook
  • Google Ads
  • Google Marketing Platform
  • 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 whitelist for this feature.

它是如何工作的?

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

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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.

查看 SAN 多点触控数据

Branch 当前支持两种提取多点触控归因数据的方法:

  1. 自定义导出(通过 UI 和 API )
  2. 自定义 Webhooks(仅限 UI)

多点触控参数

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.

字段名称

描述

选项

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

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