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How MMP attribution works

Attribution is a timeline. Each step builds on the previous one, starting when a user sees an ad and ending when a post-install event is linked back to the campaign that drove the install. Understanding this flow helps you interpret your MMP data correctly and troubleshoot issues when attribution does not match your expectations.

Step 1: User interacts with an ad

A user views or taps an ad on an ad network, such as Apple Ads, Google, or Meta. The ad network records the interaction and generates a claim that signals: 'This user interacted with my ad.'

A claim typically stores the following information:

  • Campaign
  • Ad group
  • Keyword or creative
  • Timestamp

The claim is kept for a limited time based on the network's attribution window. For example, Apple keeps each claim for 30 days.

Step 2: User installs the app

After interacting with the ad, the user downloads the app from the App Store or Google Play, depending on their device OS.

At this stage, no attribution is finalized yet. The MMP has not been involved, and the system is waiting for the app to be opened before attribution can begin.

Step 3: User opens the app for the first time

When the app is opened for the first time, the MMP SDK inside the app is triggered. An initial install event is fired, and a unique install token (or equivalent identifier) is generated.

This token represents the install in a privacy-safe way and acts as the anchor for everything that follows.

Step 4: Resolving attribution and determining the winning network

When the install event is received, the MMP collects all eligible attribution responses and claims related to that install. These may include:

  • Attribution results returned by self-attributing networks (SANs) such as Google, Meta, and TikTok
  • Click or impression-based attribution signals shared by supported ad networks
  • Apple Ads attribution signals, delivered via AdServices and AdAttributionKit postbacks

Note: For Apple Ads traffic, these postbacks may arrive with a delay and are privacy-preserving by design. User-level signals are limited and do not rely on cross-app identifiers, regardless of ATT status.

Once all relevant attribution inputs are received, the MMP applies predefined de-duplication and attribution priority rules to resolve conflicts and determine a single winning network for the install. The MMP does not evaluate or score claims. It applies a fixed rule set consistently.

Three factors shape the resolution:

Lookback windows

Lookback windows define the time period in which an ad interaction can be linked to an install. These windows are configured in the MMP dashboard and typically include:

  • Tap-through attribution windows, for example 1 day, 7 days, or 30 days
  • View-through attribution windows, for example 1 to 24 hours or up to 7 days

Only interactions that fall within these windows are eligible for attribution.

Attribution priority rules

When multiple valid attribution responses exist, priority rules are applied. Common rules include:

  • Click-through attribution takes precedence over view-through attribution
  • Last-touch attribution determines the winner when multiple claims meet eligibility criteria

These rules ensure that only one network is attributed per install.

Attribution availability

The MMP also considers whether a valid attribution response exists:

  • If a network or platform returns a valid attribution signal, it is eligible
  • If no valid attribution response is received from any source, the install is classified as organic

The MMP does not attempt to infer or guess attribution beyond the data and signals provided.

Step 5: Install attribution is finalized

Once the match is successful, the install is officially attributed. The source of the install, including the network, campaign, and keyword, is confirmed. This attribution becomes the anchor point for all future events tied to that install.

Step 6: In-app events are recorded

As the user continues using the app, they may perform actions such as sign-ups, purchases, subscriptions, or level completions. Each of these in-app events is captured by the MMP SDK and linked back to the original install and campaign.

Step 7: Performance is measured and optimized

With installs and post-install events connected, UA teams can:

  • Evaluate user quality, not just install volume
  • Measure campaign profitability and ROI accurately
  • Make optimization decisions based on real outcomes, not network claims

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Need more help? 

If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat.