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Understanding Attribution in Firebase Analytics

April 27, 2017

Todd Kerpelman
Developer Advocate

Ad campaign #1 resulted in 500 clicks.

Ad campaign #2 resulted in 300 clicks.

Ad campaign #1 resulted in 500 clicks

But only 80 users installed and opened your app
...and they spent an average of $1.20 each

Ad campaign #2 resulted in 300 clicks...

But 230 of those users installed and opened your app
...and they spent an average of $6 each
...and over 100 of them signed up for your newsletter?

attribution

The source is typically the ad network itself. (Vungle, AdWords, etc.)

The medium generally records the type of ad that was shown. (In game banner, full-screen interstitial video, etc.)

The campaign usually identifies the specific ad campaign that was being run. (Elevator fight, Swimsuit model on a horse, etc.)

first_open

in_app_purchase

Postbacks

In addition to receiving attribution information from these ad networks, Firebase Analytics can report back information to these ad networks, in a concept known to most marketing professionals as "completing the circle of life". Actually, nobody calls it that; I just made it up. (But it sounds good, right?) You can ask Firebase to tell these ad networks that a user has completed an important conversion event within your app, which is done via a call known as a Postback.

which What about Dynamic Links?

Give it a try!

Labels: ads , advertisers , attribution , firebase , Firebase Analytics , IDFA , mobile

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