View-Through Attribution

What is browsing attribution

View-Through Attribution, or browsing attribution, refers to the situation where a user sees an ad but does not immediately click on it. However, at some point in the future, they complete the desired conversion action (such as downloading an app or purchasing a product). The system will attribute this conversion to the ad that the user previously saw.

Browse Attribution Use Cases

Display ads

In mobile Internet, display ads are ubiquitous, such as banner ads, interstitial ads, etc. These ads are mainly for display purposes to attract users' attention. Many times, users may just glance at them and do not click immediately. But when they have relevant needs later, they will remember the ads they saw before and complete the conversion.

Brand promotion

For brand advertisers, increasing brand awareness is an important goal. By showing a large number of ads, more users will be impressed by the brand. Although users may not take action immediately, as time goes by, when they make purchasing decisions, the ads they saw before will affect their choices.

Advantages and Challenges of Browsing Attribution

Advantages

It can more comprehensively measure the effectiveness of advertising, avoiding the limitations of only focusing on click attribution. For some brand advertising and display advertising, browsing attribution can more accurately reflect the long-term impact of advertising, helping advertisers better evaluate the benefits of advertising placement.

Challenge

It is difficult to determine the time window for browsing attribution. If the time window is set too short, some potential conversions may be missed; if the time window is set too long, some conversions that are not related to the advertisement may also be attributed to the advertisement. In addition, in a multi-channel marketing environment, it is also difficult to accurately distinguish the contribution of different advertisements displays to conversion.

In summary, view-through attribution plays an important role in mobile internet advertising. It can help advertisers and developers to have a more comprehensive understanding of the advertising effect, optimize marketing strategies, improve the promotion efficiency of applications and the quality of user acquisition.