1、Gaining visibility with view-through attributionEBOOKA mobile marketers playbookWith insights from:Gaining visibility with view-through attribution2ContentsIntroduction:All eyes on view-through attribution 3 The methodology 3Part 1:A positive outlook for mobile marketers 4 The VTA adoption rate land

2、scape 4 VTA stats we cant take our eyes off of 6 The benefits of VTA for mobile app marketers 7 Three key VTA use cases 8Part 2:Under the lens:VTA facts,charts,and figures 9 A drop in clicks doesnt(necessarily)lead to a drop in installs 9 Scanning click and impression share 11 The time interval brea

3、kdown 14Part 3:Snapshots of VTA in action 15 Common ad types marketers utilize VTA to measure 15 Our perspective:5 VTA best practices 16 Industry benchmark VTA windows 18 Hot take:Utilize VTA for holistic CTV ad measurement 19Conclusion 23Gaining visibility with view-through attribution3View-through

4、 attribution(VTA),also known as impression tracking,is highly relevant to app marketers looking for insightful ways to continue driving growth in 2023s complex economic environment.As opposed to click-through-attribution(last-or multi-touch),VTA gives credit to impressions that occurred within a cer

5、tain time frame after the user saw an ad.Because the attribution provided is less concrete,the attribution window is usually kept shorter,and while some ambiguity will always exist,VTA is crucial to measuring and comprehensively understanding overall campaign performance If VTA is ignored in favor o

6、f click-through-only attribution,advertisers can falsely reach the conclusion that a specific channel or ad isnt converting,or that the attributed channel is doing all the heavy lifting on its own.Were diving into VTA to demonstrate the value of this form of attribution and to provide insights,bench