Best Mobile App Attribution Tools 2020

Best Mobile App Attribution Tools 2020 blog post image

As a data-driven app marketing agency, we talk a lot about different types of app measurement tools. That’s because having an analytical approach based on the data is the best way to make your app successful for the long haul. We’ve recently shared our top 3 picks for the best ASO tools, and now we’d like to share our picks for the best app attribution tools. 

First off, what is mobile attribution? It’s data-based science that gives an understanding of what happens when a particular app user interacts with a mobile ad – for example, an app attribution tool will attribute ad spend to installs or user engagement. As a mobile marketer, you must keep track of how well your ad campaigns perform. You need to know your target audience, the ad type and creatives, which channel the ad is running on and, of course, more quantitative metrics such as installs and CPI.

Tracking all of these manually can be overwhelming. That’s why we recommend having a mobile attribution tool that will help you understand where your users are coming from and which campaigns resonate with them the most.

Here are the main features that you should look for in an attribution tool:
  1. Dashboards & Reporting
  2. Retargeting Attribution
  3. Uninstalls Reporting
  4. Fraud Detection
  5. Integrations with platforms you use, like Google Ads, Facebook, etc.
  6. Pricing based on your budget

AGN works on many mobile projects, and we’ve had the advantage of trying multiple tools. Here we’ve identified the best mobile app attribution tools that you should check out!

1) Adjust

Adjust is our top pick and we use it ourselves. It is one of the industry leaders in mobile attribution and fraud prevention and helps us greatly with managing our campaigns.

What’s great about Adjust is that they provide a holistic solution that goes beyond just attribution. They acquired data aggregation platform, Acquired.io, in December 2018 and offer Adjust Automate which enables marketers to manage all campaigns in a single dashboard. The automated workflow handles budget allocation, bid management, and more.

Another Adjust differentiator is that – while others detect fraud – Adjust prevents fraud. Their solution is preventative by blocking data from ever entering into a client’s ecosystem. They also acquired cybersecurity company, Unbotify, that detects and eliminates in-app bot fraud. 

A feature we use a lot is the audience builder, which is designed to re-engage your app users by generating dynamic audiences that are updated in real time, eliminating the need to check those CSVs. You can then split audiences by different networks they’re coming from so that you don’t spend on duplicates. 

It has an easy-to-use dashboard where you can track network performance based on important mobile app KPIs along with in-app events that you can configure manually. Adjust is an excellent choice for teams of all sizes because of its versatility and accessibility.

The example above shows an Adjust demo dashboard 

2) Appsflyer

Appsflyer is another popular mobile attribution tool. It provides great features like multi-touch attribution, retargeting attribution, configurable attribution windows, and many more, allowing marketers to achieve their targets easily and efficiently.

Appslfyer also has two different free accounts available – one for zero-based marketing and a “pay as you grow” account for small businesses with limited ad budgets. The basic version lets you engage and interact with your users and – once you decide to scale your marketing efforts – you can unlock better reports, alerts, and even custom dashboards. 

Appsflyer also offers retention reports and cohort analysis based on country, source, app version and has raw user data that can be exported and analyzed in your preferred BI/visualization tool.

A major deciding factor when choosing between this one and Adjust is which interface you prefer. Since their features are kept to a high standard, you’ll likely choose the one that will integrate into your app dev/marketing/managerial stack better.

The example above shows an Appsflyer Retention Report

3) Branch

Branch provides attribution, fraud prevention and deep linking solutions that offer a unified experience across multiple platforms. What makes Branch unique is its focus on people-based attribution; with it you can build branch personas derived from deep links across platforms, making them very reliable. By consolidating the web and app metrics it provides a more reliable tool for accurately measuring attribution of your campaigns. 

Branch also surprises with the ability to add unlimited custom events like ‘Purchase’, ‘Add to Cart’, ‘Add Payment’, ‘eCPI’, ‘eCPA’, ‘ROAS’. By having highly detailed info about your user journey, you can analyze that with filters – ad name, ad partner, ad set name, campaign, channel, country, creative, date, last attributed touch type, and much more than we can list here.

The above-mentioned features make Branch especially useful for e-commerce companies that typically have entwined cross-platform customer journeys that require reliable and intricate tracking.

In their analytics dashboards, you can check clicks, installs, and conversion events and segment them by country, device, platform, channel, campaign, and more.

The example above shows a Branch Analytics dashboard

4) Kochava

Kochava is a new and underrated player in the world of attribution. This does not prevent it, however, from providing a multitude of services. It’s clear that Kochava is eager to join the above-mentioned platforms and become a commonplace name. 

To identify themselves they have created, among other things, their own Kochava Traffic Index that helps you choose higher quality users and low-fraud rate channels that save you hours of research.

Besides helping you with attribution, Kochava also provides tools to increase user engagement, such as using push notifications to segmented users and A/B multivariate testing for experimentation.

They have a Unified Audience Platform that helps marketers establish customer identity, segment and activate audiences, plus measure and optimize marketing efforts across connected devices.

For smaller teams, or for those with limited budgets, one of Kochava’s main advantages is that it has a completely free version available – as long as you’re willing to share your data. 

Best App Attribution Tools in a Nutshell

While many of the best mobile app attribution tools have many similarities, they have key differences that you should keep in mind when figuring out what’s best for you and your app product. We’ve highlighted our top pick for best App Attribution Tools as follows:

  • Adjust
  • Appsflyer
  • Branch
  • Kochava

Depending on the size of your team, your timelines, and budget, you’ll want to do your own research to determine which choice best serves your needs. And, of course, if you need some expert assistance, please don’t hesitate to contact us. We’re here for you!

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