Mobile attribution refers to crediting a marketing channel, partner, or campaign with a conversion or success metric. This is done by looking at analytics platforms that help marketers understand their campaigns and determine on which channels their media campaigns are most successful.
For an install to be attributed correctly to an ad, multiple ad networks must provide unbiased information to the attribution firm. Mobile app attribution is complex and often difficult to determine, due to a lack of common industry standards and agreements between multiple parties that result in disagreement. There are many factors that contribute to app install attribution such as clicks, ad impressions, engagement within apps, and actions taken on social networks. In order to judge who gets paid, an attribution firm must keep track of all of the above app metrics.