App Attribution
To prevent revenue loss, enhance user journeys, ensure consistent tracking, and drive improved performance across key metrics.
Incomplete or missing app attribution results in lost revenue and limited understanding of which channels truly drive performance. When visibility is fragmented, marketers struggle to allocate budget effectively and scale what works.
Because of this, having proper app attribution in place is becoming increasingly critical. Without it, advertisers risk losing visibility over user journeys, reducing their ability to measure performance accurately or reward partners fairly. Implementing a reliable app tracking system ensures better attribution, improved campaign optimization, and more accurate reporting, while aligning with evolving privacy standards and maintaining user trust.
Benefits of App Attribution
Publisher diversification
Boost programme appeal by fairly attributing publishers
Better user experience
Prevents users dropoffs
Consistent tracking across all platform and devices
Unlock deeper data-led insights and make smarter decisions
Higher AOV, CR, and LTV
App transactions drive more sales and revenue through loyal, high-value customers
How it works
Awin recognizes the growing importance of apps in advertisers’ strategies and ensures they’re included in affiliate tracking to reduce leakage and fairly reward publishers. We do this through the utilization of Software Development Kits (SDKs) of top Mobile Measurement Partners (MMPs).
1.
Advertiser integrates their MMP SDK Solution into their app
2.
Advertiser enables the Awin in-app tracking module on the MMP’s panel
3.
Advertiser adds the in-app event labels to the Awin panel
4.
If needed, Advertiser updates the SDK to send relevant postbacks
5.
Awin adds the MMPs prefix to the advertiser’s tracking link
Different MMPs we offer integration with:
We have deep-level integrations with all of them, and our team will support you throughout the process if required.
Advertisers who integrated app attribution into their programs saw measurable uplift across KPIs
Based on a weighted global average from 2023–2024 integrations, we observed consistent incrementality across core performance metrics*:
in Revenue
in sales
in average order value (AOV)
in CR
*App incrementality figures only. Comparison is between the 3 months post-integration and the same 3 months from the previous year.
Guidelines and Best Practice
Send app users to app whilst non-app users to m-web
Maintain consistent attribution windows across your entire affiliate programme
Have app-based commission groups that reflect this valuable transaction type
Ensure app attribution status is clearly stated on your Awin profile (App badge)
Testing phase to last no longer than 2 months
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