The benefits of understanding the complete user journeyThrough a method called multi-touch attribution, marketers are able to see the complete user journey; both the assists and the last touch, i.e. final click before the user downloads.
The media source where the last touch happened gets credit for the app installs. With this credit, or attribution, two things happen:
- The media source gets paid
- The app marketer knows where installs are coming from
Understanding the whole story, both the the last touch and the assists, helps marketers better optimize their ad spends for future campaigns.
Assisted install data is also critical in the fight against fraud, as it helps identify click flooding and click hijacking.