Many of the latest developments in digital attribution have less to do with new technology and more to do with new ways of using old technology.
For instance, a ‘cohort’ of users with similar behaviour patterns that uses an app daily may be more likely to purchase a product after reading a review. Based on this information, digital marketers can prioritise conversions to product review pages as opposed to conversions to a product page or landing page offer.
The new, siloed mobile-first world also presents new challenges – and new opportunities.
Apps with built-in or grafted-on ad platforms used to have difficulty tracking attribution for clicks and purchases from display ads. But as mobile organic attribution matures, the ability to target granularly and on-the-go sparks new growth areas for brands.