VTA (View-through attribution)

VTA relies on tracking impressions that have led to installations or reinstallation. In some cases, there may be a gap between the first action to install, but with VTA, it is easier to track and provide accurate information.

What is view-through attribution (VTA)?

View-through attribution, or VTA, is a method of measuring the effectiveness of mobile app ads. VTA is a way to track when a user views an advertisement within a mobile app and later converts within the app. This can help advertisers to get a better understanding of the impact their ads are having, and make more informed decisions about where to allocate their mobile app advertising budget.

VTA can be particularly useful for measuring the effectiveness of in-app display advertising, where users may be more likely to see an ad without clicking on it. It can also be beneficial for tracking the effectiveness of video ads and rewarded ads within mobile apps. It is important to note that VTA requires the use of in-app tracking tools, such as mobile SDKs, to track user behavior and attribute conversions to specific ad views. With the right tools in place, VTA can be a powerful way to gain deeper insights into user engagement within mobile apps and optimize mobile app advertising strategy.

How does VTA work?

VTA works by assigning a predefined “attribution window” for each campaign. This window, also known as the “lookback window”, is the period after an impression when a conversion may be attributed to it. This conversion can refer to any desired action that you want users to take, such as app installs, re-engagement, purchases, and more.

Typically, the standard attribution window is 24 hours, which means any conversion within 24 hours after a user views an ad is attributed to that particular impression. However, it’s worth noting that this window can vary depending on the market and industry. For instance, mature markets like the US and Singapore tend to have longer attribution windows, as users in these countries tend to take more time to convert.

Additionally, the attribution window is longer for industries like finance, education, and e-commerce, but shorter for gaming, health, and fitness apps. The reason for this is that downloading a game, for instance, doesn’t require as much thought as a financial app would. This leads to shorter attribution windows. It’s also understandable, considering that advertisers in these industries have established ad networks designed to convert users quickly.

Therefore, it’s crucial for advertisers to choose the most suitable attribution window based on their industry and target market segment. And to ensure accurate and timely attribution of conversions, advertisers must share ad impression data with relevant ad networks. With the right VTA strategy in place, mobile app advertisers can gain a more complete picture of the impact their ads are having on user engagement and optimize their mobile app advertising strategy accordingly.

What are the benefits of view-through attribution?

One of the main benefits of using view-through attribution (VTA) for your app is that it provides a more complete picture of the impact your ads are having. Traditional click-through attribution only tracks conversions that occur directly after a user clicks on an ad, but VTA also tracks conversions that occur after a user views an ad but doesn’t click on it. This allows you to see the full impact of your ad campaign, including the effectiveness of your display ads.

Another benefit of using VTA is that it allows you to make more informed decisions about where to allocate your advertising budget. By tracking the full impact of your ads, you can see which ads are driving the most conversions and optimize your ad spend accordingly. Additionally, by understanding the attribution window that works best for your industry, you can make sure that your ads are reaching the right audience at the right time. Overall, using VTA can help you to better understand your target audience and increase the ROI of your mobile app advertising campaigns.

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