Mobile Attribution: 5 Alternative Models You Should Know

User data privacy has become a top priority in recent years, forcing companies to rethink traditional attribution and data collection frameworks. Apple took the first step by introducing SKAdNetwork for iOS. Unfortunately, this solution has fallen short of industry expectations: limited conversion visibility, reporting delays, and inflexibility have made SKAN impractical for real-time campaign optimization.

Meanwhile, Google announced plans to transition Android to its Privacy Sandbox framework. Earlier, the company paused implementation due to challenges in aligning stakeholder interests across the ecosystem.

Despite these hurdles, adaptation is imperative. In an era of constrained access to personal data, marketers must embrace alternative attribution methodologies to maintain measurement accuracy.

Web2App Attribution

The Web2App (Web-to-App) funnel enables marketers to trace the complete user journey—from an advertiser’s website to their mobile app—identifying which traffic sources and web campaigns drive app installs and in-app conversions.

How Does Web2App Work?

1. Web Landing Page as Entry Point. A user clicks on an ad in a mobile browser and lands on a web page.
2. Seamless Transition to the App. A deferred deep link directs the user to the relevant screen if the app has already been installed. If not installed, the user is redirected to the App Store or Google Play (with optional timed auto-redirects).
3. Event Attribution via MMP. After installing an app, the MMP matches the web click with subsequent in-app actions (e.g., activation, purchase, subscription).
4. Comprehensive Reporting. Marketers gain full visibility into which web campaigns and traffic sources drove high-value in-app events.

Benefits of Web-to-App Technology

• Cost Efficiency Through Rapid Optimization. Real-time performance data enables faster campaign adjustments, improving ROI.
• Higher Conversion Rates. Engaging users at the web stage (via landing pages with CTAs) often outperforms direct store links, serving as a “warm-up” phase.
• Precise Attribution. Advertisers gain deeper insights into users installing the app or completing target actions, thus enabling data-driven campaign optimization.

Challenges of Web-to-App Technology

• Technical Implementation. Requires dedicated landing pages, Facebook CAPI setup, link configuration, pixel integration, and other technical adjustments.
• Cross-Domain Attribution Issues. Traffic from external sites or proxy redirects may lose tracking parameters, causing attribution gaps.
• Reliance on Third-Party Platforms. Without MMPs like AppsFlyer or Adjust, correlating web and app data becomes significantly harder.

Web-to-Web Attribution

Web-to-Web is an app promotion strategy in which users interact with ads in a mobile web browser and continue their journey within the web environment before downloading the app. Unlike Web2App, which focuses on immediate installations, this approach builds engagement through mobile-optimized web pages before guiding users to the app store.

How Does Web-to-Web Work?

1. Ad Interaction. Users discover ads via search engines or social media and click through to a landing page.
2. Intermediate Web Experience. The landing page showcases app features, demo videos, or registration/subscription flows—delivering value before the install.
3. Conversion. After engaging with the web content, users are redirected to the app store for download.
4. Attribution Tracking. Dedicated trackers monitor the full user journey—from ad click to store redirect—ensuring measurable campaign performance.

Pros of Web-to-Web Funnel

• Broader Reach. Effectively targets a wider audience compared to direct app store promotions.
• Cost Savings. Payments processed via web avoid Apple’s 30% App Store commission. Users access premium features through activation codes.
• Retargeting Opportunities. Enables remarketing to users who visited the landing page but didn’t convert.
• Enhanced Engagement. Interactive landing page content boosts user interest before app installation.
• Personalization & Segmentation. Collects first-party user data (email, name, etc.) for precise audience segmentation, tailored ads, and email campaigns.
• Granular Attribution & Analytics. Web-stage tracking provides deeper insights than direct App Store conversions.

Cons of Web-to-Web Funnel

• Technical Complexity. Implementing cross-platform attribution and optimizing touchpoints requires specialized tools and expertise.
• Consistent Web Traffic. Campaign success hinges on maintaining a steady flow of high-quality web traffic, demanding robust acquisition strategies.
• Limited App Compatibility. Not ideal for all app types (e.g., hyper-casual games), where added landing pages may hurt conversion rates.

Probabilistic Attribution

Probabilistic attribution leverages statistical modeling and machine learning to analyze user behavior. By comparing observed actions with historical data, this method identifies the impact of each touchpoint in the customer journey. Major ad platforms such as Google Ads and Meta (Facebook) use probabilistic attribution to measure campaign effectiveness.

How Does Probabilistic Attribution Work?

When a user clicks an ad and later launches the app, platforms collect technical signals to calculate the probability of a match. Key parameters include:

• Timing.
• IP address.
• User agent (OS, browser, device type).
• Screen resolution.
• Device model.
• ISP/carrier.
• Approximate geolocation (when available).

The system analyzes these signals, and if the match probability exceeds a threshold, the install is credited to the corresponding ad source.

Benefits of Probabilistic Attribution

• No Complex Infrastructure Needed. Unlike Web-to-App solutions, it doesn’t require landing pages or funnel setups.
• Works Within IDFA Restrictions. Provides a viable measurement alternative in a post-IDFA environment.
• No ATT Consent Required. Functions without relying on Apple’s App Tracking Transparency framework.
• More Comprehensive Than SKAdNetwork. Delivers fuller campaign insights compared to SKAN’s limited data points.

Limitations of Probabilistic Attribution

• Opaque Methodology. Neither Meta nor Google fully discloses which parameters they use or how their models calculate attribution.
• Predictions, Not Certainty. Provides probability-based estimates rather than definitive attribution, requiring validation against first-party data.
• Risk of Misattribution. Potential inaccuracies in crediting conversions to specific campaigns or channels.

App Tracking Transparency (ATT)

Introduced with iOS 14, App Tracking Transparency (ATT) requires apps to request user permission before tracking activity across other companies’ apps and websites. When users opt in, this enables marketers to track conversions, personalize advertising, re-engage users, and analyze behavioral patterns.

How Does App Tracking Transparency Work?

1. On first launch, apps must display Apple’s standardized pop-up “Allow [App Name] to track your activity across other companies’ apps and websites?”
2. When users grant permission, developers gain access to the device’s advertising identifier (IDFA) and the necessary data for targeting and analytics.
3. If the user declines, the app loses access to IDFA and operates with restricted data.

App Tracking Transparency is becoming less effective as a mobile attribution method with each passing year. User opt-in rates for in-app tracking continue to decline, dropping to just 13.85% in Q2 2024. This downward trend highlights the growing challenges marketers face in measuring campaign performance and targeting users on iOS.

AdAttributionKit (AAK)

Introduced at WWDC 2024, AdAttributionKit (AAK) expands attribution capabilities while maintaining Apple’s privacy standards. Built on the foundation of SKAdNetwork (SKAN), it offers advertisers greater flexibility without compromising user anonymity.

When a user clicks on an ad, this action is sent to the AdAttributionKit system. The advertiser receives an event notification, and if the event occurs within the designated time window, the ad interaction is recorded. Reports are delivered with a “shuffling delay” to prevent direct linkage between the click and the user’s action.

AdAttributionKit will be available in iOS versions following 17.4. For the first time, Apple has enabled AAK to support not only app installations but also web-based advertising. Additionally, Apple has introduced stricter measures against fraud: ads must be shown exclusively in the foreground, and the use of timers to prematurely end ad displays is strictly limited.

What’s the Difference Between AdAttributionKit and SKAdNetwork?

Key differences are outlined below.

Feature	AdAttributionKit (AAK)	SKADNetwork (SKAN)
Purpose	Simplified app attribution for iOS	Private app install attribution for iOS
Data Types	Provides aggregated data with minimal delay	Limited aggregated data with timer delays
Transparency & Privacy	High, designed to comply with Apple’s privacy requirements	Very high, minimal user data collection
Tool Integration	Native support in Apple Ads	Requires specific MMP configuration
Conversion Support	Limited conversions, simple setup	Supports multiple conversions (version-dependent)
Re-engagement	Yes	No

While AdAttributionKit offers promising features, there’s no need to rush its implementation—especially if your current attribution methods are performing well.

The Bottom Line

Choosing the best-fit mobile attribution method is essential to achieving your ad campaign goals. At Acquisition.mobi, we deliver end-to-end mobile app marketing solutions—including creative production, in-app advertising, and affiliate marketing. By partnering with trusted MMPs, we ensure accurate, high-quality data tracking across every channel. To explore collaboration opportunities, contact us at info@acquisition.mobi.