Definition
The process of determining which marketing source or campaign drove an app install. Accurate attribution is needed for measuring CAC, optimizing performance marketing, and analyzing subscriber LTV by channel.
Channel CAC = Channel Spend / Attributed Installs from Channel. Channel Subscriber CAC = Channel Spend / Subscribers from Channel. Channel ROAS = Revenue from Channel's Users / Channel Spend.
With Apple's ATT limiting user-level tracking, attribution now relies on a mix of: SKAdNetwork (Apple's privacy-preserving framework), probabilistic modeling, self-reported attribution (asking users how they found you), and first-party data integration. It is less precise than before but still directionally accurate enough for budget allocation decisions.
Deterministic attribution uses unique identifiers (like IDFA when available) to match a specific ad click to a specific install with certainty. Probabilistic attribution uses signals like IP address, device type, and timing to estimate which ad likely drove the install. Post-ATT, most attribution is probabilistic, which is less accurate but still useful.
If you spend more than $5K/month on paid acquisition, yes. MMPs deduplicate installs across networks, provide unified reporting, and handle the technical complexity of cross-platform attribution. Popular options: AppsFlyer, Adjust, Branch, and Singular. The cost of an MMP is typically 1-3% of your ad spend — a small price for accurate data.
A native message displayed within the app interface (e.g., banners, modals, full screens) used to guide user actions - such as starting a trial, updating payment info, or exploring premium content. IAMs complement push notifications for mid-session engagement.
A transaction made within the app to unlock content, features, or virtual goods. For subscription apps, IAPs can be used for one-time purchases alongside recurring plans, and must comply with Apple and Google's platform rules for digital goods.
The percentage of users who install the app and ultimately start a paid subscription. This is a key funnel metric for evaluating onboarding effectiveness, paywall performance, and the overall value proposition.
A user's status, tracked by the app store, that determines whether they qualify for introductory pricing. On iOS, eligibility is typically limited to one offer per subscription group per Apple ID, meaning churned users may not qualify again.
A discounted subscription offer available only to first-time subscribers for a limited time (e.g., $0.99 for the first month). It's used to lower entry barriers and increase trial-to-paid conversions, and is governed by platform-specific rules on eligibility.
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