The Adjust Mobile Measurement Glossary

Fractional attribution


What is fractional attribution?

Fractional attribution is when credit is given to multiple sources for an install.

You’re probably already familiar with single source attribution methods such as first and last click attribution, which give 100% credit to one source. Fractional attribution is an alternative approach, acknowledging that usually more than one ad contributes to an install.

With fractional attribution, the impact of each ad (which can be called touchpoints in this case) is measured. Those measurements can then attribute partial credit to any number of touchpoints, starting with the first interaction and ending with the user’s conversion. This is called the user’s journey to install.

It’s important to note that last click attribution is the current standard throughout the industry. Mobile measurement providers such as Adjust attribute credit to the last click, meaning you pay the network that delivered the final click that occurred before an install.

How does fractional attribution work?

As the term suggests, fractional attribution means dividing credit into fractions. This can happen in a number of ways, including curve models, equal weighting and various multi-touch methods.

There are various multi-touch attribution models to choose from, depending on how you think credit should be divided. For example, a time decay model gives more weight to touchpoints that occurred closer to install, while a U-shaped model will give the most credit to the first and last touchpoints.

If you’d like to know more about curve models and multi-touch attribution, check out our in-depth look here.

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