Mobile attribution
How mobile attribution differs from web attribution.
Last updated June 3, 2026
Mobile attribution uses deep links, install referrers, SKAN, push opens, and direct app launches. Direct is usually larger because many app opens have no source context.
Revenue stays in the period when the payment occurred. Source, campaign, page, screen, country, device, operating system, and app version come from the recorded customer touch selected by the model. A delayed payment can use an earlier visit without counting provider delivery as a visit.
Options / Configuration
| Model | Used for |
|---|---|
| Deep link | High-confidence app opens from universal links or app links |
| Install referrer | High-confidence Android install attribution |
| Deferred deep link | Medium-confidence click-to-install matching |
| SKAN | Low-confidence delayed iOS attribution |
| Direct | No attribution context from home screen, app switcher, or ATT limits |
What happens next
Open Traffic Sources for an app site and compare Direct, Install Sources, Deep Links, and Push before changing campaigns.
Troubleshooting
Revenue shows as Direct
Confirm the visitor had a captured source before purchase and that the payment event includes the visitor or session identity.
A source looks over-credited
Switch attribution models and compare first-touch, last-touch, and linear credit before changing spend.
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