Mobile app attribution

See the campaigns behind every conversion.

A final click can close the journey without starting it. Compare five attribution models to understand which campaigns introduced, assisted, and converted your users.

Start free Compare the models
First, assist, and last touch Campaign-level conversion reports

CAMPAIGN WORKSPACE

Attribution dashboard

Last 30 days
Attribution model Linear
Total campaigns By campaign Campaign activity
Total conversions Click to outcome Link to outcome
Attribution credit By touchpoint First, assist, last
JOURNEY VIEW Every touchpoint has a place
Linear
First touch Assisting touch Conversion
Illustrative product preview. Your dashboard reflects your campaign data.

Choose the lens that fits your question

Five ways to read the same journey.

No single model answers every marketing question. Compare how credit changes when you value discovery, recency, or every touchpoint along the way.

01 Attribution model

First-touch

Assigns all credit to the first recorded touchpoint before conversion.

All credit goes to the first touchpoint.
Useful when

Understanding which campaigns introduce users to your app.

02 Attribution model

Last-touch

Assigns all credit to the final recorded touchpoint before conversion.

All credit goes to the final touchpoint.
Useful when

Evaluating the campaign closest to the conversion action.

03 Attribution model

Linear

Divides credit equally across the recorded touchpoints in a journey.

Equal credit across recorded touchpoints.
Useful when

Giving each interaction an equal share of the conversion.

04 Attribution model

Time-decay

Gives more credit to recent touchpoints using exponential decay.

More credit is weighted toward recent touchpoints.
Useful when

Giving greater weight to interactions closer to conversion.

05 Attribution model

U-shaped (position-based)

Emphasizes both the first and final touchpoints in the journey.

40% first touch · 20% middle · 40% last touch.
Useful when

Balancing discovery and conversion, while still recognizing middle assists.

Why multi-touch matters

One conversion can have more than one contributor.

A user might discover your app through one campaign, return through another link, and convert after a final interaction. Last-touch attribution credits only that final step; multi-touch models help you examine the earlier assists too.

Illustrative journey—not benchmark or customer results.

AN ILLUSTRATIVE USER JOURNEY

From discovery to conversion

  1. 01
    First touch

    Campaign link introduces the app

    A potential user discovers your product.

  2. 02
    Assist

    A later touch brings them back

    Another campaign helps keep the app in mind.

  3. 03
    Conversion

    The user completes an in-app action

    Compare how each model shares credit across the journey.

Last-touch view Credits the final interaction

Useful for seeing what closed the journey.

Multi-touch view Surfaces earlier assists

Compare how credit shifts across the selected model.

Attribution credit depends on the model you select.

A clearer view of campaign impact

Give every touchpoint a fair read.

Start comparing campaign journeys with the attribution model that fits your team.

Get started free Open attribution dashboard