People-Based

Attribution
A unified view of your customers' journeys no matter the
channel, platform or device
Each day, millions of
users take billions of
actions on their
connected devices
 But these
Actions are not
random...
 As a marketer, you want to
understand how these
actions are tied together, so
that you can understand the
path to purchase
You Have Fewer Users Than You Think
People-Based
Attribution
 People-Based Attribution
One View of All Devices, Platforms & Channels
The Industry’s Most Comprehensive Solution

Cross-Device Actionable Insights

Connect and engage with your Drive rapid business results with
customers in a consistent, visualizations and raw data reports
personalized way, wherever they that translate trillions of interactions
are: on desktop, mobile, or tablet. into ready-to-use insights.

Web-Assisted Installs 100% Accurate

Uncover your best performing AppsFlyer’s User Graph delivers
channels to boost ROI, and user identification through
optimize engagement across deterministic matching across a
web and app touchpoints. breadth of devices and channels.
 People-Based
Attribution in Action
 First-Time User Matching: CUID
Cross-Platform & Cross-Device Flow

Website Log In
Web SDK ties webID to
Customer user ID (CUID)

Web Visit Native App Login

Web SDK assigns a Mobile SDK ties Device ID to
web ID (cookie) customer user ID (CUID)

Web ID (cookie) AppsFlyer User Graph

and CUID tied User (CUID) associated with
together in AppsFlyer desktop (cookie) and mobile
User Graph device (Device ID)
 First-Time User Matching: Deep Links
Mobile web to Native App (same device)

MWeb Visit Click on CTA App Install/ App Launch

Web SDK assigns With OneLink Mobile SDK gets cookie
Open 4
a web ID (cookie) behind CTA from OneLink URL

Web ID AppsFlyer User Graph

(cookie) User is associated with
registered on the Web ID (cookie) and mobile
OneLink click device (Device ID)
 The Data Architecture
Private user graph

Mobile SDK Mobile attribution Installs &

Engine In-app events

Druid
Dashboard
DB

People-Based
Attribution

Web SDK Data locker External

BI tools

Web attribution Visits & web

Engine Events

Web SDK User journey Data

(touchpoints)
In today's multi-channel and multi-device world, being able
to connect the dots between web and mobile is essential for
our business.

AppsFlyer's People-Based Attribution is changing the way

we do marketing, giving us insights we've never had
access to before.

Denitsa Georgieva, Head of Acquisition Marketing

The Holistic Benefits
 Primary Use Cases

Attribute web visits to Break down organic Measure Smart

app installs traffic Banners performance

Optimize media mix Boost ad efficiency through

Measure and improve
and budget allocation smart retargeting and
cross-platform revenue & LTV
personalization
Optimize Spend Across Web and App
Attribute web
visits to app
installs

Gain a comprehensive view of

customer journeys, from
campaign to acquisition to
app engagement to
retargeting.

Analyze the impact of web

campaigns on your native app,
understand when and how a
web visitor installs your app,
and lower acquisition costs
based on those insights.
 Unveil Uncredited Marketing
Break down
organic traffic

Before
15-3
Non-Organic BL
INDS
0%
PO
Organic T

People-Based Attribution
Non-Organic

Organic

Referral Email Blog Search & Social

 AppsFlyer is our source of truth when it comes to
attribution. We have gained full 360-degree insight to our
user acquisition activity, while lowering our costs. No
marketing tech stack is complete without AppsFlyer.

Sadie Daryan, Global Head of Display & App Marketing

The Multi-Touch Difference
Optimize media
mix and budget
allocation

Gain granular insights not only

into how individual channels
perform in comparison to others
but how these channels work in
tandem to create a multi-touch
experience that increases
engagement with your
audience.

Understand the real value of

each touchpoint, whether on
paid, organic or owned/earned
channels and allocate your
budget based on those insights.
 A Lens Into Customers’ True LTV
Cross-platform
revenue & LTV

Get a 360-degree view of the generated revenue at the device and media source level

Increase LTV and reduce CAC for app and web campaigns
Getting Started
 World’s Most
Robust
Mobile SDK

+
Lean & Flexible
Web SDK
 One SDK to rule them all
Implement AppsFlyer’s web SDK once to measure and connect all web
data across every platform and device
 AppsFlyer Web SDK
Setup in Two Easy Steps

1
Apply standard
web SDK tags on 2
all website pages
Configure your
web events
(conversions) with
the web SDK

<appsflyer web SDK />

 1 Apply Standard SDK Tag

Simply paste
the SDK tag and
set for all pages
 2 Configure Your Web Events

Define any web

standard or
conversion
event you’d like
to measure and
attribute

AF.event({action:"explore", category:"homepage", revenue:25.2, label:"new engagement"});

Thank you
kavya.jain@appsflyer.com