Glossary term
Mobile Attribution Manipulation
What is Mobile Attribution Manipulation?
Mobile attribution manipulation is the deliberate and fraudulent practice of unnecessarily serving mobile ads to users who are close to conversion, thus misattributing credit for conversions and app installs. The culprits subsequently make money from app-install revenues and inflated mobile ad spend. Attribution fraud is a common mobile ad fraud practice and can affect a significant amount of mobile ad spend.
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Related terms
iOS IDFA
IDFA is an acronym for The Identity for Advertisers, this is the unique identifier given by Apple to each device. Crucial for mobile attribution, i.e. tracking the user journey, its purpose is to measure user interactions with ad campaigns and track events like installs and in-app activity.
Post-Install Event
A Post-Install Event is any user action or event that happens during usage of an app, after the app has been installed.
Mobile Ad Fraud
Mobile Ad Fraud is artificially inflating the number of ads served and subsequently making money from mobile ad spend.