In-App Event

Event-based attribution is a method of crediting marketing channels or campaigns based on specific post-install events that a user completes, rather than attributing value solely at the point of install. While traditional mobile attribution focuses on which ad or campaign drove the app install, event-based attribution goes deeper by tracking downstream actions like free trial starts, subscription purchases, in-app purchases, or reaching a specific engagement milestone. This approach is particularly valuable in the post-ATT landscape where install-level attribution data is limited. By shifting focus to post-install events, marketers can better evaluate which channels drive high-quality users who actually convert and generate revenue, rather than just volume of installs. Event-based attribution works in tandem with SKAdNetwork's conversion value framework, where developers can encode specific post-install events into the limited conversion value bits available. It also enables more sophisticated optimization of ad campaigns, since platforms like Meta and Google can optimize toward deeper funnel events when provided with conversion signals tied to revenue-generating actions.

Mobile attribution is the process of connecting app installs and in-app actions to specific marketing campaigns, ads, or channels that drove them. It enables marketers to understand which advertising efforts deliver results, optimize ad spend across channels, and make data-driven decisions about user acquisition strategies.

An In-app purchases SDK (Software Development Kit) is a set of tools, code libraries, and documentation provided by a developer platform, such as Apple or Google, that allows app developers to integrate the ability for users to make purchases within their app.

Mobile app conversion rate (CR or CVR) is the percentage of users who achieve a specific goal within the app, such as making a purchase, creating an account, subscribing to a service, or completing a survey. Conversion rates are an important metric for mobile app developers and marketers as they indicate the effectiveness of the app in driving user engagement and achieving business goals. A higher conversion rate typically means that the app is successfully guiding users towards the desired action, while a lower conversion rate may indicate that there are issues with the user experience or the app's marketing strategy.

Funnel analysis is the process of tracking and measuring how users progress through a defined sequence of steps toward a desired outcome, such as installing an app, starting a free trial, or completing a subscription purchase. Each step in the funnel represents a conversion point where some users proceed and others drop off. For mobile subscription apps, common funnel stages include: ad impression → ad click → landing page view → app install or web checkout → onboarding completion → paywall view → trial start → paid conversion. By measuring the conversion rate between each stage, product and growth teams can identify where the largest drop-offs occur and prioritize optimization efforts accordingly. Funnel analysis is essential for both in-app flows (onboarding to paywall to purchase) and web-to-app flows (ad click to landing page to web checkout to app activation). Advanced funnel analysis segments users by acquisition source, geography, device type, or cohort to identify which segments convert best and where each segment encounters friction.