Written by
Head of Mobile Attribution - Affise MMP
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In today’s world, your audiences don’t limit themselves to a single device or channel. They engage with brands through smartphones, tablets, desktops, and connected TVs – sometimes all in the same day. As a result, marketers and publishers face the increasingly complex challenge of determining where their most valuable users come from and how to maximize returns on investment across a rapidly growing ecosystem.
Enter cross-platform attribution: the process of tracking users across multiple devices, channels, and touchpoints to understand the entire customer journey from discovery to conversion (and beyond). With the combined capabilities of Affise MMP (Mobile Measurement Partner) and Affise Performance (Performance Marketing Platform), advertisers and agencies finally have a comprehensive toolkit to achieve transparent, accurate, and actionable cross-platform insights.
Cross-platform attribution is about connecting the dots. Users rarely convert on the first interaction with your brand. Instead, they might first see a desktop display ad, later click a mobile ad, then eventually install and engage with your app. Without a holistic attribution model, you risk over-crediting or under-crediting certain channels, leading to misguided marketing spend and suboptimal optimization strategies.
By accurately attributing each conversion to the correct series of touchpoints – whether through web, mobile, in-app, or offline channels – marketers can better understand user acquisition costs, identify their top-performing partners, and enhance the entire customer journey experience.
Affise MMP is designed to bring clarity to the complexity of mobile-driven user journeys. As a Mobile Measurement Partner, it provides:
While Affise MMP delivers clarity and insight within the mobile ecosystem, Affise Performance extends that transparency across the broader performance marketing landscape, including:
When you leverage Affise MMP and Affise Performance together, you create an end-to-end solution that covers all your attribution needs:
The digital landscape is in constant flux. Tracking standards shift, privacy regulations evolve, and new platforms emerge regularly. Affise’s robust product ecosystem is designed with flexibility and forward compatibility in mind:
In a marketing environment defined by complexity and fragmentation, cross-platform attribution isn’t just a nice-to-have -it’s a must. The combined strengths of Affise MMP and Affise Performance empower marketers, agencies, and publishers to move beyond siloed measurement. With a unified, cross-platform attribution strategy, you can pinpoint the sources of your success, refine your marketing tactics, and confidently invest in the strategies that foster sustainable growth.
It’s time to elevate your attribution game: embrace the full potential of cross-platform insights with Affise and set a new standard for performance marketing success.
Written by
Aleksei Protopopov
Head of Mobile Attribution - Affise MMP
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