Where Does Your Traffic Come From? A Complete Guide to Attribution Models for IAA Games

Your ad campaign is running, installs are increasing—but which platform is really driving those results? The answer depends on how you attribute conversions.

Attribution models determine how credit for user acquisition is assigned. In this article, we’ll walk you through the most common models used in IAA (In-App Advertising) games, and help you choose the one that fits your strategy.

1. Last-Click Attribution: Simple and Popular

Definition: The last clicked ad gets full credit for the install.

Pros:

• Easy to understand and implement.

• Supported by nearly all major platforms.

Cons:

• Ignores earlier impressions or clicks from other platforms.

Best for: Smaller teams or those testing new creatives or channels.

2. View-Through Attribution: Giving Impressions Credit

Definition: Even if a user doesn’t click an ad, the impression may still get credit if the user later installs the app.

Pros:

• Useful for rewarded videos, interstitials, and branding campaigns.

• Captures “influence” beyond clicks.

Cons:

• Attribution is less precise and can lead to channel overlap.

• Not consistently supported across platforms.

Best for: Mixed campaigns that include visual exposure.

3. Multi-Touch Attribution (MTA): A Holistic Approach

Definition: Assigns credit to multiple touchpoints in a user’s journey, weighted by their influence.

Example: User saw an ad on Platform A → clicked an ad on Platform B → installed. Platform A gets 30% credit, Platform B gets 70%.

Pros:

• Provides a complete picture of the user journey.

• Useful for channel synergy analysis.

Cons:

• Complex setup and modeling required.

• Needs large datasets and advanced analytics.

• Challenging to implement under iOS privacy rules.

Best for: Advanced teams with data science or in-house BI.

4. SKAdNetwork (SKAN): Apple’s Attribution Solution

Definition: Apple’s privacy-centric attribution system post-iOS 14.

Features:

• No device ID needed.

• Postbacks delayed 24–48 hours.

• Only aggregate data, no user-level events.

Pros:

• Meets Apple’s privacy guidelines.

• Standard for iOS advertising.

Cons:

• Lower data granularity.

• Difficult to optimize without modeling.

Best for: All iOS traffic, especially in Western or Japanese markets.

SolarEngine fully supports SKAN and helps developers blend Android and iOS insights for accurate, cross-platform performance tracking.

5. Incrementality Testing: Did the Ad Really Drive Users?

Concept: Use A/B testing to compare users exposed to ads vs. those who aren’t, measuring “net new” installs.

Example: One group sees ads, the other doesn’t. The difference in installs or behavior shows the incremental effect.

Pros:

• Measures ad effectiveness without relying on attribution chains.

Cons:

• Higher cost and setup complexity.

• Requires larger budgets and traffic volume.

Best for: Brand campaigns or teams exploring upper-funnel value.

6. Which Model Should You Choose?

Conclusion: Choose the Right Model, Spend Smarter

There’s no perfect attribution model—only the one that best suits your game’s goals and stage. Understanding the differences helps you avoid misleading metrics and make better marketing decisions.

SolarEngine supports multiple attribution models and is compatible with SKAN, Android, and major ad platforms. It empowers IAA developers to track real value and grow profitably.