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The concept of mobile attribution encompasses two distinct aspects in the field of marketing. First, it involves evaluating the impact of a visit or interaction initially made on a mobile phone (smartphone) on a subsequent conversion recorded on a computer or tablet. This approach to mobile attribution is detailed in the concept definition. Furthermore, the term mobile attribution is often used to measure the contribution of a specific marketing channel (such as an AdWords ad or a Facebook ad) to the process of downloading, installing, and using a mobile application. This type of attribution is generally simpler to evaluate because the various stages (ad view, app visit, installation, app opening, etc.) take place on the same smartphone. The smartphone is identified throughout these stages via the device ID (AdID for Android and IDFA for iOS). However, the mobile application must be configured with specific lines of code to trace the origin of installations through marketing channels. Specialized mobile attribution solutions, using software development kits (SDKs), are available to identify installation sources and calculate acquisition costs based on installations or purchases made within the application.

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