Attribution Models & Tracking Install Sources
Learn how attribution links installs back to their source, the difference between organic and paid, and how to avoid double-counting across channels.
Where Did This Install Come From?
To spend wisely, you must know which channel drove each install. Attribution is the process of crediting installs to the marketing source that caused them.
Without it, you cannot measure ROI or separate organic from paid growth.
Organic vs Paid vs Owned
Installs fall into broad buckets:
- Organic – from browsing/searching the store directly.
- Paid – from ad campaigns you pay for.
- Owned – from your website, email, or referrals.
Each needs its own measurement approach.
All lessons in this course
- Key ASO Metrics & Performance Indicators
- Using App Store Connect & Google Play Console
- Interpreting ASO Performance Reports
- Attribution Models & Tracking Install Sources