Click-Through Attribution
Click-through attribution credits an ad for a conversion when a user clicked the ad and then completed the action within the attribution window.
Definition
Click-through attribution (CTA) is the baseline attribution model for digital advertising: if a user clicked an ad and then installed the app or completed a conversion event within the defined attribution window, that conversion is credited to the ad that received the click.
Click-through attribution is the highest-confidence attribution signal because the user took a deliberate action (the click) before converting. It's universally supported across all ad platforms and MMPs and forms the foundation of standard mobile app install attribution.
Most mobile UA campaigns use click-through attribution as their primary model, with a 7-day window being the industry standard. The key challenge is last-click attribution bias: when multiple ads touch a user before conversion, the last click receives all credit, potentially undervaluing earlier touchpoints that built awareness or consideration.
Why it matters
Click-through attribution is the minimum viable measurement model for paid UA. Without it, you cannot determine which campaigns and creatives are driving installs. It provides the data foundation for CPI, ROAS, and CVR calculations that drive budget allocation decisions.
Frequently asked questions
What's the difference between click-through and view-through attribution?
Click-through attribution requires the user to have clicked the ad. View-through attribution credits an ad for a conversion even if the user only saw (didn't click) the ad. Click-through is higher-confidence; view-through captures users who converted after exposure but via a different path.