Click-through attribution credits an ad for a conversion when a user clicked the ad and then completed the action within the attribution window.
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.
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.
View-through attribution credits an ad for a conversion when a user saw (but did not click) the ad and then converted within the attribution window.
Learn moreMobile AttributionAn attribution window is the time period after an ad interaction within which an install or in-app event is credited to that ad.
Learn moreMobile AttributionAn MMP is an independent third-party platform that attributes app installs and in-app events to the advertising sources that drove them.
Learn moreMobile AttributionLast-click attribution gives 100% credit for a conversion to the final ad click before the user completed the action.
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