{"id":2433,"date":"2015-10-27T17:02:50","date_gmt":"2015-10-28T00:02:50","guid":{"rendered":"https:\/\/www.kochava.com\/?p=2433"},"modified":"2022-08-18T15:09:53","modified_gmt":"2022-08-18T22:09:53","slug":"configurable-attribution-understanding-lookback-windows","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/configurable-attribution-understanding-lookback-windows\/","title":{"rendered":"Configurable Attribution #1 – Leveraging Lookback Windows"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Configurable attribution is one of the most powerful tools at an advertiser\u2019s disposal, and Kochava has the most robust configuration available. It allows the advertiser to tailor\u00a0the balance between attributed and unattributed installs\u00a0and events to their attribution goals.\u00a0Over the next 4 weeks we will be unpacking the Kochava Attribution Engine: What it is, how it works, and the tactics to configure your attribution to support your strategy.\r\n\r\nThe Kochava Attribution Engine<\/a> is designed to be unbiased, comprehensive and immediate, considering every available data point to ensure authoritative attribution. Its objectivity results from considering all possible engagements\u2014impressions, clicks, installs, events\u2014and determining the winning engagement. The consideration of all engagements ensures that the attribution decision is final. Once the attribution is completed, it becomes actionable via real-time postback, data syndication, and reporting. The factors that figure into attribution, in order of priority, are lookback window, the integrity of the match, and the time of the click.\r\n\r\nLookback window defines how far back, from the time of install, to consider clicks and impressions for attribution. For example, a 1-day Lookback Window means the click must have been recorded < 24hrs prior to install.\r\n\r\nLookback window defaults are 30 days for device-based matching and 7 days for probabilistic-based (see iOS 14+ restrictions<\/a>) matching, but they are fully configurable by media partner, as well as at the campaign and\/or tracker level.\r\n\r\nConfigurable lookback windows are a powerful tool. By adjusting lookback windows advertisers can customize the balance between attributed and unattributed installs and events, to serve your advertising goals. Here are a few different goals and the strategies and tactics that can be employed to achieve your goals:\r\n\r\n\"lookback-window\"<\/a>Goal #1: \u00a0Optimize campaign efficiency\r\n<\/b>\r\n\r\nBy matching your lookback window configuration to your MTTI (mean time to install) by partner, you can ensure that your lookback window is set at the optimal point before your campaign reaches diminishing returns. \u00a0\u00a0These can be set by campaign and by network. For example, games tend to have a relatively longer MTTI than other categories. If your MTTI on Network A is 30 hours, you can set your lookback window for Network A to 3 days to attribute the majority of new users to that campaign. \u00a0This allows you to optimize campaigns without wasting dollars waiting for the stragglers.\r\n\r\nGoal #2: \u00a0Acquire High-Intent Users<\/b>\r\n\r\nAcquiring high-intent users can be expensive. By employing shorter lookback windows, you can ensure that you are only paying for the users with the highest intent.\r\n\r\nGoal #3: \u00a0Gain network traffic prioritization<\/b>\r\n\r\nGetting up-to-speed with a new network and earning priority placement takes time. By increasing the lookback window, you can ensure that every possible conversion is attributed to that network, thus gaining traction and earning prioritized network traffic.\r\n\r\nRead part 2<\/a> of this series.[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"

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