{"id":2499,"date":"2015-11-10T16:29:43","date_gmt":"2015-11-11T00:29:43","guid":{"rendered":"https:\/\/www.kochava.com\/?p=2499"},"modified":"2022-08-18T15:09:50","modified_gmt":"2022-08-18T22:09:50","slug":"configurable-attribution-3-device-reconciliation","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/configurable-attribution-3-device-reconciliation\/","title":{"rendered":"Configurable Attribution #3 – Device Reconciliation"},"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]We\u2019re now 3 weeks into a 5-week series on Configurable Reconciliation. We looked at Lookback Windows in week #1<\/a> and Probabilistic Attribution in week #2<\/a>\u00a0(see iOS 14+ restrictions<\/a>). This week, we\u2019re going to dig into the bread-and-butter of attribution\u2014Device Reconciliation.\r\n\r\nDevice reconciliation is the highest-integrity match type available. Device reconciliation happens when the device ID received on click or impression matches the device ID on install. This level of match integrity is attained in 3 ways\u2014raw device matching, progressive reconciliation and Self-Attributing Network claims.\r\n\r\n \r\n

Raw Device Match<\/h2>\r\nA raw device match happens when the device ID collected on install, which is always raw, matches with a raw device ID received on click or impression. This is the simplest scenario and is possible if a raw device ID is received on the click or impression. But what happens if the device ID received on click or impression is hashed unexpectedly through traffic rebrokering, or gets mangled in some way? For these cases, Kochava developed Progressive Reconciliation.\r\n\r\n \r\n

Progressive\u00a0Reconciliation<\/h2>\r\nProgressive Reconciliation is a process by which Kochava takes the raw device ID collected on install and creates over 20 variations of that device ID, based on typical alterations made by networks and publishers. The methods by which the variations are created include hashing and double hashing (SHA1 and MD5) adding and removing punctuation (dashes, colons, etc. depending on ID type), making the ID uppercase or lowercase, and creating combinations of all of these. These permutations ensure that all variations of a device ID\u2014intended or unintended\u2014are available for matching. \u00a0This combination of raw device matching and Progressive Reconciliation allows Kochava to attribute every available install on device ID.\r\n\r\n \r\n

SAN Claims<\/h2>\r\nThe final method for device reconciliation is via Self-Attributing Networks or SANs. Self-Attributing Networks are large networks with high-value traffic, which have unique integrations with Kochava. Each SAN receives a postback feed of all installs for apps running traffic on the network. If the SAN has a click that is eligible for attribution, the SAN responds with a claim and a click time. Kochava reports these installs as well as putting them into the larger context of all live campaigns. Self-Attributing Networks include Facebook, Twitter, Google and iAd.\r\n\r\nThe full attribution waterfall is based on match integrity, with device reconciliation at the top. The waterfall is as follows:\r\n