The Influencer report takes into account all of the clicks and impressions made across networks which led to the install. The current industry convention is to attribute installs and events based on the last click. The Influencer report sheds more light on the topic of attribution by surfacing all clicks and impressions that may have occurred but did not receive final attribution. This insight is critical to understanding brand lift as well as true ROAS (return on ad spend). The Influencer report makes it easy for advertisers to compare the sources driving traffic with the sources that are driving installs or events.
For advertisers, the influencer data can be viewed in two different forms, the Influencer Summary which displays data at an aggregate level, or the Influencer report which displays data at the device level.
Influencer Summary:The Influencer Summary provides a high level overview of the click-win and influencing networks. Included in this report are the date the click happened, the clickwin network, the influencer network and the count.
Influencer Report:The Influencer report shows the real impact of the UA (User Acquisition) spend. The Influencer report is a row-level breakdown of clicks which did not win attribution for a given install, but still influenced the install. This report provides insight into the full impact of your campaigns including brand lift.
Note: For clarity, the below report example has been separated into two different images in order to clearly display the full report.