Fractional Attribution

Fractional attribution, also known as multi-touch attribution, is an approach to attribution modeling that credits multiple sources for a conversion, such as an app install. Unlike first and last click attribution models that give full credit to a single source, fractional attribution tracks every touchpoint that influenced the user's journey to an install, giving partial credit to each interaction. This approach has become increasingly important for marketers due to the complexity and fragmentation of media channels. However, privacy-focused initiatives such as SKAdNetwork have made it more difficult to accurately measure and attribute the impact of each ad touchpoint.