How to measure a mobile app: installs, events and revenue
Short answer: Mobile app measurement has three layers: record the ad click, attribute the install to that click, and connect later in-app events and revenue to the campaign.
1. Record the click
Every ad link passes through a redirect that stores the campaign and creates a unique click identifier. That identifier is the only reliable key for matching an install later.
2. Attribute the install
When the app opens for the first time, the SDK reports the install. If the identifier matches a click inside the attribution window, the install is credited to that campaign.
3. Follow events and revenue
- Registration, add-to-cart and purchase events share the install identifier.
- Revenue is sent with its currency; ROAS is calculated per campaign from it.
- An event that happens before its click is not attributed, which prevents double counting.