Self-attributing Network

A Self-attributing Network (SAN) is a platform that attributes app installs and events without needing third-party verification.

Why it matters

Streamlines the attribution process by reducing reliance on external partners.
Provides faster data insights for optimization and decision-making.

How to measure

Analyze install and event data reported by the SAN.
Compare with other attribution sources over standard time windows.

Details

Self-attributing Networks (SANs) are a type of advertising network that automatically attributes app installs and in-app events to their campaigns without requiring third-party validation. This is particularly useful for mobile engineers and growth teams as it simplifies the attribution process, allowing for quicker insights and optimization. SANs are typically used by large platforms like Facebook, Google, and Twitter, which have the infrastructure to track user interactions directly within their ecosystems.

While SANs offer streamlined attribution, they also present challenges. The lack of third-party verification can lead to concerns about data transparency and accuracy. Therefore, it's crucial for teams to cross-verify SAN data with other analytics tools to ensure comprehensive understanding and accurate reporting.

Examples & formulas

Consider a scenario where a user clicks an ad on a SAN and installs the app. The SAN attributes this install to the specific ad campaign, providing immediate feedback to the advertiser.

Install Attribution = Direct SAN Reporting

Common mistakes

Relying solely on SAN data without cross-verification can lead to biased insights. Use additional analytics tools for a balanced view.
Ignoring discrepancies between SAN data and other sources can skew performance evaluations. Regularly audit and reconcile data.