Gaming campaign attribution

Gaming campaign attribution credits a defined action to an eligible ad interaction under a set of reporting rules. Before using a result, identify the action, the interaction that could receive credit, the attribution window and the system producing the figure. An attributed install or purchase does not, by itself, show that the ad caused an additional one.

Define the outcome

Choose the campaign’s primary outcome before launch. A download, first open, completed tutorial and purchase answer different questions. Define precisely whether the campaign counts a download, a first launch or another new-user action.

Record what triggers each event. A tap on a purchase button is not a completed transaction. A tutorial completion or return to play may be useful for a game, but its value depends on the campaign objective and whether the event is recorded reliably.

Record the credit rules

For each conversion action, note its eligible interaction types, counting option, attribution method and windows. Record the credit rules used by each reporting system, including which interactions and periods can receive credit.

A longer window can credit an action that a shorter one would exclude. Keep the effective settings beside the total, especially when comparing sellers or periods in which settings changed. Google Ads names conversion windows for App campaigns; record the configured window rather than relying on an assumed setting.

Check the date basis and time zone. An attributed result reported against the ad interaction may appear in a different period from the app event recorded when it happened. Recent interaction-date totals can change as later actions arrive. Allow the relevant outcome period to mature before treating a cohort as final.

Understand what the model allocates

An attribution model assigns value to interactions that lead a consumer from awareness to conversion. This is separate from defining the conversion event: the event specifies what action occurred, while the model determines how value is assigned across eligible interactions. Record the model label and allocation basis shown by each reporting system.

Compare the systems on matching terms

A network report shows what that network credited. An app event record shows what its instrumentation observed. A store record may count a download or completed transaction.

Totals can differ because they cover different actions, populations, dates or counting rules. Align these before interpreting a difference.

Google Ads names conversion tracking, conversion windows for App campaigns, app-conversion comparisons and Conversion Lift based on users measurement data. Label which Google Ads output supplied each figure, and keep it distinct from a network report, app event record or store record.

For an Australia-focused campaign, record the Australian eligibility rule, platforms and app versions included in each figure. Keep unavailable geographic or event detail visible rather than assigning it by assumption.

The ACCC educates consumers and businesses about their rights and responsibilities under consumer law. It can investigate if a business misleads or deceives consumers.

Australian Regulatory Context for Game Advertising

Make a bounded decision

A useful review records the primary event, supporting later events, report source, credit rules, cohort dates and known coverage gaps. Compare acquisition volume with later behaviour under consistent definitions, and investigate a change in event quality before shifting spend.

If the decision depends on how many actions advertising added, use a suitable comparison or lift design; attribution totals alone cannot answer that question. Attribution totals also do not establish whether a game’s advertising complies with consumer law.