What's the best way to attribute indirect conversions from an ad?

Question

Say I am promoting an app through various ad networks and I want to be able to attribute the addional value I get from the exposure (impressions and clicks) beyond the direct conversions (registrations, in-app purchases, etc), what would be the best ways to do that? As it can increase the LTV of my campaigns and allow me to increase spend.

Comments

Can you give a specific example?

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Sure, say I am promoting my app on Ad Network X, and they sent my campaign 100,000 impressions and 1000 clicks yesterday. Out of these clicks I got 10 installs and 1 in-app purchase.

Obviously this 1 in-app purchase would be the most important this but my app also recieved those 100,000 impressions and 1,000 clicks and what if those people didn't convert directly from the ad in Ad Network X but the day after saw my app's App Install ad on Facebook and converted to an install and in-app purchase- I'd then like to be able to attribute value to the initial exposure from Ad Network X the day before. Is there anyone doing this? If so i'd love to hear how.

Answer 1

You're referring to incrementality. 

This is the measure of the lift that can be attributed to a marketing campaign. Here's an intro as to how to figure it out:

Incrementality is a huge challenge for marketers. It's less than obvious, and calculating it requires dealing with complexity. It is also far from being 100% accurate. However, figuring out incrementality allows you to understand the connection between your marketing campaigns and the total growth of your product. That's an enormous win, especially when dealing with big budgets.