Does it make sense to attribute a percentage of organic installs to paid for LAT users?

Question

I am not talking only about Apple search ads, where this is a known case (LAT on). But I am talking more in general for also other channels:  do you investigate what percentage of your users have the advertising ID off to then assume that your MMP will attribute some paid channels users to organic because of that? If yes what percentage off adv ID off do you observe?  Is it relevant?

Answer 1

It absolutely makes sense! If you think about how Direct Response advertising works in more traditional channels like TV or Out-Of-Home it is actually the only way to measure results: you measure the revenue uplift that was generated for your "organic" visitors in the targeted market (usually time-boxed). I can recommend reading up on "Incrementality" as well, e.g. here: https://www.nanigans.com/2018/04/18/from-attribution-to-incrementality-5-steps-to-start-growing-revenue/