Measurement and attribution

AppLovin’s attribution system connects ad engagement to conversion events like purchases. AppLovin uses this system for its reporting and to optimize its models.

Reporting for web promotion campaigns

AppLovin reporting is based on clicks on AppLovin’s ads that result in a visit to the promoted website. AppLovin reports these as:

• Day 0 (D0) — Purchases that occur in the 24 hours following an AppLovin ad click
• Day 7 (D7) — Purchases that occur in the 192 hours following an AppLovin ad click

In the campaign or reporting tab, you can select columns for most metrics on a D0 or D7 basis. For many metrics longer windows are available, such as D14 and D28, with which you can see the longer term impact of ad clicks.

AppLovin’s platform reporting does not currently offer reporting on a view-through or impression basis.

Optimization for web promotion campaigns

AppLovin offers models that optimize for either D0 or D7 metrics.