Using Attribution Models to Measure Marketing Spend Effectiveness in Gaming

Using attribution models in gaming marketing helps measure the effectiveness of different marketing channels in driving user acquisition and game installs, enabling more efficient allocation of marketing spend.

In the gaming industry, common attribution models include:

• First-touch attribution: Credits the first marketing interaction that introduced the user to the game. It’s simple but ignores subsequent influences.
• Last-touch attribution: Credits the last interaction before conversion, often used because of its simplicity, but it overlooks earlier touchpoints.
• Multi-touch attribution: Distributes credit across multiple interactions, providing a more comprehensive view of the user journey and how various channels contribute to conversions.
• View-through attribution: Credits impressions that influenced the user even if they didn’t click immediately.

These models help marketers understand which channels and creatives truly drive installs and engagement, allowing them to:

• Optimize spend by investing more in high-performing channels and cutting underperforming ones.
• Improve campaigns by refining messaging and creative based on data-driven insights.
• Gain user insights into the full player journey, which supports better targeting and retention strategies.
• Support growth by scaling effective campaigns confidently without overspending.

In gaming, especially PC and mobile, attribution models are essential because the user journey often involves multiple touchpoints across platforms and devices. Multi-touch models are particularly valuable as they reflect the complex decision-making process of players better than single-touch models.

Additionally, marketing mix modeling (MMM) can complement attribution by analyzing broader marketing impacts and overcoming challenges like signal loss in mobile gaming environments.

Overall, using attribution models in gaming marketing provides a data-driven framework to measure ROI, optimize marketing spend, and enhance user acquisition strategies effectively.