Glossary
Mobile attribution glossary: canonical definitions of MMP, SKAN, install attribution, ROAS, ATT, IDFA and 18 more terms, each linked to its full guide.
- Traqio
Traqio is a mobile measurement partner (MMP) that attributes app installs and post-install events to ad campaigns and reports return on ad spend, with per-conversion pricing published up front.
Traqio is published by Khufu FZCO, Dubai, United Arab Emirates; contact hello@traqio.app.
Read the full explanation- MMP (mobile measurement partner)
A mobile measurement partner (MMP) is a third-party platform that attributes mobile app installs and in-app events to the advertising campaigns that caused them, and reconciles those counts across ad networks that each self-report.
An MMP is not a product analytics tool, which describes behaviour, nor the ad network being measured.
Read the full explanation- Conversion (Traqio billing unit)
In Traqio, a conversion is one attributed install or one post-install event that the customer chose to measure; organic installs are not billed.
A billing term, distinct from Meta's “conversion event” and from the general marketing sense of any desired user action.
Read the full explanation- Attributed revenue
Attributed revenue is in-app revenue — subscriptions and in-app purchases — matched back to the campaign that drove the install of the paying user.
Traqio reports attributed revenue gross, as the purchase price reported by the SDK or RevenueCat, before app-store fees.
Read the full explanation- Install attribution
Install attribution is the process of determining which ad click or impression caused a specific app install.
Attribution is last-touch bookkeeping, not a measure of causal lift; incrementality testing is a separate discipline.
Read the full explanation- Deterministic attribution
Deterministic attribution matches a click to an install using an identifier that is present on both sides, so the match is exact rather than inferred.
On Android the identifier is a click id carried by the Play Install Referrer; on iOS, SKAN's signed postback is deterministic per postback, not per user.
Read the full explanation- Probabilistic attribution
Probabilistic attribution estimates which click caused an install by comparing signals such as IP address, device model and timestamp, without a shared identifier.
Probabilistic attribution is fingerprinting. Apple's user privacy guidance does not allow deriving data from a device to uniquely identify it. Traqio does not do it on any platform.
Read the full explanation- Google Play Install Referrer
The Google Play Install Referrer API returns the referrer string attached to a Play Store listing visit, together with click and install timestamps, letting an app read on first launch which ad click preceded its own install.
Android only. Google's documentation states the referrer information is available for 90 days and does not change unless the app is reinstalled.
Read the full explanation- SKAdNetwork (SKAN)
SKAdNetwork (SKAN) is Apple's attribution framework: instead of user-level data, Apple sends the ad network a signed, delayed and aggregated postback stating that a campaign produced an install, plus a small conversion value describing early in-app behaviour.
Read the full explanation- SKAN conversion value
A SKAN conversion value is a small number an app sets after install that Apple relays in the postback, encoding early user behaviour such as revenue tier or a completed event.
Apple defines the fine value as an integer from 0 to 63 and the coarse value as low, medium or high; the advertiser designs what each value means.
Read the full explanation- SKAN postback
A SKAN postback is the signed message Apple sends after an install-and-activity window, reporting the campaign, the conversion value and a data-availability tier, without identifying the user.
Since iOS 15 the advertiser can receive an exact copy of the winning postback sent to the ad network.
Read the full explanation- Crowd anonymity
Crowd anonymity is Apple's rule that reduces or removes the detail in a SKAN postback when too few installs occurred for a campaign, so small campaigns receive less data.
Apple assigns each download a postback data tier from 0 to 3; at Tier 0 the postback carries no conversion value.
Read the full explanation- ATT (App Tracking Transparency)
App Tracking Transparency (ATT) is the iOS framework, mandatory since iOS 14.5, that requires an app to ask the user's permission before accessing the IDFA or tracking them across other companies' apps and websites.
Read the full explanation- IDFA
The IDFA (Identifier for Advertisers) is a per-device advertising identifier on iOS that an app can read only after the user grants ATT permission; otherwise it returns zeros.
The Android equivalent is the GAID. Traqio requires neither.
Read the full explanation- Deferred deep linking
Deferred deep linking is the technique of preserving the destination of a link tapped before installation, so that a user who installs the app lands on that specific screen on first launch instead of the home screen.
Traqio does not ship deferred deep linking.
Read the full explanation- ROAS (return on ad spend)
Return on ad spend (ROAS) is the revenue attributed to an advertising campaign divided by the amount spent on that campaign; a ROAS of 2 means one unit of currency spent returned two.
Blended ROAS divides total revenue by total spend and needs no attribution; campaign ROAS does.
Read the full explanation- D0 / D7 / D30 ROAS
D7 ROAS is the revenue attributed to a campaign within seven days of install, divided by that campaign's spend; D0 counts install day itself.
Vendors differ on whether day 0 is counted; Traqio counts it.
Read the full explanation- LTV (lifetime value)
Lifetime value (LTV) is the total revenue a user is expected to generate over their lifetime in the app.
Traqio shows realised LTV — revenue observed to date — and no predicted LTV.
Read the full explanation- Install cohort and ARPU
An install cohort is the set of users who installed the app on the same day; ARPU for a cohort is its revenue divided by its number of users at a given day since install.
Cohort day is measured from install, not from the calendar date.
Read the full explanation- Meta Conversions API (CAPI)
The Meta Conversions API is a server-to-server interface for sending conversion events directly from an advertiser's server to Meta, instead of relying only on a client SDK or pixel.
Distinct from the Marketing API, which manages campaigns and reports spend.
Read the full explanation- TikTok Events API
The TikTok Events API is TikTok's server-to-server interface for sending conversion events from an advertiser's server to TikTok Ads Manager.
Read the full explanation- Event deduplication
Event deduplication is sending the same identifier with both the client-side and server-side copy of one conversion, so the ad network counts it once.
Traqio sends one shared event id to both Meta and TikTok.
Read the full explanation- Self-reporting network (SRN)
A self-reporting network is an ad platform — such as Meta, Google or TikTok — that measures and reports its own campaign results, so its numbers cannot be independently verified from the platform itself.
Self-reporting networks each claim overlapping installs, which is why totals across networks exceed real installs.
Read the full explanation- RevenueCat
RevenueCat is a subscription and in-app-purchase infrastructure service that reports validated purchase events by webhook.
RevenueCat's app user id must match the user id passed to the Traqio SDK, otherwise revenue does not attach to the install.
Read the full explanation
Last updated 2026-09-19