top of page

The Mobile Game Marketing Maze: Understanding Attribution Models

In the dynamic world of mobile game marketing, understanding how users discover and engage with your game is paramount. However, with a myriad of attribution models available, choosing the right one can be a daunting task. In this blog post, we'll explore three primary attribution models – Last Touch, First Touch, and Multi-Touch Attribution (MTA) – highlighting their strengths, weaknesses, and implications for mobile game marketers.

Last Touch Attribution:

Last touch attribution is a widely-used model that credits the conversion solely to the last interaction before the user installs or engages with the game. This approach is favored for its simplicity in implementation and its ability to provide a clear snapshot of the final touchpoint in the user journey. However, its main drawback lies in its limited perspective, as it overlooks other touchpoints that may have influenced the user's decision. By focusing solely on the last interaction, marketers may miss out on valuable insights into user behavior and preferences, potentially leading to misallocation of marketing budgets and ineffective optimization efforts.

First Touch Attribution:

Similar to last touch attribution, first touch attribution credits the conversion to the first interaction with the game. While this model is straightforward and easy to understand, it shares similar weaknesses with last touch attribution. By only considering the initial touchpoint in the user journey, first touch attribution ignores subsequent interactions that may play a significant role in shaping the user's decision to install or engage with the game. As a result, mobile game marketers may struggle to gain a comprehensive understanding of user engagement beyond the initial interaction, hindering their ability to assess the effectiveness of marketing channels throughout the user journey.

Multi-Touch Attribution (MTA):

Multi-touch attribution represents a more sophisticated approach to understanding user behavior by considering all touchpoints leading to a conversion. Unlike last and first touch attribution models, MTA provides a comprehensive view of the user journey, allowing marketers to analyze the impact of each interaction on the conversion process. MTA offers various attribution models, such as linear, time-decay, U-shaped, and W-shaped attribution, each with its own strengths and weaknesses. While MTA offers valuable insights into user behavior and preferences, its implementation and interpretation can be complex, requiring access to granular data and sophisticated analytics tools.

Implications for Mobile Game Marketers:

The choice of attribution model has significant implications for mobile game marketers. While last touch and first touch attribution models offer simplicity, they may fall short in providing a holistic view of user engagement. In contrast, multi-touch attribution enables marketers to make data-driven decisions and optimize their strategies for success. By leveraging the strengths of each attribution model, mobile game marketers can navigate the marketing maze with confidence and achieve their goals effectively.


Selecting the right attribution model is essential for maximizing ROI and driving user acquisition and retention in the competitive landscape of mobile game marketing. While last touch and first touch attribution models offer simplicity, multi-touch attribution provides a more nuanced understanding of the user journey. By embracing multi-touch attribution and leveraging its capabilities, mobile game marketers can gain valuable insights into user behavior and preferences, ultimately leading to more effective marketing strategies and better outcomes for their games.

Are you ready to revolutionize your game's outreach? 

Unlock the potential of an AI-driven platform with an easy-to-use dashboard to effortlessly boost your user acquisition efforts. With this user-friendly dashboard, you have full control over your budget and a wide range of targeting options, making Gamelight, the AI-driven advertising platform, the intelligent choice for broadening your game's audience.

Discover Gamelight: The Power of AI for Mobile Marketing. With  AI-powered advertising platform, CPI rates, and no creative work needed, you can easily start campaigns in just 5 minutes. It's all about simplicity and efficiency.

To access the Gamelight advertising platform’s self-serve dashboard, please click HERE.

If you require assistance, kindly complete THIS FORM, and one of our team members will reach out to you within 24 hours.


bottom of page