---
metadata:
  - name: generator
    content: Diplodoc Platform v5.50.6
alternate:
  - https://appmetrica.yandex.com/docs/en/mobile-tracking/vta-tracking-specification.md
  - https://appmetrica.yandex.com/docs/ru/mobile-tracking/vta-tracking-specification.md
---
> **Documentation Index:** Fetch the complete configuration index at https://appmetrica.yandex.com/docs/en/llms.txt

# Impression attribution

View-through attribution (vta) works on two models:

- **Install attribution** allows you to take into account cases when a user did not go to the app store by clicking on an ad, but installed the app shortly after viewing it. For some channels, the volume of such installs may significantly exceed the share of installs by clicks. Sending information about installs in postbacks helps ad networks' algorithms to optimize.

- **Conversion attribution** takes into account impressions on the user's device or on related CTV/Desktop devices. The user may not perform any related actions, but the fact of the impression is taken into account. Conversion attribution works only in the [Last Touch](https://appmetrica.yandex.com/docs/en/mobile-reports/conversions-report.md#attribution) model. Postbacks are not sent to the media source, but the app owner can see in the reports the impact of such impressions on conversions.

## Impression attribution conditions {#conditions}

Installs are attributed to impressions under the following conditions:

- The impression occurred within the attribution window — no earlier than 72 hours before the install.
- If multiple impressions are found, the install will be attributed to the latest impression.
- Clicks take precedence over impressions. If a click was found within the attribution window for an install, the install is attributed to it.
- Go to the advertising network and set up impression delivery to AppMetrica using the special link you get when setting up the tracker. No additional settings in AppMetrica are required.

## Setting up tracking {#setup}

The setup process is similar to click attribution setup and involves [creating a tracker](https://appmetrica.yandex.com/docs/en/mobile-tracking/add-tracker.md). Details for setting up impression attribution:

1. During the [postback setup](https://appmetrica.yandex.com/docs/en/mobile-tracking/add-tracker.md#postbacks) stage, use the `{attributed_touch_type}` macro to send the attribution type to the ad network. That helps the ad network optimize better and display more accurate statistics.

2. When setting up a campaign in the advertising network, use a [link for sending impressions](https://appmetrica.yandex.com/docs/en/mobile-tracking/add-tracker.md#apply) rather than a tracking link. Use the same [parameters](https://appmetrica.yandex.com/docs/en/mobile-tracking/tracking-specification.md) as in the tracking link.

3. When creating a tracker, in the [Attribution settings](https://appmetrica.yandex.com/docs/en/mobile-tracking/add-tracker.md#attribution) tab, you can adjust the attribution window. There, you can also completely disable impression attribution.

{% note alert "" %}

You can't use impression attribution in channels that don't support tracking links.

{% endnote %}

## Evaluating results {#result}

**Reports**
:   Use the User Acquisition report. Installs attributed to impressions are displayed in the overall statistics the same as any others. Install data is stored in the attributed impression parameters.

    To see the impact impression attribution has, use the **Attribution type** dimension. You can also add a variety of metrics to the report, both on the chart and in the table. For more information on report setup, see [User Acquisition](../mobile-reports/user-acquisition-report.md).

**Segmentation**
:   Every install is linked to its attributed impression — the partner, tracker, and install parameters. For data filtering during [segmentation](https://appmetrica.yandex.com/docs/en/mobile-reports/segmentation.md), use the **Attribution type** parameter.

**Data export and Logs API**
:   Data for impressions is stored in the parameters of the installs attributed to them. To identify installations during [export](https://appmetrica.yandex.com/docs/en/mobile-api/logs/about.md), use the additional `attributed_touch_type` parameter. A similar parameter is available for postbacks.

    By default, impressions are exported along with clicks. Use the `touch_type` parameter to identify them.

## Restrictions {#restriction}

**Attribution window**
:   The attribution interval is 24 hours. Impressions that occur more than 24 hours before the first app launch are not used for attribution.

**Supported sources**
:   Tracking is available for ad networks that support placement of impression attribution links.

**Restriction**
:   Impressions from trackers that show both substantial volumes and abnormally low conversion rates for these placements may be excluded from processing. Excluding them helps prevent data distortion in reports due to tracker misuse (click flooding, for example).

**Types of tracked campaigns**
:   We support install attribution. We do not support attribution of re-engagement in remarketing campaigns.

## Learn more {#learn-more}

- [App install attribution](https://appmetrica.yandex.com/docs/en/mobile-tracking/policy.md)
- [How to create a tracker](https://appmetrica.yandex.com/docs/en/mobile-tracking/add-tracker.md)
- [Tracking link structure and parameters](https://appmetrica.yandex.com/docs/en/mobile-tracking/tracking-specification.md)

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