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Probabilistic

A method of performing attribution when no device identifiers are present. Probabilistic is 85 – 90% accurate and relies on IP address and user agent. Probabilistic is configurable on 3 levels Full Probabilistic , IP Only Probabilistic and IP Range Probabilistic.

Per Apple’s user privacy & data use policy, fingerprinting and probabilistic forms of attribution are restricted when an iOS 14+ user has not opted-in to tracking under the AppTrackingTransparency (ATT) framework.
Kochava does NOT support probabilistic forms of attribution that are not compliant with Apple policy. Two exceptions that are compliant and which Kochava supports, include:

  • Owned media wherein user or device data is NOT linked to that of another company.
  • Instances where a user has opted-in to tracking via the ATT framework in the target app and the impression or click occurred in mobile web, where no ATT framework applies.

App developers and marketers are strongly encouraged to adopt the SKAdNetwork to achieve continued performance insights on in-app growth campaigns. SKAdNetwork attribution is available regardless of whether a user opts-in or opts-out of tracking through the ATT framework.