In the bustling world of mobile applications, understanding user behavior, campaign effectiveness, and overall app performance is paramount. Marketers and publishers constantly seek clarity amidst a sea of data points. This is where a robust Mobile Measurement Partner (MMP) becomes indispensable. Today, we delve deep into Kochava, a leading platform in this space, exploring its functionalities, setup, use cases, and how expert integration can unlock its full potential for your app’s success.

Introduction to Kochava

Kochava stands out as a premier mobile measurement partner (MMP) and a comprehensive operational platform. Designed specifically for marketers and publishers, its core mission is to provide insights and actionable data crucial for measuring mobile performance. In an ecosystem where every click, impression, and install matters, Kochava offers the tools to dissect these interactions, attribute them correctly, and ultimately optimize marketing spend and app engagement strategies.

The platform goes beyond simple tracking; it aims to be an operational hub that empowers businesses to make informed decisions. Whether you’re launching a new app, scaling user acquisition, or looking to deepen engagement with your existing user base, Kochava provides a framework for understanding the entire user journey from initial ad exposure to in-app actions. This clarity is vital for developers and marketers striving to achieve sustainable growth and a strong return on investment in the competitive mobile landscape.

How Kochava Works: A Deep Dive into Mobile Attribution

Understanding Kochava’s attribution methodology is key to appreciating its power. The system is built on a sophisticated foundation designed to consider all possible factors that influence a user’s journey to an app install or engagement. It meticulously separates the winning click from the influencers in real-time, ensuring that credit is assigned accurately. This is achieved because the Kochava system weighs specific criteria for each element of engagement to distinguish between engagements that directly led to a conversion (winning) and those that merely played a supporting role (influencing).

Data Collection: The Foundation of Attribution

Effective attribution begins with comprehensive data collection. Kochava employs several methods to gather essential information:

• When an impression is served or a user clicks on an advertisement served by a network, Kochava collects device information via a momentary redirect or a network server ping. This immediate capture is crucial for timely attribution.
• The device information collected is extensive, ranging from unique device identifiers to the IP address. This rich dataset forms the basis for matching engagements to installs.
• A critical aspect of Kochava’s data collection efficacy lies in its integration process with various networks. Through this, Kochava has established which device identifiers and parameters each network is capable of passing on impression and/or click events.
• The principle is simple: more data is available to Kochava for reconciling clicks to installs when networks pass more device identifiers. This enhances the precision of device-based attribution.
• In scenarios where device identifiers are scarce or absent, Kochava employs robust modeled attribution logic. This advanced modeling relies upon IP address and device user agent to infer connections between ad engagements and app installs.

The Journey of an Engagement: From Click to Conversion

Kochava diligently tracks every engagement with every ad served, creating a comprehensive log of user interactions. The process culminates when a user installs and launches an app:

• Upon app installation and launch, Kochava receives an install ping. This ping originates either from the Kochava SDK integrated within the app or directly from the advertiser’s server via a Server-to-Server (S2S) integration.
• This crucial install ping contains vital data points, including device identifiers, IP address, and user agent.
• Armed with this install data, Kochava uses it to find all matching engagements. This matching process is governed by the advertiser’s settings within the Postback Configuration. Kochava then deduplicates these engagements to ensure singular, accurate attribution.
• An interesting aspect of Kochava’s logic pertains to ongoing engagement: if no re-engagement campaign exists, Kochava attributes all subsequent events to the source of the initial acquisition, whether that source was an attributed campaign or an unattributed (organic) discovery.

Reconciliation Factors: Prioritizing Attribution Signals

Kochava’s reconciliation system is systematic, prioritizing factors to determine attribution with precision. These factors are, in order of importance:

1. Priority 1 — Lookback Window: This defines how far back, from the time of install, Kochava will consider engagements for attribution. Kochava allows for different lookback window configurations for device-based matches and modeled matches, and for both clicks and impressions, offering granular control.
2. Priority 2 — Match Integrity: This refers to the quality and reliability of the data points connecting an engagement to an install. Device ID matches, for instance, typically have higher integrity than modeled matches.
3. Priority 3 — Click Time: The recency of the engagement plays a crucial role, especially when multiple engagements meet the criteria.

The Attribution Waterfall: A Cascade of Logic

Kochava’s reconciliation system operates in a waterfall format, meaning it processes potential attribution sources in a specific sequence until a match is found. Clicks inherently have a higher priority for attribution than impressions within Kochava’s system.

The attribution process for an install unfolds as follows:

1. Click Matching (Performed First): Kochava prioritizes clicks, examining them through several lenses:

   • Device-Based Matches: This is the most precise form of matching and includes:
     • Self-Attributing Network (SAN) claims: These are direct claims from major platforms like Facebook, Twitter, Apple Search Ads, and Google.
     • Device ID matching: This involves matching based on unique device identifiers and includes progressive reconciliation techniques.
     • Google Referrer: Specific to Android, this method uses data passed by the Google Play Store.
   • Standard Modeled Matches (IP Address + User Agent): Employed when no Device ID is present on the click, or if an unmatched Device ID is present.
   • IP-Only Modeled Matches: Used under the same conditions as Standard Modeled but relying solely on IP address.
   • IP Range-Only Modeled Matches: A broader form of IP matching, also used when Device ID information is absent or unmatched.

2. Impression Matching (Attempted After Click Matching): If an install remains unattributed after the exhaustive click matching process, Kochava subjects all unattributed installs to impression matching. This process mirrors the click matching logic but for view-through attribution:

   • Device-Based Match: Applied to Completed View impressions and All other impression types.
   • Standard Modeled Matches: Applied to Completed View and All other impression types.
   • IP-Only Modeled Matches: Applied to Completed View and All other impression types.
   • IP Range-Only Modeled Matches: Applied to Completed View and All other impression types.

Final Tie-Breaker and Duplicate Handling

• The final criteria for reconciliation within Kochava is the time of the click or impression. When all other factors are equal between competing engagements, the last engagement wins the attribution.
• Beyond initial attribution, Kochava also determines whether a device has previously engaged with an advertisement. This helps in understanding user journeys over time.
• To provide advertisers with deeper insights into their traffic quality and patterns, Kochava identifies multiple engagements of the same type as duplicates. This doesn’t just discard data; it offers a clearer picture of user interaction frequency.

This meticulous, multi-layered approach ensures that Kochava provides one of the most accurate and comprehensive attribution pictures available in the market.

How to Use Kochava: Setting Up Your App for Success

Integrating your application with Kochava involves a setup process within the Kochava platform itself. It’s important to note that creating an app within Kochava needs to be completed before integrating the Kochava SDK or setting up S2S integrations. For those using pixel tracking for a landing page rather than a native app, Kochava is flexible; users can create an “app” entity that represents the landing page.

Here’s a step-by-step guide to creating and configuring your app in Kochava:

1. Log in to Kochava: Access your Kochava dashboard with your credentials.
2. Select Account and App Context: If you manage multiple accounts or apps, ensure you’re working within the correct context. Users select the desired Account and App.
3. Navigate to Apps & Assets: From the main navigation, users select Apps & Assets.
4. View All Apps: Within this section, users select All Apps to see their current list of applications or to add a new one.
5. Add a New App: Users click Add an App to initiate the setup for a new application.
6. Enter App Name: Provide a clear and recognizable App Name.
7. Select Platform: Choose the operating system for your app (e.g., iOS, Android). Users select a Platform.
8. Select Integration Method: Specify how Kochava will receive data (e.g., SDK, S2S). Users select an Integration.
9. Save Initial Setup: If no further customizations are immediately needed, users click Save.

However, for most applications, delving into the optional settings is crucial for tailored and effective measurement. If additional settings need to be modified, users should proceed to the Optional Settings section.

Optional Settings: Fine-Tuning Your Kochava Integration

The Optional Settings section offers a wealth of configurations to customize how Kochava handles your app’s data.

App Details & Store Information

• Is this App live on an App Store?: Users select if the app is currently available on public app stores.
• App Store URL (optional): Users can enter the direct link to the app’s listing.
• App Store ID (optional): Users can input the unique identifier assigned by the app store.
• App SKU (optional): Users can enter the app’s Stock Keeping Unit, if applicable.
• Utilize Google Install Referrer Begin Time (Android only): For Android apps, users select this to leverage precise timing information from the Google Play Install Referrer API.
• Is this a Child-Directed App?: This is a critical setting for compliance. Users select if the app is targeted towards children. If App is a Child-Directed App is set to ‘Yes’, Kochava removes all Identifiers from all third-party postbacks to adhere to privacy regulations like COPPA.

Report Delivery Method

Kochava allows for automated delivery of reports to your preferred storage:

• Custom S3 Bucket:
  • Users can select Default Delivery Method (Optional).
  • Users enter the Bucket Name.
  • Users enter the Bucket Region.
  • Users enter the AWS Access Key.
  • Users enter the AWS Secret Key.
• SFTP:
  • Users can select Default Delivery Method (Optional).
  • Users enter the SFTP Server IP Address or Host Name.
  • Users enter the Port number.
  • Users enter the Username for SFTP access.

Intelligent Consent Management (ICM)

Kochava provides tools to help manage user consent in line with privacy regulations:

• GDPR Settings:
  • Users select the level of Consent Management required.
  • Users enter the Reprompt Interval (For Opted Out Users) in number of days.
  • Users enter the Prompt Version to track changes to consent prompts.
  • Users select when prompts will be sent to users (e.g., at app launch, before tracking).
  • A helpful link is provided to view GDPR regulations.
• CCPA Settings:
  • Users select the Jurisdiction (e.g., California).
  • Users enter the Package ID.
  • Users select the LSPA (Limited Service Provider Agreement) status.
  • Users can preview the message that the user will view regarding CCPA rights.
• Privacy Policy, Data Access, and Data Deletion Links: For transparency, users can configure links that may be presented to users:
  • For Privacy Policy: Users enter Link Text and Link URL.
  • For Data Access: Users enter Link Text and Link URL.
  • For Data Deletion: Users enter Link Text and Link URL.

Post-Creation and Permissions

• After an app has been created, users can click the link to view partners that postbacks are being sent to for the associated app. This allows for managing data sharing.
• Adjust Group Permissions (optional): Control which user groups within your Kochava account can access this specific app’s data. Turning a group OFF will not allow that specific group access to this app, while turning a group ON will allow that group access.

Advanced Configuration Options

• Enable Traffic Processing (optional): This toggle activates or deactivates Kochava’s processing of incoming traffic data for the app.
• Enable iBeacons (optional): For apps leveraging iBeacon technology for proximity marketing or location-based services.
• Transaction Time (Device, Kochava): Users select whether to use the timestamp from the user’s device or the Kochava server’s timestamp for transactions.
• Enable Overwrite Origination IP (optional): Allows for the IP address associated with an event to be overwritten, typically used in S2S integrations where the server IP might not be the user’s IP.
• Enable Use Short Version (optional): This affects how app versions are reported.
  • When Use Short Version is enabled for iOS, the app version is reported as CFBundleShortVersionString instead of CFBundleVersion.
  • When Use Short Version is enabled for Android, the app version is reported as versionName instead of versionCode.
• Enable Seasonal App (optional): Useful for apps that have distinct ""seasons"" or major version overhauls.
  • When Seasonal App is enabled, the SDK will send a new install if the App GUID changes from a previous install.
  • It also triggers a new install if the app updates from a previously unsupported SDK version to a supported SDK version.
• Enable Truncate IPs (optional): A privacy-enhancing feature.
  • When Truncate IPs is enabled, attribution will still be performed using the full IP address from the device.
  • However, the IP address from the app traffic will not be written into app or account tables, reducing stored PII.
  • Importantly, the IP address from the ad signal (click/impression) will still be written for attribution purposes.
• Enable Currency Normalization: A convenient feature for global apps. When Currency Normalization is enabled, Kochava will dynamically convert all inbound purchase events with a non-US currency to a US Dollar currency.

SDK Device Identifier Gathering

This section gives granular control over which device identifiers the Kochava SDK attempts to collect. Users can select whether specific types of device IDs are gathered or not.

• The list of device IDs that may be selected for collection includes: MAC, ODIN, Open UDID, Facebook Attribution ID, Android ID, ADID (Advertising ID for Android), IMEI, ADID + Others, IDFV (Identifier for Vendor for iOS), BSSID, SSID, Affinity Group, Email Address.
• It’s noteworthy that Email Address collection is OFF by default in the SDK Device Identifier Gathering settings, reflecting a privacy-conscious approach.
• Users can also Enable Send Identifier Updates in these settings; this is also OFF by default.
• The ‘ADID + Others’ toggle has specific behavior:
  • When ‘ADID + Others’ is toggled on, ADID and all other identifiers will be gathered if ADID is present.
  • If ‘ADID + Others’ is toggled off, no other identifiers will be gathered if ADID is present (unless those other identifiers are toggled on individually).

SDK AppTrackingTransparency (ATT) Settings (iOS)

For iOS apps, managing Apple’s AppTrackingTransparency framework is crucial. The SDK AppTrackingTransparency (ATT) section provides access to determine settings associated with ATT.

• These settings allow for the override of the ATT configuration provided in code to the SDK, offering a centralized control point within the Kochava dashboard.
• One of the following SDK AppTrackingTransparency (ATT) settings may be selected:
  • Default to SDK settings: The SDK’s embedded configuration for ATT will be used.
  • Disable for all users: ATT prompting is disabled entirely via Kochava’s control.
  • Enable for 14.0 and greater OS versions only: ATT prompting is specifically enabled only for users on iOS/iPadOS 14.0 and newer.

Configuring these settings appropriately is foundational to leveraging Kochava effectively and ensuring compliance with relevant regulations and platform policies.

Use Cases for Kochava: Empowering App Developers and Marketers

Kochava’s utility extends across various aspects of mobile app strategy, measurement, and optimization. Its features cater directly to the needs of app developers and marketers aiming for growth and efficiency.

Core Use Cases:

• Measuring and optimizing mobile apps: This is Kochava’s fundamental purpose. It provides the data and tools necessary to understand campaign performance, user acquisition funnels, and in-app behavior, allowing for continuous optimization.
• Providing a single source of truth: In a fragmented ecosystem with multiple ad networks, analytics platforms, and marketing channels, Kochava aims to be the single source of truth across omnichannel growth partners for mobile apps. This centralized view is invaluable for coherent strategy and accurate reporting.
• Fraud Prevention: Mobile ad fraud is a persistent threat. Kochava’s built-in fraud prevention ensures ad dollars aren’t wasted on mobile ad fraud and fabricated app installs. This protects marketing budgets and ensures data integrity.

Specific Examples from Real-World Success Stories:

• The North Face utilized Kochava for achieving peak app engagement and loyalty with owned media measurement. This highlights Kochava’s capability to track and analyze the effectiveness of an organization’s own channels (like email, social media, website) in driving app interactions.
• Property Finder leveraged Kochava for ensuring housing access through accurate and reliable mobile app measurement. This underscores the importance of precise data in mission-critical applications where reliability directly impacts user service.
• GoTo Foods employed Kochava for growing customer stickiness with SmartLinks-enhanced QR codes. This showcases a more innovative application:
  • Kochava SmartLinks give visibility into how QR code placements drive mobile app adoption.
  • They also provide insights into how QR code placements drive increased customer stickiness. This demonstrates Kochava’s ability to track diverse entry points into the app ecosystem.
• Intigral stc used Kochava for optimizing streaming app acquisition & engagement for millions. This speaks to Kochava’s scalability and its effectiveness in high-volume, dynamic app environments like media streaming.
• Shawarmer successfully leveraged Kochava for achieving 32.5% incremental app sales growth, a direct testament to how Kochava’s insights can translate into tangible business outcomes.
• IQAir used Kochava for improving access to air quality ratings through app measurement & analytics. Similar to Property Finder, this case shows Kochava supporting apps that provide essential public information, where accuracy and reach are vital.

For App Developers: Having app event data flowing into Kochava offers significant advantages during and after development:

• Understanding which owned channels drive the most in-app engagement helps developers and marketers focus their efforts and resources effectively.
• Gaining insights into what products to highlight on the home tab marketing carousel or similar in-app promotional spaces allows for data-driven UI/UX decisions that can boost conversions and user satisfaction.

Kochava empowers teams to move beyond guesswork and base their strategies on concrete performance data.

Similar Services/Products to Kochava

While Kochava is a robust and comprehensive MMP, it operates in a competitive landscape. It’s useful to understand how Kochava positions itself relative to alternatives. According to Kochava, other mobile measurement partners (MMPs) do not offer the scope of omni-channel measurement support delivered by Kochava. This suggests a broader approach to tracking across various marketing touchpoints, both digital and potentially physical (like Out-of-Home).

Furthermore, Kochava asserts that other partners on the market do not have a better reputation for customer service and support. This can be a significant differentiator, especially when dealing with complex integrations or troubleshooting.

Kochava also points out that other MMPs are difficult or impossible to work with for advanced channels like out-of-home (OOH) or digital-out-of-home (DOOH). This highlights a specific area where Kochava aims to provide superior capabilities.

When comparing specific feature sets, information provided by Kochava suggests that certain alternatives may rely more heavily on third-party integrations for core functionalities:

• Alternatives compared in their materials often rely on 3rd Party Integration Only for ID Resolution/Deterministic capabilities.
• Similarly, for Raw Data Access/SQL capabilities, some alternatives might depend on external tools.
• Install Deduplication capabilities might also be managed through third-party integrations by other MMPs.
• A specific example mentioned is Search Ads Maven, which relies on 3rd Party Integration Only for ASA (Apple Search Ads) Platform capabilities.
• Even for MMM (Marketing Mix Modeling) Platform capabilities, some alternatives are shown to rely on 3rd Party Integration Only.

This positioning suggests that Kochava aims to offer a more integrated, in-house solution for many of these critical measurement and analytical functions, potentially simplifying workflows and data management for its users. Other notable MMPs in the market include AppsFlyer, Adjust, Singular, and Branch. Each has its own strengths and areas of focus, and the best choice often depends on an app’s specific needs, scale, and marketing strategy.

Integrating Kochava with MetaCTO: Why Expert Help Matters

Integrating a sophisticated MMP like Kochava into your mobile application, while offering immense benefits, can be a complex undertaking. The process involves SDK integration, server-to-server setups, meticulous configuration of numerous settings, and ongoing management to ensure data accuracy and derive actionable insights. This is where a specialized mobile app development agency like us, MetaCTO, can provide invaluable assistance.

At MetaCTO, we have 20 Years of App Development Experience and a track record of 120+ Successful projects. We specialize in mobile app development from concept to launch and beyond, including the critical phase of integrating third-party services like Kochava. Our expertise extends to launching MVPs rapidly—often in 90 days—and providing ongoing technical guidance as fractional CTOs.

Challenges in Kochava Integration:

1. SDK Implementation Nuances: While SDKs are designed to simplify integration, they require careful implementation to avoid conflicts, ensure all necessary data points are captured, and optimize for performance (e.g., battery life, data usage). Different platforms (iOS, Android) and development frameworks (React Native, SwiftUI, Kotlin) have their own specific considerations.
2. Complex Configuration Dashboard: As detailed earlier, Kochava’s dashboard offers a vast array of settings. Configuring these correctly—from lookback windows and consent management to device ID gathering and ATT settings—requires a deep understanding of both Kochava’s platform and the app’s specific requirements and compliance obligations. Misconfiguration can lead to inaccurate data or even legal issues.
3. Server-to-Server (S2S) Integrations: For advertisers who prefer or require S2S integrations (e.g., for validating installs server-side before sending to Kochava), this adds another layer of technical complexity. It involves setting up secure communication between the advertiser’s servers and Kochava’s, ensuring data formats match, and handling potential network issues.
4. Data Validation and Debugging: After integration, ensuring that data is flowing correctly, events are being attributed accurately, and there are no discrepancies is crucial. This often involves thorough testing, debugging, and cross-referencing data with other sources.
5. Keeping Up with Platform Updates: MMPs like Kochava, as well as operating systems (iOS, Android) and ad network APIs, are constantly evolving. Keeping the integration up-to-date and compliant with the latest changes requires ongoing attention and technical expertise.
6. Custom Event Tracking: Beyond standard installs, most apps need to track specific in-app events (e.g., registration, purchase, level completion). Setting up custom event tracking correctly within the app and configuring it in Kochava to pass relevant parameters (like revenue, currency, item IDs) is essential for deeper analysis.

How MetaCTO Can Help:

Our team at MetaCTO possesses the specialized knowledge and experience to navigate these complexities efficiently.

• Expert SDK Integration: We ensure the Kochava SDK is implemented correctly within your app’s codebase, optimized for performance, and tailored to your specific data collection needs across iOS and Android platforms.
• Strategic Configuration: We don’t just implement; we strategize. We work with you to understand your marketing goals and app mechanics to configure Kochava’s settings optimally. This includes lookback windows, fraud prevention rules, postback configurations for your ad networks, and consent management settings in line with GDPR, CCPA, and ATT.
• Seamless S2S Setup: If S2S integration is part of your strategy, our backend developers can implement and test these connections robustly.
• Data Integrity Assurance: We perform rigorous testing and validation to ensure the data Kochava receives is accurate and reliable, forming a solid foundation for your analytics.
• Ongoing Support & Optimization: The mobile landscape is dynamic. We can provide ongoing support to adapt your Kochava integration to new platform features, OS updates, and evolving marketing strategies, ensuring you continue to get maximum value. Our app growth services can help you interpret Kochava data to make informed decisions.
• Holistic App Development: As a full-service agency, we understand how Kochava fits into the broader app ecosystem, from UI/UX design that encourages trackable actions to backend systems that support data flow. This holistic view ensures that analytics integration isn’t an afterthought but a core component of your app’s success.

By partnering with MetaCTO for your Kochava integration, you free up your internal team to focus on their core competencies while ensuring that this critical piece of your marketing technology stack is implemented professionally and effectively. Our goal is to empower you with the data you need to grow your app successfully.

Conclusion: Harnessing Kochava for Mobile Success

Throughout this comprehensive guide, we’ve explored the multifaceted capabilities of Kochava. We began with an Introduction to Kochava, establishing it as a leading mobile measurement partner and operational platform designed to furnish marketers and publishers with actionable insights for mobile measurement.

We then delved into How Kochava Works, detailing its sophisticated data collection methods, its real-time separation of winning clicks from influencers, and its robust attribution logic. We examined the reconciliation factors—lookback window, match integrity, and click time—and the waterfall system that prioritizes clicks over impressions, employing both device-based and modeled matching techniques to ensure accurate attribution.

Next, we walked through How to Use Kochava, outlining the app creation process within the Kochava dashboard, from initial setup to the extensive optional settings. These settings cover everything from app store details and report delivery to intricate configurations for Intelligent Consent Management (GDPR, CCPA), SDK device identifier gathering, and iOS AppTrackingTransparency (ATT) compliance.

We highlighted various Use Cases for Kochava, showcasing how real-world companies like The North Face, Property Finder, and GoTo Foods have leveraged the platform for diverse goals such as enhancing app engagement, ensuring reliable measurement, and growing customer stickiness. We emphasized its utility for developers in understanding channel effectiveness and optimizing in-app content.

We also briefly touched upon Similar Services/Products to Kochava, noting Kochava’s positioning regarding its omni-channel support, customer service reputation, and capabilities for advanced channels compared to some alternatives.

Finally, we discussed the importance of expert assistance for integrating such a powerful tool, outlining why it can be challenging to integrate Kochava effectively and how partnering with a development agency like MetaCTO can streamline this process. Our experience in mobile app development and integrating complex third-party services ensures that your Kochava setup is optimized for accuracy and performance from day one.

Kochava offers a powerful suite of tools for any app developer or marketer serious about understanding and optimizing their mobile presence. From precise attribution to fraud prevention and deep analytics, it provides the clarity needed to navigate the competitive app landscape.

If you’re looking to integrate Kochava into your mobile app or want to ensure your current implementation is maximizing its potential, don’t navigate the complexities alone. Talk with a Kochava expert at MetaCTO today. Let us help you harness the full power of Kochava to drive growth, enhance engagement, and achieve your mobile app objectives.