Probabilistic methods estimate that an install came from a particular click based on shared signals and timing. They are less accurate than deterministic matching, and platform policies — notably Apple’s — restrict fingerprinting for tracking users who have not consented. Teams should confirm current platform rules and their MMP’s approach before relying on it.
Definition
Probabilistic attribution.
Also called: Fingerprinting
Matching installs to ad interactions using statistical signals such as IP address and device attributes rather than a device ID.
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