Glossary
What is Probabilistic Attribution ?
Probabilistic attribution assigns conversion credit to ad exposures based on statistical likelihood rather than deterministic device identifiers.
Overview
Probabilistic Attribution: Definition & Meaning | Segwise Glossary
A concise mobile marketing definition for teams working across creative analytics, paid acquisition, and performance reporting.
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Overview
Probabilistic attribution assigns conversion credit to ad exposures based on statistical likelihood rather than deterministic device identifiers.
Prior to ATT, user-level attribution was largely deterministic: a unique device ID matched the click to the install with certainty.
After ATT reduced IDFA availability, probabilistic methods became essential for attributing the majority of iOS installs from opted-out users.
Probabilistic attribution is inherently less accurate than deterministic attribution, it operates on probability rather than fact.
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