Attribution of a new application installation on a mobile device by analyzing network traffic of the device

A computer program product for attributing an application install on a device, the computer program product comprising a computer-readable storage medium containing computer program code for:

• monitoring network requests from one or more publisher applications on a mobile device, wherein the one or more publisher applications display an advertisement for a third-party application;
• detecting one or more impressions of the advertisement by determining that the network requests were made by one of the publisher applications to a network address associated with the advertisement;
• logging the detected impressions and their associated publisher applications;
• detecting an installation of the third-party application on the mobile device;
• logging a time of the installation of the third-party application on the mobile device;
• determining an attribution of the installation of the third-party application to one or more of the impressions by applying an attribution model to the logged installation and the logged impressions;
• and
• reporting the determined attribution to an analytics engine.

The computer program product 8, wherein detecting a third party application installation further comprises:

• monitoring network traffic on the mobile device;
• searching the rules dictionary for a rule having a regular expression that identifies a request to access an application store and applying the rule to the monitored network traffic to find a match;
• and
• identifying, an installation event for a third party application, from the matched monitored network traffic, by comparing an installation event identifier of the rule to the matched monitored network traffic.