Attribution aims to identify the true value of an install source. There are several companies addressing the issue of "not all installs are equal" - including Tapstream and some of the paid analytics services. But again - none can connect this data with Facebook's deep well of demographic data. Attribution from Facebook is expected to launch with 10 mobile advertising partners for tracking. Combining Attribution, Events, Cohorts and Segments with Facebook data should make both using Facebook's SDK and advertising on their platform extremely compelling for most app publishers and marketers. With Facebook's aggressive moves into mobile messaging, smarter notifications and app linking - Facebook looks to expand their value to mobile app users and mobile marketers.