Hybrid Flow Source

Main article: Business Intelligence (BI)

2025: Flow Source Presentation

Hybrid developed the Flow Source tool, which allows brands to assess the impact of each of the advertising channels (Desktop, Mobile web, In-App, TV) and organic coverage on their promotion in digital. With its help, advertisers will be able to optimize the budget by understanding user behavior, which will improve advertising strategies at each stage of interaction with CA.

Flow Source is a technology that allows you to track targeted actions, identify and associate user interaction with ads in one channel with their actions in others. This takes into account not only advertising, but also organic conversions. To assess the impact of each of the channels on brand promotion in digital, the system collects data from users who interacted with ad campaigns and correlates it with events from the Mobile Measurement Partner Database using attribution time window filtering.

After analyzing user actions, a detailed report is generated, grouped by campaign, indicating the channels and targeting settings that have achieved the largest number of transactions. The report improves the ease of analysis and decision-making, freeing up team resources.

The technology allows brands to verify targeted actions to identify effective channels and properly set up targeting. Thus, the company can optimize advertising budgets and build an effective media platform for digital promotion.

In addition to actions taken when interacting with advertisements, Flow Source also records organic targeted user actions. This allows you to objectively assess the overall effectiveness of marketing efforts. Thanks to this, advertisers have an understanding of user behavior, which contributes to improving interaction strategies at each stage.

Setting the attribution time window allows you to flexibly set the attribution period, analyze and correlate the user contact with the brand and further target action, even if more than 3 days have passed since the first contact with the advertising message and conversion.

We have developed Flow Source so that brands can reliably evaluate the effectiveness of each of the promotion channels in the media plate. The tool collects data from users who have clicked on an advertising message. After that, Flow Source matches events to track conversions by combining the actions of users who have seen ads with their further actions. This allows you to determine which advertising campaigns the user interacted with before performing the targeted action. For the convenience of advertisers, we also made it possible to filter by time to exclude irrelevant events and take into account only conversions that occurred shortly after interaction with advertising. At the exit, the client receives a detailed report that gives an understanding of which advertising channels really work and bring results, "said Svetlana Drugova, Product Director at Hybrid.