PURPOSE: Advertising effect analysis device and method are provided to establish advertising strategy by analyzing advertising effect in consideration of various analysis components. CONSTITUTION: A collection unit (220) collects advertisement performance result information about an application program by each advertisement site and execution information from a user terminal installing an application program from an advertisement site. A history information management unit (230) generates history information about more than one analysis components designated in advance or selected by an advertiser. A recommendation information generation unit (250) generates advertisement recommendation information. The advertisement recommendation information includes more than one advertisement site information selected with reference to a degree of achievement for the analysis component using the history information. A communication unit (210) accesses a user terminal (110) and/or advertisement server (120) through a communication network. [Reference numerals] (210) Communication unit; (220) Collection unit; (230) History information management unit; (240) Service analysis unit; (250) Recommendation information generation unit; (260) Advertiser information management unit; (270) Advertisement costs calculation unit
