As a user, there is a journey you take from installing an app to using it. Attribution is how marketers understand this journey. The right attribution metrics show a marketer important data points of a user’s interaction with the app, for example clicking an ad or making a purchase.
However, beginners to mobile app attribution can easily get lost in the maze that it can be. The most common challenges novices face are a lack of industry-wide standards, different mobile app attribution models that disagree upon which data points are valid, and user journeys that touch multiple platforms. But the biggest blight on the industry is the widespread fraud.
In this article, we will dive into the basics of how mobile attribution works. Read along to learn how you can find essential data points and interpret the information you need from them.
Digital Marketers who have been in the game for years are aware of the gospel of marketing attribution that are third-party cookies and pixel tags. Although cookies have been the primary technology used for web tracking, they have some serious shortcomings like:
The app marketing industry is fairly new and even seasoned marketers have made the mistake of assuming that cookies and pixel tags will be enough in the mobile analytics use cases.
However, both iOS and Android device app ecosystems limit tracking with cookies. So these are worthless when it comes to mobile app attribution. So, how does mobile app attribution work? Read along to find out.
The basic definition of attribution makes most newcomers wonder why not just bank on the good old reliable Google Analytics; why go to an attribution provider at all? The simple answer is that, unlike an app attribution provider, Google Analytics won’t let you discover where your users come from.
Moreover, implementing a mobile app tracking SDK enables you to make well-informed business decisions in real-time.
Now you can easily identify your best-performing campaigns, understand what you did right and build a successful marketing strategy. This also allows for smarter retargeting campaigns.
App install attribution also helps you identify which advertising channel is delivering the most users and how much of your marketing budget is being wasted on fake clicks and fake installs.
When you work with a mobile app attribution provider like Trackier, you get a broader perspective of your data in a simplified manner. Our streamlined dashboard can be utilized for in-depth analysis without having to collate or wrangle data from anywhere else. On top of that. Our anti-fraud tool protects you against fraud and ensures clean and reliable data.
Typically, when a user clicks on the call to action (CTA) to download the app in an ad, the link takes them to the app in the app store. However, for a split second, it redirects the user through Trackier, letting us receive the first data point.
The journey of the user from clicking the ad link to going to the app store, downloading the app, and opening it for the first time gives the attribution provider the following data points:
This information lets the attribution provider ascertain whether it’s a new or existing user. The easiest way of receiving all this information is to integrate your app with the attribution provider’s (Trackier’s) SDK. An SDK integration allows us to provide you with attribution data in real-time.
Once a user has installed the app, Trackier will begin looking at their past ad engagements that fall within the attribution window (the period of time in which a publisher can claim that a click or a view led to an install) and attempt to make a match.
Trackier will look for the data point within the attribution window with the most robust information and will head down select parameters to find the data point with the least amount of information necessary in order to make confirmation before attributing a user as organic. Here are the data points we will analyze in the descending order of importance:
We close this guide with the hope that you now understand how incorporating an attribution provider that follows the user from the first engagement to their very last in-app purchase could be a game-changer for mobile app marketers.
We will be churning out more informative and in-depth content on how mobile attribution works so keep a lookout in this space or sign up for our newsletter.
Get in touch with Trackier to learn more about our attribution services and our Mobile Marketing Platform.