You know the significance of mobile attribution and app analytics if you work in the app industry. It is crucial to understand how users will find your app and the actions they take once they are there. You must monitor the effectiveness of your ad campaigns as a mobile marketer. You must know your target market, the ad’s type, creatives, channel, and important quantitative app metrics like installs and CPI.
It cannot be easy to keep track of all of these actions manually. We advise using mobile attribution tools to understand better where your customers are arriving from and which campaigns are most successful with them.
Why Is Mobile Attribution Important and What Does It Entail?
A data-based strategy that enables you to identify the source of your conversions requires mobile attribution. It connects an event (like an app install) or conversion (like an in-app purchase) to an advertising campaign. In other words, it enables you to link a cause and an effect.
Mobile attribution comprises the whole user journey and enables you to track the factors that led a user to download your app or game and any further actions they take. Knowing how consumers find your app or game is crucial information that will improve your marketing choices.
Which Mobile Attribution Platforms to Use:
What factors should be considered when selecting a mobile attribution platform? Here are some things to think about.
Data precision:
The data’s reliability is one of the main factors to consider while selecting one. Here’s the thing:
Ideally, there should be no differences; if there are, they should be slight when comparing data from an attribution and UA platform. That’s not always the case; the data can differ, which causes misunderstanding.
For instance, data from a mobile attribution platform revealed that Google was responsible for 20% more installs than our Google Ads dashboard. That indicates that something is wrong because there is a difference between the two. Additionally, there have been situations where some of our purchased installs have been mistaken for organic installs.
All of this makes it challenging to interpret our data with accuracy.
Not to add that it causes issues with reporting because the campaign numbers don’t seem to line up, undermining client confidence. When discussing a large number of installs, for instance, knowing whether the CPI was $0.50 or $0.40 makes a significant difference.
Accurate data is crucial as a result.
Functions It Provides:
Depending on your particular requirements, this may also be the case, but generally speaking, you want the attribution platform to offer a wide variety of practical features and techniques. The objective here is to discover the value of each client touchpoint that leads to a conversion. You can make better decisions by allowing platforms to identify the channel or advertising campaign that led to the conversion. For instance, multi-touch attribution is frequently used by mobile attribution solutions.
You might search for a more specialized function in attribution platforms instead of this rather wide one. To eliminate any data aberrations and improve accuracy, it is possible to track data in cohorts and select the appropriate time zones. Make sure the attribution platform you select provides it, whatever it may be.
Effective Reporting:
We prioritize accurate reporting on a mobile attribution platform because we are a mobile marketing business specializing in user acquisition for mobile games. Reports are incredibly helpful for our clients and us because they let us monitor the success of our efforts and adjust them as necessary.
It’s crucial to remember that the sort of reporting varies depending on the mobile game we’re working with because each game has a different campaign aim. Due to the need to track various data for various clients and campaigns, one of the most crucial reporting features is high flexibility.
Additionally, since it enables us to eliminate a lot of different procedures, being able to fit as much information as possible on a single page makes our job easier. As a result, you can save more time by reporting with more filters and dimensions.
Attribution Time:
Another significant decision factor when selecting a mobile measurement partner is how long it would take to receive attribution data. It takes about seven days for iPhone data to be credited after the iOS14 update, which is essentially the same for all platforms. The data was frequently more than a day late with several platforms that we’ve used. That raises many problems. One of them is that we must wait for attribution data, which results in late monthly reports.
Another possibility is that an attribution platform may not display all installs, which would cause the CPI to appear lower than it is. As a result, the speed at which installs are ascribed is crucial.
Fraud and security:
Remember that your user data will be accessible to your chosen mobile attribution platform. Since you don’t want to run the danger of a privacy breach, it must have best-in-class security measures. Mobile attribution also needs to have the crucial aspect of fraud protection and detection.
