Accurate mobile attribution is important in determining the success of marketing campaigns. So, what is it and how do we make the best out of it?
There was a time when marketers were trying to switch from general digital marketing attribution to mobile attribution while several pioneer MMPs (Mobile Measurement Partners) started setting up shops to solve this problem. Everyone was trying to figure out how to measure every metric, possibly found in mobile marketing.
Today, mobile marketers have an array of mobile attribution tools to choose from. Some of them have become so fanciful that they have gone beyond the core functionality of attributing success to a certain marketing campaign (e.g. data privacy, deep linking etc). This article shares key aspects of mobile attribution and why it’s important to have one integrated if your brand/company carries out business over a mobile application.
The entire mobile phone ecosystem has evolved significantly since Steve Jobs launched the 1st iPhone back in 2007. Consumers started standing in line for the latest model year after year, telcos started rolling out packages and service plans to ensure their customers have sufficient mobile data to surf the Internet on the go, and most of all, marketers were starting to figure out how to advertise on that small tiny screen and how to measure everything they possibly can to ensure there is a certain ROI (return on investment) for their mobile campaigns. The sharp increase in the usage of mobile devices is reshaping how brands communicate with consumers.
Here are some key aspects of mobile attribution:
1. User Attribution: Mobile attribution aims to answer the question of where users came from, which marketing channels or campaigns were responsible for driving them to install an app or perform a specific action. This is essential for understanding user acquisition.
2. User Actions: Attribution can track various user actions, including app installs, in-app purchases, registrations, ad clicks, and more. This helps businesses measure the impact of their marketing efforts on user behavior.
3. Attribution Models: There are different attribution models, such as last-click attribution, first-click attribution, linear attribution, time decay attribution, etc. Each model assigns credit for conversions differently, and the choice of model can significantly affect how marketers perceive the effectiveness of their campaigns.
4. Ad Networks: Mobile attribution platforms work with various ad networks and publishers to track the performance of ads across different channels. This allows businesses to measure the ROI of their advertising spend on platforms like Google Ads, Facebook Ads, and others.
5. Deep Linking: Deep linking is a technique that allows marketers to direct users to specific in-app content or pages. It plays a role in tracking user actions within an app, and it is often used for personalizing the user experience.
6. Fingerprinting: In cases where user identifiers (like Apple’s IDFA) are not available, fingerprinting techniques may be used to identify users across devices and sessions. However, these methods have faced increasing privacy-related challenges and restrictions.
7. Challenges and Privacy: As with any data-related industry, mobile attribution faces challenges related to user privacy and data protection regulations. Changes in user tracking policies by platforms like Apple (App Tracking Transparency) and Google (Android 12) have affected mobile attribution and required marketers to adapt to new rules.
8. Tools and Platforms: Many third-party attribution platforms and tools are available to help businesses track and analyze mobile attribution data. These platforms often offer dashboards, analytics, and reporting to make sense of the data.
9. User Journey Analysis: Beyond simple attribution, mobile attribution also encompasses understanding the entire user journey. This involves tracking the sequence of interactions and events that lead to conversions, helping marketers identify bottlenecks and areas for improvement.
10. Optimization: The data collected through mobile attribution can be used to optimize marketing strategies. Marketers can allocate budgets to the most effective channels, optimize ad creatives, and refine targeting parameters.
Mobile attribution is never the same everyday
Mobile attribution is an ever-evolving field, especially as platforms and regulations change. It’s crucial for businesses to stay informed about the latest developments and adapt their mobile marketing strategies accordingly to remain effective while respecting user privacy and industry guidelines. More importantly, get the right tool with the right ‘driver’ to utilize the tool to the best of its capability to ensure great investment in this area.
Avante Strategies has years of experience in utilizing mobile attribution tools, as well as hiring the right talents in this field to ensure positive outcomes in mobile marketing. Contact us for a complimentary 45 minutes chat on how mobile attribution can transform and move your brand forward.