Mobile App Attribution

You’ve made a fantastic app and now it’s time to get rich. Nope. It’s not enough to make a killer app and leave it out there to fend for itself, hoping it works and brings in the moolah.

You need to get it into the market, in people’s minds, in their phones. You need to have them use it and engage with it continually. For that you need to market it. Really well.

But how would you know which marketing campaigns worked and which didn’t?, how do you build on it?

The online advertising world has this bit pat down. It uses cookie-based tracking. You could have multiple campaigns running on multiple sites, and yet you can track each campaign individually to gauge the way it performed.

Is there a mobile app industry equivalent?

The answer lies in mobile app attribution. With this aid, you can track your users’ navigation history to see how they found your app. You can also check and verify if your advertisements are being viewed or engaged with.

But that’s not all that app attribution does. Attribution tells you:

1. Which campaign or ad drove the installs of your app

2. Tracks outcomes of various promotion

3. Optimizes campaign efficiency

4. deep linking helps integrate with major social media platforms

5. Has rich In-App events so you can track relevant user behavior for your app

6. Seamlessly integrates with Facebook and Google AdWords provide with Cost and ROI data

7. Can track retention and uninstalls

How can attribution help growth strategy?

A mobile brand needs real-time performance feedback as defined by user traffic. When this information isn’t available, it leaves marketers making assumptions about running campaigns. Investments made based on guesswork are risky.

It is the ease and accessibility of tracking online marketing activities that makes app attribution such a vital component of a mobile brand’s marketing strategy. It helps fine-tune various campaign strategies.

1. Is your App among the Top 15 of the 100 Apps on your user’s phone?

When a brand deploys Re-Engagement Metrics, it focusses on application clients and can drive them back to its application. This is easily one of the most important metrics when it comes to determining advertising spend.

2. Granular User Behaviour

In-Application Analytics can help measure an individual user’s level of engagement with an app. You can gauge their characteristics, the actions taken by them, or even the steps leading up to purchase. Furthermore, this analytics can help analyse behaviour, real-time, for a targeted marketing effort.

3. Business Analytics Measures

 This enables you to grasp the total lifetime of a user, and gives you numbers for purchases in a day, requests made, as well the user’s demographics, giving a clearer understanding of the adoption and popularity of the app.

Should you spend for app attribution over your marketing?

The marketing budget cannot afford to ignore app attribution. Some of the best mobile apps rely hugely on app attribution.

With app attribution in your pocket, you can weed out campaigns that are not doing well and only retain the top performers. When implemented correctly, attribution can help you arrive at the normal income per client. You will know where your every dollar is being spent, and how to make the right investment decisions to keep growing.

If you wish to enter the app attribution arena gradually, on a budget, reach out to us. Innoflexion has extensive experience in leveraging the best of breed metrics and analytics. We have our own customised framework for your app as well.

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