What is Mobile marketing attribution?
Attribution is how advertisers understand the path you are going to take in their app and what you’re going to do once you arrive there. For each of the actions a user takes on the journey, from clicking an ad to making a purchase, there’s a data point when done correctly. But there are real challenges: a lack of industry-wide guidelines (data point drop rules), overlapping models of mobile device allocation (disagreements on the data points count), and user journeys that reach several channels. And there’s the widespread fraud problem there.
This is our first post addressing a significant question in our series: how does Mobile marketing attribution work? Today we are going to discuss this from a scientific point of view, immersing ourselves in how we find those data points and the knowledge they hold. If you are a novice in mobile marketing, or just curious how mobile cookies work, welcome! You’re right on the mark.
How does mobile attribution work?
1. The most significant explanation is that introducing a Mobile marketing attribution helps you to make well-informed real-time business decisions. An attribution provider offers you a place to find out where your users come from-if, for instance, they came into your app from a video ad. We will also help you understand how the user is going through your app and how you can equate their experience with someone else who has arrived from a different source.
2. It helps you to assess which campaigns are your best performing, and you can recognize and iterate on the most successful advertising. With this knowledge, you can optimize your creative assets and take advantage of hard data to get rid of failed ads and tweak good ones.
3. Greater awareness of how your ads are performing enables you to practice smart retargeting and create tailored campaigns. You may directly target customers, for example, who have tried your app but have not stick around.
4. When it comes to calculating the marketing attribution of mobile apps (i.e. marketing campaigns with ads in mobile apps), it’s tempting to simply port models from Google Analytics over the web or rely exclusively on specific acts, such as when users click to download the app.\
5. Using this knowledge the provider of the identification will decide whether the user is new or existing. When the user is new, the supplier of the acknowledgement may attempt to fit the installation of the user with an ad appropriate to their commitment.
6. If a user’s installation is verified, an attribution provider starts looking at their previous ad commitments and trying to make a match.
7. Attribution windows are an important resource to help marketers and publishers understand when there is a conversion. There is always a difference between access to an advertisement and an update, such as seeing a game on Facebook while commuting to work in the morning, seemingly forgetting about it, and remembering to install from work in the evening on the way home.
8. Setting an attribution window allows the opportunity to involve users who are potentially brought in from an advertisement, but not in the case of seeing it directly.
Determining what the Mobile marketing attribution will be is one thing. Having it happen is something completely different. But, through prioritizing technologies, channels, and marketing approaches that endorse multi-touch and cross-device attribution, evaluating campaigns with business-centered metrics using full-transparent tools, mobile marketers can get the most benefit from their app-centered efforts.
