A variety of platforms inside a tech stack, as well as how they are connected, are required for successful app marketing. The key to that design is attribution, which credits a marketing effort with achieving a specified goal. Only precise and comprehensive attribution data will allow you to determine which marketing efforts are effective and fulfil your objectives, and which are not.
But the narrative of attribution doesn't end there... Advanced app marketers are aware that there are a variety of attribution models available to help them identify data-driven decisions and marketing tactics. Many companies also employ improved attribution methodologies to determine the relative importance of various touch points along the client experience.
However, is this information enough to conclude why mobile attribution models matter? Of course not. Continue reading on as this blog will provide you with the 5 reasons you need to implement mobile attribution models into your app marketing strategy.
An attribution model is a method for determining the worth of various marketing initiatives, such as in-app advertisements, social media ads, and email campaigns. Mobile attribution models are merely a variant on marketing attribution models in general, which are a lynchpin of digital marketing regardless of context.
Marketing attribution models use data to convey stories. They follow the "customer journey," as it's known in marketing. Making comparisons between the different activities — alone or together — is the key to properly using them.
Now that we’ve covered the basics of mobile attribution models, let’s get right into the top 5 reasons for why you need to add them into your marketing stack.
When done correctly, mobile attribution may improve the performance of your app by highlighting the value of certain channels, ad networks, publishers, campaigns, and even alternative versions of creatives. Attribution providers can give you access to a plethora of cross-network data that may help you increase lifetime value (LTV) and, ultimately, return on investment (ROI).
They will advise you exactly where you should and shouldn't spend your money. As a result, attribution is at the heart of successful marketing. To put it another way, consider the following. Once you've added attribution to your marketing tech stack, you'll wonder how you went so long without it. When it comes to mobile app performance marketing, attribution is a game changer. It will also make your life a lot easier, as you will see later down this list.
Apps must give an SDK for measurement and optimization in order to be accepted by ad networks. Each ad network's SDKs require unique implementation and quality assurance. For each ad network, apps must additionally format and maintain proprietary connections. These are difficult tasks that are out of reach for most app marketers.
As app marketers grow their efforts, the time and cost of integrating new SDKs for each ad network or manually implementing and QAing postbacks slows their development, depletes technical resources, and has a detrimental influence on the performance of an app.
As a result, attribution providers give what is known as a universal SDK. The premise is straightforward. Only one SDK is used by an app to do measurement and attribution for all of its ad networks. As a result, the term "universal" was coined. The hard work has already been done by universal SDKs, which have connected marketers to the whole mobile ecosystem via integrations with 1,000s of media providers.
Last-touch attribution is the most widely used and recognized technique of attribution today. If your CPI (cost-per-install) is $2, for example, the ad network that last contacted the user receives the entire amount.
Here's the issue: Ad networks might claim credit for installs they don't deserve if you don't conduct attribution. If you're distributing your campaigns over many ad networks, each network that registered a touch on a multi-touch user journey might claim credit and charge you for each install.
An unbiased attribution provider that is trusted by both marketers and media businesses can connect the connections and determine the source of the most recent touch. Attribution provides you with authoritative data as well as the assurance that it is correct and irrefutable.
With this knowledge, you just have to pay one ad network. The money you save will increase your ROI and may be re-invested in user acquisition and re-engagement.
You're undoubtedly wasting numerous resources and man hours attempting to make sense of your media data with too many dashboards and/or Excel spreadsheets if you're not working with an attribution provider. Does this ring a bell? This is a certain way to make mistakes and lose out on possibilities to boost LTV and ROAS (return on ad spend).
Finding good quality while running non-organic advertising — seeking for users who aren't necessarily looking for you — is difficult. It needs precise, detailed data, advanced marketing tools, and, of course, time.
Attribution is difficult to perform on your own; it is better left to a professional. Users exist in two extremely different environments – mobile web and in-app – each needing distinct methods. The mobile landscape is difficult and fragmented, with users living in two very different settings – mobile web and in-app – each requiring different techniques. Multiple IDs are also available for measuring and correlating clicks to installs.
Attribution systems for mobile devices are sophisticated and complicated. Real-time integrations with top ad networks, universal deep linking, probabilistic modelling, and safe postbacks enabling data synchronization among hundreds of integrated providers are among the features they provide. If this sounds complicated, it is.
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