Tips & Guides — 07 Nov 2023
Mobile Attribution 101: The guide
Today, countless marketers rely on mobile attribution to optimize their return on investment. Mobile attribution empowers you with essential data that serves as the compass guiding your decisions in adapting, enhancing, or maintaining your overarching marketing strategy. It helps businesses determine which marketing channels are effective and which aren’t.
Mobile attribution becomes particularly helpful when you need to decide where to allocate your marketing budget for the most substantial return on advertising spend. Businesses using mobile attribution can employ these insights to enhance user acquisition, user retention, and the overall app user experience, ultimately fostering stronger engagement and brand loyalty.
Mobile attribution is a process used in digital marketing and mobile app analytics to track and analyze the effectiveness of marketing campaigns and user interactions with mobile applications. It involves identifying and attributing specific actions, such as app installations or conversions, to the marketing channels or campaigns that led users to take those actions.
The primary goals of mobile attribution include:
Mobile attribution helps businesses understand how users discover and engage with their mobile apps. It provides insights into which marketing channels or campaigns are driving user interactions, such as app installs, in-app purchases, or other desired actions.
By attributing user actions to specific marketing efforts, businesses can assess the performance of different marketing channels and campaigns, allowing them to allocate their marketing budgets more effectively and maximize ROI.
Mobile attribution enables businesses to improve the user experience within their apps. By analyzing user behavior, they can identify areas for enhancement, personalize content, and offer a more engaging and tailored experience to users.
Mobile attribution allows businesses to accurately calculate the ROI of their marketing campaigns by tracking the cost of acquiring users and comparing it to the revenue generated from those users.
Mobile attribution tools and platforms use various tracking methods, such as unique tracking links, device identifiers, cookies, and in-app event tracking, to trace user interactions back to their source. These tools provide comprehensive data and analytics to help businesses make data-driven decisions and refine their mobile marketing strategies.
In summary, mobile attribution is a critical component of mobile marketing and app analytics, enabling businesses to measure the impact of their marketing efforts, optimize their strategies, and provide users with a better and more personalized experience.
There are various mobile app attribution models to choose from based on the specific insights you aim to gather, including:
Developers and marketers frequently employ strategies to encourage users to install or engage with their mobile apps. Digital advertisements, such as banners or video ads, serve as ideal tools for tracking mobile attribution.
The mobile attribution process follows these general steps:
A Mobile Measurement Partner (MMP) is a company that acts as a third-party entity that attributes, gathers, and organizes application data, aiming to provide a cohesive overview of a brand’s campaign performance. MMPs employ a combination of technologies to measure mobile events, such as clicks, revenue, app installations, and more.
Mobile measurement partners typically offer an SDK (Software Development Kit) that can be integrated into applications. Its primary purpose is to establish a link between ad engagements, app installs, and in-app events. The SDK attributes app installs and post-install events to the user acquisition source and corresponding campaign, providing marketers with detailed insights.
If it’s not possible for you to integrate with the SDK, you can use API Attribution. Read more about it here.
Affise MMP is a tool embedded into Affise Performance that allows you to set up tracking for apps. To track conversions, clicks, installs, events, and more, you need to set up tracking correctly by following these steps:
Using mobile attribution can yield several benefits, including:
Managing mobile app attribution can become a challenge, but with the right attribution tool in place, interpreting and analyzing the data becomes more accessible. You don’t have to tackle this alone; feel free to reach out to Affise MMP for assistance in enhancing your mobile attribution process.