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App marketers and brands have a number of channels to advertise their apps to acquire more users and increase their user base. Taking into account the reach, scale, and level of customization, we can split all those channels into Facebook & Google duopoly and everyone else. Every time app marketers or brands launch an ad campaign via the latter, they need third-party mobile ad analytics, in others words – a proper mobile attribution tool. Using such a tool, an app marketer is able to track and analyze how exactly his app is being connected with mobile users.
Because every mobile app has a different audience it appeals to, all those ad channels, outside of the Facebook & Google duopoly, are not equally efficient in connecting the app with its users, a mobile attribution tool allows to choose the right channels and focus ad budget on those.
Working with mobile ad analytics tools, app marketers can do the following:
Track an initial click on an ad. At this step an app attribution SDK register an instance of a click on an ad and captures such info as Advertising ID to identify an individual smartphone or tablet on which that click took place. As well as IP address, User agent, Timestamp and First Install parameter.
Attribute that click to a particular app install; and
Send notification to partners of installs and events through so-called server postback URLs.
Essentially, it’s impossible to run an effective app marketing campaign and being able to allocate ad budget efficiently without a sophisticated mobile attribution tracking solution.
To select a proper app attribution tool, app marketers need to check a particular solution against the following factors:
Attribution methodology – how particular app attribution solution provider determine sources of installs for your app
Dashboards and reporting – how comprehensive and easy to use its dashboard
Retargeting attribution – does a particular provider have retargeting attribution capabilities to report on app traffic sources during an app retargeting campaign or not.
Uninstalls reporting – knowing how many uninstalls an app is getting from particular traffic channels is essential to access its effectiveness
Fraud detection – mobile fraud is a full-blown disaster for today’s mobile advertising market. Providing ad fraud detection and identifying specific channels that facilitate fraud are always a big plus for an attribution provider.
Integration with self attribution networks (such as Facebook Ads, TikTok Ads, Google Ads and such)
Platform pricing based on a particular ad company needs and budgets.
On today’s app market the major companies are the following.
Moburst is a mobile growth marketing agency founded in 2013 with branches in the US and Tel-Aviv. Moburst’s clients include some of the biggest brands in the world such as Google, Uber, Reddit, YouTube, Samsung, and many other amazing startups, gaming companies, and brands. Its team of growth experts promoted 600+ products in the past seven years and helped many start-ups gain more organic users, boost ROI on paid media and improve their products. Its user acquisition is achieved through a selection of hyper-targeted, remarketing, influencers, and brand engagement campaigns get the right message to the right user, at the right time. Its mixture of media channels are ideal to fit your goals and budget, including RTB/exchanges, social, ad-networks, premium publishers, video, retargeting, influencers and search.
Services: Mobile Campaigns, Media Management and Optimization, Influencers Marketing, Mobile Strategy, App Store Optimization and SEO, A/B Testing, Product Consulting, Creative Production, Video Production, Social Management and Website Production.
AppsFlyer applies multi-layered approach to protect mobile advertising campaigns from fraud. The layers include install authentication, clustering-based anomaly detection, validation rules, attribution calibrator and post-attribution. Its solution is capable to prevent Install Hijacking, Click Flowing, Device Farms, Bots, Fraudulent in-app events and Fake Purchases.
JustControl.it develops a tech marketing solution enabling businesses to gain full control over their ad spending, evaluate campaign performance across a wide range of channels, and get up-to-date reports on virtually every slice of data.
SocialPeta Technology, the world’s leading advertisement creative spy and analysis platform, dedicated to offer top ads creative and marketing strategy for both advertisers and publishers. Serving as an Essential Ad and Marketing Intelligence Platform, SocialPeta focuses on:
Ad Intelligence, Marketing Intelligence, APP Intelligence
Ad Cost intelligence, Game Intelligence, Audience Intelligence
Singular offers industry leading fraud prevention solution to help advertisers prevent advertising fraud and focus on quality users. Singular puts a team of highly-skilled cybersecurity scientists behind this solution to make sure it catches the most of ad fraud.
It’s comprehensive, meaning it’s based on listening for signals at the most granular levels and based on all known protection methods to reject fraud in real-time automatically. It’s also adaptive, transparent and customizable to meet today’s challenges of counteracting advertising fraud activities.
URLgenius offers app marketers and developers a patented, cloud-based alternative for app linking and QR code capabilities that increase conversion from any channel. Our technology streamlines the mobile experience with links that open specific screens in your app while bypassing the website login friction typically encountered when clicking from social ads or from inside other apps.
Adjust is an attribution and analytics software package for mobile applications, enabling mobile app marketers to examine store statistics, advertising sources and advanced analytics to fully monetize their application. Adjust is the choice of such established brands as Yelp, Zynga, Spotify, Soundcloud, Runtastic, Hotel Tonight.
Type: In-app analytics, Marketing analytics
Pricing: Basic, Business and Custom plans, pricing is available upon request
Branch Metrics offers sophisticated ad fraud protection solution. It features comprehensive reports on suspicious activity, industry-standard blocking rules and AI-based fraud detection algorithms. It’s focused on using Branch personas data from its vast, global identity network and doesn’t rely on inferior Fingerprinting tech.
Appsumer is a reporting and analytics platform for user acquisition teams at scaling apps. It transforms fragmented media cost and attribution data into granular, perfectly unified ROI insights aiding faster, better-informed and more confident UA decision-making.