A customised app tracking concept in combination with the right technical provider lays the foundation of any kind of app tracking measures. Only thus you may keep full control of the performance of your advertising campaigns and gather the necessary KPIs which allow you to run relevant marketing activities in the first place. App Tracking allows you to purposefully access ad inventory of renowned providers such as Google AdWords, Facebook or Twitter. Within the actual App Tracking Tool you may generate extensive reports on the user behaviour inside your app as well as reports on the performance of your ad campaigns.
Operationalisation of in-App User Behaviour
Modern Mobile App Tracking providers depict the entire conversion funnel – starting from the ad click (or view) to the actual install, to in-app events (user behaviour) and finally the conversion event (e.g. purchase). Operationalisation is essential to base insights and decisions on the return of investment (ROI) of each user. Complex fingerprinting methods allow tracking providers to attribute a user to the advertisement that generated the lead (as opposed to the app store which does not reveal the source of the install).
App Tracking is in many ways related to other technical components of the app. One example would be deep links, which are defined within the app and can be used as part of a tracking link if the set up allows it. The user can then be seamlessly linked to the right page within the app after clicking on a marketing banner. Moreover it is essential for all insights generated within the app analytics tool, to create a link to the campaign tracking in order to also consider the source of the user (= install). When setting up mCRM activities you may also want to use the install information to target users based on the source they were coming from.
Choosing the Right Tracking Provider
There are currently four big player which dominate the market:
All of them have their own specific strengths and weaknesses (features, innovations, technology, pricing..). Therefore there is no such thing as a one-size-fits all approach for each app. Ultimately, the choice should be synced with your overall marketing strategy (focus on paid social, in-app advertising, mobile web..)
We may help you understand the basics (appropriate choice of tracking provider based on your app-specific needs, support when it comes to contract negotiations, SDK integration and so on). Moreover, we are happy to create a comprehensive and customised tracking concept, that helps you collect and analyse all relevant metrics in the long run.