How a Mobile Attribution Company Impacts Your Ad Budget

 

If you aren’t using attribution to track your mobile ad spend, you’re in effect pouring money down a drain. You continue to add money to the budget, but never know where it will go.

This is a common issue that marketers encounter each day with their multi-channel marketing efforts. There are several different Ad Networks that can report on conversions. Everyone claims credit. None comes out with the full truth. That’s where a mobile attribution company comes into the picture as the most crucial component of your growth stack.

Attribution is more than just a tracking technology. It is the money-saving tool which lets you know just which campaigns are worth your while and which ones are simply wasting your finances.

The Real Cost of Running Campaigns Without Attribution

Most mobile marketers believe they have the information on where installs are coming from. But, in fact, they are dealing with the reported data from networks with all possible incentives to boost their results.

There’s not an independent tracking layer to verify those numbers without one. If an attribution window overlaps, then a single user will be credited with three conversions for one network.

A trusted mobile measurement partner is an entity that is not a part of the ad ecosystem, and is neutral and verified. It attributes credit to the appropriate source and filters out the “noise” which boosts your reported returns.

This will provide you with better and clearer insight into budget expenditures.

How a Mobile Attribution Company Reveals Your Best Channels

Tracing Every Install Back to Its Source

A mobile attribution company links all the visits to apps back to the ads, ad network and creative that was responsible for the installation. It’s more than just numbers of clicks.

You’ll be able to view what placements led to installs, what placements led to in-app purchases and what placements led to long term retention. It is not possible to get this kind of detail from typical ad network dashboards.

This tracking can be done at an install-level granularity, without intensive engineering resources, like Apptrove. Teams can be up and running in no time, and can begin to take action on reality.

Measuring What Happens After the Install

Clicks and installs are a vanity metric when people don’t interact with the website post download. A mobile attribution service will help you gain insights into the whole post-install process.

It tracks in-app actions, buying patterns and how often they use the app over a period of time. This indicates the source of valuable users as opposed to one-time openers.

This data can then be used for easy reallocation of budget. You invest money in channels that make real money and cut down on those that give imaginary numbers.

Protecting Your Ad Budget From Fraud

The Scale of Mobile Ad Fraud

One of the biggest and least noticeable challenges to your ad program is mobile ad fraud. Fake activity includes simulating real user activity and interactions, including farms, click flooding and sdk spoofing.

The traditional reporting tools can’t determine the difference. Your dashboards have increased installs and your budget continues to flow towards sources with no real results.

How Attribution Software Detects and Blocks Fraud

Mobile Analytics Software performs analysis of patterns that can’t be done manually by a human reviewer. It identifies real-time anomalies in the click to install ratio, device level anomalies and impossible ‘geo velocity’.

If a malicious source has been found, it’s automatically denied attribution. Your budget no longer becomes an article that won’t be valuable.

There is a cost to active fraud detection. It has been deployed in a consistent manner and resulted in a lot of waste reduction within a couple of cycles for advertisers.

Using Cohort Analysis to Sharpen Budget Planning

To plan budgets and create budgets, you need to know the meaning of cohort analysis. It sorts people by time of acquisition or acquisition source and enables to track person actions for a period of time.

This indicates your current, loyal users and users that are spending money on your channel. It also reveals opportunities to leverage channels on which people come in, but go away within days.

Budget planning becomes ‘strategic’ and no longer ‘guesswork’ with the cohort data. You spend more on campaigns that are able to be long-term.

What a Mobile Attribution Platform Makes Possible

All of your campaign data comes into one place: a mobile attribution platform. No need to switch between ad network dashboards, see installs, events, and revenue and fraud signals all in one location!

This centralisation facilitates the decision making process very rapidly. Quickly see drop in performance – not weekly export from a third party network.

Teams have the option to configure automated rules to stop under-performing campaigns, or redirect the budget without having to do any manual work. This type of responsive optimisation is possible only when data is stored in a single reliable system.

Also, the best mobile attribution platform will fit into your media buying tools. There is a smooth flow of insight to action in budget decisions with little friction.

Conclusion

A mobile attribution company is a lot more than just an instracker. It prevents budget loss due to fraud, prevents unnecessary duplicate conversions from occurring and provides your team with understanding on what’s working and what is not. In the ad spend world where ROI is king, no one should accept that there are no ways to make mistakes, and no excuses to make mistakes, in other words, no ways to grow sustainably on mobile without attribution.