5 Tips for Mobile App Promotion
With 48% of App Markters saying that Ad Tracking and Measurement is their #1 concern it should be of no surprise the reason for this is simply because Ad targetting and optimization technologies on mobile are more complex and less sophisticated than online.
Fortunately, below are some key insights to address these tracking and optimization challenges.
1. Understand all the available mobile ad tracking technologies.
Unlike the online world where cookie-based tacking is the industry standard that works consistently across the ecosystem, mobile uses a range of different tracking technologies that are inconsistent and vary by ad network as well as platform. The primary types of ad tracking technologies available today are:
UDID
Apple Advertising Identifier
MAC Address
ODIN
Digital Fingerprinting
HTML5 Cookie Tracking
Android Referrer
The key take away is that no ‘one’ tracking technology gives you access to all the available advertising inventory, so app marketers looking for a wide reach typically use multiple technologies.
2. Segmentation is your friend.
In order to be successful, ad tracking must be as segmented and detailed as possible. Know the relative performance of different creatives, networks, countries, and devices allows you to eliminate the ads that aren’t performing, stop spending with networks that don’t produce quality users, and focus on countries where you see the best results.
3. Optimize beyond the download by tracking in app events.
It’s crucial to track app usage past installation in order to determine which sources are providing your most loyal users. Most tracking technologies only account for downloads rather than opens, in app purchases, or registrations – the actions that actually generate revenue.
4. Don’t guess.
There are too many variables that go into an ideal advertising campaign to arrive at the best combination by trial and error or guesswork. Deciding where to spend your marketing dollars without the right information and analysis can mean expensive mistakes and missed opportunities.
5. Stop settling for less.
Since most tracking technologies only provide raw data, manual optimization can be extremely time consuming for the advertiser. With limited time and resources, many app marketers end up settling for the information and results they have time for. However there are technologies available that translate this raw data into optimized results.
Lastly, if you’re looking to discover what these “technologies” might be – head on over to Fiksu’s website.
Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 6 years. You can follow Kevin on any of the social platforms below.
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