3 Insider Tips Getting Started with Mobile App Attribution
Signing with an attribution provider is an exciting milestone for mobile app marketers. Whether this is your first time integrating a mobile app attribution platform, or you are upgrading to a new mobile app attribution provider, this marks a new beginning. Fresh insights and newfound data clarity can help you unlock your marketing potential, expediting and scaling your user acquisition and re-engagement efforts while boosting your retention and monetization.
I sat down with Jonatan Gottfried, our Director of Customer Success Management, to learn his three secrets to getting started with mobile attribution.
- When in Doubt, Ask
Customer success managers are one of the most underappreciated resources in the mobile marketing space. They work with dozens of clients, amassing incredible industry knowledge and experience about every component of mobile marketing. Whenever you have a question or face a challenge, feel free ask your success manager. We are here to help you. Remember, it’s far easier to reach out and tackle an issue together, than to make the incorrect decision and have to fix something down the line.
Unsure which in-app events you should measure? Having trouble identifying the right KPIs? Want a second pair of eyes to review your performance benchmarks? We are here to assist.
Your success managers can also help you with far more than mobile attribution and marketing analytics. Want an introduction to an ad network or marketing platform? We are happy to lend a hand. Facing a measurement challenge, or struggling to understand a performance trend? Just reach out to your success manager. Your success is our business.
There is no need to learn things the hard way. When in doubt, ask. We are here to assist.
- Give Yourself The Time You Need to Learn Your User Trends
As you delve deeper into your mobile attribution and marketing analytics, you will find yourself optimizing your marketing based on a mix of install data, in-app engagement and uninstall trends. Getting to know your users and your data is a learning process. This takes time. Set aside time each week to test and measure new cohorts. Over time, you will learn to identify and classify different user segments. These will be key to optimizing your user acquisition efforts and setting up well-defined retargeting campaigns.
The better you know your users and your data, the more effective your marketing will be. Advanced marketers with mature apps often use real-time data to make remarkably quick improvements to their performance. This level of sophistication only comes with a great deal of experience. Those newer to app marketing and those marketing new apps need to invest time and attention to getting to know their app performance data. An investment in your data is an investment in your success. Take the time you need to do it right.
- When and How to Add Ad Networks and Audiences
There are hundreds of amazing ad networks out there, from massive global powerhouses like Facebook and Google to niche and local networks with their own focus or innovations. With a strong mobile attribution platform in your toolkit, testing a new ad network should be simple and painless. Just a few clicks is all it takes to enable the network integration. A good attribution provider will offer preconfigured in-app events and custom automated postbacks, making this process even easier. You should never need to worry about new marketing SDKs or manual integration configurations to add a new network.
As soon as you have completed the testing phase of your initial attribution onboarding, you are ready to start testing new ad networks and audiences. Though it often takes up to 2 weeks to evaluate a network’s performance, there is nothing wrong with tweaking your targeting, creative or budget if a particular campaign shows exceptional performance.
Most importantly, remember to measure each network’s performance based on their ability to meet your performance KPIs. Don’t fall into the trap of relying on fuzzy metrics or install volume. Your KPIs define your success. Keep your eye on the ball, and you can’t go wrong.