As mobile apps are making billions of dollars every year, it has never been as important to know the source of your users and how they use your app. However, unexpectedly enough, only 18 percent of the marketers are confident in their attribution information. Several businesses are losing thousands of dollars in lost advertising revenue because of the inaccuracy in the available data and actual data.
To measure your mobile app’s campaign accurately, the choice of an appropriate mobile attribution platform is important. However, there are plenty of choices available in the market; how do you choose the one that really works? Further in this article, we have divided the key characteristics that one shall distinguish between outstanding mobile measurement partners and others.
Why Mobile Attribution Accuracy Matters
Before delving into features, it is necessary to discuss the elephant in the room. Inaccurate information does not simply distort your reports. It has a direct effect on your bottom line because it causes you to spend money on channels that do not convert and leave the ones that make results.
The biggest reason for the majority of data inaccuracies is mobile fraud. Research conducted in the industry reveals that mobile ad frauds are becoming more advanced, and it is now becoming difficult to understand whether the user acquisition tracking is actually tracking the acquisition or if it is simply fabricated data.
Security and Privacy Adherence
The process of attribution on mobile devices involves the user’s sensitive data on a daily basis. A single incident of security breach or privacy invasion can ruin the years of customer trust in a short span. And there is no other chance to make a second attempt with users, as it often is with other mistakes.
Critical Certifications to Verify
Prior to any contract, one shall ensure that their prospective mobile attribution platform has the key certification. They are SOC2 Type 2, GDPR compliance, ISO27001, ISO27017, ISO27018 and CSA STAR Level 1. These are not mere creative acronyms. They are standards of high security, which are applied to your business and your users.
Data Handling Transparency
Check how the platform monetises its services. Other providers have even been found selling information about their clients to third parties. Ensure that their business model is based on subscription and not dubious data practices. Also, make sure that they are compliant with the COPPA standards in case your app is aimed at the younger groups.
Core Technical Capabilities
Now let’s talk about what your mobile analytics platform actually needs to do on a functional level.
Multi-Touch Attribution and Granular Data
The single-touch attribution is obsolete. One touchpoint is no longer enough in the process of users finding and downloading apps. The platform should be able to follow the user journey through various interactions and credit where the credit is due. You are blindfolded in making marketing decisions without being able to see granular data on how each user found your app at each point.
Live Reporting and Notifications.
Marketing campaigns are speedy. A delay of 24 hours to update data implies that you are never ahead of the game. The mobile attribution platform you have should be able to alert you in real-time in case campaigns do not perform as expected, or when they notice suspicious activity spikes. This enables you to be able to correct your course right now instead of wasting your budget on bad strategies.
Uninstall Tracking and Analytics
Only half the story can be told through the downloads. Knowing the reason behind users’ uninstalling your app is also very important in user acquisition tracking. Did it happen because of a particular campaign that the wrong audience was reached? Or is there anything wrong with how your app is used that sends people away? You are also losing out on vital feedback that will improve your retention rates without uninstall metrics and detailed analytics.
Emerging Capabilities to Consider
The mobile marketing environment is changing at a very fast pace. Connected TV attribution and cross-device tracking are already beginning to be developed by forward-thinking mobile attribution platforms. Although these features do not have the same level of importance nowadays, going with a provider that has an established innovation roadmap will mean that you will not have to switch platforms as your demands increase.
Conclusion
When choosing a mobile attribution platform, it is not about choosing the one that is the cheapest and has the most features. It is about the search for a mobile measurement partner that will give you the best data, ensure users’ privacy, be seamlessly integrated with your workflow, and ultimately enable you to make smarter marketing decisions.
Ensure that the possible providers are fully vetted. Demand demonstrations, challenge them with hard questions concerning their anti-fraud provisions, confirm their certifications, and discuss with existing customers their experiences. This is because the right platform will be self-funding several fold by assisting you to spend your marketing budget in areas that actually work.
FAQs
- What is a mobile attribution platform?
A mobile attribution platform tracks which marketing channels drive app installs and user actions, helping you understand which campaigns deliver real results and ROI.
- What is single-touch attribution in mobile tracking?
Single-touch attribution credits only one interaction point for a conversion, either first or last touch, missing the complete user journey across multiple channels.
- Why are integrations important in attribution platforms?
Integrations connect your attribution platform with CRM, ad networks, and analytics tools, enabling unified data tracking and comprehensive insights across your entire marketing ecosystem.
