Google just launched its App Attribution programme and advertising tech providers AppsFlyer and Adjust have been named among the first to join the new programme.
AppsFlyer provides mobile attribution and marketing analytics and the integration should make it easier for mobile advertisers to set up and manage their Google campaigns. The company says it offers robust data points to help marketers configure their campaign performance and deliver more reliable performance data.
According to Ronen Mense, VP Asia of AppsFlyer:
“Google recognises that third-party measurement matters and this smart move gives marketers a choice in how they measure the performance of their Google campaigns, driving value for them as well as advertisers, agencies, and app developers everywhere.”
As part of the App Attribution partnership, AppsFlyer can offer advertisers Google app measurement tools as soon as they become available, and in return Google will provide more dedicated support to AppsFlyer.
Elad Mashiach, VP of Partner Development at AppsFlyer, adds:
“The powerful combination of Google’s app marketing channels and AppsFlyer’s tools and advanced analytics gives marketers unprecedented opportunities to maximize their performance. measuring everything — from app installs, engagement, revenue and uninstalls – our collaboration empowers marketers with the insights, tools and reach they need to better understand and optimize their overall performance and omnichannel ROI.”
Adjust meanwhile can help marketers make better use of their ROI analytics. The company also provides an Audience Builder for enhanced segmentation and Hourly Aggregation to improve ad campaigns on Google AdWords.
Indeed, AdWords clients can use Adjust to gain a much better oversight of their ad spend and revenue metrics.
Christian Henschel, CEO and co-founder of Adjust, said:
“We have been working closely with Google to ensure a seamless transition onto the new capabilities that Google has announced today for AdWords. With the App Attribution Partner program and the associated APIs that have been made available, we have been able to vastly improve the way we work with Google AdWords.”