Mobile app marketer AppsFlyer has announced the addition of its new “Multi-Touch Attribution” track tool. The solution helps app advertisers to track the source leading to a new user and app install. In essence, the tool allows marketers to track multiple adverts that led to the install of an app, as opposed to just tracking the last clicked ad. It verifies that more often than not, users are exposed to multiple ads before they decide to download an app.
Multi-Touch Attribution tracks multiple ads leading to app installs
Oren Kaniel, Co-founder and CEO, AppsFlyer, explains:
“The advertising industry understands that consumers are typically exposed to relevant ad messages throughout their user journey, starting from brand awareness activities all the way to direct response. Until now, app attribution solutions have operated under the assumption that the last touch is the only one that matters. There is nothing random in our world. For every client action, there are likely to be a number of triggers besides the last touch that played a role in influencing the consumer, and our new ‘Multi-Touch Attribution’ tool allows advertiser to make the right decisions based on facts and not on assumptions.”
While marketers often attribute ROI to last clicks of performance-based clickable ad campaigns, beta testing by Appsflyer clearly shows that branding campaigns can be more important and essentially grease the wheels for an app install. Tests with a major retail client showed that 23% of new users were generated from multiple sources, averaging 2.7 sources. Among the key sources for installs were content-based ad platforms.
Ultimately, proper attribution can help marketers spend their ad dollars where they are most valuable. John Koetsier, Vice President of Research, VentureBeat, agrees:
“This is huge. The reality is that the ‘customer journey’ is a crazy zig-zag of data points, and marketers really don’t know which ones are influential and which are not – making it hard to allocate future marketing spend. The challengewill be in how accurate AppsFlyers’ technology is. Bad data here could potentially do more harm than no data at all, if marketers decide to go all in on a medium or tactic that looks successful, but actually is not. But tying it to content is both smart and innovative.”
The solution is now available to all AppsFlyer clients as part of their dashboard.