Claire Calligaro is co-founder of Addict Mobile, the first 100% profit-oriented mobile media agency. With over 5 years experience, Addict Mobile provides mobile campaign management across the world: strategy, materials creation and localization, campaign optimization (pre-targeting, A / B testing, post-targeting) and real-time dashboard. Thanks to our technology, we are able to buy from more than 250 acquisition sources and ensure positive ROI. We currently manage $1+ million marketing budget monthly for international brands and top grossing applications.
What is a tracking tool?
The term “tracking tool” is sometimes confused with “analytics tool”: the two types of tools are used to collect user data, but with a different purpose.
On the one hand, a tracking tool (Mobile Measurement Partner – MMP), such as Tune, Adjust, Appsflyer, Kochava is mainly used for:
- Attribution, ie. identifying the source of a new user: unpaid user (organic) or paid user (acquisition source X or Y);
- Measuring events for each user: application openings, page views, registration, purchases, etc. These figures allow to assess the performance and profitability of your mobile marketing campaigns: cost per action (CPA), cost per lead (CPL), etc.
On the other hand, an analytical tool is used to study user experience: for example, it allows to A / B test various colours for a button, to measure clicks on certain pages or buttons, etc. An analytical tool helps answer questions like “Is my user visiting this part of my application?” or “on average, how many times my user is going in this menu?”, etc.
Why is it essential to integrate a tracking tool in a mobile application?
Integrating a tracking SDK to its application is essential when running acquisition campaigns:
- Many acquisition sources are remunerated on CPI basis (cost per installation), based on data from the tracking tool.
- Tracking tools also measure the use, engagement or monetization of users. These data are essential to monitor ROI of the campaigns.
Which criteria should be considered when choosing a tracking tool?
- Neutrality: integrating a tracking SDK owned by a company (agency or network) that also sells traffic puts you in a position where you can only rely on their data and you are forced to trust them. They are both judge and party, so the risk is high. Opt for neutral companies, specializing in tracking.
- Reliability: a tracking SDK needs experience in large volumes in order to be relevant, with many acquisition sources and a lot of customers. Their data should be reliable and bug-free. Choose a renowned tool.
- Connection to multiple sources: the inventory is much more fragmented on mobile than on desktop. There are many other sources beyond Google Search and ad exchanges: local and global ad networks, video networks, social networks (Facebook, Twitter, Instagram), affiliates, incentivized networks, direct deal with apps, etc. It is essential to diversify media buying on multiple acquisition sources: thus to have a tracking tool connected to multiple sources.
- Collected data: the various tools give access to more or less data (including device IDs). They also differ on the storage method and duration. Make sure you have enough details and history with your data, to analyze performance of your campaigns.
- Good interface: so that you can use and read information quickly and efficiently.
- Good technical support: it is important to have a customer service that responds quickly in case of question / technical problems.
3 tracking tools currently dominate the market and meet all these pre-listed criteria: Tune (ex-MAT), Adjust, Appsflyer.
Make sure to properly integrate your tracking tool.
Make sure you properly track downloads, purchases and your main in-app events! Since billing of the tracking tool is calculated based on the volume of events, focus on the events that monitor the ROI of your campaigns. Make sure you also test tagging effectively works, and events are shown on the dashboard.
You can visit the Addict Mobile website here.