Yandex adds mobile ad tracking to AppMetrica

Russian search engine, Yandex, recently released its renewed version of mobile app platform AppMetrica. Originally released in 2013, it now includes real-time ad tracking free of charge, in addition to existing features such as user analytics and crash reports. It is aimed at marketers and developers who wish to go through one single SDK, eliminating the need to spend up to 15% of their budgets on measurement tools.
Yandex rolls out mobile ad tracking 
AppMetrica processes nearly one billion in-app events daily and now makes it easier for product managers to get their hands on more detailed information on traffic source segmentation in analytics tools. In combining separate tools, which usually require multiple SDKs, into one single platform, AppMetrica is a more cost-effective way to understand audiences better.
In addition, the platform provides ad campaign reporting, including ad placements, tracking link parameters and insights on user engagement. On its blog, the company writes:
“The new platform aids re-engagement improvements using state-of-the-art deep linking technology. Hardcore marketers have the opportunity to pull raw data from AppMetrica via its API so they can create in-house custom reports or use it in their proprietary software. They soon will get even more options to improve conversion: we are now working on integration with data export from AppMetrica to popular re-targeting and look-alike platforms.”
AppMetrica features additional reporting tools
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AppMetrica is already integrated with some well-known ad networks including AdColony, InMobi, Millennial Media and Vungle. It works with iOS, Android and Windows Phone apps.