App marketers and brands have a number of channels to advertise their apps and acquire users for them. Taking into account the reach, scale, and level of customization, we can split all those channels into Facebook & Google duopoly and everyone else. Every time app marketers or brands launch an ad campaign via the latter, they need third-party mobile ad analytics, in others words – a proper mobile attribution tool. Using such a tool, an app marketer is able to track and analyze how exactly his app is being connected with mobile users.
Because every mobile app has a different audience it appeals to, all those ad channels, outside of the Facebook & Google duopoly, are not equally efficient in connecting the app with its users, a mobile attribution tool allows to choose the right channels and focus ad budget on those.
Working with mobile ad analytics tools, app marketers can do the following:
- Track an initial click on an ad;
- Attribute that click to a particular app install; and
- Send notification to partners of installs and events through so-called server postback URLs.
Essentially, it’s impossible to run an effective app marketing campaign and being able to allocate ad budget efficiently without a sophisticated mobile attribution tracking solution.
On today’s app market the major companies are the following.
Top Mobile Ad Analytics