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Mobile App Marketing – What Can Be Measured?
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Mobile App Marketing – What Can Be Measured?

October 9th, 2012, By

Mobile app developers face a problem when it comes to measuring sources of downloads. While on the web, it is easy to attribute actions to advertising campaigns and other traffic sources.

However, app downloads generally go through an app store, which is not controlled by the publisher, does not accept cookies – and this is where the referral information gets lost.

 

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So, what can be measured?

  • Google Play makes it possible to transfer referral parameters on campaign links through to the app to Google Analytics, so the situation for Android apps is basically solved.
  • For iOS apps, however, there is no easy and general solution. However, some mobile ad networks and dedicated tools (e.g. AdMob, InMobi) provide an SDK to match conversions to ads for the specific platform. This requires implementation within, and working with a propriety reporting tool for each platform.

Another noteworthy point: building a mobile website (alongside, or instead of native apps), has the advantage of basically being tracked like any other desktop website.