If you are running a mobile app install campaign and looking to use multiple media partners, you will need a third party tracking provider. Choosing this mobile tracking partner is a very important decision that should not to be taken lightly as there’s a lot of work which can go into integrating. To help guide you, we’ve put together our seven top tips for choosing the right tracking partner.
1) Number of Publishers
It is important the partner you choose is integrated with a large number of networks or publishers, most of the leading providers are integrated with over 400 suppliers. If you run with a provider who isn’t integrated with as many networks then you’re putting restrictions on who you can run with on your media plan. Size matters.
2) Support and Location
The level of support you can expect to receive is very important when it comes to choosing a mobile tracking partner. Read all available support literature to get a complete overview of the support you’ll receive and to pick up any helpful tips and tricks for using their tool. Everything is self-serve so you will need to learn how to navigate their dashboards and setup procedures seamlessly. It is inevitable that issues will arise throughout the campaign life-cycle and if you’re left without reactive, quality support then your media plan could end up in ruins. Grill the provider in advance and ask how they’ll react in various scenarios when you’ll need their support.
Facebook activity is included on most mobile media plans these days and if you want to include them in your app campaigns you’ll need to ask the provider if they are integrated with Facebook. Due to Facebook’s dominance and ability to pick and choose who they work with, only a select few have this pleasure. If your tracking provider is not integrated with Facebook then you can still track app campaigns using Facebook’s own tracking system, but you will need to download and integrate their SDK into your app.
It is important to know what kind of reporting you will receive. You’ll need to determine if it’s in real time and shows everything you require (including organic installs and events). Check whether you can download reports, what you can see on the dashboard and whether cohort and retention analysis is available.
Find out whether you will be able to use your provider’s data to retarget users. Again, the main players will be integrated with all the leading retargeting specialists but make sure you check in advance.
This is obviously an important factor when choosing a tracking provider. Most suppliers work on a sliding scale basis that charges a small fee per attribution. An attribution is typically classed as an install or event.
7) The Tool
Before you start any campaign you will need to have confidence in the tool you are paying for. Make sure the person using it knows exactly how it works and is comfortable with setting up a campaign. Test every campaign before going live and use the test links you’ve created to complete the journey an actual consumer would follow (install, register, purchase), all key stages of this process must be tracked appropriately. Most importantly, you need to make sure the data is being passed back to the relevant media partner. Cooperate closely with them to test and share results. Make sure your tracking supplier makes these tricky procedures as pain-free as possible.
If you want to find out more about tracking or have any questions get in touch via the contact us page above. Please also follow us on LinkedIn, chat with us on Twitter @yodelmobile, and join our #mobilemarketingUK LinkedIn group.