Demand for mobile apps is exploding. By the end of this year, the market is estimated to be worth $189 billion.
Advances in big data are shaping the market in interesting ways. It is important for developers to leverage data technology to their fullest advantage. Datafloq has previously discussed the importance of choosing the right tech stacks, but there are other platforms that are equally important. This includes utilizing data driven attribution tools.
In the past, developers desired to sell their apps. They spent a large amount of time identifying how users download the apps they want to install in their mobile devices. One of the biggest variables that they analyzed was whether the users had devices with an Android or an iOS operating system.
The intricate mobile environment requires the right attribution tools to gather information vital to the success of a mobile and apps business. The available data paints a picture of how users engage and interact with your app. Developers need to prioritize finding the right attribution tool to get a solid grasp on building and strengthening their relationship with their users.
What is an Attribution Tool?
An attribution tool is a program that gathers data to help you make informed decisions in marketing mobile apps. An attribution tool can provide data on what made users decide to install your mobile app and the latter’s behavior towards its use. While using this tool, your business can have successful marketing campaigns that would ultimately lead to its growth.
When to Avail This Tool
The Global System for Mobile Communications or GSMA projected that mobile subscriptions could reach 5.7 billion by the end of this year. That’s approximately 70% of the global population. There’s a lot of money in apps. Also, the competition is fierce among the players, whether legitimate companies or those who use fraudulent means to attract users. The time to select the attribution tool that would work best for your business is now. You need to be at pace with the mobile marketing’s exponential growth.
Things to Look Out for In Choosing an Attribution Tool
An attribution tool or its provider must be able to help you maximize your revenue while minimizing cost and reducing risk. Here is a list of things to consider:
Must be accurate and impartial – Choose an impartial and neutral mobile attribution tool provider that is able to provide you with 100% accurate data the entire time. Never deal with a provider that also sells data or advertising space or dabbles with the promotion of third-party products. In other words, conflicts of interest negate trust and no business decision should ever be made if this red flag has been raised. Furthermore, users will quickly notice the lack of transparency and integrity, which means that their trust in your app will erode just as fast. With regard to the accuracy, each and every action should be accounted for to make sure you pay only once per action. This means that a data point is equal to a single event and a single person, and no duplication is made.
Must provide data access and control “ There are many ways that big data is changing mobile app development. You can’t rely on this data if you don’t have adequate control over it through your attribution tool. After all, there is little use of having an attribution tool if you don’t have access and control over your business’ data. You should make it a point to have frequent and ready access to the information gathered by your attribution tool. The data should be stored long enough for you to compare and study past and recent marketing campaigns, track user behavior and journeys over the course of time without being limited to the number of queries or requests you can make.
Mobile attribution provider must be connected – An attribution provider can’t get you very far without being connected to the major publishers and the ad partners you’re working with. Imagine paying for a channel, but your attribution provider can’t access that channel’s data for your marketing campaigns. Wouldn’t it be a total waste of resources? You’ll be unable to get the full value of the data being gathered because it’s incomplete, and worse, you won’t know what’s working best for your business. Further, if you have plans to expand globally, the need to have an attribution tool backed by a provider with strong partnerships and networks overseas can’t be stressed enough.
Attribution providers must have uninstalled and reinstall tracking – This may seem unimportant, but the opposite is true. This important attribution tool feature could either make or break your mobile app business. The ability to track uninstall and reinstall data gives you the chance to extend a user’s lifecycle and even enhance that user’s value to your business. This is due to the fact that tracking events give you a valuable hint on what made a user decide to uninstall your app. Conversely, you’ll be able to learn what made a user engaged or interested in using your app continuously. Given this edge, you can very well optimize your strategy on user reengagement. A good attribution tool doesn’t only give you reinstall reports but also information on which of your engagements performed well. Knowing why users leave or reinstall your app gives you a better understanding of how to get them back.
Provides fraud detection and prevention against mobile ad fraud – Losses due to mobile ad fraud costs billions annually. That’s why you should choose an attribution provider that not only detects but prevents fraud as well. Researching if an attribution provider prevents fraud before you avail of its services is a good idea. This due diligence on your part would avoid your resources from being wasted. If your attribution tool can only detect fraud, you’ll still end up paying for fraudulent traffic and have the burden to prove your case for a refund or damages against the ad network involved. Ultimately, all your business’ data will be tainted with inaccuracy without the safeguard of fraud prevention and will be considered meaningless.
There are three types of mobile fraud to be on the lookout for. These are: 1) Click spam or organics poaching, where the fraudulent click is made on behalf of the user, the latter being unaware that there was a fake click that occurred, said user might have not even seen the ad he or she inadvertently clicked. 2) Click injection, which is a form of click spam initiated when fraudsters publish an app made for Android, which gives these fraudsters the ability to access install broadcasts and claim credit for the install. 3) Replay attack or SDK or traffic spoofing, where real device data is used to make illegitimate installs. A truly efficient attribution tool will be able to prevent these three types of mobile fraud and guard your budget intended for your ad spend.
Must provide a feature for retargeting campaigns – In relation to the uninstall and reinstall tracking feature, your attribution provider must also offer you an effective audience augmentation tool to execute retargeting campaigns with the end goal of bringing back users that left or uninstalled your app.
Must observe data privacy and comply with the law – Another red flag to be wary of is the non-observance and non-compliance with privacy and related laws of any attribution provider. Avoid these kinds of providers in any event. Only choose those that ensure respect for data privacy laws and are certified with the Privacy Shield group if you’re in the United States or ePrivacy group if you do business in the EU.
Attribution Tools Are the Basis for Data-Driven App Development
There are a number of great benefits of using data-driven approaches to app development. Attribution tools should be incorporated into the process. The tips listed above should help you choose the best attribution tools.
