Among all the technological advantages available to marketers, mobile commerce is one that professionals cannot ignored. In fact, according to a survey made by AppAnie, 75% of all ecommerce transactions will be made on mobile by 2021 and Statista predict mobile advertising will exceed $244 billion by 2020.
Nowadays, consumers are on their mobile devices 24 hours a day, expanding the ecommerce to an on-the-go ecosystem. But at the same time, the amount of choices provided to them are also increasing, making the process of choice even harder.
So, it is vital that you can make the most of your campaigns, optimizing user acquisition, app download, ROI and, off course, user experience.
And to pinpoint which strategies and channels are wasting your money or bringing real results, one of the best methods at your disposal is the mobile attribution.
Assemble the Mobile Attribution
Let’s face it. Most likely users will come to you app from multiple advertising channels.
By implementing mobile attribution you have a way to discover where your users come from, theirs engagement with mobile ads and interactions with the app. Furthermore, you can even compare their journey to someone else who arrived through a different source to understand their perspectives.
The models you can use are:
First-Touch Attribution: focusing on the beginning of the journey, gives full credit to the action that directed the user to your page;
Last-Touch Attribution: focusing on the end of the journey, gives full credit to the action that concludes the process;
Lead Conversion Touch Attribution: consider the lead generation the most important action;
Linear Attribution: gives equal credit to each action;
Time Decay Attribution: gives more credit to actions closest to the conversion;
U-Shaped Attribution: gives 40% of credit to the first and last action, dividing the rest among the other actions;
Custom Attribution: once you are comfortable with the default templates above, you can create your own variables to suit your business and your market.
Measuring correctly and giving due credit to each action on the user's buying journey, it’s possible to come up to even better plans. That way, you’ll be rewarded with smart retargeting and well targeted campaigns.
6 reasons to use Mobile Attribution
Find out where users come from – discover if a video app ad is more effective than a Facebook ad.
The best way to conversion – knowing the best action that lead a user to become your customer, you can improve the journey and create a better user acquisition.
Compare ads – discover if some user’s groups generate more revenue after seeing a specifically advertisement.
Prove theories – do you think your customers are more inclined to download you app at a certain day of the week or hour? With hard data it’s possible to ascertain this and other theories.
Protect your budget – stop paying for the same user more than once, stop being victim of frauds and quickly cancel week campaigns.
Talk to right group – check the data and plan campaigns targeted at specifically users, such as those who installed your app, but soon performed an uninstall.
With this quick post, we hope you see that a strategy to measure and analyze your marketing performance is key to have success in the mobile commerce. And with the help of mobile attribution, you’ll have access to unbiased data to improve results.
Want more insight into the ins and outs of mobile marketing? Check out Papprika’s blog for more tips and stay ahead with the latest trends.