Mobile Marketers Need Cross-Device Attribution To Expose True Marketing ROI

Mobile app marketers must track their users’ activity across all devices and platforms in order to measure the true performance of their marketing channels. Without cross-device attribution, companies risk investing (and divesting) in the wrong channels and campaigns.

For evidence, look no further than the example below.

As a mobile app marketer, if you were to measure the performance of your mobile marketing campaigns only against user behavior in-app, Campaign 2 would appear to be driving higher marketing ROI. But in reality, with desktop and mobile web activity taken into account, Campaign 1 is the better marketing investment.

All too often, such crucial data points go unnoticed by companies that don’t integrate cross-device data into their marketing analytics. Without cross-device insights, marketers aren’t equipped to accurately evaluate, measure and optimize performance across marketing channels — wasting spend, losing insights and simultaneously frustrating users with disjointed cross-device experiences.

And the cross-device challenge will only become more urgent. In today’s world, we are living with a multitude of devices, constantly switching from smartphone to tablet to computer throughout the day and throughout a typical conversion path. People are already using more devices than ever — owning about four on average.

Yet less than a third of marketers use mobile data to identify users across devices. As a result, when consumers engage with a brand across devices, user profiles become fragmented and marketers lose their ability to construct a full view of the buyer journey in order to understand the channels and campaigns driving their highest return.

Fortunately a single view of each customer can be created by deterministically matching an organization’s first-party data across all devices and tying it back to the individual customer in a privacy-safe way. This single-view approach can then be leveraged to optimize marketing more effectively. In fact, one study showed that marketers who are able to optimize campaigns based on cross-device attribution insights can reduce Cost Per Action (CPA) by 30-50 percent and increase app ROI by 50-100 percent.

And the benefits of optimizing campaigns based on cross-device insights extend beyond ROI measurement and ad spend decisions. Marketers automate retargeting campaigns using cross-device information to optimize their messaging — for instance, using desktop creatives that reflect a user’s browsing behavior in app.    

It’s worth noting that marketers who leverage cross-device analytics to optimize their marketing return should always aim to do so in a privacy-safe way. Cross-device data can be used to draw sensitive inferences from users and, if not handled securely, can lead to unexpected and unwelcome use of user data. Thus, one of the biggest challenges marketers face in generating cross-device insights to optimize their marketing channels is protecting user privacy.

That’s why Singular enables marketers to integrate cross-device attribution without an SDK and securely pass an identifier at the user-level during the attribution process via a server-to-server integration. In turn, marketers get a full view of their users – using every touchpoint in the conversion path to spot patterns, measure the true performance of their campaigns and, ultimately, hit their marketing goals.

Download The Singular ROI Index to see the world’s first ranking of ad networks by app ROI.

3 App Attribution “Gotchas” To Watch Out For

Mobile app attribution is one of the cornerstones for growth-oriented apps and a critical layer in the mobile marketing stack. Roughly 80 percent of the Top 500 mobile apps on iOS have implemented an attribution solution, according to a study by mobile app analytics software Mobbo.

In short, mobile app attribution allows you track the source of incoming app installs or engagements. To identify the channels of user acquisition that work best in the long-term, attribution also covers in-app events that occur after the download, also known as post-install events.

Yet when it comes to mobile app attribution, there are “gotchas” that can trip up even the most seasoned digital marketers, leading to wasted time, skewed or opaque analytics and under-performing campaigns.

App Opens vs. App Installs

Marketers must keep in mind that mobile app attribution systems define an “install” as the first time the app is opened on a user’s mobile device. In fact, a mobile app open is the earliest time a third-party attribution platform can track a new user, so they take this first open and call it an install. The reality is that the only systems that know about actual installs are the app store owners, Google Play and Apple iTunes.

As a result, discrepancies often exist between the statistics in your attribution platform and App Store dashboards. For instance, a user might have installed the mobile app on Tuesday, but launched it a few days later on Friday. The App Store dashboard would attribute the install to Tuesday, while the attribution platform would attribute the install to Friday. Or if a user installed the app, but never launched it — attribution platforms wouldn’t register the download, while App Store dashboards would.

While marketers should seek to reduce mobile app install data discrepancies wherever possible, it’s important to recognize that a host of reasons make minor data discrepancies inevitable. Marketers, then, are tasked with identifying thresholds for acceptable levels of discrepancies. When a discrepancy between two data sources — for instance, your attribution platform and your network dashboard — exceeds a certain threshold, it usually means something is wrong and needs fixing.

What’s my App Attribution Window?

The Attribution Window is the amount of time that can pass between a user’s click or view of an ad and their install. Consider the example of a user who clicked a mobile ad on the 10th of December, but didn’t install the app until the 13th of December. If the attribution window is set for 3 days or more, the install will be attributed to the ad. But if the attribution window is set for only 1 day, the install will not be attributed to the ad.

Data discrepancies can arise when the attribution window in your attribution platform is not aligned with the attribution window in your network. In many cases, networks will set as a default an attribution window that is different than the attribution window in your attribution platform. It is advisable, first, to work with an attribution platform that allows you to customize your attribution window and, second, to ensure that you have the same attribution window set up in your ad network and attribution platform.

Who’s Click Is It Anyway?

Advertising networks don’t know about user interactions with ads on other ad networks. As a result, the same mobile install might be attributed to two or more ad networks.

Consider the following example: yesterday the same user clicked on a Facebook ad and then a Google AdWords ad before installing the mobile app today. In this instance, Facebook will take credit for the install in the Facebook dashboard, while AdWords will also take credit for the install in the AdWords dashboard.

Attribution platforms that operate according to a “last click” attribution model will “de-duplicate” the conversion and attribute the install to AdWords activity. In turn, a discrepancy can arise in the number of Facebook-driven installs that appear in your Attribution platform and the number of installs that appear in your Facebook dashboard.

To monitor such discrepancies, marketers should seek to work with attribution providers like Singular – which displays both figures, the statistics reported by the network and the statistics reported by your third-party attribution solution, alongside each other, instead of marketers having to toggle back-and-forth between their attribution platform and their network dashboards. In addition, using Singular, marketers can customize which source they want to use as the source of truth and set alerts when discrepancies between sources exceed a given threshold.

In sum, mobile attribution is complex – with a host of “gotchas” that can create major headaches when performing data analysis and performing optimizations based on inaccurate or misleading data. In order to succeed, marketers must stay cognizant of the intricacies and leverage partner tools that are both transparent and make it easy on marketers to spot broken campaigns and illegitimate data.

Download The Singular ROI Index to see the world’s first ranking of ad networks by app ROI.