Quality app attribution analytics is a key to driving growth for mobile apps and ensuring a steady flow of revenue. According to the analytical company Mobbo, 80% of the apps in top 500 on iOS have implemented SDK for tracking attribution. If you haven’t yet implemented an app analytics instrument, you might be lagging behind the majority of players on the market.

There are not that many attribution solutions available, mostly because Google and Facebook, the biggest ad networks, work only with selected partners. Finding an optimal solution among those available on the market can be challenging. The team of Mobile Growth Stack created a guide for selecting the right app tracker, with a list of requirements that developers need to be aware of to make better choices. Saikala Sultanova, the Head of User Acquisition at Ubisoft, has helped with this task.

The table below shows the requirement on the left and Sultanova’s assessment of its importance on the right, on a five-point scale.

 

Analytics and Data Processing

Criterium

Importance

Integration with Internal Data Warehouse

5

Scalable system, many servers

5

Deduplication system in place

5

Attribution discrepency logs (raw data)

5

Install postback and in-app event postback reports

3

Server-side API available for integration

5

EU Data Policies compliant

4

Cost data

5

Unique Tracking ID available to Client SDK and exposed via reports

5

Mobile networks tracking URL macros

5

QA

Testing environment, prior to submission cross-platform

5

Client

Currency conversion (automated)

5

SDK available for Unity and other instruments

5

SDK for Unity doesn’t take up much of the disk space

5

Deferred deep linking available (ID available on the client’s side)

4

Finances

Competitive pricing model

5

Short-term contract commitment available as an option

5

Support service quality 

Fast and easy to report bugs system in place

5

Client account support around the clock

5

Ongoing training and support, including Newbie training

5

Agency limited access to the dashboard solution

5

Tracking, attribution, working with the audience

Intuitive dashboard navigation

5

Custom first view dashboard

3

New channel testing process (FAQs)

3

Fraud detection mechanisms (automatic) & visualization for client-side users in a dashboard

5

Re-install attribution window

5

Reps in similar time zone

5

Facebook MMP status

5

Tracking links + post-backs in one widget

5

Cohort analysis

3

Apple & Google receipts validation for Unity apps

5

Deep-linking capability

4

Enough mobile advertising systems are integrated

5

Influencers reporting

4

TV advertising attribution

4

Postbacks for all events (inc. custom events) & available to pass back all events to networks

5

Re-engagement ads attribution

5

Push notification tracking

4

Impression tracking reporting

5

View through attribution

5

Universal uninstall for iOS & Android

5

Is campaign name prefixing required? For example, with some tracking solutions, prefixes are required to routing attributions to the right trackers e.g. SMARTLY, TPN, TAP.

5

There is more to selecting the best possible attribution provider:

  • The best time to start looking for an attribution provider is as soon as possible after the app launch. There are some free services to start with: Google/Firebase, Facebook, Kochava SDK, etc. However, free solutions come with certain limitations and often require to share some valuable data.
  • If developers are looking into promoting an app on Facebook, it is important that the attribution partner would be among the Facebook Measuring Partners, to make sure that the service has access to Facebook click data, and the developer doesn’t pay the same IFGA/GAID twice to different channels.
  • For developers, focusing on organic or owned channels attribution also supplies valuable information. By tracking “server side user ID”, it’s possible to map the complete user journey.  
  • It is advisable to use a paid SDK solution along with a free one, to have a backup in case one of them fails.
  • The key post-install events to track for game apps are app launch, tutorial complete, game level, first time IAP, total IAPs, initiated checkout.
  • Cohort analysis and data visualization are nice features to have, however, more important is to have access to RAW data.
  • Attribution trackers, and especially paid tools must have user-friendly, intuitive interface to help developers complete their tasks in a fast and efficient way.

 

This is a translation of the article originally published here on Netpeak’s blog. Netpeak provides SEO and PPC solutions for business.