Measuring attribution of marketing spend and activity has always been a challenge. A huge number of factors can influence customer behaviour—and not all of them are associated with marketing or sales activity. However, in these days of tight budgets and need to justify spend, attribution measurement is essential, including for mobile apps uptake and usage.
How can marketers square this particular circle? One possible answer is AppsFlyer. Here’s why marketers should consider using this for mobile app attribution measurement.
Full customer journey
AppsFlyer helps businesses to track and analyse how users install and engage with their apps. It goes far beyond the simple attribution of installations, to provide ways for marketers to measure the entire user journey across various marketing channels. It helps companies to understand their most important users, ensure that they focus spend on effective campaigns, and identify pain points in the user journey.
Data protection
All AppsFlyer’s solutions are compliant with data protection regulations such as GDPR and CCPA. Data protection is also part of the company’s thought leadership and research work. For example, a recent AppsFlyer study highlighted the impact of changing privacy regulations on the behaviour of marketers. It showed how companies are adapting to changes, and also provided a framework for benchmarking on data privacy.
Combating mobile ad fraud
AppsFlyer also offers tools that help to combat mobile ad fraud. This is a significant concern among many marketers and executives. Using AppsFlyer will mean that you can be confident that you’re not paying for bots and click farms, and that your investment is going into the right channels. AppsFlyer’s insights into mobile fraud also help developers and marketers understand and mitigate risks associated with fraudulent app installs, which is crucial for optimising marketing spend.
Machine learning and artificial intelligence
AppsFlyer’s solution is powered by artificial intelligence to provide data-driven insights into app attribution. This means that marketers can deliver creative solutions that are supported by genuine and reliable performance data. The company is constantly innovating and updating its solutions to ensure that it remains at the top of its game. As the company’s own website says, it’s easy to make good choices when you have good insights.
Annual performance index
AppsFlyer’s Performance Index has been produced since 2015, and ranks media sources for mobile advertising. It is designed to help marketers to navigate the mobile advertising landscape by identifying the best media sources by sector, sub-sector (e.g. gaming, remarketing) and operating system. The index also analyses how trends are affected by economic growth or downturns, regulatory changes, and world events to enable companies to take decisions about mobile advertising with confidence.
Research-driven guidance
AppsFlyer’s thought leadership and research programme helps its customers to understand their markets and customers more deeply. For example, its 2021 report on finance app marketing showed a huge global spend on user acquisition: $3 billion in 2020, and $1.2 billion in the first quarter of 2021. The study also highlighted the impact of the COVID-19 pandemic on the fintech industry. Other reports have highlighted growth opportunities in new markets, and trends in the use of new technology and models in the mobile marketing ecosystem. As well as research reports, AppsFlyer also produces other useful documents such as a guide to mobile attribution in the age of privacy. These are available free to those who sign up for its mailing list: all that is required is a download.
Market recognition
AppsFlyer is a global company with offices and clients around the world. It has already achieved a high valuation, showing that markets value its potential—which suggests that its customers also appreciate what it provides. It is rated as a good place to work, and a strong employee brand, as well as running industry events and providing thought leadership. Its leadership position therefore goes beyond mere products, and it is seen as a good company to work with and for. The company has been recognised as a market leader in mobile attribution analytics by several independent sources, including Apptopia and MixRank.