App Marketing

Look ma, no code

Simon Kendall
Head of Communications

So far in the last couple of weeks we’ve talked about how to leverage in-app marketing data inside your app using a feature of our SDK. One particularly interesting case we observed among our early adopters was that of the guys over at Vinted, who implemented a coherent onboarding flow and boosted their conversion to buyer by 77 %.

Now, in Vinted’s case, the app pulled data on what the user had been looking at - a beefier case of deeplinking. For some folks, especially in ecommerce, this is the main question: what was the user looking at? But for other verticals, our interest often lies in who the user was talking to.

Many apps leverage a ‘viral factor’ by asking their users to share links to the app or send recommendations to their friends, often providing an incentive in in-game currency or otherwise. Generally, this is done by sending a unique code in the invitation and asking users to enter this back in when they install the app.

Given that we know how to pull such data back into the app, how can we implement a smoother flow?

Magic referrals

To start with, in order to track with adjust, you’ll need to provide an adjust tracking link to the person being invited. This link initiates the attribution algorithm when it is clicked, which is then completed once the user first opens the app.

Tracking links, by default, give us fairly open and fixed segmentations - so in this case we can create a tracker link for “Invitations”. This does two things: it creates a new segment in your adjust dashboard, and it creates a tracker URL along the lines of:

Whenever someone installs the app after having used the invitations link, we’ll attribute this install to an invited user.

How do we deliver the user reward though? Primarily, we want to dynamically append some data on which user made the invitation in the first place. This is easiest accomplished with adding the label parameter onto the tracker URL once a user decides to create an invite:

Your app can here append a reference to the user that sent the invite, in this case user_1234. This label parameter can then be accessed in the callbacks or webhooks that you set up, and your servers can run some logic that provide a reward when an install callback hits your servers with tracker Invitations and label user_1234.

Easy enough - now how about if we want to apply this logic locally? For many of our clients, this was usually where the logic was executed, so the server-side solution wasn’t completely seamless. With our real-time marketing data API, however, we can access the data inside the app - keying it right into the logic.

Let’s say you used to generate a unique code in the referring app, send it to your database, and expect it back in the other side. Just take this code, send it over the link, and instead of asking the user for the code - ask for the exact same thing out of the adjust SDK.