Debunking four mobile measurement myths

Mobile measurement is the cornerstone of effective app marketing, offering critical insights into user behavior and campaign performance. Some common misconceptions about attribution and measurement oversimplify the complexities of today’s app ecosystem, leaving mobile developers and marketers uncertain about where to focus their time and budget for maximum impact.

As user habits and technology evolve, strategies must stay agile. This post tackles four prevalent mobile measurement myths, offering clarity to help marketers refine efforts, improve decision-making, and succeed.

While privacy regulations, omnichannel journeys, and advanced measurement tools are reshaping attribution and analytics, last-click remains valuable when used strategically and compliantly. It highlights the essential final touchpoint before conversion and is a critical pillar in a holistic measurement framework.

To get a full picture, combine last-click with multi-touch attribution, and ensure that in addition to the device-level data you have access to, that you’re also employing next-gen methodologies like incrementality testing, marketing mix modeling, and predictive analytics for insight into aggregated data sets.

Collecting more data doesn’t always translate to better insights—it’s how you integrate and analyze data that matters. Quality beats quantity.

By combining fragmented data sources (e.g., in-app behavior, ad interactions, purchase history), you can build a complete user profile. Advanced analytics or predictive, machine learning tools can uncover patterns, like users engaging with tutorials being more likely to make purchases. This integrated approach allows you to see patterns and trends, whether device-level or aggregated, that might not be apparent when looking at each data source in isolation. 

Focus on data that aligns with your goals and key performance indicators (KPIs) to reveal truly actionable insights.

View-through attribution (VTA) credits conversions to ads that are viewed but not clicked, often sparking skepticism. While some marketers worry it inflates campaign performance, dismissing it entirely disregards critical data from upper-funnel activities.

To leverage view-through attribution without overstating its impact, it can also be paired with—you guessed it—incrementality testing and predictive modeling. These methods provide a more accurate picture of upper-funnel activity and its real contribution to overall success.

Using these techniques alongside view-through attribution helps refine the performance of awareness channels while accurately gauging their role in the marketing funnel, ensuring that neither overvaluation nor undervaluation take place.

Multi-device journeys may seem hard to measure and optimize for, but long story short, deep linking is the solution. Effective deep linking bridges the gaps between platforms and devices, creating seamless user experiences that boost conversions. 

With a good deep linking strategy and solution, you can:

1. Guide users directly to in-app content from any source
2. Maintain context as users move between platforms
3. Collect valuable cross-channel data for ongoing improvement and effective budget allocation

Debunking these four mobile measurement myths underscores the importance of mastering the intricacies of today’s app ecosystem. A clear understanding of last-click attribution, data integration, view-through attribution, and cross-channel optimization empowers marketers to make informed decisions, fine-tune campaigns, and allocate resources optimal outcomes.

Adjust is here to help you navigate these complexities, overcome measurement challenges, and unlock new growth opportunities for your app business. Request a demo today to see how we can support your success.