What is conversion tracking?
The definition of conversion tracking
Conversion tracking is the process in which a mobile measurement partner tracks a specifically mapped data point within a mobile application. For example, when an advertiser works with an ad platform, they leverage conversion tracking to understand what specific data points are reached via users they acquire.
Why is conversion tracking important?
Conversion tracking is a fundamental component of mobile advertising technology. It provides advertisers and ad networks with crucial insights into the origins of installs, purchases, and other key events within an app. This information is vital for assessing the quality of traffic sources and understanding overall campaign performance.
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With conversion tracking, marketers gain a comprehensive view of their user acquisition efforts. They can identify which channels, campaigns, and ad creatives are driving the most valuable users to their app. This level of granularity allows for data-driven decision-making and more efficient allocation of marketing budgets.
Moreover, conversion tracking enables marketers to go beyond simple install metrics. While acquiring new users is important, the true measure of success can often lie in post-install actions. Conversion tracking allows marketers to monitor and analyze these deeper engagement metrics, such as in-app purchases, level completions, or subscription activations. This provides a more accurate picture of user quality and lifetime value (LTV).
Challenges and considerations in conversion tracking
Despite its importance, conversion tracking is not without challenges. Privacy regulations and frameworks like Apple's App Tracking Transparency (ATT), have made it more complex to track individual user actions across different apps and websites. Marketers must now balance the consented, granular, user-level data they have access to with privacy-centric, aggregated data to ensure they are fully compliant while remaining data-driven and growth focused. This means not only mastering Apple’s SKAdNetwork (SKAN) and its successor AdAttributionKit, but working with next-generation, AI-powered measurement and analysis solutions like incrementality, marketing mix modeling (MMM), and predictive analytics.
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Another consideration is the definition of a conversion itself. While some conversions, like app installs or purchases, are straightforward, others may be more nuanced. Marketers need to carefully define what constitutes a valuable conversion for their specific app and business model. This might include actions like completing a tutorial, reaching a certain level in a game, or spending a certain amount of time in app.
AppLovin, Adjust, and conversion tracking across different platforms
Ad networks like AppLovin’s AppDiscovery need to see where installs come from, and more importantly, what purchases (conversions) result from those installs. That data is critical to knowing what sources are the best in terms of quality of traffic for each campaign, and how they can help you find ideal users and hit your goals.
While the principles of conversion tracking remain consistent, the implementation can vary across different advertising platforms. For ad networks like AppDiscovery, conversion data is critical in determining which traffic sources provide the best quality users for each campaign—and it has a system to achieve this. Other major ad networks and platforms, including Google Ads, also have their own conversion tracking mechanisms.
This makes it integral to work with a mobile measurement partner (MMP) like Adjust, which can integrate with all your media partners to provide a holistic and unbiased view of marketing efforts and conversions.
The future of marketing conversion tracking
As the mobile app ecosystem continues to evolve, so too will conversion tracking methodologies. On the attribution side, we’ll be seeing an increased use of machine learning and AI to aid in faster decision making and compliance within privacy-centric environments. Additionally, the rise of connected TV (CTV) and other new channels are necessitating fresh approaches to cross-device conversion measurement.
Conversion tracking remains a fundamental tool for app marketers seeking to understand and optimize their user acquisition efforts. By working with a trusted MMP and staying on top of the latest developments and tech solutions, marketers can ensure they're making the most of their advertising investments, driving sustainable growth for their apps, and that they always know exactly what converts.
To learn more about how Adjust can help drive your conversion rates up and grow your app business, request a demo today.
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