The Adjust
Mobile Measurement Glossary

Welcome to Adjust's Mobile Marketing Glossary, where you'll find everything you need to know for a successful mobile ad campaign, and beyond. New to Mobile Marketing, or trying to broaden your industry knowledge? We've defined everything from User Acquisition to Deep Linking to help you build your knowledge – get ready to learn and dive in!



What is a Tracker?

A tracker is Adjust’s name for a campaign tracking link, and they are the foundation of campaign tracking.

A mobile advertiser must insert a tracker into a campaign in order to allow them to gauge how it performs. This includes reporting on the number of clicks and impressions a campaign generates, providing information on how efficiently users convert as well as providing information on the users who do convert to allow for further analysis throughout the mobile marketing funnel.

Why are Trackers Important?

Trackers matter because they provide advertisers and marketers with the granular data necessary to assess mobile advertising performance.

An ad campaign without a tracker will provide no campaign-specific data to the advertiser (or partial data if the campaign publisher has a dashboard), which turns buying mobile advertising into an act of faith.

With a tracker inserted, advertisers are able to analyze how campaigns perform, understanding whether they deliver value and then using that information to guide future campaigns.

In particular, trackers provide value for advertisers further downstream. When trackers are used in conjunction with a concerted attribution and analytics effort, they help advertisers identify the most valuable users, feeding that information back into their targeting efforts.

This is important when companies scale up their user acquisition. A properly constructed tracking structure allows advertisers to easily compare performance across networks and partners.

This helps advertisers to spend their budgets more efficiently on a more significant scale, ensuring that they can thoughtfully and strategically expand their mobile marketing campaigns.

Trackers and Adjust

Adjust uses trackers in two ways. First, trackers are used to provide a link to your app; second, they are used to segment users who interact with the link so they can be analyzed effectively.

Adjust’s trackers automatically redirect to the App Store, but advertisers can freely modify trackers to redirect to different locations and create multi-platform tracking links for other stores.

Furthermore, Adjust has a number of attribution partners who advertisers do not need to create trackers with. Integration with the likes of Facebook, Twitter, Google Universal App Campaigns and Snapchat also helps advertisers to easily track campaigns.

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