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What Are the 17 Ad Metrics You Must Track to Stop Wasting Your Budget 

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The foundational element of any marketing strategy driven by performance is ad metrics. If your business is currently investing in paid user acquisition through an app, you may be feeling overwhelmed by all of the information that can be found on the ad metrics dashboard. There is a confusion of metrics that change day to day, monthly reports that do not match one another, and all levels of stakeholders who expect you to provide them with easy-to-understand answers. The biggest problem is not collecting the data; it is figuring out what ad metrics represent actual growth and what represents “noise.” This challenge is widespread: nearly 47% of marketers currently struggle to measure ROI across multiple channels, leaving them unsure which signals are driving value. When you optimize the wrong data signal, your ad spend will be depleted without the ability to scale, putting you at risk for your next successful ad campaign. This guide will outline the 17 most relevant ad metrics you sho...
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How to Add a Deferred Deep Link in Apptrove (Android SDK Guide)

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With a deferred deep link in your Android application, users who previously clicked on a campaign link using your application will easily be sent to the intended area of the application after installing it. The manner in which a deferred deep link works enriches the overall user experience, helps improve the accuracy of campaign attribution and increases the performance of conversion rates. This document serves as a full resource on implementing a deferred deep link utilizing the Apptrove Android SDK including requirements to complete the implementation, completing all configuration steps, coding the implementation, testing the implementation, and how to troubleshoot possible problems. Defining a Deferred Deep Link Using a deferred deep link allows the user to:  Click a promotional or campaign link Where the user will be taken to the Google Play Store if the application has not been previously installed. The user will install and launch the application. The user will load...
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Ad Tag

An ad tag is a bit of code, normally comprising JavaScript, HTML, or an iFrame that indicates to a webpage or mobile app how to ask for, retrieve, and show an ad. If you’ve ever wondered what is an ad tag, then the easiest way to think of it is as a “place holder” in digital media that allows an ad server to fill a particular location on a page with paid content. An ad tag provides directions for the size of the ad being served, a placement ID, targeting signals, tracking parameters and so forth. Every time a person opens up a webpage or an app page, the ad tag begins automatically (in the background) to do what is necessary to: 1. Send a request to an ad server, 2. Participate as part of an auction or direct deal decision, 3. Retrieve the winning ad creative, 4. Render the ad creative in the specified ad placement. Without this layer of code, the entire structure of digital advertising would not be able to function at scale. Understanding what is an ad tag is very important for ...
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How to Configure URL Parameter Tracking in Apptrove for Impression and Click Attribution?

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The accurate attribution of impressions and clicks in Apptrove relies on the proper implementation of all URL parameters for both impression and click links. These URL parameters are embedded in the attribution links for both Android and iOS touchpoints and are essential for recording all required campaign, device, and partner data. The purpose of this article is to provide a full listing of the supported impression and click parameters in Apptrove, as well as to explain how each is utilised. But you should also read, “ What URL parameters are and how to use them.” How to Use URL Parameter Tracking for Impressions in Attribution Links When an impression occurs, the impression URL parameters track and record data regarding that impression via the attribution links created by Apptrove for both Android and iOS touchpoints. How to Create Attributions for Campaigns and Ads The following parameters will create attributions for the structure of a campaign, as well as for individual a...
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Mobile Ad Fraud: The Silent Budget Killer

Annually, $84,000,000,000 is lost to mobile ad fraud globally. A small amount of that distortion in the Mobile Marketing space, where decisions regarding growth and variability in spend can occur down to the rupee, can have a quiet, yet drastic impact on performance. Your Cost Per Install or “CPI” may appear steady on average Your Return on Advertising Spend or “ROAS” may also appear relatively predictable Your total number of installations may be trending upwards However, it is very possible that a portion of these installations is not really installations at all. The underlying foundation supporting mobile marketing today is performance-based precision. All campaign optimizations, reallocations of budgets and scale decisions are based on one assumption: the installs you’re getting are from real human users. When this assumption is compromised, the entire growth engine that you are optimizing around will be based on noise. Mobile Ad Fraud: The Silent Killer of Your Budget is ...
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How does the Apptrove attribution model assign credit for installs and conversions?

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Marketers use Apptrove’s attribution model to find out which advertisement, campaign or partner contributed to specific app installs or to events that occur within an app. When accurately keyed in, Apptrove grants marketers the insight that allows for evaluating campaign performance, better budget allocation and making more informed targeting decisions. This article describes how the attribution model functions in Apptrove, as well as the key elements of install and event tracking. Use of The Attribution Model To Attribute Installs Apptrove’s last-touch attribution model allows for attribution of the most recent qualifying user interaction with your app (i.e. install/ event ) within a specified attribution window. When users interact with the ad in the form of a click, Apptrove captures the data related to that click. Captured click information includes device-level and campaign attributes. The attribution function processes these interactions in anticipation of being used to attrib...
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Cross-Channel Marketing: 7 Ways App Teams Turn Touchpoints Into Growth

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Mobile marketing has become a much more complicated form of communication for brands looking to connect with their target audience. App marketing teams are now launching campaigns, from paid advertising to social media and everything in between, at the same time these campaigns are launched across multiple marketing channels. According to a Gartner study, 80% of the leading marketers said they have a lack of visibility into what marketing channels work together during the customer journey. Their inability to link marketing activity and performance with understanding leads to wasted budget, misattribution, and unfulfilled revenue opportunities. This is where cross-channel marketing comes in. Cross-channel marketing brings all of your marketing activities together to create one cohesive and measurable system of understanding. When you begin to combine the channels you use to communicate with customers rather than analyzing each individually, you start to see how the different channels ...
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