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How To Track Your App Marketing Campaigns In GA

13 April 2017 | 0 comments | Posted by Che Kohler in nichemarket Advice

How to track app marketing campaigns effectively

So you've developed your app either as a stand-alone product or to augment your current desktop and mobile offerings and you want to drive downloads. The easiest way to do it is through paid advertising, if you have the budget to play around with various ad networks you'll want to initially spend big and then find the right avenues that provide the best CAC and ROI. There are many places to advertise app downloads from in store, to ad networks, to in-app ad networks so how will you know which one is right for your app? The easiest way to answer that is with the help of Google Analytics and postbacks.
If you don't have much of an app add budget check out the following article 6 Ways To Drive App Installs With No Budget

What are postbacks?

Postbacks allow Analytics to ping an ad network when it detects an app install or deep-link conversion from that network. Postbacks optimise ad serving platforms and provide a valuable feedback loop that helps the entire mobile ads ecosystem. Postbacks allow any App to send a deep-linked event back to an ad-network for campaign optimisation. This is a very powerful feature. In the absence of any postback, Networks remain blind after they make the user download an App. With this feature, GA can ping select networks in real time about any in-app conversion.

Benefits of Postbacks

  • Helps ad networks optimize their ad campaigns
  • Results in better quality ads
  • Delivers more effective CPAs for app developers
  • Allows developers to optimise their ad spend

How Postbacks work

  • User clicks on an install ad campaign promoting app B in app A.
  • Redirect: ad network populates IDFA and sends the client to Analytics. If the user is on Android, Analytics uses the referrer to grab attribution information.
  • Analytics strips the IDFA and other parameters and redirects the user to the App Store.
  • A user installs and uses app B which uses the Analytics SDK.
  • Developer sees the App Store install in Analytics.
  • Analytics sends a postback to the attributed network with the information it needs.
How postbacks work

Networks available for postback support

  • Aarki
  • AdColony
  • InMobi
  • Jampp
  • LeadBolt
  • MdotM
  • Millennial Media
  • Millennial Media DSP
  • TapJoy

Conversion types

  • App installs
  • App launch
  • Transaction in app

How to set up Postbacks in Analytics

Note: Before enabling Postbacks, confirm that iOS install tracking or Android campaign tracking are configured for your app(s). Refer to the related resources at the bottom of this article to help you get started.
Once you have iOS install tracking or Android campaign tracking configured you’re ready to enable Postbacks in Analytics. You’ll have the option to choose which third-party ad network you want Postbacks to be sent to at the PROPERTY level.Google Analytics Post Backs Screen
  • Sign in to Google Analytics.
  • Click Admin, and navigate to the Account and Property you want to edit.
  • In the PROPERTY column, click Postbacks.
  • Click + ADD NEW.
  • Select an Ad Network from the drop-down menu.
  • Click Next step.
  • Select a view that you want the conversions associated with.
  • Select a conversion type you want to send to the ad network.
  • Click Next step.
  • Add Network Parameters:
  • Many networks require that you input data that helps identify your app in their systems. This is often equivalent to an app or account ID.
  • Depending on the network, Analytics will ask you for the appropriate parameter for that network. Retrieve this ID by working
  • with the networks directly.
  • If no parameter is required, you do not need to fill anything in.
  • Click Done.
tablet with appsTrack your app spend across Android and iOS

Accurate app spending

Tracking your ad spend for your app is important for the future of your app, to spend and grow at a sustainable level, creating valuable data sets for optimisation and decision making. While this is a basic free tool to track this there are more advanced options. Alternatively, if you have a large scale app and need more in-depth data and configuration you may want to opt for Google Firebase, but that's an article for another day.

Contact us

If you want to know more about improving your app marketing don’t be shy we’re happy to assist. Simply contact us here Source: Google Analytics Blog

Tags: App Marketing, Blog, Data Analysis, google analytics, How to, Tools

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