François Deschênes

Demystifying Mobile Ad Conversion Tracking

Agenda ‣  What is conversion tracking?

‣  Mobile tracking technologies

‣  Tracking painpoints

‣  InMobi tracking solutions

‣  In practice

‣  Case studies

‣  Best practices

‣  Q&A

How many conversions generated by a campaign? To avoid wasting your advertising budgets

Conversion Tracking?

But attributes a conversion to the unique impression

that generated it

Not only tracks the

advertising channels

Powerful optimisation

across multiple

dimensions

Advantage of digital tracking

From channel optimisation to impression optimisation

Know where users are coming from

Campaign optimisation

Know the most valuable customer segments

Track against campaign goals

Why do you need ad tracking & conversion attribution?

Mobile Use Case

User sees an ad & clicks on it

User is taken to the app store

User downloads & launches the app

Three broad technologies 1.  Device IDs 2.  Browser Cookies 3.  Device

Recognition (Fingerprinting)

How is this done on mobile?

Device IDs (UDID, ANDROID_ID, ODIN1) Oldest form of mobile tracking: UDID

Pro’s: ‣ High accuracy when available

‣ Standardized, allow tracking alignment between different parties

Con’s: ‣ Not available on mobile web inventory

‣ Requires upstream integration (with publishers or ad networks)

‣ Fragmentation issues (ODIN1, Open UDID, IDA, etc.)

Allows You to Track More Users Accurately

Cookies used to be problematic on first mobile devices. But are now supported on most smartphones.

Pro’s: ‣ Allows seamless tracking on mobile web

‣ No integration needed with publishers and/or ad networks

Provide a Seamless Web Experience

Con’s: ‣ Can affect the application user experience when tracking installs

‣ Cannot bridge between browsers

‣ Not the same accuracy on mobile, compared to online

Device Recognition Cookie replacement: Recognizing devices using anonymous data points in the browser.

Pro’s: ‣ Better accuracy than cookies

‣ Better coverage than device IDs

‣ Doesn’t affect the user experience

‣ No integration needed with publishers and/or ad networks

‣ Privacy compliance

Con’s: ‣ Probabilistic (as opposed to deterministic)

Expands Reach & Tracking Quality

Fragmented market space

No universal technology

Accuracy & scale

Negatively impacting user experience

Tracking Pain Points

InMobi Ad Tracker ‣  Independent and open ‣  Combines multiple

tracking technologies ‣  Multiple event tracking ‣  Real-time mobile tracking

& insights ‣  Seamless user experience ‣  Works across mobile web

& apps ‣  Easy integration ‣  It’s free!

Our Solution for Conversion Tracking

Allows you to track post-click conversions of campaigns across multiple ad networks

‣ Real-time dashboard view of all conversions

‣ Ad networks can report and optimise on tracked conversions

Track Across All Channels

What’s New: AdTruth Device Recognition Technology

Supports Multiple Matching Technologies OS AdTruth IDA

(iOS6) ODIN 1 UDID Android ID Cookie

iOS App Y Y Y Y

Android App Y Y Y

Web Soon Y

WP8 App Soon

How InMobi

Ad Tracker Works

Download

User sees an ad and clicks on it

User is taken to the app store

User downloads and launches app

Conversion

Reads multiple parameters from the device and sends to AdTruth

Processes data and returns “Device Insight ID” to InMobi

Reads device parameters and sends to AdTruth

ID Stored in database

“Device Insight ID” returned to InMobi

Checks ID in database for match

Conversion tracked to the correct ad source and sent to

InMobi for Optimization

Login to InMobi Ad Tracker

Add your Site/App

Paste the JS code (mobile

web) or integrate the

SDK (app)

Define Goals

Text

Open an account with an Ad Network Run a Campaign

with an Ad Network

Define Goals Enter Tracking URL of any 3rd Party Tracking

Tool Track Conversions

Integration is the same for other Ad Networks

Working in Parallel with Ad Networks

Connecting the Dots

Ad Network Optimize Campaign Place Tracking

URL in the ad network campaign

Lead Generation

Application Download Tracking

Outfit 7 – Cross Promotion

CASE STUDIES

CASE STUDY: Lead Generation

Campaign generating leads for free SIM cards - Target cost per sign up $70 with a budget of $10k

IAT for Mobile Web was used in combination with InMobi’s auto-feedback loop to optimize the campaign

CPL dropped from $131 to $24 after the feedback loop was set for an overall CPL of $55.

Objective

Solution

CASE STUDY: App Download Tracking Android Game - +4 Stars on Google Play •  Campaign Daily Budget: $1,000 •  Campaign Objective: $1.5/download •  Running in the US, UK, Canada and

Australia Results after 2 weeks: •  Campaign spent $10,000 •  With an average CPD of $1.4

Conclusions: •  Learning period of 4-5 days •  Target CPD precedes daily spend

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Daily Spend CPD

CASE STUDY: Cross Promotion

Fragmented market space

What to look for in a tracking solution?

Accuracy & coverage

Addressing Pain Points

No universal technology

Negatively impacting user experience

Linking Digital and Real World

François Deschênes Product Manager francois.deschenes@inmobi.com

InMobi London 265 Strand, Floor 6 London, UK WC2R 1BH

www.inmobi.com/adtracker Facebook.com/inmobi Twitter.com/inmobi

Thank you.

Combines multiple tracking

technologies Works across mobile web &

apps

Multiple event

tracking

Independent & open

Enterprise class product that is FREE!

InMobi Ad Tracker for all your tracking needs