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Demystifying Mobile Ad
 Conversion Tracking
   François Deschênes
‣    What is conversion tracking?
         ‣    Mobile tracking technologies

Agenda   ‣ 
         ‣ 
              Tracking painpoints
              InMobi tracking solutions
         ‣    In practice
         ‣    Case studies
         ‣    Best practices
         ‣    Q&A
How many conversions
             generated by a campaign?



Conversion
Tracking?

             To avoid wasting your
             advertising budgets
Demystifying Mobile Ad Conversion Tracking
But attributes
                                              Powerful
    Not only          a conversion
                                             optimisation
   tracks the         to the unique
                                                across
  advertising          impression
                                               multiple
    channels               that
                                             dimensions
                       generated it



From channel optimisation to impression optimisation

 Advantage of digital tracking
Know where users are
                         coming from



                              Campaign
                            optimisation
Why do you need
 ad tracking &
  conversion             Know the most valuable
  attribution?               customer segments



                    Track against
                  campaign goals
Mobile Use Case




User sees an ad &   User is taken to   User downloads &
   clicks on it      the app store     launches the app
How is this   Three broad
done on       technologies
              1.  Device IDs
mobile?       2.  Browser Cookies
              3.  Device
                  Recognition
                  (Fingerprinting)
Allows You   Device IDs (UDID,
             ANDROID_ID, ODIN1)
to Track     Oldest form of mobile tracking: UDID



More Users   Pro’s:
                ‣  High   accuracy when available

Accurately      ‣  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.)
Provide a Seamless Web
Experience
Cookies used to be problematic on first mobile devices. But
are now supported on most smartphones.
Pro’s:                                   Con’s:
  ‣ Allows seamless tracking on mobile     ‣ Can affect the application user
    web                                     experience when tracking installs
  ‣ No integration needed with
                                           ‣ Cannot bridge between browsers
    publishers and/or ad networks
                                           ‣ Not the same accuracy on mobile,
                                            compared to online
Expands    Device Recognition
Reach &    Cookie replacement: Recognizing
           devices using anonymous data points

Tracking   in the browser.

           Pro’s:
Quality      ‣  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)
Fragmented market      No universal
      space             technology



Tracking Pain
Points
                    Negatively impacting
 Accuracy & scale
                      user experience
Our Solution     InMobi Ad Tracker
for Conversion   ‣    Independent and open
                 ‣    Combines multiple
Tracking              tracking technologies
                 ‣    Multiple event tracking
                 ‣    Real-time mobile tracking
                      & insights
                 ‣    Seamless user experience
                 ‣    Works across mobile web
                      & apps
                 ‣    Easy integration
                 ‣    It’s free!
Track Across   Allows you to track
All Channels   post-click conversions
               of campaigns across
               multiple ad networks
                ‣  Real-timedashboard view
                 of all conversions
                ‣  Ad
                    networks can report
                 and optimise on tracked
                 conversions
Supports Multiple Matching
Technologies
                      IDA                  Android
  OS      AdTruth
                    (iOS6)
                             ODIN 1 UDID
                                             ID
                                                   Cookie

iOS App     Y         Y        Y     Y
Android
            Y                  Y             Y
 App
 Web       Soon                                      Y

WP8 App    Soon
What’s New: AdTruth Device Recognition Technology
How
InMobi
  Ad
Tracker
Works
D
 User sees an ad       o
                       w     Reads multiple parameters from
 and clicks on it      nl
                       o    the device and sends to AdTruth
                       a
                       d

                            Processes data and returns “Device
                                   Insight ID” to InMobi

User is taken to the                 ID Stored in database
     app store                          Conversion tracked to the
                                      correct ad source and sent to
                                         InMobi for Optimization
                                     Checks ID in database for match
  Conversion                   “Device Insight ID” returned to
                                           InMobi
  User downloads
 and launches app
                              Reads device parameters and
                                   sends to AdTruth
Connecting the Dots
Open an account
  with an Ad                                                        Working in Parallel with
   Network      Run a Campaign                                          Ad Networks
                  with an Ad
                   Network
                                  Define Goals   Enter Tracking
                                                 URL of any 3rd

 Ad Network                                      Party Tracking
                                                      Tool
                                                                     Track
                                                                      Text                   Optimize
                                                 Place Tracking   Conversions                Campaign

                                                 URL in the ad
                                                    network
                   Paste the JS   Define Goals     campaign
                  code (mobile
                     web) or
Login to InMobi   integrate the                                   Integration is the same for other
  Ad Tracker        SDK (app)                                               Ad Networks
 Add your Site/
      App
Lead Generation

    Application Download
    Tracking

    Outfit 7 – Cross Promotion

CASE STUDIES
CASE STUDY:
Lead Generation
              Campaign generating leads for free SIM cards - Target
Objective     cost per sign up $70 with a budget of $10k


    tion
              IAT for Mobile Web was used in combination with
Solu          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.
1200                                                                                                                                                                   4

CASE STUDY:
                                                                                                                                                                                                                                    3.5

App Download                                                 1000




Tracking
                                                                                                                                                                                                                                    3


                                                              800




                                                                                                                                                                                                                                          Cost per Download (USD)
                                                                                                                                                                                                                                    2.5
Android Game - +4 Stars on Google Play




                                         Daily Spend (USD)
•  Campaign Daily Budget: $1,000
•  Campaign Objective: $1.5/download                          600                                                                                                                                                                   2

•  Running in the US, UK, Canada and
   Australia                                                                                                                                                                                                                        1.5
                                                              400

Results after 2 weeks:
                                                                                                                                                                                                                                    1
•  Campaign spent $10,000
•  With an average CPD of $1.4                                200
                                                                                                                                                                                                                                    0.5

Conclusions:
•  Learning period of 4-5 days                                  0                                                                                                                                                                   0
•  Target CPD precedes daily spend
                                                                    9/24/08
                                                                              9/25/08
                                                                                        9/26/08
                                                                                                  9/27/08
                                                                                                            9/28/08
                                                                                                                      9/29/08
                                                                                                                                9/30/08
                                                                                                                                          10/1/08
                                                                                                                                                    10/2/08
                                                                                                                                                              10/3/08
                                                                                                                                                                        10/4/08
                                                                                                                                                                                  10/5/08
                                                                                                                                                                                            10/6/08
                                                                                                                                                                                                      10/7/08
                                                                                                                                                                                                                10/8/08
                                                                                                                                                                                                                          10/9/08
                                                                                                                      Daily Spend                                       CPD
CASE STUDY:
Cross Promotion
Fragmented   No
What to look   market
               space
                            universal
                            technology

for in a
tracking
               Accuracy &   Negatively

solution?      coverage     impacting
                            user
                            experience




Addressing Pain Points
Linking
Digital and
Real World
François Deschênes
        Product Manager

Thank   francois.deschenes@inmobi.com


        InMobi London

 you.   265 Strand, Floor 6
        London, UK
        WC2R 1BH


        www.inmobi.com/adtracker
        Facebook.com/inmobi
        Twitter.com/inmobi
Combines
                            multiple
                            tracking    Multiple
          Works across   technologies
          mobile web &                   event
             apps                       tracking


                                                     Enterprise
Independent &                                      class product
    open                                           that is FREE!




                  InMobi Ad Tracker for
                 all your tracking needs

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Demystifying Mobile Ad Conversion Tracking

  • 1. Demystifying Mobile Ad Conversion Tracking François Deschênes
  • 2. ‣  What is conversion tracking? ‣  Mobile tracking technologies Agenda ‣  ‣  Tracking painpoints InMobi tracking solutions ‣  In practice ‣  Case studies ‣  Best practices ‣  Q&A
  • 3. How many conversions generated by a campaign? Conversion Tracking? To avoid wasting your advertising budgets
  • 5. But attributes Powerful Not only a conversion optimisation tracks the to the unique across advertising impression multiple channels that dimensions generated it From channel optimisation to impression optimisation Advantage of digital tracking
  • 6. Know where users are coming from Campaign optimisation Why do you need ad tracking & conversion Know the most valuable attribution? customer segments Track against campaign goals
  • 7. Mobile Use Case User sees an ad & User is taken to User downloads & clicks on it the app store launches the app
  • 8. How is this Three broad done on technologies 1.  Device IDs mobile? 2.  Browser Cookies 3.  Device Recognition (Fingerprinting)
  • 9. Allows You Device IDs (UDID, ANDROID_ID, ODIN1) to Track Oldest form of mobile tracking: UDID More Users Pro’s: ‣  High accuracy when available Accurately ‣  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.)
  • 10. Provide a Seamless Web Experience Cookies used to be problematic on first mobile devices. But are now supported on most smartphones. Pro’s: Con’s: ‣ Allows seamless tracking on mobile ‣ Can affect the application user web experience when tracking installs ‣ No integration needed with ‣ Cannot bridge between browsers publishers and/or ad networks ‣ Not the same accuracy on mobile, compared to online
  • 11. Expands Device Recognition Reach & Cookie replacement: Recognizing devices using anonymous data points Tracking in the browser. Pro’s: Quality ‣  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)
  • 12. Fragmented market No universal space technology Tracking Pain Points Negatively impacting Accuracy & scale user experience
  • 13. Our Solution InMobi Ad Tracker for Conversion ‣  Independent and open ‣  Combines multiple Tracking tracking technologies ‣  Multiple event tracking ‣  Real-time mobile tracking & insights ‣  Seamless user experience ‣  Works across mobile web & apps ‣  Easy integration ‣  It’s free!
  • 14. Track Across Allows you to track All Channels post-click conversions of campaigns across multiple ad networks ‣  Real-timedashboard view of all conversions ‣  Ad networks can report and optimise on tracked conversions
  • 15. Supports Multiple Matching Technologies IDA Android OS AdTruth (iOS6) ODIN 1 UDID ID Cookie iOS App Y Y Y Y Android Y Y Y App Web Soon Y WP8 App Soon What’s New: AdTruth Device Recognition Technology
  • 17. D User sees an ad o w Reads multiple parameters from and clicks on it nl o the device and sends to AdTruth a d Processes data and returns “Device Insight ID” to InMobi User is taken to the ID Stored in database app store Conversion tracked to the correct ad source and sent to InMobi for Optimization Checks ID in database for match Conversion “Device Insight ID” returned to InMobi User downloads and launches app Reads device parameters and sends to AdTruth
  • 18. Connecting the Dots Open an account with an Ad Working in Parallel with Network Run a Campaign Ad Networks with an Ad Network Define Goals Enter Tracking URL of any 3rd Ad Network Party Tracking Tool Track Text Optimize Place Tracking Conversions Campaign URL in the ad network Paste the JS Define Goals campaign code (mobile web) or Login to InMobi integrate the Integration is the same for other Ad Tracker SDK (app) Ad Networks Add your Site/ App
  • 19. Lead Generation Application Download Tracking Outfit 7 – Cross Promotion CASE STUDIES
  • 20. CASE STUDY: Lead Generation Campaign generating leads for free SIM cards - Target Objective cost per sign up $70 with a budget of $10k tion IAT for Mobile Web was used in combination with Solu 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.
  • 21. 1200 4 CASE STUDY: 3.5 App Download 1000 Tracking 3 800 Cost per Download (USD) 2.5 Android Game - +4 Stars on Google Play Daily Spend (USD) •  Campaign Daily Budget: $1,000 •  Campaign Objective: $1.5/download 600 2 •  Running in the US, UK, Canada and Australia 1.5 400 Results after 2 weeks: 1 •  Campaign spent $10,000 •  With an average CPD of $1.4 200 0.5 Conclusions: •  Learning period of 4-5 days 0 0 •  Target CPD precedes daily spend 9/24/08 9/25/08 9/26/08 9/27/08 9/28/08 9/29/08 9/30/08 10/1/08 10/2/08 10/3/08 10/4/08 10/5/08 10/6/08 10/7/08 10/8/08 10/9/08 Daily Spend CPD
  • 23. Fragmented No What to look market space universal technology for in a tracking Accuracy & Negatively solution? coverage impacting user experience Addressing Pain Points
  • 25. François Deschênes Product Manager Thank francois.deschenes@inmobi.com InMobi London you. 265 Strand, Floor 6 London, UK WC2R 1BH www.inmobi.com/adtracker Facebook.com/inmobi Twitter.com/inmobi
  • 26. Combines multiple tracking Multiple Works across technologies mobile web & event apps tracking Enterprise Independent & class product open that is FREE! InMobi Ad Tracker for all your tracking needs