Branch CEO, Alex Austin, walks through the most critical challenges in mobile attribution and shares best practices to help brands make more informed decisions to optimize marketing campaigns. Key topics include: - Deciphering "dark mobile traffic": What does your direct referral traffic really mean? - Debugging mobile misattribution: What's causing mobile conversion event misattribution? - Mapping out next steps: What are the best practices and available tools to optimize mobile spend?

5. The state of mobile attribution
Issues plaguing mobile attribution
Methodical approach to fixing it
Questions

6. ABOUT BRANCH
$113 million in funding across 4 rounds
100+ Employees, 60% engineering
Offices in SF, NYC, India, Russia, Brazil, UK
26,000 apps across the globe using links
2+ billion monthly unique users

7. Search
Deep Linked Email
Social
Deep Linked Ads
Web-to-App
Affiliate
BRANCH LINKS SOLVE MOBILE LINKING

8. The Branch Platform
Redirection
● Deliver the best UX
● Cover 6000+ edge cases
● Automated testing
Deep Linking
● Deferred + direct DL
● 100% match guarantee
● Low latency callbacks
Attribution
● Cross-channel support
● Cross-browser/app tracking
https://your-brand.app.link

9. And over 25 thousand more ….

10. The State of Mobile Attribution
2017

11. 2017 Is The Year of Attribution

12. The Typical Digital Journey of Your Customer
• Cross-Platform
• Cross-Channel
• Cross-Device
• Non-direct

13. Mobile Attribution Not Yet Solved
- Emily Grossman, Mobile Moxie
Branch Organic SEO Webinar, 2017

14. Issues Plaguing Mobile Attribution
2017

15. Fragmented Identifiers

16. Identifiers Are Fragmented
Your
App
Your
App

17. Fragmentation Is Material…….
https://www.slideshare.net/a16z/mobile-is-eating-the-world-2016/58-58020406080100iOS_AndroidMobile_web_traffic_Q4

18. ……...And it’s Getting Worse
https://www.christianoliveira.com/blog/en/web-analytics/why-the-bounce-rate-of-my-amp-pages-is-so-high/
by

19. And Worse
https://developer.apple.com/videos/play/wwdc2017/702/

20. Organic Mobile Search

21. Apple Universal / Android App Links Broke Search Attribution
Mobile Search AttributionUniversal / App Links
pick one or the other
or

22. Yelp Organic Result

23. Yelp Organic Result

24. Example Solution: Yelp Organic Result w/ Branch Journeys

25. Example Solution: Yelp Organic Result w/ Branch Journeys
Open
We saw you
already have
the app

26. Example Solution: Yelp Organic Result w/ Branch Journeys
Open
We saw you
already have
the app

27. Web & App Fragmentation

28. Websites And Apps Fragmented
?
Your
App

29. yoursite.com
(referral link)
bounce

30. yoursite.com
(referral link)
bounce bounce

31. tunein.com
(referral link)
bounce bounce
$1Your
App

32. $1
Traditional Attribution
App store direct download

33. $1
1. Facebook referral link
2. Email campaign link
3. App store direct download
Ideal Attribution
Traditional Attribution
$1 App store direct download

34. Example Solution: Branch Journeys Web To App

35. Example Solution: Branch Journeys Web To App

36. Example Solution: Branch Journeys Web To App

37. Example Solution: Branch Journeys Web To App

38. Viral Influencer

39. Word of Mouth and Viral Are Often Invisible Sources
$

40. Word of Mouth and Viral Are Often Invisible Sources
$

41. Example Solution: Track Your Viral Coefficient / Influencers
VIEW PROFILE

42. Example Solution: Track Your Viral Coefficient / Influencers
SHARE BRANCH LINKVIEW PROFILE

43. Example Solution: Track Your Viral Coefficient / Influencers
INVITESHARE BRANCH LINKVIEW PROFILE

44. Example Solution: Data Visualization

45. Desktop To App

46. Desktop To Mobile Transition Broken
IDFA

47. Example Solution: Desktop to App with Product Feature

48. Example Solution: Desktop to App with Text-Me-The-App

49. A Methodical Approach to Resolution
2017

50. Mobile Attribution: A Cross-Org Problem
Product Marketing
PerformanceEngineering

51. Mobile Attribution: Unify & Conquer
Organic
Attribution
Paid
Attribution

52. Tackling Mobile Measurement
Step 1
Pick the Right Measurement Objective

53. Step 1 - Pick the Right Measurement Objective
● Find the right conversion event for your campaigns
○ eCommerce: Add-to-cart, complete purchase, etc.
○ Audience-based companies: Signup, first-use, etc.
● Audit your attribution tools
○ App-only tool + web-only tool ≠ accurate attribution
○ Make sure to de-dupe data across mobile platforms

54. Step 2
Map out All Channels and Pathways

55. Step 2 - Map out All Conversion Channels & Pathways
● Internal collaboration between Product & Marketing
● Sample list:

56. Step 3
Outfit Channels with Tracking

57. Step 3 - Outfit All Channels with Proper Tracking
● Turn the channel list into the checklist for tracking measurement
● Some best practices from the Branch perspective
○ Tag all tracking links with the correct channels
○ Focus on one channel and replicate the success to others
○ Add deep linking to track app conversions while delivering optimal UX

58. Best Practices and
Recommendations

59. Unified Measurement for the Digital User Journey
• Use trackable deep links EVERYWHERE - Branch
• Measure people. Not cookies.
• Collaborate b/w Marketing, Product, and Engineering
• Audit existing channels to identify blind spots
• Take objective-centric approach

60. Questions?
Twitter: @illustriousalex
webinars@branch.io