The document discusses mobile ad conversion tracking and summarizes InMobi's solutions. It begins by defining conversion tracking and describing common mobile tracking technologies. It then outlines issues with current fragmentation and solutions. InMobi Ad Tracker is presented as a solution that combines multiple tracking technologies, supports multiple event tracking, and works across mobile web and apps to provide real-time insights. Case studies demonstrate how InMobi helped clients optimize campaigns and lower costs per conversion or download.

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

16. How
InMobi
Ad
Tracker
Works

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
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Daily Spend CPD

22. CASE STUDY:
Cross Promotion

23. Fragmented No
What to look market
space
universal
technology
for in a
tracking
Accuracy & Negatively
solution? coverage impacting
user
experience
Addressing Pain Points

24. Linking
Digital and
Real World

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