What are app attribution tools?
Attribution tools are critical solutions as part of any app tech stack. They are classified as data-based solutions that give an understanding of what happens when a particular app user interacts with a mobile ad as well as organic traffic. The user’s interactions are picked up from the ad channel through to the app store and then followed through to the app. An app attribution tool will attribute ad spend to installs or user engagement with a 28-day lookback window.
What happens if you don’t have one
It’s quite simple really. Without an attribution tool, you are very limited in the information you can gather about your users once they have interacted with your app store either from an ad or organically.
This is not to say that you cannot see what your users are doing; this is where product analytics tools come in. However, in order to track the ROI from digital and traditional marketing campaigns then measuring the user interaction and attributing it to specific campaigns will add a lot more value.
Without such a tool, you are limiting the ability to make action-based growth decisions. Additionally, when you wish to analyse specific cohorts of users, you will fail to see the bigger picture due to the lack of capability to measure things like retention driven by specific ad channels and campaigns.
It is best to have an attribution tool from the day and app is launched to provide this information consistently.
Benefits of having an app attribution tool
The benefits of having an attribution far outweigh those of not having one in your app. Attribution tools enable the measurement of your ad channels in an itemised fashion. As well as this, you will be able to start analysing conversion rates between significant points of your funnel in order to better understand UI/UX challenges and general user behaviour. This is not the full picture, however, it is a good place to start.
App attribution tools are mission-critical if you are running ad channels such as Facebook, Google, Apple Search Ads. By their very nature, they are already self-attributing tools which mean they can measure app installs natively. However, in the history of apps, there is one major problem that affects a large portion of the industry: fraud. App fraud is prevalent and can happen in a number of different ways. The long and short of it is an app attribution tool that helps to fight against fraud, even from social media companies.
Above all else, an app attribution tool will actually help you to save money in the long run. Just by analysing the impact, your ad campaigns are having you will be equipped to know exactly what to double down on or turn off else continue to waste your marketing budget on nonsense.
There are several out there on the market and you must find one that works best for your business. The main areas to focus on would be the commercial aspect, the ability to do basic things like deeplinking, and their relationships with certain channels and solutions. Some actually do not have favourable integrations with channels like Facebook, for example.
Do some research and find what works best for you and your business.
Here is a list of app attribution tools you can look into:
Out of all of these options, Appsflyer is probably the one you have seen the most – they are on top of their marketing game and make the most noise.
A solid attribution tool that you can’t go wrong with. It’s robust and has all you need.
The add-ons are pricey, though so if you’re just looking for the basics then you will get everything you need from this tool.
Up there with Appsflyer, Adjust seems to do a great job at selling themselves in when it matters most.
Adjust has a great suite of tools and is competitive against Appsflyer.
They aren’t transparent about their pricing, though so take that as you will.
Tune has been locked into the main three rivalry – with Adjust and Appsflyer – for a number of years now.
Admittedly, the interface is not as good as other solutions.
The feeling has always been that Tune is more suited to mobile games. Don’t let that sway you, though.
Probably one of the dark-horses of mobile app attribution. Kochava offers a great system and has some bells and whistles that others don’t have just yet.
Kochava always felt like more of a premium piece of tech but be sure to have a chat with them about it.
One of the newbies on the block. Branch started off its mobile journey just focusing on deeplinking – so they do this well.
When it comes to the attribution system, it is good but perhaps lacks some confidence.
Implementation is not the easiest, it must be said. They no longer integrate with Segment as a CDP and apparently have had a run-in with Facebook which means attribution could be tricky if you’re new.
Another “newbie”. Singular has had attribution for a few years now but started off in the product analytics department.
They offer a robust package for app-first businesses & fraud prevention is built right in so you get a bit more.
Unsure, but it likely comes with a higher cost but get in touch with them to find out more.
As you can see, there are a fair few tools to look into and consider as part of this process. By no means at all is this a quick decision to be made without knowing more information to begin with. Take it seriously because an app attribution tool should be with your app for its lifetime. Avoid chopping and changing because it can lead to a loss of data and analytics which could significantly impact your business.
Envision Digital is a mobile app marketing specialist agency helping app-first businesses grow significantly through strategic user acquisition, customer engagement, and data & analytics.
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