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The boom in global m-commerce continues to bring in good news every year. According to a Business Insider Intelligence report, m-commerce is estimated to reach $284 billion (in sales) by 2020.

With this rise in growth, most of the m-commerce app owners are taking mobile marketing very seriously. Be it the acquisition of new app users or re-engaging with the existing pool of users, these apps are aggressively running various organic, paid and social campaigns for user-acquisition or engagement. While running multiple campaigns for promoting their apps, m-commerce app marketers have to allocate their marketing budgets by choosing various traffic sources. But which traffic sources deliver maximum results for the value of money spent on them was not easily traceable earlier.

Thankfully, marketing attribution came in as a solution for mobile apps too. Now, using mobile app attribution data, m-commerce marketers can measure their marketing efforts to figure out the best ways to optimise ROI. It has also made it easier to monitor the performance and outcome of all organic or paid sources of installs. This also ensures the quick detection of fraud traffic sources, which has become a big problem for marketers.

Today, m-commerce apps can easily track down the sources which give them quality users. So, it becomes convenient for them to simply put their money on that source. Suppose an m-commerce app like Amazon plans to run an install campaign, it will put its money on various sources to get a good number of new users. However, if Source A seems to give more number of installs to Amazon as compared to Source B or Source C, it makes sense for Amazon to put its money on Source A and maximise its ROI, isn’t it?

That’s the role of attribution data. It gives credit to the ‘actual’ source or channel.

To address this ‘give-credit-to-the-real-source’ need of m-commerce app owners and marketers, mTraction provides the ‘Mobile App Attribution’ feature.

By using this feature, m-commerce app owners can accurately measure the sources that lead to the maximum number of conversions or sales. Apart from identifying these well-performing sources, this feature also helps you do away with the redundant sources that have more instances of causing events like ‘cart-abandoned’.

To facilitate an easy way to keep track of all organic and paid sources of installs, mTraction has included very useful mini-features like ‘New Users Suite’.

But attribution in mTraction isn’t just about assessing mobile app installations. We’ve taken it a step further by including the evaluation of post-install events as well.

So if have an m-commerce app, mTraction will give you specific data points and visual insights about post-installation user events like – number or purchases, frequency of usage, or app closings by users who were acquired from a particular source.

With real-time install & multi-event postbacks, mTraction offers an efficient way for evaluating the performance of your m-commerce marketing campaigns and realize more conversions or sales.

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Want some help with marketing attribution for your app?

Just drop me a line at neelanjana@affle.com and I’ll be happy to setup a call or schedule a free demo for you.

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