According to eMarketer, mobile advertising in the United States is expected to reach over $70 billion this year and account for a whopping 75% of all digital ad spend. As mobile advertising budgets continue to climb, so does the demand for tools and services to measure and optimize these investments. This surge in demand has led to a proliferation of mobile attribution companies and the commoditization of attribution technologies.
As a result, many attribution providers rely heavily on inflated claims and marketing jargon as a means to differentiate themselves in an increasingly crowded market. Even if you’re an attribution expert, researching mobile measurement providers can be a confusing and frustrating experience for marketers.
To help you feel more confident re-evaluating your current provider or choosing a new one, we’ve written a complete guide to help you wade through the jargon and find the right provider. Download our No Bullsh!t Guide to Mobile Attribution now.
Here’s a snapshot of of the seven key criteria we cover in the guide to help you build the best mobile attribution RFP.
1. Mobile Measurement Partner (MMP)
An attribution provider will only be effective if it’s integrated with the media sources you buy from, period. This is particularly crucial if you spend (and you most likely are) on any of the self-attributing networks (such as Facebook, Google, Snapchat, Twitter, and Apple).
2. Data combining
There are two main types of integrations marketers need to be aware of in order to understand the complexity of mapping their data. The first is an attribution integration (which delivers user-behavior data) and the second is an ad network integration (which delivers marketing data). To truly understand ROI across your mobile campaigns, creatives and publishers, you need to collect and combine both sets of data. However, the ability to do this is entirely dependent on the provider’s technological capabilities, and almost all providers (except Singular) cannot do both today. We’ll dig deeper into each data integration and demonstrate why it’s necessary for both to be connected.
Ensuring accuracy and completeness when combining and connecting your data is the greatest challenge to granularity. No two sources are the same and even when it is accurate, complete, and attributed, you still need to ensure your marketing campaign data matches your user-level data to unlock ROI at the campaign, publisher, keyword, and creative-levels.
Another area where attribution providers are heavily differentiated is reporting. While many providers will provide some way of accessing raw data, for the system to be truly impactful, the reporting interface must be designed in a way for insights to be derived quickly and efficiently. We’ll review a few report types that have proven to be indispensable to mobile marketers.
5. Fraud prevention
No matter where you advertise or how much you spend, your mobile campaigns will likely be impacted by fraud. Even if a provider says they offer “fraud protection,” make sure you read the fine print. Actual prevention, custom rules, reporting and insights, cost savings and alignment of incentives are a few specifics to pay attention to.
6. Data retention & accessibility
This is an area where this is a huge difference between providers, where some offer decent APIs, and some offer rather useless means to export your data, that will make the entire exercise extremely painful. We’ll dive into the four different options available for downloading and sharing more robust data with your internal teams and systems in this guide.
While pricing may be one of the most obvious points of consideration when evaluating attribution providers, it’s far more useful to weigh value over price. Hidden costs and feature charges can add up quickly. So, before you are lured by a low-cost solution, make sure you know what you’re paying for. We’ll help you understand the different pricing models in the attribution market today.
So what are you waiting for? Cut the bullsh!t and get the complete facts on mobile attribution providers now.