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Tracking customer lifetime value in today’s multi-device, multi-click world can present a significant challenge. It not only impacts attribution, but also how the value of each customer is tracked appropriately. According to recent Nanigans data, we have tracked over 840 million mobile events from the last week in February alone.
This is why at Nanigans we recently introduced a native mobile app SDK that enables you to build a full story of customer lifetime value and automatically feed mobile tracking data back into campaign optimization. Here are five reasons that you should consider integrating the Nanigans SDK into your mobile app.
Using the SDK you can capture time of click, time of conversion, and any activities that consumers are performing within the conversion funnel. Based on the customer activity you can make intelligent decisions about how to market and advertise for ideal results regardless of your goals whether it’s to generate app installs, or drive a specific website conversion action.
Using the Nanigans SDK and Ad Engine you can not only measure mobile ad performance across device types but also retarget and reengage users. For example, if a user begins to research new dress shoes via their iPhone but shortly thereafter switches to an iPad while they are watching TV, Nanigans can engage that user and advertise the same, or a similar pair or category of shoes they were originally viewing.
Using the Nanigans SDK you can engage, identify, and track users coming into your mobile app through deep links. Deep linking provides a way to keep users engaged and display a relevant experience from the ad all the way through to your mobile app. One example of how a deep link could be used is, you see an advertisement for a pair of running shoes that you are interested in and click on it from your smartphone. Instead of taking you to that retailers website, it opens up their mobile app already installed on your device and takes you to that specific pair of running shoes. In this case the user retains the relevance of the product they were interested in, making their app and potential purchasing experience better.
The Nanigans mobile app SDK is only about 30Kb or less depending on OS. Because of the small footprint of the Nanigans SDK you will never have to worry about file size or download constraints. In addition to the small file size, the Nanigans SDK is easier to install than ever before with event-specific calls and default events, such as app open, baked into the SDK.
Using both Ad Engine and the Nanigans SDK enables you to measure a significant amount data about customers using your mobile app. Because of this increased insight, the Nanigans SDK can equip you with the tools to effectively make informed decisions based on crucial customer metrics such as lifetime value. Ultimately, Nanigans gives marketers the tools they need to evaluate performance data and optimize ad spend on mobile.
As sales of smartphones and tablets have surpassed sales of traditional desktop computers they have also quickly become the preferred medium for second-screen browsing. In fact, 60% of Americans with an annual income of $50,000 and above use their smartphone while watching TV. With the explosive growth of second screen browsing, and usage of mobile overall, advertisers should be looking to measure their own mobile channels and interactions as much as possible.
With all of these considerations in mind – it’s apparent not only why you should be measuring your mobile app, but also using the Nanigans SDK and Ad Engine to make the most of your mobile tracking and use that data for performance-oriented advertising.