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Optimize Mobile Clicks and Conversions with Direct Integration

Written by: Justin Gallucci, Senior Business Operations Engineer

Everyone knows that whatever marketing goals you have for your mobile app, you can’t meet them without leveraging the right data. In the early days of mobile app marketing, the only real way to get data out of an app for optimization was to install a Software Development Kit (SDK) so that the app would provide the data first hand through direct integration.  However, fast-forward to 2015 and today’s mobile app marketer has a number of options — such as Mobile Measurement Providers (MMPs) or tag management companies — for getting data back to home base. While for some use cases these solutions may make sense, the tried and true method of direct integration still provides considerable advantages in a few key areas.

User-Level Tracking Enables More Functionality

The first thing to take into consideration is the channel you will be using to meet your app performance goals.  Many channels, such as Facebook, limit the granularity of the data that measurement partners can share with their buying platform.  In the case of Facebook, a direct measurement integration with an advertising automation platform such as Nanigans will allow for advanced optimization features such as user cohorting and near real-time optimization.

Nanigans Cohort Analysis

Many Insights; One Point of Contact

Second, by passing data back directly to your advertising platform, you will typically enjoy a more customizable level of integration. With direct integration:

  • Online Travel Agencies (OTAs) can access data provided by customers such as arrival and destination to build Custom Audiences for retargeting
  • Lead generation companies can leverage contact information gathered through forms to send targeted emails

When working with third parties, most integrations are typically based on generic templates, meant to serve a wide variety of clients.  The goal of these templates is usually to achieve a minimal level of integration quickly; however, this approach lacks customizability and can sometimes result in poorer performance.

Moreover, directly integrating with your buying platform will reduce the number of steps between your app and the ads your run. Having one single point of contact for mobile measurement will reduce the likelihood of breakage between the two parties as well as save you time.

Once you’ve decided that direct integration is the way to go, the next thing to start thinking about is what user actions to measure and what the best way is to get those actions back in to your analytics. This, and a few other handy SDK integration tips, will be the subject of a future blog post.

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