500 Startups: Mobile advertising and tracking pitfalls

3 biggest Mobile Advertising & Tracking pitfalls… and how to avoid them.

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Why should I care about MOBILE?

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38.5%

52.4%

62.6%67.4%

68.6%69.9%

$19.2bn

$30.5bn

$42.0bn

$50.8bn $58.0bn

$65.5bn

$0.0bn

$10.0bn

$20.0bn

$30.0bn

$40.0bn

$50.0bn

$60.0bn

$70.0bn

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

2014 2015 2016 2017 2018 2019

US Mobile Ad Spend

% of Digital Ad Spend Mobile Ad Spend (bn)

Note: includes classified, display (banners and other), rich media and video), email, lead generation, message based and search advertising; ad spending on tablets is included. Source: eMarketer, September 2015

Why should I care about TRACKING?

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• Understand the true return of your investment 💸

• Understand your customer’s journey 📲

• Enable channel-based, personalised remarketing 👲👳👮

• Make yourself (and your boss) look good* 😎

*only applicable in non-startup environments

We’ll look at 3 scenarios

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Mobile Web to Mobile Web

In-App to Mobile Web

In-App to App Store or In-App

1 Advertising on Mobile Web

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Cookie gets dropped

(USER does NOT need to CLICK)

Prospect visits a website with your banner.

Prospect goes to your website: Cookie “fires”

again and calls-back ad server

<2 years

!! Unless ad blockers are used !!

• UK ad blocking grew by 82% to reach 12m active users in 12 months.

• Mobile blocking is gaining popularity: Android shows a 2.24% blocking rate, and iOS 1.33%. Source: Internet Advertis ing Bureau (IAB) UK Ad Blocking Report (2016)

6HAPPY DAYS!!!

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… if there was no Safari

The BIG exception: Safari (desktop & mobile)

On Safari, 3rd party cookies are blocked by default. 😱

Implications:• User does click on your ad: Cookie will be dropped, all good 😎 .• User does not click on your ad: Cookie will not be dropped, unless:

• i) the user has visited the ad server’s domain before e.g. by clicking on another ad using the same ad server OR

• ii) the cookie is from the same domain as the one that’s requested (typically a First-Party-Cookie)

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The BIG exception: Safari

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Prospect visits a website with your banner on Safari [iOS or

desktop].

Prospect has NOTbeen to your ad-server’s domain before AND does

not click.

Prospect CLICKSon your ad OR has previously been to your ad-server’s

domain

Prospect goes to your website: Cookie (only for ) “fires” again and calls-back

ad server

<2 years

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Safari: 34% of world wide mobile traffic!

54%

7% 5%

17%

17%

34%

% of Worldwide Mobile Traffic by Browser

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Estimated Tracked /Untracked

2 ‘In-App Advertising’, sending users to your website

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Want to grow your business without wasting 1000s of £ on advertising?

Prospect sees your in-app advertising (e.g. on Facebook).

Cookie gets dropped for In-App Browser

Session only (only for Click,

no view-through tracking)

Website opens in In-App browser, user performs

action.

Only for session duration!

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Estimated leakage:

30%!

3 ‘In-App Advertising’ sending users to your app (or download)

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‘In-App Advertising’ sending users to your app (or download)

•No 🍪 ‼• Instead: unique identifiers passed between publisher <->

mobile app tracking solution

I. Your mobile device’s unique ID. Android = Google Advertising ID (Google AID or AAID)iOS = Identifier for Advertising (IDFA or IFA) Windows = Windows Advertising ID (Windows AID)

II. Unique Click IDs 14

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Want to grow your business without wasting 1000s of £ on advertis ing?




Prospect sees your in-app advertising (e.g. on Facebook).

On click, user triggers

specific tracking link (or there’s a backend

connection, e.g. with FB)

User goes directly to app if installed or App/Play Store

14 days max

Mobile attribution platform receives click & device ID

All following tracked user

activity is attributed to FB campaign

If post-back enabled, attribution platform sends info back to publisher (for reporting and media optimization).

Summary & Solutions: Web to WebAt least 17% tracking leakage due to Safari

• Serve ads from your domain (First-Party Ad Serving) to solve problem entirely

• Consider running more prone to click ads (direct response) before running awareness-focused advertising (to “unlock” view-through tracking

• if you can, try to avoid Safari, especially on desktop.

(not mentioned: Adblockers) 16

Mobile Web to Mobile Web

Summary & Solutions: App to WebOnly Post-Click & for In-App Browser Session – at least 30% leakage

• Simplify mobile web flow to capture *some* information about your prospect e.g. email & follow up later

• Generate sense of urgency (limited time) & scarcity (limited amount) to get prospects to convert in-session

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In-App to Mobile Web

Summary & Solutions: App to AppApp to App, cookie-based tracking doesn’t work at all from app to app. 🤖

• Use a mobile attribution solution e.g.Adjust, Tune, AppsFlyer, Branch.io (free)

• Integrate SDK of each of your paid networks e.g. Google Adwords SDK, Facebook, Twitter. Mind no deduping, different timeframes etc!

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In-App to App Store or In-App

QUESTIONS?

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Thank you!

Johannes Radig🖥 growth-consultant.com✉ ️ [email protected]

@joradig

500 Startups: Mobile advertising and tracking pitfalls

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