![]() In order to “capture” their channel and other important data about a user’s originating source, link the campaign that prompted them to download the app, you must use 3rd party vendors to attribute users. The app stores do not provide a reliable way to pass data about a user from the time they enter the app to the time they install and open. Let’s set the stage for this playbook by first reminding ourselves of some fundamentals regarding attribution and deep linking. The purpose of this guide is to help a tech-savvy audience get it right when it comes to attribution and deep linking and to learn and leverage some of the most advanced topics surrounding the space.Ĭhapter 1 Setting the stage: Attribution and deep linking There are millions of edge cases which all contribute to the collective experience. In today’s world, compelling UX means handling every OS, OS version, app version, browser and transition experience. It should be on creating a world-class technical implementation, knowing that compelling UX starts and stops with proper tool setup and usage. If you can’t attribute your campaigns effectively across every known touchpoint, it doesn’t matter whether you can take a user to a specific spot in the app.Īs a technical product manager, marketer, or engineer, your focus should not be on ephemeral sales pitches, touting things like “optimized user flow” or “flawless user experiences.” World-class attribution with all the major providers are table stakes. The reality is attribution and deep linking go hand in hand – you don’t need two vendors to do the same thing. Most infuriating, sales teams across the ecosystem confuse marketers by spinning tales about how attribution and deep linking are related when it suits them, and not related when it doesn’t. Newcomers only think about UX and neglect the technical intricacies of attribution, API accessibility, partnership integrations, privacy, security, and robust technical support in both integration and tool usage. Legacy tools like Kochava and Tune that have fallen behind on attribution, and have given the process and technical nuances a bad rap. Most people don’t think about attribution and deep linking in the right way today. Introduction The state of attribution and deep linking today
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