TikTok’s Lead Generation will enable businesses of all sizes to create seamless interactions to reach prospects in order to convert them into potential customers.

Lead Generation starts by making it easy for users to fill out a form and provide their information (e.g. Name, Email, Phone) in order to signal their interest in that particular product or service. Additionally, basic information that users provide on TikTok can also be automatically populated for an efficient experience between the business and user.

Building valuable connections

TikTok’s Lead Generation also aims to enable businesses to create fully customisable messages that are relevant to multiple customer segments. Leads can then be downloaded manually or, if integrated with a business’ CRM, leads can be immediately activated. For businesses on TikTok, the information in these forms is vital to ensure that they are reaching interested customers in a respectable way.

When users submit their information, a privacy notice will be displayed, stating that TikTok is collecting users’ information for advertisers. Both TikTok’s Privacy Policy and the advertisers’ privacy policy will be linked in the form. The personal information collected through Lead Generation will only be accessible by the advertiser. Users can edit their information on the form or click to exit out of the form at any time. This means that TikTok’s community can be confident that when it comes to their data privacy. 

It’s encouraging to see the introduction of TikTok’s Lead Generation; it should prove to be a positive support for businesses, enabling them to reach, connect, and engage with their customers in a simple, seamless way.

The post TikTok Introduces Lead Generation to Enable Businesses to Easily Drive Customer Acquisition appeared first on PerformanceIN.

Without further ado, let’s learn what CAPI is, why you have to use it and how to apply it for peak performance! 

A quick recap: why did Facebook rules change? 

Digital space hasn’t been at its best health in the past couple of years, so the regulatory system started intervening.

The GDPR (General Data Protection Regulation) came into effect in 2018, which forced advertisers and website owners to notify users about the usage of cookies and tracking of the personal information about them.

Even before the law was adopted, Apple made a first move by restricting the third-party cookies on Safari web browser. Then Firefox and Edge followed Safari down the cookieless road.

However, 2020 and the iOS 14 update was way more painful, with the option opt-out of in-app tracking. 

Facebook lost an incredible amount of data to feed its algorithms and had to quickly adapt. 

But as we can see, Facebook adjustments covered a much broader array of events than just mobile-tracking: 

• Requirement to verify domain for authentication purposes
• Attribution window decreased to seven-day from 28-day
• Facebook Conversion API as a necessity for proper performance
• NEW: Facebook Analytics is preparing for retirement 

Clearly, Facebook is getting ready for the new era of advertising. No matter how loud the fights are in the media between Apple and Facebook, it’s fair to say that Facebook would have to do it anyway. Maybe now is just the right moment to make the jump? 

What is the Facebook Conversion API and how can you season it? 

Facebook Conversion API is a server side tracking and attribution technology. Unlike Facebook Pixel, that worked on a browser side, CAPI tracks all events server to server. 

Facebook Pixel is a trusted technology, but it’s becoming outdated in the age of cookieless updates. On the other hand, Facebook CAPI existed even before, but was more of a fancy technology for pro marketers or giant advertising companies.

Disadvantages of a Facebook Pixel 

• Doesn’t comply with Privacy Updates
• Provides inaccurate attribution and conversion data
• Gets easily blocked by ad blockers

Advantages of a Facebook CAPI 

• Futureproof for cookieless updates
• Better accuracy for conversion data
• Better attribution

Facebook Pixel still works, and Facebook CAPI works perfectly too. But a way to transfer the data to FB algorithms for optimisation is tricky. The best decision right now is to partner up the forces of Facebook Pixel and Facebook Conversion API. Why? 

The partnership of Facebook Pixel and Facebook Conversion API

Facebook Pixel is still responsible for gathering all the data inside of the platform. And CAPI is there to cover the server side tracking, in order to ensure the ability to do the tracking and attribution in a safe way for the digital space. When these two are together, they are a real power couple. 

You get the data, track on a server side, attribute conversions and optimise the campaigns towards an event of your choice (like a purchase, sign-up, clicks, etc.). 

However, there are two very important things that you have to follow: 

• You can optimise only for the events added to the Aggregated Events Measurement (AEM)
• You can add events to AEM only once they are “warmed-up”
• You can configure events only coming from verified domains

Unfolding AEM

AEM is a special Facebook protocol that allows measurement of events after the iOS 14 Update was rolled out. You can add up to eight events to AEM to configure and use for optimisation of your campaigns.

Make sure to always choose the right events for top priority, because that’s what Facebook is going to be focused on.

You can not add the event to AEM until the event has got enough traction. What is ‘enough’ is a mystery, since every event was behaving differently in that regard. On average, an event has to receive from 15 to 30 conversions and always has to be associated with a verified domain. 

Domain verification 

Now it is not just a recommendation but a requirement to verify the domain where conversions happen for your events. It’s not that complicated for advertisers who own the domain, you just have to follow the Facebook guide.

There are three ways to verify domain on Facebook: 

• DNS verification
• HTML File Upload
• Meta-tag verification

However, those involved in affiliate marketing are under the influence. You need to have access to the domain of the conversion event. And since affiliates run offers through the advertisers, they simply don’t have it. Therefore, affiliates need to find alternative solutions for domain verification. 

Attribution window limitations 

After the update, Facebook jumped from a 28-day click attribution window to seven day one. This is hurtful, since you put your optimisation decisions at risk due to a shorter period of time when the data has been stored. Plus, the view attribution window has changed from seven day to one day. 

It is logical to state that the more data you have, the better the attribution will be.

This data is directly influencing the way your campaign optimisation goes. And obviously the end victory is the boost in conversion/sales/clicks/etc. You have to find a way to increase the attribution window to get accurate results. 

Implementation

When you choose to go for Facebook Conversion API you have two options: 

• DIY (a developer has to code a solution for you)
• Find a perfect mar-tech solution

The Facebook Guidelines show how you can develop a CAPI solution with your own resources. 

The benefits to look for in Mar-Tech solutions: 

• Complex solution (goes beyond Facebook CAPI setup)
• No-tech skills required for setup
• Solutions for better attribution modelling
• Helps verify third-party domains (if you are an affiliate)

To sum up, things you need to take control of when choosing Facebook Ads:

• Implement CAPI & partner forces with Pixel
• Verify the domain 
• Warm-up the events and add them to AEM
• Choose top priority events for optimisation in AEM
• Find a solution for improved attribution

Yes, it has become way more difficult to maintain the performance that we’re used to on Facebook. If you want to receive benefits from Facebook Ads, you have to find a way to its heart. We believe that now we have entered the times when it’s better to delegate it to people who devote their time to decoding the Facebook mysteries. 

The post Should I Stay or Should I Go: Choosing Facebook Ads in 2021 appeared first on PerformanceIN.

Appearing across billboards and online, #myroots tells the stories of TikTok Creators and Artists as they celebrate their Afro-Caribbean heritage.

The campaign features several Black Creators and influencers, including singer and songwriter Cat Burns, football freestyler Jeremy Lynch, personality and queer Creator Lily Rose, actor Michael Dapaah and Bedford-based comedian Sherice Banton.

The campaign was created by TikTok’s Creative Lab team in collaboration with Black Employees, Black Creators and Black creative talent, and will run for four weeks in October.

Black talent collaborated on this campaign and creative, with bespoke music for the campaign by Carly & MARL, mural art made by artist Linnet Rubaya, and TopView and social films directed by influential poet and director Caleb Femi.

The #myroots campaign champions the Black community both on and off the platform, aiming to encourage even more Black Creators to share their stories and allow everyone to learn about the individual experiences of those taking part. For the OOH placements, a personal statement is shared by each featured Creator about their heritage and what it means to them. 

With TikTok at its core, the campaign will also see a series of in-app activations such as Hashtag Challenges, Branded Effects, TikTok LIVEs and TopView ad takeovers. Social ads will appear on other platforms including Facebook, Instagram and YouTube across the month. 

The campaign forms part of TikTok’s wider Black History Month activities, which includes a series of virtual events, TikTok LIVEs, panel discussions and more. The company is also partnering with Black Tech Fest (BTF), a first-of-its-kind digital conference and movement aimed to help Black professionals expand their network and influence.

“It was important for us to mark Black History Month in the UK this year in a way that felt inherently TikTok – by celebrating our Creators and their stories. #myroots will honour the contribution made by the Black community, the joy our Black friends, family and colleagues bring, and look ahead to the future of Black talent on TikTok. This campaign has been developed to shine a light on the different experiences and stories of the Black community, and has been carefully curated to feature the brightest Black talent from across the UK,” said Trevor Johnson, global business marketing director at TikTok.

“At TikTok, we take great pride in the diverse community we hope to nurture on our platform. We know it’s something we constantly need to work on, and we will continue to make sure programmes like this become an everyday part of the TikTok experience for the 100 million people who use our platform across Europe,” Johnson added.

Speaking about being part of the campaign, Creator Lily Rose said: “I felt extremely privileged and honoured to have been chosen to be a part of such a historic campaign. I think it’s positive how TikTok are trying to spread awareness of the Black Lives Matter Movement (BLM) and are proactively encouraging the voices of Black Creators to be heard. It’s great to see a platform with the prominence of TikTok finally giving Black Creators the recognition they deserve and bringing them to the forefront of the app.”

The post TikTok Launches New OOH and In-App Brand Campaign to Mark Black History Month appeared first on PerformanceIN.

Through Reach(TM), Button’s latest product that offers its deep linking and app-tracking technology as a service to affiliate network traffic, brands are able to convert moments of high intent into lifetime value enhancements through app installs. 

A perfect example of this in action was with Sam’s Club. The brand worked with Rakuten Advertising and Button through Reach(TM) to enhance the user experience by seamlessly routing consumers from mobile sites to the Sam’s Club app.

Other objectives included extending the brand experience for loyal shoppers, increase the usage of Sam’s Club’s app, and reap the benefits of higher conversion rates from in-app shopping sessions.

By leveraging Rakuten Advertising’s expansive publisher network and Button’s Reach technology, leading retailers and mutual customers like Sam’s Club are able to enhance the user experience by seamlessly routing users to apps they already have installed, to extend the brand experience for loyal shoppers, increase the usage of a retailer’s app, and reap the benefits of higher conversion rates from in-app shopping sessions. All the while, brands can manage partnerships and view their app affiliate data from Button on their Rakuten Advertising dashboards. 

In addition, publishers benefit from app payouts without having to update links, while consumers enjoy a shopping experience that moves seamlessly between Rakuten Advertising publisher sites and branded apps. 

“Reach(TM) has created a major opportunity to utilise the affiliate channel to drive installs,” said Rick Ton, senior director, marketing at Sam’s Club; “By working with Button and Rakuten Advertising through Reach(TM), affiliate marketing has become a major engine that fuels Sam’s Club’s key mobile initiatives, more than we ever thought it could before.” 

“Together, Rakuten Advertising and Button are creating value for our clients by giving them a way to engage with their users in the mobile affiliate space,” commented Jeff Wender, chief revenue officer at Rakuten Advertising.

“By partnering with Button to create new ways for brands to engage consumers, we’re also helping marketers to deliver on the experience and value that consumers seek,” he added.

The post Button Partners with Rakuten Advertising to Transform App Installs for Sam’s Club Through Reach(TM) appeared first on PerformanceIN.

The report provides a current snapshot into how brands, agencies, media owners and tech vendors see the impact of mobile – its use as a tool for advertising effectively, as well as opportunities and concerns, particularly following the disruption of the COVID-19 pandemic.

The survey featured 596 marketing professionals across 26 markets in EMEA, carried out in April and May, highlighting recent trends and insights in EMEA.

Nearly half (49%) of marketing professionals, up from 40% in 2019, are allocating more than 25% of their budget to mobile. WARC ad spend data shows it is the fastest growing media and the biggest driver of internet growth.

However, COVID-19 has inevitably had an impact on budgets. Prior to the outbreak, 66% were expecting their mobile budgets to rise over the next year. Now, only 39% feel the same.

On average, 50% of mobile budgets are being allocated to mobile video, which will be a key focus for the largest proportion of marketing professionals.

Meanwhile, the growth in consumption of mobile video is seen by respondents as the most significant consumer behaviour impacting marketing for 2020. The rise of apps like TikTok and Quibi will be substantial over the next 12 months.

Gaming and 5G advancing

Three quarters of respondents are considering ad length and design when creating content for mobile, and the growth of e-commerce has driven developments in mobile-based branded content and shoppable ads.

Advertising via mobile gaming is also expected to grow as 5G advances present a leap in performance.

By 2025, 48% of marketing professionals expect mobile-based branded content to be their main focus.

Mobile display advertising is also used in a quarter of campaigns and is the biggest 2020 focus for 47% of marketing professionals.

These results reflect the growth in mobile display advertising that has been fuelled by the boom in programmatic trade. Paid search and mobile display now account for almost all of the global mobile ad investment, and respondents to this survey said they were using mobile display in a quarter of all their campaigns.

Measuring mobile effectiveness

Overall, mobile marketing has consistently been seen as effective over the past five years, with the increasing investment in the channel reflecting this confidence.

And though the COVID-19 outbreak has reduced budgets, the initial signs are that mobile advertising has been less affected than desktop advertising, with marketers seeing higher levels of effectiveness on mobile due to increasing usage.

Overall, 73% of respondents use engagement metrics to measure mobile effectiveness.

“The findings of this year’s survey reveal that despite reduced budgets bought on by COVID-19, mobile marketing remains the fastest growing channel providing opportunities, such as mobile video, e-commerce and gaming, for brands to effectively engage with consumers,” commented Amy Rodgers, managing editor research & rankings, WARC.

“This is our fifth year in publishing this report that is designed to give comprehensive insights and guidance for marketers, agencies, and media owners alike with data to benchmark their clients and peers, gain guidance on marketing and mobile trends, and identify future challenges and opportunities, especially based on this most unusual year,” said Chris Babayode, managing director of MMA EMEA.

The post Mobile Fastest Growing Channel in EMEA, Study Finds appeared first on PerformanceIN.

In June, Apple announced at WWDC that the next version of iOS would make the IDFA (Identifier for Advertisers) opt-in for all apps. Starting in September, iOS 14 will require every app to get explicit permission from the user before tracking them or accessing their device’s advertising identifier. In other words? Big changes are coming to the mobile ecosystem. Here’s what you need to know.

Apple iOS 14 will make app tracking opt-in

Apple users who upgrade to iOS 14 later this year will notice a new pop-up when they open an app for the first time. This is the new IDFA opt-in prompt, and it’s the most significant change separating iOS 14 from its predecessors. Here’s what it looks like: 

The new prompt is part of Apple’s AppTrackingTransparency framework, and is required for every app that wants to access a user’s device IDFA to track them. The pop-up will be shown on a per-app basis to users who have not already enabled Limit Ad Tracking (LAT) on their phone. When a user does not give consent to be tracked, the user’s IDFA will appear as all zeros, and the requesting app will not be allowed to track them. 

If that just sounds like an app-specific version of Limit Ad Tracking, it’s because it is. But there is one big difference between this pop-up and the LAT feature: visibility. 

LAT is a device-level setting, but it’s buried deep in the iOS settings menu. It’s hard to find, which is likely the reason only 30% of Apple users have it turned on. The new pop-up, however, will be unmissable — and that’s the point. 

Privacy by design

Making it easier to see and control what companies are tracking you and why is a definite win for consumer privacy. Given Apple’s steady progress toward greater protections for data security and privacy, this move was a natural next step. 

It’s also a strong signal to marketers of where the rest of the industry is heading. iOS 14 represents the beginning of a paradigm shift for mobile marketing, because where Apple goes, Google and others follow:

• Apple introduced Limit Ad Tracking (LAT) in 2012; Google introduced similar tools in 2013
• Apple introduced Intelligent Tracking Prevention (ITP) in 2017; Mozilla announced similar anti-tracking measures in 2018, followed by Google in 2019
• Apple introduced default third-party cookie blocking in March 2020; Google is following in 2022

It’s possible that Google breaks tradition and chooses not to follow Apple with something similar for Android’s version of the IDFA, the Google Advertising ID (GAID or AAID), but experts are betting otherwise.  

How the mobile attribution industry is responding

Mobile attribution companies have chimed in across the ecosystem, and with mixed reactions. Across the board, one thing is clear: everyone wants more clarity from Apple on exactly how mobile marketing will work in iOS 14. 

Here are some of the major industry players and their responses:

Adjust

• An update on Apple’s user privacy changes
• Granular attribution compatible with iOS 14: The Attribution Hash

AppsFlyer

• The future of the App Store economy, in a privacy-centric world

Branch

• How to Prepare Your Mobile App and Attribution Stack for Apple’s iOS 14 Privacy and IDFA Changes

Kochava

• Apple Announcements at WWDC 2020 Challenge Marketers to Tap Alternative Marketing Solutions

Singular

• Singular announces first-to-market SKAdNetwork support to replace the IDFA
• IDFA iOS 14 FAQ: What’s true, what’s fake, and what’s total fantasy

There’s a lot of noise out there about what this really means for mobile marketing. If you assume that only Apple really knows, then it’s time to take a look at SKAdNetwork, Apple’s proposed solution.

SKAdNetwork is an iOS install attribution API originally released in 2018 and updated for iOS 14. According to Apple’s developer site:

“SKAdNetwork allows registered advertising networks to attribute app installations to a particular campaign by receiving a signed signal from Apple. This enables them to verify how many installations occurred from an advertisement and measure which campaigns are most effective while maintaining user privacy. Beginning this fall, advertising networks using SKAdNetwork will have access to Source App information, which identifies the specific app from which an installation occurred. This allows advertising networks who run advertisements on apps they don’t own to identify which app should be credited with initiating the download. SKAdNetwork will also identify re-downloads, which helps advertising networks measure the success of re-engagement campaigns.”

What this means in a nutshell: Apple has decided to facilitate the attribution process at the operating system level to ensure that consumer privacy is protected to its standards. And in doing so, the company is eliminating most of the granularity that mobile marketers have come to expect in their data. (Singular has a good breakdown of it here.)

At least, that’s what people think. Right now, there are still more questions than answers when it comes to iOS 14, SKAdNetwork, and the future of marketing on Apple devices. 

What mobile marketers should do now

If you’re an advertiser who uses a mobile measurement partner, you’re in good hands. Across the board, MMPs are aware of the potential and wide-ranging effects iOS 14 will have on mobile marketing, and they’re working to address that new reality ahead of the September 2020 release. Adjust, for example, has already suggested a solution that uses an “attribution hash,” and Singular has announced SKAdNetwork support. However they end up doing it, MMPs are still working to provide well-attributed data.

Right now, the best defence is a strong offence. Make sure your tracking methods and solutions are solid across the board. Work closely with your MMPs, partner management platforms, and other partners to communicate steps you’re taking to prepare. And keep up with the news, both from Apple and experts in the industry. Because until Apple releases more information, this is about all you can do. Time to hurry up and wait. 

If you have questions about working with MMPs or want to know how the TUNE platform can help protect your campaigns with future-proof tracking, drop us a line at sales@tune.com or check us out at tune.com.

The post How iOS 14 Will Change the Future of Mobile Advertising appeared first on PerformanceIN.

As part of the launch today (July 14), global affiliate network Awin has been confirmed as the first partner to integrate with Button through Reach^TM to unlock app installs and drive incremental growth for their brand partners. 

With this exclusive partnership, Awin’s brand partners now have the ability to optimise mobile traffic through the higher-converting app channel.

Reach^TM enables brands to capture higher-value users through installs and improve the accuracy of affiliate tracking in their app. Furthermore, publishers will benefit from higher payouts through purchases made by app shoppers, with consumers to get a more seamless shopping journey on mobile.

As a result, Awin for instance, can successfully track app installs and sales for its partners.

The stats

According to Button, early Reach^TM tests revealed that a brand partner on Awin’s affiliate network was able to outperform standard mobile web affiliate traffic by 50%.

Furthermore, it was proven that 10% of shoppers who made a purchase had installed that brand’s app and that 60% of shoppers who installed that brand’s app made a purchase within 30 days.

Overall, this demonstrates the effectiveness of unlocking app installs and sales, enhancing the mobile shopping experience for partners, and getting accurate app tracking—driving incremental growth by tapping into the full potential of mobile affiliate traffic.

What the experts say

Upon hearing the announcement, PerformanceIN reached out to Button co-founder and CEO, Michael Jaconi and Awin global head of strategic partnerships and innovation, Paul Stewart to discuss the launch of Reach^TM, their partnership and what this proposition means for affiliate in-app tracking going forward.

What’s the strategic goal behind Reach and its place in mobile affiliate?

Michael Jaconi: Reach enables brands and advertisers to optimise their affiliate traffic to drive more revenue. Through Button’s link optimisation technology, Reach is driving an increase in revenue of 50% per click for our retail partners. Apps convert on average 300% better than mobile web according to Button data, so if you’re a retailer with an affiliate budget and an app, you should be using Reach.  

Combine that with the fact that Reach is empowering marketers to acquire app users through their existing affiliate traffic, and that these installs perform better than installs from search or social, CMOs are realising that affiliate can become a powerful channel for app acquisition.

With boycotts and increasing costs on the major platforms, installs through the affiliate channel are going to prove to be a big investment area for mobile marketers.

Paul Stewart: Tracking activity from web-app or app-app is complex and difficult to achieve at scale without compromise on either the publisher’s or retailer’s side. What quickly became apparent to Awin was that for the performance industry to capitalise on the huge opportunity that in-app represents there was no room for poor customer experience, or for requiring manual updates from publishers: it should just work.

This is what our integration with Button has enabled – with a number of clients already benefiting. What today’s announcement represents is the next stage of our partnership, making it easier than ever before to ensure that the true value of the performance channel can be optimised to grow sales wherever they occur and with all reporting centralised within the Awin UI.

What opportunities does it present for networks?

MJ: Reach helps networks seamlessly provide its advertisers with the best app tracking and app install solution built specifically for the affiliate channel. As a result, advertiser partners are able to drive higher revenue in mobile—the fastest segment of growth in their programs.

By leveraging the publisher footprint of a global affiliate network and Button’s cutting-edge new Reach technology, affiliate marketers can now be important contributors to their CMOs’ mobile strategies. 

How do you see this scaling mobile app tracking in the affiliate channel?

PS: By removing the need for publishers to update links and ensuring that retailers have a clear way forward this partnership removes one of the last big obstacles to mass adoption – it moves the conversation from ‘how can we?’ to, ‘why should we?’ – and from the results that Awin see replicated across multiple clients, the benefits are consistently compelling, with higher AOV’s, conversion rates and a host of new publisher types that can be brought on to a programme. In summary, there has never been a better time to capitalise on the opportunity.

MJ: Reach has proven to increase revenue while improving the accuracy of app tracking. Most importantly, Button’s link optimisation technology makes the user experience far more seamless and enjoyable.

Another great development is that Button has partnered with leading mobile measurement partners (MMPs) like AppsFlyer and Adjust, and more to be announced soon, to ensure that these MMPs can provide advertisers with a holistic view of all marketing spend including affiliate, which has historically been a gap in visibility.

By using Button’s in-app mobile affiliation and link optimisation technologies, advertisers can begin driving revenue growth overnight, building stronger relationships with their affiliate networks, and viewing all of their data in MMP dashboards.

The post Button Unlocks In-App Tracking Potential with ‘Reach(TM)’ appeared first on PerformanceIN.

The integration between Button and Adjust will provide brands​ with the visibility into all of their attribution data in one tool, including mobile performance data like clicks, installs and LTV. This will bring affiliate into the marketing fold as mutual customers of Button and Adjust can now gain a holistic understanding of the efficiency and performance of the app affiliate channel alongside all other channels of traffic.

“Now more than ever, brands have to make smarter investments with their marketing dollars. Button’s partnership with Adjust is offering marketers the confidence that they need to understand how affiliate, frequently cited as their most profitable channel, is performing in mobile,” said Michael Jaconi, co-founder and CEO of Button.

“We couldn’t be more proud to team up with Adjust, the global SaaS business that we’ve long admired. Together, Button and Adjust are mobile’s definitive growth engine helping marketers better understand the value that the affiliate channel is driving towards their business goals,” Jaconi added.

“Adjust and Button share a common vision for empowering data-driven marketers to succeed,” commented Andrey Kazakov, VP partnerships at Adjust.

“With the combined power of our best-in-class measurement and automation solutions, we are removing a lot of the manual work for marketers and freeing them to work smarter and maximise the impact of their mobile affiliate strategies.”

​Button and Adjust have demonstrated an example of the partnership in action, working the global mobile marketplace Joom. Adjust unifies Joom’s performance data gathered across platforms, campaigns and apps, enabling its marketers to drill down deep into their campaign performance and maximise their ROI across multiple channels.

“Our mission is to let users shop for anything at the best prices possible,” added Andrey Zagoruiko, region owner, USA, at Joom.

“We could not be more excited to leverage this partnership between Button and Adjust—this will boost Joom’s user acquisition in the US to help more shoppers be able to purchase exactly what they need in the comfort of their homes,” he concluded.

The post Button and Adjust Team Up to Help Marketers Fuel Mobile Affiliate Growth appeared first on PerformanceIN.

Short term / the spread of the Coronavirus: 

The world of online sales, especially in the field of mobile traffic is going up and down every day in this time of the Coronavirus crisis. Some clients are having record high levels of sales whilst others see numbers go down. According to Rakuten Intelligence, e-commerce spending in the US is seeing an overall boom, but consumers’ purchase behaviour has shifted. A Mckinsey study shows that 75% of apparel and fashion stores could face challenges, while “in-door” categories that focus on comfort and self-care are more relevant to consumers. 

Nothing is as before, the level of discount needed to incentivise purchase can increase or decrease due to the daily situation. Where do brands and retailers get some certainty in these highly uncertain times? One answer is in-app tracking. To start with, in order to help make sure that the discount you’re offering is enough but not too much every day, you are going to need accurate in-app tracking. In addition, it also gives you valuable information on which channel is driving sales the best. The mobile app channel has never been more important for brands and retailers. In Q1 2020 app downloads increased by 20% (5% in Google play and 15% in IOS app store). Therefore, it is essential to get reliable data for this channel. 

In-app tracking also benefits your users, both old and new. New clients, especially those that aren’t always digitally native, are likely to be put off if the app is too complicated or doesn’t offer a seamless user journey. All they need is simplicity, simplicity, simplicity. In-app tracking gives users this smooth journey from looking for discounts to one-tap download, saving new clients effort and trouble to become your loyal app users. 

This seamless customer journey also benefits your existing app users. Without in-app tracking, after finding a discount, your app users will only be redirected to your mobile webpage, where they might lose basket history and get confused. With in-app tracking, your users will be redirected to your app while they click on the coupons.

Midterm / what will happen in the next stage of life, as the coronavirus infections recede and the financial effects increase: 

We cannot be exactly sure what happens next as a new chapter and another month of our battle with this invisible enemy begins. For instance, when we all start to leave our homes more and more as lock down measures recede, how will people’s purchases change: 

– Will everyone suddenly want to buy things to enjoy the outdoors more? 

– Will people look to their own neighbourhoods for more local based experiences? 

– Will people still spend so much time virtually connected? 

– Will commuters avoid crowded public transport, turning to cars, bikes and scooters? 

– Will students and workers carry on with home learning and home office? 

– Will everyone care more about their health and staying fit? 

The fact is, we cannot answer these questions with certainty. Looking at China that is ahead in reopening their economy, we still see cautious consumer behaviour.

Therefore, the continuous uncertainty in the midterm will still have an effect on how much incentive you must promise and how your coupon strategy is working. Again, in-app tracking can provide this much-needed certainty. 

Long term / The speed and dynamics of the mobile purchase journey: 

Mobile traffic accounts for approximately half of traffic on the web and the use of mobile apps is growing. Because of the growing popularity of mobile, things that once took days and weeks can be done in seconds and minutes. On top of this, our mobile devices make everywhere a point of purchase, bringing many opportunities. 

Here again in-app tracking can provide you with even more assurance that your incentive and offers are effective, well placed and well timed , especially as more and more desktop customers switch to mobile apps for everything from inspiration to evaluation to purchase. 

ONE CERTAINTY IS THAT CONSUMERS REALLY NEED HELP 

There is an opportunity in challenging and changing times to increase sales and build brand connection: 

Through all this uncertainty there are still opportunities for brands to increase their sales and consumer engagement through useful commerce content, smart product selection and of course discounts. 

In fact, discounts when presented in the right way can not only increase sales they can actually help build connection with customers, helping people afford the life they live. You just need to find out what level of incentive they need to make that purchase – which is where in-app tracking helps as real opportunities need real time data. 

SUMMARY – IN APP TRACKING

– gives you data, results and certainty even in the most uncertain times – like right now! 

– allows you to be fast and flexible with offers in changing times – giving you the edge over those who don’t have it! 

– can simplify your customers journey to download your App – maximising the number of new customers! 

– can be turned on with minimum effort and maximum effect. 

The post Certainty in Uncertain Times with In-App Tracking appeared first on PerformanceIN.

Largest-ever quarter for mobile spending

Consumers spent a record $23 billion on apps in Q1 2020, the largest-ever quarter for mobile spending, while staying at home through the COVID-19 outbreak.

More than ever before, an app install and conversion strategy is on every marketer’s mind as a way to acquire new users and re-engage existing ones. Marketers are also searching for a single source of truth from their mobile measurement partners to capture all attribution information, including app installs powered by Button. 

With this integration between Button and AppsFlyer, brands will now have the ability to gather and analyse mobile performance data like taps, install rate, return on ad spend, and more in a single view on their AppsFlyer dashboards. With this transparency on all attribution data, brands are able to better understand the lifetime value that Button is driving for its users, and will be more equipped to increase mobile conversions and grow its app user base in the US. 

“Together, AppsFlyer and Button create value for our customers by giving them a better understanding of how effective their spend is across channels, enabling them to innovate in ways that are almost unimaginable today,” said Ben Roodman, senior director, partner development at AppsFlyer. 

“Every marketer is looking to spend smarter and make every dollar count, especially in times like these,” said Michael Jaconi, co-founder and CEO of Button.

“Button is honoured to partner with AppsFlyer, the first unicorn in the attribution category, to help our mutual brand partners like Klook have full visibility into their spend across all marketing channels, including the CPA model that Button is bringing into mobile. We look forward to helping brands have a better grasp of in-app spending, value, and performance in order to maximize their marketing dollars in the affiliate channel—the most profitable channel that a marketer has,” Jaconi concluded.

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