So, you’ve launched your app, and now you’re running mobile web campaigns to drive installations. But how do you know if those ads are actually leading to downloads or even in-app purchases? Here’s how to set up conversion tracking in three straightforward steps.
Step 1: Integrate an SDK or Use Platform Tools
First things first, you need to get some tech in place to track what’s happening after someone clicks on your ad.
Using an SDK
Think of an SDK (Software Development Kit) as a set of tools for your app. Companies that offer app store optimization tools free or as part of a paid service, like Adjust or AppsFlyer, provide SDKs you can integrate into your app. Here’s what to do:
- Choose Your SDK: Pick one that fits your budget and needs. Many offer free versions with basic tracking.
- Install the SDK: Follow the instructions to add it to your app. This usually involves some coding, but don’t worry, they provide step-by-step guides.
- Set Up Events: Define what actions in your app you want to track as conversions, like a download, a sign-up, or a purchase.
Using Apple’s Tools
If you’re solely focused on iOS, Apple’s own tools can help with tracking. Apple’s App Analytics in App Store Connect can track app downloads and some in-app events without additional SDKs, though it’s less detailed than third-party options.
Step 2: Set Up Conversion Tracking in Your Ad Platforms
Now, let’s tell your ad platforms like Google Ads or Apple Search Ads where to send users and what to track.
Create Tracking Links
Use the SDK or platform tools to create unique tracking links for each campaign. This way, you can see which campaign leads to which conversion:
- UTM Parameters: Add these to your ad URLs to track source, medium, and campaign in tools like Google Analytics.
- Deep Linking: Ensure your app opens directly to the advertised content when clicked from an ad. This improves user experience and conversion tracking accuracy.
Configure Conversion Goals
In your ad platform, set up conversion goals. For example, in Google Ads:
- Conversion Action: Define what a conversion means for you, e.g., app install or first open.
- Link to SDK: Ensure your tracking parameters or events are recognized by the ad platform to attribute conversions correctly.
Step 3: Analyze and Optimize
With everything set up, now comes the fun part – seeing what works and tweaking what doesn’t.
Monitor Your Data
Regularly check your analytics. Look for:
- Conversion Rates: How many clicks turn into app actions?
- Cost Per Conversion: Are you spending efficiently?
Optimize Based on Insights
Use the data to refine your campaigns:
- Keyword Optimization: Adjust your app store keywords research strategy based on what terms lead to conversions.
- Ad Creative: Change images or text in ads that underperform.
- Budget Allocation: Spend more on campaigns or channels with higher aso traffic and conversion rates.
Conclusion
Setting up tracking for app conversions from mobile web campaigns might sound techy, but by breaking it down into these three steps, you’re setting yourself up for success. Remember, tracking isn’t just about watching numbers; it’s about understanding user behavior and making your app more visible and appealing. Now, go track those conversions, optimize like a pro, and watch your app grow!