Getting the Most Out of a Tracking Platform
Oleksandr Hrach
What the talk is about
Oleksandr Hrach explains why a mobile project needs an independent tracking platform and how to get the most out of it. Ad networks' own reports shouldn't be taken at face value, so a neutral arbiter is needed: it determines the install source (the industry standard is last click) and shows the cost of in-game events, ARPU and LTV for each campaign. The speaker warns against double attribution, which happens when some networks are measured through their own SDKs and the rest through a third-party service. He also covers real-time access to raw data, deep links, sending conversions back to networks for look-alike audiences, fraud protection based on device scoring and an unusually high share of new devices, and upcoming multi-touch attribution. Useful for marketers and developers who buy traffic for mobile games.