Gauge the Efficacy of Your SEO Strategy and Marketing Campaign with Mobile App Attribution

Chicago isn’t just a powerhouse for Fortune 500 companies, B2B companies, and marketing agencies, but it’s also home to several small businesses and startups.

Chicago’s tech scene no longer sits in the shadow of the robust tech hubs on the coast—Silicon Valley and New York; its startup-friendly environment has started to turn heads internationally, encouraging the rapid growth of a dynamic startup ecosystem.

The Windy City has accounted for $1.7B in startup funding alone, ranking it one of the nation’s top cities for return on startup investment. Chicago has also successfully made its way in the top 10 list of global tech innovation hubs, and was ranked third-most innovative tech hub in the country.

With over 1.2 million small businesses operating in the state of Illinois alone, establishing a business in Chicago, while promising, can be quite challenging—especially if you don’t have a solid SEO and digital marketing strategy in place.

SEO is a valuable investment for small businesses that need to kick-start their company, improve their visibility across the internet, and establish trust and credibility among their audience.With the help of professional SEO services in Chicago, you can build an actionable strategy, drive targeted traffic, and boost conversion rates.

The Need For Mobile App Attribution

In today’s marketing landscape, your consumers’ purchasing journey has moved from desktop to mobile channels. With mobile devices accounting for nearly half of the global web traffic, marketers are aware that consumers are constantly on their tablets and mobile devices, and this usage will only grow over the years. As a result, brand owners and marketers have poured all their investments in mobile ad campaigns.

With mobile advertising, brands can track users on the device they engage on most. They can deliver hyper-targeted promotions and ads to consumers in a way that traditional advertising can’t!

But there’s one problem: brand owners are unaware of how to leverage the full potential of their mobile ad and SEO campaigns. How do they measure the effectiveness of their marketing campaigns? How do they determine the amount of money that needs to be spent on advertising? How do they calculate the return on investment? This is where mobile app attribution comes into play!

What Is Mobile App Attribution?

Attribution is how marketers and brand owners understand the user journey. This includes tracking and measuring user events, like app installs, repeated purchases, in-app purchase behavior, sign-ups, downloads, level completions, etc.

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Successful mobile attribution covers the entire conversion funnel—from the first click to every in-app activity. It identifies and relays how a user reacts upon seeing a mobile ad. It also helps you determine the target demographic and how they move through the app by tracking their key events.

Therefore, marketers can use mobile app attribution to assign mobile app conversion events to marketing campaigns and quantify how various marketing touch points influence conversion events. This gives them insight into which mobile ads are effective and which ones offer a profitable return on investment.

Let’s look into other ways how mobile app attribution enables brand owners to drive growth with improved SEO and marketing campaigns:

Tracking Where Users Were Acquired

One of the biggest ways in which mobile app attribution plays an indispensable role in the mobile ecosystem is tracking installations and conversions. Attribution reports show you the consumer journey from the moment a user clicks on an ad to all the actions they complete in-app. Marketers learn how users (paid or organic) were acquired and whether they’re new or returning customers.

These collective insights answer an important question: how does my ad spend impact growth and what do I do to push forward in my marketing efforts with greater success?

Prove Your Campaign’s Effectiveness across the Sales Funnel

The marketing rule of 7 states that it takes an average of seven interactions with a brand before a consumer makes a purchase. This rule holds more importance in the mobile advertising realm where consumers become easily distracted while browsing.

Instead of counting just the first-click or last-click, mobile app attribution tracks the customer’s journey from their initial interaction across several touch points on an array of devices and platforms. This allows marketers to quantify a campaign’s ROI, and tweak it according to the results obtained from attribution.

Determine Your Best-Performing Campaigns

Once you’ve identified your best and most effective campaigns through mobile attribution, you can pinpoint your campaign’s most effective ads and iterate them across other platforms. This also gives you the opportunity to optimize your campaign’s creative assets and use hard data to tweak low-performing ads and get rid of the failing ones.

Practice Smart Retargeting

When you have a better idea of how your ads perform across different platforms, you can perfect your retargeting efforts; for instance, specifically target users that downloaded your application but didn’t stick around.

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Mobile app attribution gives you insight into the users’ in-app behaviors and helps you identify what didn’t work for the users and what clicked.

Fine-Tune the User Journey With Actionable Feedback

Remember, mobile app marketing is centered on results. Product designers and marketers need to show that their ad campaigns have a positive impact on revenue. But without insights into how the campaigns persuade, impact, and drive users, marketers are unable to demonstrate that connection.

Mobile app attribution gives product teams direct feedback. Attribution reports give marketers a chance to tweak, optimize, and test everything from the menu placement and button colors to onboarding sequences. This way, they can build apps and products that people love!

Additionally, marketers can map these reports on their BI systems to further understand and optimize the app’s user funnel. They analyze the stages of the funnel that have lower conversions, and thereby fine-tune it to push more users to convert.

Enhance Customer Interactions

Mobile app attribution offers effective means of communicating with your current and potential customers on an individual level. This improves customer engagement with your brand.

Marketers use the data to analyze and eliminate any hiccups on the path to re-engagement and conversions. This includes fixing technical bugs, improving readability and navigation, and incorporating more of what the users prefer.

Final thoughts

The goal of SEO and marketing is to cultivate existing clients, create new customers, and optimize the user journey to generate sales. Since multi-touch mobile app attribution offers complete transparency at every touchpoint across the sales funnel, marketers and brand owners can use this strategy to cut inefficiencies and grow revenue through better investments.

Keep in mind that mobile app attribution takes time and may be challenging for even the most seasoned advertisers and marketers. Consider partnering up with an experienced digital marketing firm that offers top-of-the-line SEO services in Chicago to ensure the best outcomes and accurate results.

About the Author

The author works at  a leading SEO consultation firm Chicago, Search Berg, which caters to businesses of all sizes across the country.

They specialize in on-page SEO, link building expertise, and providing online reputation management services.

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