App Install Campaign Guide

App Install Campaign Guide

Admatx through The Trade Desk supports the ability for partners to send mobile in-app events to the platform for retargeting and attribution for no additional fees. Admatx is integrated with AppsFlyer, Kochava and Adjust to enable advertisers to promote their apps using Admatx with the following functionality: 

• Attribute app events such as installs and purchases to a campaign running in Admatx

• Optimize for app-event goals

• Build and retarget audiences based on app events

• Support both Apple App Store and Google Play apps

• Receive all app events from which to derive audiences and attribution information (as opposed to relying on click URL registrations)

Campaign setup note: We recommend that ad groups are split by operating system because the in-app measurement set-up process varies for Android and iOS—both on Admatx's side and on the MMP side.

Before You Begin

Before you begin using in-app event tracking, verify the following:

• Make sure that the app is integrated with one of the specified app analytics tools (AppsFlyer, Kochava, or Adjust)

• Identify the app events to use as KPIs inside Admatx

• Confirm that there are no changes required to the clickthrough URL when setting up event tracking

• Confirm that Admatx receives all events sent via postback URLs, including events driven by other DSPs or organic traffic.

• Confirm that Admatx attributes events to a campaign based on the user's device ID as well as other factors.
   

Create App Data

Creating App Data is the first step in the process and similar to the creation of pixels for standard conversion campaigns.

Steps

• Navigate to the desired advertiser in Admatx

• Select “Data” in the sub top navigation

• Under the First Party Data tab change the drop down selection to App Data.

• Enter the app name.

• Choose your app operating system.

• Select your tracking vendor (AppsFlyer, Kochava, or Adjust).

• Create a new app event - click Add Event and do the following:

  • For each event, enter a name, description, and select the event type.

    • You will need to enter event names on your MMP’s platform to exactly match what you enter in Admatx. Be sure to match letters, spaces, symbols, and capitalizations.

    • If you don’t match event names, app data will not be mapped to Admatx, and you will not see app events populate the App Data section.

  • Click Add Event.

• Click Create App Data.

Tracking Vendors

Configuration of MMPs in Admatx for app-event tracking and attribution is a two-way mapping process: The Admatx IDs are mapped inside the MMP and app events from the MMP are mapped inside Admatx.

After you've created your app data and events, make note of the advertiser ID and tracker ID you receive. Provide these IDs to your tracking vendor. After you've mapped these IDs to your vendor, the events you've identified can be attributed as conversions. Use the CPA campaign KPI to associate a conversion app event with a campaign. App events should start flowing inside Admatx within a few hours.

You are responsible for any setup on the tracking vendor's side, and you should consult their own documentation for those processes. If you need assistance, contact your support@admatx.com.

Mapping MMP Events Inside Admatx

Steps

• Navigate to the desired advertiser in Admatx

• Select “Creatives” in the sub top navigation

• Search for and select the creative that you are planning to track. On the creative's Details page, scroll down to the Tracking section.

• Copy the Click Tracking Link and Impression Tracking Link from the MMP platform and paste each into its own Third-Party Tracking Tag field in Admatx.

• Make sure that all other settings for the creative are correct before clicking Save.
   

Mapping Admatx's (The Trade Desk's) Tracker ID and Advertiser ID Inside the MMP’s Account

Following the app data process outlined above, create an App Event Tracker and activate event mapping on the MMP’s side. 

Consult AppsFlyer's documentation, Kochava’s documentation, or Adjust's documentation for more information. Note Admatx is built on The Trade Desk so you will follow the process outlined for the Trade Desk in the respective MMP.

If everything is done correctly, you will start seeing events flowing through Admatx. Please note that the time it takes for this to begin will vary by vendor, but is typically the same day.

MMP Methodology

AppsFlyer Methodology

AppsFlyer uses a number of attribution methods based on the strength of user engagement. AppsFlyer prioritizes clicks over impressions, and deterministic over probabilistic methods.

Their platform gives you the accurate and actionable insights that help you build better customer relationships and take a customer-obsessed approach. Their independent, unbiased, privacy-first approach allows them to provide exceptional experiences for you, so you can do the same for your customers.
 

Kochava Methodology

Kochava offers both last-touch and multi-touch attribution (MTA) with a flexible attribution waterfall and unmatched configurable attribution controls, enabling advertisers to tailor their attribution logic to the goals of their campaigns. Ad impressions and clicks across omni-channel campaigns can be matched to same-screen and/or cross-screen conversions to provide a 360-degree perspective on performance marketing impact.

Kochava fully supports Apple’s SKAdNetwork and other privacy-enhancing technologies that are paving the future of privacy-first measurement. They also offer in-house solutions for fractional attribution and marketing mix modeling (MMM).

Kochava operates on a “Your Data, Your Way” philosophy, providing unrivaled extract, transform, and load (ETL) support between clients and their data. Through robust reporting, real-time analytics, customizable data syndication, and database-level access with our built-in SQL prompter, there’s no paywall between you and your data.
 

Kochava supports measurement across all connected devices and media channels, with exclusive partnerships across premium ad inventory partners who help their clients reach unique audiences. This is combined with the most flexible, configurable attribution and fraud mitigation controls to ensure accuracy and fidelity in the attribution data you analyze for optimization and spend decisioning. Add to that our longstanding reputation for the best service and support in the industry.

Adjust's Methodology