The scale of the worldwide Android working system (OS) market has grown steadily over time and, as of June 2022, it stood at a wholesome 72% of all cellular gadgets worldwide. In some areas, like Brazil, India, and Indonesia, Android is much more dominant with over 85% market share. With over 250 million Android smartphones shipped final 12 months, Samsung is the most important Android smartphone producer, adopted by Huawei and Xiaomi. To be a world chief in attribution options, a Cellular Measurement Platform (MMP) like Department empowers correct attribution and seamless buyer experiences throughout most, if not all, Android gadgets.
Department has simply launched set up referrer assist for a number of Android app shops
Focusing on Android gadgets like Samsung, Huawei, or Xiaomi telephones simply bought simpler. Department now redirects customers intuitively to the native gadget app shops on these gadgets with set up referrer assist. It really works the identical approach as Google Play Set up Referrer. Department retrieves referring parameters from an expanded number of Android app retailer APIs to offer deterministic matching for attribution and deep linking functions on these newer unique tools producers (OEMs). This growth marks one other milestone in Department’s capacity to supply correct measurement and linking throughout apps, on an immense breadth of app shops.
Deterministic matching captures excessive LTV clients
Earlier than this launch, deterministic matching was obtainable just for campaigns resulting in the Google Play Retailer. Android app installs by means of any alternate app shops would have needed to rely solely on probabilistic matching. Android campaigns on newer app shops like Huawei AppGallery couldn’t provide manufacturers the comparable capacity to offer seamless and pleasant consumer experiences. Now with Department, advertisers can make use of deterministic matching with the assist of a number of Android app retailer set up referrer IDs. Lastly, manufacturers the world over have one other sturdy option to seize excessive lifetime worth (LTV) clients for extra Android app shops.
Disadvantages of probabilistic matching
For advertisers dedicated to providing correct attribution and nice buyer experiences on a constant foundation, the possibilities of a probabilistic mismatch are ever-present. And the potential for mismatch in probabilistic attribution methodologies additionally limits visibility into post-install occasions. Generally, advertisers who merely use probabilistic matching wrestle to personalize buyer experiences and confidently discern the place their highest LTV clients got here from on third-party Android app shops.
How does Department use set up referrers to enhance matching?
The set up referrer is actually a string of code that Department sends to an app retailer when an advert is clicked. When the app is put in, the referrer is shipped to Department the place we match the set up with the advert community (or supply) the place it originated. Correct set up referral information ensures nearly 100% matching accuracy. That is essential to know which visitors sources ship customers to obtain your app and to achieve insights into post-install occasions.
Department’s Android SDK has been supporting the Google Play Set up Referrer for years. With set up referrer assist, Department confidently attributes and deep hyperlinks the consumer after they open the app. And now with set up referrer assist expanded to newer app shops, manufacturers can reliably ship nice buyer experiences throughout a broader vary of gadgets, in addition to deter fraud.
Develop paid campaigns to new areas and gadgets
100% deterministic matching is now doable for deep linking after set up by leveraging every new app retailer set up referrer. With enhancements to the shopper expertise and elevated visibility into your post-install actions, now you can make higher funding selections on paid Android campaigns from third-party app shops. This extra flexibility in OEMs with set up referrer assist is undoubtedly sport altering in Asian, Center Japanese, and Latin American areas.
Deterministic matching on an expanded set of app shops by way of the set up referrer, allows you to leap one step nearer to a world the place each expertise works seamlessly, for each buyer, each time.
Deter fraud throughout third-party Android app shops
With expanded assist for a number of app retailer APIs, Department now gathers the precise set up start time (the second the consumer entered the app retailer and clicked the “set up” button). The straightforward availability of the true set up start time supplies a fuller view into the prevalence of fraud within the ecosystem.
By the character of how they’re constructed, set up referrers can match clicks and installs decisively and successfully defer fraud on Android gadgets. Traditionally, earlier than the set up referrer API might present the set up start time on third-party app shops, MMPs like Department solely had visibility right into a consumer’s first launch of an app, which triggered the initialization of our SDK. Within the absence of set up referrer information, an unknown time hole existed between click on and precise set up. This hole was a great time window for fraudsters to take advantage of.
Throughout this window, a typical kind of fraud referred to as “click on injection” might happen on Android gadgets. Click on injection is a kind of cellular advert fraud distinctive to Android set up campaigns the place a doubtful supply will set off a click on simply earlier than an app finishes putting in. It will happen in a approach that reattributes credit score for the set up to the doubtful supply and away from its genuine supply, which may very well be related paid, owned, or earned channels in an app’s advertising combine.
Click on injection can undercut natural installs. Happily, using the set up start time saves Department clients considerably on falsely attributed installs of their Android app retailer campaigns.
Develop your Android app adoption throughout the globe
Advertisers have to create compelling consumer experiences of their world, omnichannel campaigns. This usually means dealing with steady experiences throughout each OS, OS model, app model, browser, and expertise. Supporting a number of Android app shops in additional correct and efficient methods is a part of Department’s ongoing dedication to push the capabilities of attribution know-how.
With the rising reputation of different app shops on Android gadgets, we acknowledged the necessity to give extra flexibility to world advertisers who rely closely on Android campaigns.
How one can get began with set up referrer assist
For present Department clients, entry to the set up referrer assist on extra Android app shops is now obtainable so long as you’ve got upgraded to the newest model of our Android SDK, v5.2.0. You can even dive deeper into our methodology on set up referrers or our Android integration dependencies. To brainstorm methods to kickstart your world Android campaigns and to make sure you’re taking full benefit of our Android SDK, please contact your Buyer Success Supervisor.
If you happen to’d prefer to study extra about Department’s advert attribution resolution, Common Advertisements, contact gross sales right this moment.
