Today we will talk about web-to-app attribution, aka one of the most effective ways to purchase traffic, following up on the launch of IOS 14.5. All advertisers still prefer to see attribution across all users same as before, without delays and data loss. And this is where the web-to-app attribution comes in as one of the finest ways to proceed with purchases in the same way as before.
What is web-to-app?
Web-to-app is a way to buy traffic, in which the user clicks on an advertisement and is then taken to a landing page, instead of the App Store page. Afterwards, the landing page brings the user to the App Store where they can install the application in question. In short, web-to-app is a direct journey taken by the end-user from a developer’s website to their app. At the same time, all information about user behavior is transmitted to Facebook Ads and can be later used for Facebook campaigns optimization.
What landings are used for purchasing?
Landing pages can be classified into several types:
- One-page, one-screen landing
A website with one screen and a CTA (‘call to action’) button, which takes the user to the store. The website itself usually contains USP, app screens, reviews, etc. Usually, this option has a significantly higher view-to-store conversion rate, but at the same time it has a lower IR.
- One-page landing
It dwells in more detail on the features of the product and product’s USP, application screens, reviews, etc.
This landing option implies multiple screens with different Q&A options for the user. The final screen often offers some sort of a personalized solution based on the user’s previous answers, followed by the option to download the app.
What are the benefits of such purchases?
The main advantage is the possibility to fully track these purchases since there are tracking links used to trace the source of the user’s traffic. The said link is placed on the landing and leads to the store.
So, what’s the process?
Schematically, the web2app customization sequence can be shown as follows:
- The user hits the ad (for example, on Facebook). The UA manager attributes URL parameters in the ad that contains the name of the campaign, an adset, a creative, etc.
- Next there is a script that is fired on the website that takes parameters from the URL and Cookie and transfers them through the link for MMP and our backend. This is how we register the click on the link and transmit the data about the user and their attribution to MMP.
- Afterwards, the user installs the application, MMP makes an attribution and records the media source – the campaign of this user. We take the transmitted parameters about the user from point 2, process them in order to merge marketing spends and build predictions
- And finally, the most important step is to send the events back to Facebook. In order to optimize advertising campaigns for the maximum target audience (those who install the app and buy a subscription/get a trial), it is important to send install, trial, and purchase events to Facebook Pixel. Without this step, the advertiser will only be able to optimize for clicks on the landing, which does not always highly effecient.
We collect all the information in our possession about the user and send it along with the completed event (for example, installation).
At this stage, it is important to transfer as much data about the user as possible to increase the matching rate, so that the advertising network receives and attributes as many events as possible for the campaign.
How can our platform Predicted.io be of use?
1. We handle all the complexities related to the tracking customization, and then the sending of conversion of the installation, trial, and payment to Pixel Facebook.
All the client needs to do is to install the script on the landing page and set the necessary parameters provided in the advertisement – we’ll do the rest.
2. We merge campaign, ad set, ad and geo in the ad network costs and then merge them with in-app actions.
Our clients have access to all payback indicators and predictive ROAS of web-to-app campaigns in any required sections (Geo, creatives).
3. We build predictions for web-to-app campaigns in exactly the same way as with direct purchase-to-installs. Our clients know how their web campaigns will pay off over time.
4. Expertise and support
Together with our clients, we have already solved a number of problems related to web-to-app purchases, such as the interfering organic traffic or when certain events fail to reach the advertising network. Keeping such cases in mind, we have elaborated working schemes that will enhance purchases.
If you have more in-depth questions about web-to-app – send us a request and we will be happy to share with you how the Predicted.io platform can help you reach positive business outcomes.