廣告歸因 移動(dòng)歸因101：每個(gè)開(kāi)發(fā)人員都需要知道的內(nèi)容

廣告歸因

This article was created in partnership with StudioWorks.Thank you for supporting the partners who make SitePoint possible.

本文是與StudioWorks合作創(chuàng)建的。感謝您支持使SitePoint成為可能的合作伙伴。

Optimizing the user experience of your app is crucial for its success,and the best way to do so is by collecting data on how users interact with it.While regular analytic tools do a good job,there’s an even better way now.

優(yōu)化應(yīng)用程序的用戶體驗(yàn)是其成功的關(guān)鍵，而最好的方法是收集有關(guān)用戶與應(yīng)用程序交互方式的數(shù)據(jù)。盡管常規(guī)分析工具可以很好地完成工作，但現(xiàn)在有更好的方法。

Welcome to mobile attribution.This approach to measuring app performance allows you to discover where and how users are interacting with your app and connect them with key points in the app journey.

歡迎使用移動(dòng)歸因。這種評(píng)估應(yīng)用程序性能的方法使您可以發(fā)現(xiàn)用戶在何處以及如何與您的應(yīng)用程序進(jìn)行交互，并將他們與應(yīng)用程序旅程中的關(guān)鍵點(diǎn)聯(lián)系起來(lái)。

But what exactly is mobile attribution and how do you use it?Keep reading to learn.

但是，移動(dòng)歸因究竟是什么？如何使用它？繼續(xù)閱讀學(xué)習(xí)。

移動(dòng)歸因說(shuō)明(Mobile Attribution Explained)

Mobile attribution is the process of measuring two metrics,such as ad spend and app installs.Given that the mobile advertising industry will exceed$244 billion by 2020,you need to know which strategies and channels are wasting your money or generating the most returns.

移動(dòng)歸因是衡量?jī)蓚€(gè)指標(biāo)的過(guò)程，例如廣告支出和應(yīng)用安裝量。鑒于到2020年移動(dòng)廣告行業(yè)將超過(guò)2440億美元，您需要知道哪些策略和渠道在浪費(fèi)您的錢或產(chǎn)生最多的回報(bào)。

Mobile attribution also helps mobile app developers and companies determine how users are interacting with apps and mobile ads.This information can then be used to optimize marketing campaigns,the user experience of an app,and more.

移動(dòng)歸因還可以幫助移動(dòng)應(yīng)用程序開(kāi)發(fā)人員和公司確定用戶如何與應(yīng)用程序和移動(dòng)廣告進(jìn)行交互。然后，此信息可用于優(yōu)化營(yíng)銷活動(dòng)，應(yīng)用程序的用戶體驗(yàn)等。

In a nutshell,the process looks like this:

簡(jiǎn)而言之，該過(guò)程如下所示：

How mobile attribution works:user clicks ad;user ID saved to network;user installs app;user opens app;attribution SKD launches;attribution tool collects dataHow mobile attribution works移動(dòng)歸因的工作原理

Not taking advantage of mobile attribution means that you won’t have the most detailed and accurate data on your mobile app and its advertising performance.This can result in missing opportunities when they arise,or discovering problems too late.

不利用移動(dòng)歸因意味著您將無(wú)法獲得有關(guān)移動(dòng)應(yīng)用及其廣告效果的最詳盡，最準(zhǔn)確的數(shù)據(jù)。當(dāng)機(jī)會(huì)出現(xiàn)時(shí)，這可能會(huì)導(dǎo)致機(jī)會(huì)丟失，或者發(fā)現(xiàn)問(wèn)題為時(shí)已晚。

Appsflyer:people-based attribution.One view of all devices,platforms and channelsAppsflyer is a market leader in ad attribution and analytics with their proprietary“People-based Attribution”technology Appsflyer憑借其專有的“基于人的歸因”技術(shù)，是廣告歸因和分析領(lǐng)域的市場(chǎng)領(lǐng)導(dǎo)者

Next,let’s talk more about why you should be using mobile attribution.

接下來(lái)，讓我們更多地討論為什么要使用移動(dòng)歸因。

移動(dòng)歸因的好處(The Benefits of Mobile Attribution)

These are some of the main benefits you will experience by taking advantage of mobile attribution.

這些是您可以利用移動(dòng)設(shè)備歸因帶來(lái)的一些主要好處。

跟蹤用戶事件以優(yōu)化您的應(yīng)用(Track user events to optimize your app)

You will be able to track every little detail of how users interact with mobile ad campaigns in your app.This includes where they found your app originally,which pages they navigate to,and what features they interact with the most.

您將能夠跟蹤用戶如何與您的應(yīng)用程序中的移動(dòng)廣告系列進(jìn)行交互的每一個(gè)細(xì)節(jié)。這包括他們最初在哪里找到您的應(yīng)用，他們?yōu)g覽到哪些頁(yè)面以及與他們互動(dòng)最多的功能。

This information is priceless.It’s telling you exactly what pages and features users enjoy the most,which channels drive the most traffic,and what campaigns are generating the most results for your app.

這些信息是無(wú)價(jià)的。它告訴您用戶最喜歡哪些頁(yè)面和功能，哪些渠道吸引最多的流量以及哪些廣告系列為您的應(yīng)用帶來(lái)了最多的結(jié)果。

You can then invest more capital into profitable channels,push favorite features to the forefront,and improve how every user engages with your application.

然后，您可以將更多的資金投入到有利可圖的渠道中，將最喜歡的功能推到最前沿，并改善每個(gè)用戶與您的應(yīng)用程序的互動(dòng)方式。

減少?gòu)V告支出并改善廣告系列效果(Reduce ad spend and improve campaign performance)

Imagine being able to quickly discover which ad campaigns and channels are and aren’t driving results.You could cut the losers and invest more into the winners.That’s possible thanks to mobile attribution techniques.

想象一下，能夠Swift發(fā)現(xiàn)哪些廣告系列和哪些渠道在推動(dòng)和不推動(dòng)結(jié)果。您可以削減失敗者，并向勝利者投資更多。這歸功于移動(dòng)歸因技術(shù)。

Mobile attribution will present you with data on which advertisements,campaigns,and individual networks drive the most traffic,installs,and conversions to your app.

移動(dòng)歸因?qū)槟峁┯嘘P(guān)哪些廣告，廣告系列和各個(gè)網(wǎng)絡(luò)為您的應(yīng)用帶來(lái)最多流量，安裝和轉(zhuǎn)化的數(shù)據(jù)。

Many companies throw incredible amounts of money into poor performing campaigns and channels because they don’t have the data that mobile attribution can provide.Don’t be one of them.

許多公司將大量資金投入效果欠佳的廣告活動(dòng)和渠道，因?yàn)樗麄儧](méi)有移動(dòng)歸因可以提供的數(shù)據(jù)。不要成為其中之一。

如何使用移動(dòng)歸因(How to Use Mobile Attribution)

Mobile attribution is great and all,but how do you actually do it?

移動(dòng)歸因非常重要，但是您實(shí)際上是如何做到的呢？

The first way is to use mobile app deep linking.This can be used to collect data on how users interact with your app.Deep linking is also capable of increasing installations and brand awareness.

第一種方法是使用移動(dòng)應(yīng)用程序深層鏈接。這可用于收集有關(guān)用戶如何與您的應(yīng)用進(jìn)行交互的數(shù)據(jù)。深層鏈接還可以提高安裝量和品牌知名度。

Deep linking is available for both iOS and Android devices.By adding specific lines of code to a mobile app,developers are able to push users to the app store to download their app if they don’t have it and then forward them to the intended location.

深度鏈接可用于iOS和Android設(shè)備。通過(guò)將特定的代碼行添加到移動(dòng)應(yīng)用程序，開(kāi)發(fā)人員可以將用戶推送到應(yīng)用程序商店以下載他們沒(méi)有的應(yīng)用程序，然后將其轉(zhuǎn)發(fā)到預(yù)期的位置。

Mobile app deep linking example:user clicks mobile deep link from search results;user forwarded to appropriate app store;app opens on intended pageMobile app deep linking example移動(dòng)應(yīng)用深層鏈接示例

Deep links,as the name suggests,link to deeper features within an app versus the welcome screen.This saves users time and allows them to get to where they want to be faster.

深層鏈接，顧名思義，鏈接到更深層次的功能的應(yīng)用程序與歡迎屏幕內(nèi)。這樣可以節(jié)省用戶時(shí)間，并使他們能夠到達(dá)想要更快的位置。

You can follow the official Android and Apple documentation to learn how to add deep links into your app to begin reaping the benefits of mobile attribution.

您可以按照Android和Apple官方文檔學(xué)習(xí)如何在應(yīng)用中添加深層鏈接，以開(kāi)始從移動(dòng)歸因中受益。

Additionally,companies can invest in mobile attribution services.These give you all the tools and dashboards you need to collect deep analytics on your userbase and app.

此外，公司可以投資于移動(dòng)歸因服務(wù)。這些工具為您提供了收集用戶庫(kù)和應(yīng)用程序上的深入分析所需的所有工具和儀表板。

結(jié)論(Conclusion)

Mobile attribution allows developers to bridge the gap between users and apps to collect critical information.This data can then be used to optimize the user experience,ads,and marketing campaigns.

移動(dòng)歸因允許開(kāi)發(fā)人員彌合用戶和應(yīng)用程序之間的鴻溝，以收集關(guān)鍵信息。然后，可以使用此數(shù)據(jù)來(lái)優(yōu)化用戶體驗(yàn)，廣告和市場(chǎng)營(yíng)銷活動(dòng)。

You can start using mobile attribution today by enabling deep links within your or app or investing in attribution services that do most of the heavy lifting on your behalf.

您現(xiàn)在可以通過(guò)在您的應(yīng)用或應(yīng)用中啟用深層鏈接或投資于代表您承擔(dān)大部分繁重工作的歸因服務(wù)來(lái)開(kāi)始使用移動(dòng)歸因。

What’s your experience so far with mobile attribution?

到目前為止，您對(duì)移動(dòng)歸因有何經(jīng)驗(yàn)？

翻譯自:https://www.sitepoint.com/mobile-attribution-101/