The dimensions 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 units 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 yr, Samsung is the most important Android smartphone producer, adopted by Huawei and Xiaomi. To be a worldwide chief in attribution options, a Cell Measurement Platform (MMP) like Department empowers correct attribution and seamless buyer experiences throughout most, if not all, Android units.
Department has simply launched set up referrer assist for a number of Android app shops
Concentrating on Android units like Samsung, Huawei, or Xiaomi telephones simply received simpler. Department now redirects customers intuitively to the native gadget app shops on these units with set up referrer assist. It really works the identical manner as Google Play Set up Referrer. Department retrieves referring parameters from an expanded choice of Android app retailer APIs to supply deterministic matching for attribution and deep linking functions on these newer authentic gear producers (OEMs). This enlargement 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 prospects
Earlier than this launch, deterministic matching was obtainable just for campaigns resulting in the Google Play Retailer. Android app installs by any alternate app shops would have needed to rely solely on probabilistic matching. Android campaigns on newer app shops like Huawei AppGallery couldn’t supply manufacturers the comparable capacity to supply seamless and pleasant person 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 method to seize excessive lifetime worth (LTV) prospects for further Android app shops.
Disadvantages of probabilistic matching
For advertisers dedicated to providing correct attribution and nice buyer experiences on a constant foundation, the probabilities 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 battle to personalize buyer experiences and confidently discern the place their highest LTV prospects 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 person once 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 units, in addition to deter fraud.
Increase paid campaigns to new areas and units
100% deterministic matching is now attainable for deep linking after set up by leveraging every new app retailer set up referrer. With enhancements to the client 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 recreation 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 person entered the app retailer and clicked the “set up” button). The easy availability of the true set up start time gives 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 units. 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 person’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 perfect time window for fraudsters to use.
Throughout this window, a standard sort of fraud known as “click on injection” might happen on Android units. 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. This can happen in a manner that reattributes credit score for the set up to the doubtful supply and away from its genuine supply, which could possibly be related paid, owned, or earned channels in an app’s advertising and marketing combine.
Click on injection can undercut natural installs. Thankfully, using the set up start time saves Department prospects considerably on falsely attributed installs of their Android app retailer campaigns.
Develop your Android app adoption throughout the globe
Advertisers have to create compelling person experiences of their world, omnichannel campaigns. This typically 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 other app shops on Android units, we acknowledged the necessity to give extra flexibility to world advertisers who rely closely on Android campaigns.
Learn how to get began with set up referrer assist
For present Department prospects, entry to the set up referrer assist on further Android app shops is now obtainable so long as you might have upgraded to the newest model of our Android SDK, v5.2.0. You may also 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.
When you’d wish to study extra about Department’s advert attribution answer, Common Advertisements, contact gross sales at the moment.
