App developers now have a new tool to add into their arsenal that will help them monitor and analyze their users’ engagement from a mobile marketing standpoint with their Facebook-integrated apps. Starting today, the social network will begin offering the campaign insight services from mobile marketing measurement company, Apsalar, to developers in order to help measure the performance of their mobile marketing campaigns.
Earlier this week, Facebook launched its mobile app install ads to all of its developers. It believes that for years, many applications on the site used ads to help grow its product. Now, with these new ads, mobile apps and games “of all sizes” across any category are capable of reaching the right audience, and at scale too.
This program is geared towards combining the social aspects of sharing an app with the install call-to-action right from an ad in the App Store or through the Google Play store. Advertisers can now promote on Facebook their own app along with instructions to download. With the addition of Apsalar’s SDK, advertisers and developers can monitor the app’s progress and usage from the beginning of the marketing campaign.
With this new SDK for developers, Apsalar is offering its free Campaign Source Insights marketing tool to be integrated into any application. Previously announced this summer, this service comes equipped with a robust analytics tool that will not only help you attribute app installations to the appropriate source (in this case, Facebook), but also provide aggregated reports of engagement and revenue.
As Apsalar explains it:
Apsalar’s Campaign Source Insights attributes app installations to the proper acquisition source, then measures spend from users that come from each campaign through one, centralized reporting dashboard. Beyond that, Apsalar can provide aggregated reporting of engagement and revenue for the cohort of users who originated from a particular campaign source.
This service is very much needed for developers since one currently doesn’t exist. Now, developers can use Apsalar to help track all their campaigns and what each user is spending. With the addition of the SDK, the application will produce a great deal of data around each engagement to help properly gauge campaign effectiveness.
Apsalar is now the only free analytics provider being used by the social network, probably because it can provide downstream revenue service for its users. For the longest time, Facebook has had a need to figure out how to monetize mobile programs, while Apsalar tried to figure out how to quantify the value of advertising. Now the two worlds collide and a “best of both worlds” scenario emerges.
Michael Oiknine, CEO of Apsalar, gave this statement:
We are excited to be working with Facebook as a partner for mobile marketing measurement. Historically, both app discovery and mobile campaign attribution have been significant challenges for the mobile ecosystem. The launch of Facebook’s mobile app installs ads – and the ability to accurately measure campaign performance and the lifetime value of users coming from these ads – is a big step forward in terms of providing solutions to these industry challenges.
Starting today, developers are going to be able to utilize the Campaign Source Insight functionality to help quantify all app activity. It will come with the ability to tag any campaign sources, a centralized dashboard, and aggregated campaign reporting based on impressions, clicks, downloads, and associated user squad.
Apsalar’s Campaign Source Impact, is free for developers to integrate. It will not come equipped with any existing or future services, but for existing users with previous SDKs, no updates are needed. To sign up to download the SDK, developers can go to the Apsalar website.
Image credit: Justin Sullivan/Getty Images
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