Google just announced three new tools to measure cross-platform app conversions, strengthen performance with privacy-focused measurements, and conform to iOS and Android standards.
Cross-platform conversion measurement. Without cross-platform conversion tracking, Google says advertisers will have measurement gaps and optimization limitations in web and app campaigns.
To solve this problem and help advertisers set up conversion tracking, Google is alpha testing Web to App Connect, a set of tools that guides advertisers through the process step-by-step.
Deep link Google also prioritizes a frictionless web-to-app experience through deep linking. Deep linking connects the mobile web experience with the company’s app to ensure a smoother and faster payment experience.
Web to App Connect will be available in beta early next year.
Privacy focused measurement. Google Analytics for Firebase, Google’s privacy measurement solution, provides advertisers with cross-platform measurement capabilities to understand how users interact with your app and optimize your campaign attribution, reach, and performance. applications.
Google says that when you implement Analytics for Firebase, you’ll get additional benefits like audience management and tROAS bidding for app campaigns, and:
Maximum performance: Additional login data consented to automatically improve the scaling and modeling of app campaigns to reach consumers more efficiently.Expanded Inventory: Early next year, advertisers will have access to connected TV and the ability to measure performance across devices.New audience lists: You’ll be able to more easily engage with existing app users who haven’t been reached with push notifications.
Adaptation to changes in platform standards on iOS and Android. Google now supports fixes that help advertisers navigate the changes for the AppTrackingTransparency (ATT) framework deployment on iOS, including updates to the new version 4.0 of SKAdNetwork, Apple’s measurement API.
Next year, Google will also release tools for advertisers using the Google Analytics SDK for Firebase that streamline setting up SKAdNetwork conversion values and help better optimize their campaigns for in-app actions .
Why we care Measuring cross-device app conversions, improving reporting accuracy, and preserving privacy are essential for app advertisers to accurately optimize and scale campaigns in 2023 and beyond.
Advertisers can start setting up SKAdNetwork conversion metrics themselves or work with a measurement partner.
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About the author
Nicole Farley is an editor at Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has extensive experience in digital marketing, an MBA, and a penchant for true crime, podcasts, travel, and snacks.
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