The cookie-based tracking methodology utilized in GET IT’s Track-Beyond-Install offering provides compelling advantages when tracking app marketing campaigns through to install on iOS. Cookies are safer privacy-wise than solutions tied to users’ physical devices (UDID-free) and marketers can track installs from pretty much anywhere (not just in-app).
There is a slight change to the typical startup flow when launching the app for the first time, and I’d like to take this opportunity to examine the impact in more detail and address some of the concerns (and misinformation) out there.
First, let’s do a quick review of the user experience from the initial touchpoint all the way through to conversion (i.e. install). After acting on a GET IT-powered call-to-action (via text message, banner ad, website link, QR code, email, etc.), the user is connected to the appropriate app store for their device and downloads the app. When the user launches the app for the first time, they are momentarily directed to the Safari browser and then immediately back to the app. This transition registers the install and attributes the conversion back to the source campaign. It happens just once - and only if a network connection is available.
A New Opportunity for Re-Engagement
Because Track-Beyond-Install registers the app install via the Safari browser, the next time the user launches the browser, they can be shown a custom page about their new app. This opens up a new, previously untapped re-engagement opportunity. The page can contain information about the publisher’s other apps, or better yet, prompt users to sign up for ongoing updates (via email or SMS), encourage them to rate the app in the App Store, share with friends, or even read helpful tips for using the app. The possibilities are endless. If the publisher chooses not to provide their own page, they can utilize the default GET IT socialization screen with sharing and opt-in capabilities built in. The publisher can also choose to have the page closed automatically, so there’s nothing left behind.
We experimented with numerous combinations for how best to integrate the browser page transition into the app: display app branding first and then transition, include app branding on the browser screen, keep the browser screen blank, etc., but ultimately we built in a number of customization options to give publishers flexibility to support their individual requirements. The browser screen can be launched at any point during app startup, can be customized with branding or left plain, and its duration can be configured. For the smoothest experience, our recommendation is to launch the browser immediately on app launch, include no colors or branding on the page, and use no delay before returning to the app. This reduces flicker from logos and colors flashing by during the transition and gets the user into the app immediately.
When we first discussed this solution internally, I’ll admit I had some reservations. But after working through the early prototypes and experimenting with the actual user experience, my concerns were quickly dispelled. The transition is quick enough that I don’t think most consumers would even notice, but more importantly the added opportunity to re-engage introduces really interesting possibilities for creating a deeper connection with an app’s audience. If you implement Track-Beyond-Install with the user in mind, you end up with an unobtrusive user experience along with the ability to measure the effectiveness of all your marketing activity while keeping users engaged.