The mobile industry is a completely different world when it comes down to tracking data and analytics when compared to desktop PCs, however, despite there being certain complications and issues that stop us from using more traditional tracking technologies in the mobile space, we have a lot of potential ahead of us, and this is simply because mobiles are on our person a whole lot longer, and we share a lot more information via our mobile devices.
At this point in time, mobile app marketing is still going through it’s growing pains, but there are options out there that can help with marketing in the mobile space, which is great because the mobile industry is sitting on a gold mine as far as new and online-conscious businesses are concerned.
We’re going to be taking a look at some of the current available mobile app tracking technologies, and discussing why certain methods may prove more useful than others.
Device fingerprinting is a process that involves technology that attempts to tag devices and track them through different portals and clickthroughs. When an action is made that the tracking software is tracking, a fingerprint is created for that particular action. If later on a conversion is made, for example an app is downloaded, or a social page is followed, the technology can get pretty accurate at putting two and two together by using the previous fingerprint data.
It’s not a perfect system because it’s not easy to truly ‘fingerprint’ a device through various platforms, but it is accurate to a pretty high degree.
ODIN is similar to device fingerprinting in that it tracks data through ‘device tags’ however unlike device fingerprinting, no tags are created for the device. Instead, the tags are already present on the device. The ODIN, or Open Device Identifier Number is a unique ID that is unique to each and every device across various mobile operating systems. With SDKs that integrate ODIN, marketers can quite easily track devices through apps and mobile websites.
OpenUDID is a tracking technology that can remain on a device through pretty much any application or website, and is easily accessible across applications. Your Apple iDevice already has an UDID attached to it, and OpenUDID is very compatible with standard UDID. When integrated into an SDK, OpenUDID can be extremely efficient at tracking ad clicks, events and app installs. The only down side for marketers is that users can opt out of OpenUDID device tracking.
Cookies are incredibly important in the desktop space, but for mobiles it’s not such an easy story – due to various privacy restrictions held on most mobile devices, using cookies as a tracking tool isn’t nearly as easy as it is on the PC.
There are many effective mobile app tracking technologies available out there, and if you plan to market your business or services through mobile applications, you shouldn’t have any problem finding an ad network or platform that can make your job incredibly simple. The hard part is choosing the right marketing tool, and the right tracking methods. Hopefully this article has given you a little insight into these technologies and how they act when used for app marketing.