Google is rolling out new products and new partnerships to help make the tracking of mobile app campaigns easier and more effective, according to the search engine giant’s senior director, Jason Titus. He was speaking during a livestream conducted as part of Google’s 2015 I/O conference, held in San Francisco on 28th and 29th May.
With Google Analytics for Apps, marketers can avail of a more sophisticated segmentation process as well as a more thorough insight into app monetisation arising from ads and purchases. Starting from 28th May, Google has rolled out partnerships with 20 new ad networks. The new partnership networks include inMobi and Millennial Media, both of which focus on mobile advertising. The integration of data into these new ad networks will provider marketers with more consistent metrics. Marketers will, in the near future, be in a position to postback their conversions to referring networks. In other words, they will have the ability to generate an HTTP post to the same page the form is present on.
Advertisers on Google have also been given the ability to take app install and event data derived from third-party measurements and integrate them into Google AdWords. New mobile measurement partners signed up by Google include Adjust, Kochava, AppsFlyer, Appsalar and Tune.
Measuring apps is one function of a marketer’s role that Google is intent on assisting, but Google is also helping marketers to promote their apps across its various platforms with the launch of Universal App Campaigns. Google rolled out Search Ads on Google Play in February, with the promise of displaying ads alongside app search results in order to better reach consumers. Using a similar principle, Universal App Campaigns offers simple installs in respect of Android Apps in AdWords. Alternatively, there is direct install from the Google Play Developer Console. The mobile app campaign can then be extended from those points across Google Search and the AdMob network. It can also be extended to mobile sites as well as to Google Play and YouTube.
Google also used the 2015 I/O conference to showcase a new feature, currently in beta, for its Audience Builder Tool, enabling developers to hide ads from app users who are highly active.