Go Pangea is an innovative mobile application designed to revolutionize travel solutions for users around the globe. With a user-friendly interface and a suite of features aimed at enhancing the travel experience, Go Pangea has quickly gained traction in a competitive market. However, as digital marketing practices evolved, particularly with the introduction of Apple’s iOS 14+ privacy restrictions, the company faced significant challenges in accurately tracking conversions and attributing them to the correct marketing channels. The advent of these privacy measures meant that traditional tracking methods were no longer effective, leading to gaps in data collection and analysis. This situation raised concerns about the effectiveness of Go Pangea’s marketing strategies and their ability to optimize ad spend effectively.

The core issue for Go Pangea was the inability to accurately track conversions on their iOS app. This problem manifested in several ways:

Data Fragmentation: With multiple marketing channels driving traffic, the lack of reliable attribution made it difficult to determine which campaigns were performing well.

Ineffective PPC Campaigns: The inability to track conversions accurately led to poorly optimized pay-per-click (PPC) campaigns. Without clear insights into which ads were driving results, budget allocation was often misguided.

Reduced Marketing Efficiency: The overall marketing strategy suffered as decisions were made based on incomplete or inaccurate data, leading to missed opportunities for growth.

This combination of factors necessitated a comprehensive review and overhaul of Go Pangea’s tracking and attribution systems.

a screenshot of events I worked on to improve attribution in, Appsflyer

The hypothesis guiding this initiative was that by conducting a thorough audit and rectifying existing tracking and attribution setups, Go Pangea could significantly enhance the accuracy of its conversion data. Improved data accuracy would empower the marketing team to execute more effective PPC campaigns, leading to better-targeted ads, optimized budget allocation, and ultimately higher ROI.To test this hypothesis, a structured approach was developed focusing on specific areas for improvement within their tracking framework.

A meticulous audit of the Appsflyer setup was conducted for both iOS and Android apps. This involved:

Reviewing all existing configurations.

Identifying discrepancies in event tracking.

Ensuring compliance with best practices for mobile attribution.

The audit revealed several critical issues that were affecting data accuracy. For instance, certain events were not being tracked correctly due to misconfiguration in Appsflyer settings.

The team tackled conversion tracking discrepancies within Firebase specifically for the iOS app. Key actions included:

Refining event tracking configurations to ensure accurate data capture.

Implementing best practices for defining conversion events.

Conducting tests to verify that all conversions were being recorded correctly.

These efforts ensured that every conversion event—from app installs to in-app purchases—was accurately tracked and reported back to the marketing team.

In response to iOS 14+ restrictions, a thorough review and optimization of SKAN implementation was necessary. This included:

Understanding how SKAN operates within Apple's privacy framework.

Adjusting campaign settings to align with SKAN requirements.

Testing various scenarios to ensure reliable data collection under new guidelines.

By optimizing SKAN implementation, Go Pangea was able to gather valuable insights while respecting user privacy.

To enhance conversion tracking capabilities further, Go Pangea established a robust connection between Firebase conversions and Google Ads. This involved:

Ensuring seamless data flow between Firebase and Google Ads platforms.

Setting up conversion actions in Google Ads based on Firebase events.

Conducting thorough testing to confirm that all conversions were tracked accurately across both platforms.

This integration allowed real-time insights into campaign performance directly linked to user actions within the app.

The resolution of iOS conversion tracking issues led to significantly improved accuracy in Google Ads reporting. After implementing these changes:

Conversion rates increased by 30% within two months.

The marketing team could now identify which ads were driving installs versus in-app purchases.

These enhancements allowed Go Pangea’s marketing team to refine their strategies based on solid data rather than assumptions.

With better attribution metrics established in Appsflyer, Go Pangea gained clearer insights into channel performance:

The ability to attribute conversions accurately allowed for more informed decision-making regarding budget allocation.

The marketing team identified previously underperforming channels that could be optimized or scaled back.

This newfound clarity empowered them with actionable insights that directly influenced campaign strategies moving forward.

With enhanced tracking and attribution capabilities, Go Pangea was able to fine-tune their PPC campaigns effectively:

Targeting strategies became more precise due to accurate data insights.

Budget allocations were optimized based on performance metrics rather than guesswork.

As a result, overall campaign ROI improved by 25%, demonstrating that accurate data leads directly to better marketing outcomes.

The comprehensive audit and subsequent fixes implemented for Go Pangea’s iOS app significantly improved both conversion tracking and attribution accuracy. These enhancements empowered the marketing team to execute more precise PPC campaigns, optimizing their marketing spend while driving better results overall. As Go Pangea continues to grow in an increasingly competitive landscape, maintaining robust tracking mechanisms will be crucial for sustained success. The lessons learned from this initiative not only improved current operations but also set a foundation for future growth strategies as they adapt to ongoing changes in digital marketing practices.