Analytics Attribution tracking setup using Appsflyer for mobile

Context: Go Pangea is a mobile app aimed at providing innovative travel solutions. The company needed to address issues with their conversion tracking and attribution for their iOS app, especially after the introduction of iOS 14+ data collection restrictions.

Problem: The Go Pangea app faced significant challenges in accurately tracking conversions and attributing them to the correct marketing channels on iOS. This affected the effectiveness of their PPC campaigns and overall marketing strategy.

Hypothesis: By auditing and fixing the current setup for tracking and attribution, the accuracy of conversion data would improve, leading to more effective PPC campaigns and better marketing decisions.

Actions Taken:

Appsflyer Audit: Conducted a thorough audit of the Appsflyer setup for both iOS and Android apps to identify and rectify issues.

Firebase Conversion Issues: Fixed conversion tracking issues in Firebase for the iOS app, ensuring accurate conversion data.

StoreKit Ad Network (SKAN) Implementation: Addressed and fixed the implementation of SKAN to bypass iOS 14+ data collection restrictions, enabling better data accuracy.

Firebase-Google Ads Connection: Properly connected Firebase conversions with Google Ads for improved conversion tracking for the iOS app.

Results:

Enhanced Conversion Tracking: Fixed iOS conversion tracking issues for Google Ads, enabling more accurate and effective PPC campaigns.

Improved Attribution: Achieved better attribution for the iOS app in Appsflyer, leading to clearer insights into the performance of marketing channels.

Campaign Effectiveness: The improved tracking and attribution allowed for more precise targeting and budget allocation in PPC campaigns, ultimately enhancing their performance and ROI.

Conclusion: The audit and fixes implemented for Go Pangea’s iOS app significantly improved conversion tracking and attribution. This enabled the marketing team to run more accurate and effective PPC campaigns, thereby optimizing marketing spend and driving better results.