Dive Brief:

• New analytics announced by AppsFlyer will give marketers access to all touch points consumers made before installing an app.
• Previously marketers could only get data on the final touch point before installs, preventing a full understanding of the value of entire campaigns.
• AppsFlyer says this this first analytics tool that provides app marketers this level of detail into the entire journey to app installation.

Dive Insight:

Marketers are awash in data, but incomplete data about a campaign can almost be more harmful than informative. According to AppsFlyer, mobile application marketers faced this issue up to now because they could only get data on the final touch point a consumer made before finally installing an app. The mobile marketing attribution and analytics platform says its latest tool, “Multi-Touch Attribution,” is the first of its kind in the field and provides mobile app marketers insights into every touch point a consumer made along the path that led to a mobile app installation. This data gives marketers a much more valuable data set on every aspect of an app’s campaign.

“The advertising industry understands that consumers are typically exposed to relevant ad messages throughout their user journey, starting from brand awareness activities all the way to direct response," AppsFlyer Co-founder and CEO Oren Kaniel told Mobile Marketing Watch. "Until now, app attribution solutions have operated under the assumption that the last touch is the only one that matters.”