CLIENT OVERVIEW
Mr. Mandoob, an on-demand delivery service app operating under the “Anything, Anywhere, Anytime” model, needed reliable data to fuel its growth.
Accurate mobile measurement is fundamental for optimizing marketing spend and understanding user behavior in the app economy.
Recognizing gaps in their existing setup, they partnered with e-CENS and the mobile measurement platform (MMP) Adjust.
THE CHALLENGE: Foundational Flaws Hindering Growth
Mr. Mandoob faced several critical technical issues that prevented accurate measurement and optimization, putting their marketing investments at risk:
- Broken Deep Links: Users clicking on ads weren’t landing on the correct in-app page, creating a poor user experience and directly impacting campaign conversion rates. This friction point actively undermined marketing efforts.
- Inadequate Fraud Prevention: The lack of robust mobile ad fraud detection exposed the app to potentially significant wasted ad spend and corrupted performance data, making optimization decisions unreliable.
- Misconfigured Event Tracking: Key in-app actions users took (essential for understanding engagement and value) weren’t being tracked correctly, leaving marketing blind to what truly drove results post-install.
- Incorrect SKAN & Partner Setup: Specifically for iOS campaigns, the configuration for Apple’s SKAdNetwork (SKAN) framework was flawed. This meant app installs and subsequent conversions weren’t being attributed accurately, obscuring the true performance of iOS marketing campaigns and preventing informed budget allocation.
e-CENS’ STRATEGIC APPROACH: Building a Reliable Measurement Foundation
Our engagement focused on rectifying these foundational issues to provide Mr. Mandoob with trustworthy data.
Accurate measurement isn’t a “nice-to-have”; it’s the bedrock upon which effective, data-driven marketing decisions are built. Ignoring these foundations leads directly to wasted budget and missed growth opportunities.
- Comprehensive Technical Audit: We began with a deep dive into Mr. Mandoob’s Adjust MMP setup and technical integrations. This audit pinpointed the specific configuration errors related to deep links, fraud settings, event tracking, SKAN, and partner integrations.
- Collaborative Solution Design: Fixing technical issues requires close collaboration. We worked directly with Mr. Mandoob’s technical and business teams to understand their specific tracking needs, campaign goals, and reporting requirements before implementing fixes.
- Targeted Implementation & Configuration: Based on the audit and collaboration, we implemented precise solutions:
- Deep Link Rectification: We fixed and rigorously tested the deep linking logic to ensure users were seamlessly directed to the intended destination within the app.
- Fraud Prevention Activation: Adjust’s advanced fraud detection suite was enabled and configured correctly to automatically flag and reject suspicious installs and interactions.
- Event Configuration Cleanup: Key in-app events were redefined, properly configured, and tested to ensure accurate tracking of user actions critical for campaign analysis.
- SKAN & Partner Setup Correction: We designed and implemented a correct conversion value schema to capture essential post-install engagement metrics within SKAN’s limitations. We also adjusted configuration timing to maximize data capture under Apple’s framework.
- Team Training & Handover: To ensure long-term success, we provided comprehensive training to Mr. Mandoob’s marketing team, enabling them to confidently use the Adjust platform for campaign monitoring, analysis, and optimization.
MEASURABLE RESULTS: Enabling Data-Driven Decisions
By addressing these foundational measurement issues, e-CENS and Adjust empowered Mr. Mandoob to:
- Launch Campaigns with Confidence: Knowing their tracking and attribution were accurate allowed for more effective campaign planning and execution.
- Measure Performance Reliably: Access to trustworthy data enabled data-driven decisions regarding budget allocation, channel optimization, and creative testing.
- Minimize Ad Fraud Impact: Implementing robust fraud prevention saved marketing budget from being wasted on invalid traffic, directly improving ROI.
- Gain Clearer User Experience Insights: Fixing deep links and event tracking provided a clearer view of the user journey and identified areas for further user experience improvement.
STRATEGIC VALUE DELIVERED: The Imperative of Accurate Measurement
Mr. Mandoob’s experience underscores a fundamental principle: accurate, reliable measurement is non-negotiable for effective digital marketing and app growth.
Without a solid foundation built on correct technical implementation and configuration of tools like an MMP, marketing investments are essentially flying blind.
By partnering with e-CENS to fix these core issues, Mr. Mandoob established the necessary data integrity to confidently scale their marketing efforts and make informed, strategic decisions, ultimately protecting their budget and improving their return on investment.
CALL TO ACTION:
Is inaccurate measurement holding back your app’s growth? Contact e-CENS for an expert audit and learn how we can ensure your measurement foundation is set up for success.
