User Acquisition

adjoe Rolls Out Automated Campaign Tracking

abstract image of mobile measurement partners

As an advertiser, you need to know which marketing channels are bringing you your highest-quality users. Home to all this data are mobile measurement partners (MMPs), who are responsible for communication between advertisers and the media sources driving their UA efforts. Campaign tracking builds this connection. If you want to look at growing your app – and if you’re a UA manager managing your company’s media budget – campaign tracking is a pretty big deal.

So, if campaign tracking plays such a pivotal role in successfully growing your app, why does the adtech industry still allow it to be handled manually? adjoe is joining Google and Meta in stepping away from the manual creation of tracking links to a completely automated process. adjoe’s new feature aims to boost efficiency and synergy between advertiser and MMP to achieve effortless campaign management.

Manual Tracking: What’s the Big Deal? 

What is so problematic about manual campaign tracking? Prone to human error and inefficiency, standard industry practice is to provide media sources with an individual campaign link for each app that is advertised.

These tracking links must then be reviewed or manually adjusted to include the right parameters in order to pass the necessary information between media sources and an advertiser’s MMP. And if there’s a mistake in the tracking URL, pivotal data about an install could then be lost. To make sure that doesn’t happen, teams spend a significant amount of their time monitoring, testing, and – when necessary – debugging to ensure the smooth sharing of data. 

Now, imagine you want to launch 100 campaigns. Not only are you wasting energy on the whole copy, paste, replace, repeat process. You’re also spending an unnecessary amount of time coordinating between the advertiser, account manager, and ad ops teams. 

Introducing Automated Campaign Tracking

adjoe is strengthening its connection with leading MMPs – including AppsFlyer, Adjust, Singular, and justtrack – to an exclusive S2S integration. Meaning, out with the old and in with the automation. 

With the new automated setup, account managers can launch new campaigns on the adjoe platform. All they need to do is paste the app ID and app name into the campaign wizard. 

Screenshot of automated campaign tracking example with adjoe

By letting the adjoe backend do the rest, tracking links are created directly through its communication with the backend of the advertiser’s MMP. This eliminates the risk of human error and the need for involvement from account managers, advertisers, or ad ops teams. 

“adjoe’s new automated campaign tracking feature takes process efficiency in the right direction. As a result of its S2S integration with AppsFlyer, we can effortlessly communicate vital campaign information without concerns for errors or mismatched data. Making our relationship stronger and advertisers’ experience effortless.” – Menso de Buhr, Senior Partner Development Manager, AppsFlyer

Why Is Automated Campaign Tracking the Right Move?

Straight out the gate, let’s explore why adjoe is making this move to automation.

1. To ensure all data is matched

For campaign tracking to be effective, tracking links must include all macros with the right formatting to share vital install information. Through automation, the adjoe backend is able to ping the backend of the advertiser’s MMP to properly format the data in order for it to be matched. The data includes but isn’t limited to: 

  • which media source an install came from
  • the name of an advertising campaign
  • the cost of an install
  • the country in which the install was generated
  • how many installs are coming from which channels

This is the exact data advertisers need to know to determine which users and channels are worth scaling or investing in. That’s why adjoe has decided to secure the data flow and remove the need for multiple stakeholder involvement. This lowers the risk of missing or unmatched user data. 

2. To save your marketing team time

Whether you’re preparing to launch a single campaign or multiple campaigns, you must first weigh up your opportunities. Then you must create a strategy, launch the campaign, and then monitor the results. By removing the need to waste time on setting up manual tracking, advertisers, account managers, and ad ops managers can focus on what’s most important. Finding the right users for your app

By automating the process, account managers have been able to quickly take opportunities and turn them into live campaigns without the need to wait on involvement from ad ops teams to manually set up campaign tracking. This has allowed teams to spend less time on setup and more time on scaling an advertiser’s user base.” – Igor Myrgorodskyi, Director of Demand Partnerships and Projects at adjoe

A Future of Automated Campaign Tracking

Move aside, manual tracking. With this new feature, adjoe is among the first ad networks to move away from manual campaign setups to a completely automated system. And it’s only a matter of time before the entire industry follows adjoe by doing so. 

According to attribution provider justtrack, the technology is there. It’s only a matter of time before more and more networks begin optimizing their integrations with MMPs. justtrack’s Product Lead Timo Grossam has even seen this trend firsthand. “We started first by creating an S2S integration with Google, Facebook, and adjoe. But we’re now are seeing more and more interest from ad networks to update their integration with us.” 

The industry is generally gravitating more and more toward automated operations. Whether that’s with automated campaign optimization to maximize ROAS or by moving away from tedious waterfall management toward header bidding. Until then, adjoe will continue to challenge standard and inefficient industry practices to bring more pragmatic solutions. Allowing advertisers, account managers, and tech teams to focus on the real challenges of rapidly growing their app business.


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