作者：Fiksu

根据Mobile Marketing Association7月份的调查，48%的应用市场营销者表示广告追踪和测量等级是他们当前最关心的事。虽然手机上的广告目标和优化技术远比在线领域更加复杂，但对于获取市场营销的成功同样非常重要。仔细观察应用市场营销广告的执行才能帮助你获得应有的收益与业绩。

幸运的是，我们可以遵循一些重要步骤去应对追踪和优化挑战。以下我将列出手机应用市场营销者需要牢记的5大重要经验。

mobile app marketing(from bestmobilemarketings)

1.理解所有手机广告追踪技术很重要。与基于cookie追踪并跨越整个生态系统的在线世界不同的是，手机使用了一系列不同的追踪技术，分别适用于不同广告网站和平台。现今最重要的广告追踪技术是：

UDID

Apple Advertising Identifier

MAC Address

ODIN

Digital Fingerprinting

HTML5 Cookie Tracking

Android Referrer

在此我们需要掌握的最主要经验便是，没有一种追踪技术能够帮你访问所有广告库存，所以应用市场营销者需要尽可能使用更多不同的技术。

2.掌握细节内容。为了获得成功，我们需要确保广告追踪必须足够详细。你必须掌握不同创意人员，网站，国家以及设备的相关性能。只有掌握了这些信息，你才能做出判断并删除那些无效的广告，停止向不能带来高质量用户的网站投入资金，并专注于能够带给最佳结果的国家。

3.为了提高收益而进行优化，并伴随着应用内部事件追踪。我们必须追踪过去安装的应用使用率，从而才能判断哪些资源能够带来最忠实的用户。大多数追踪技术只能帮助提升下载量，但却不能推动应用内部购买（游戏邦注：这才能带来真正的收益）。

4.停止猜测。反复试验与猜测将会把更多变量带进任何完美的广告活动中。未参考准确信息与分析而擅自决定市场营销成本的投入方向便意味着你将为此付出昂贵的代价，并错失机遇。我们必须使用适当的技术去抚平猜测，并将市场营销成本用于真正有用的地方。

5.切忌仓促了事。因为大多数追踪技术只提供了原始数据，所以广告商们必须花费大量时间进行手动优化。因为时间和资源的限制，许多应用市场营销者都只是满足于有限时间内所获得的信息与结果。不过也存在一些技术能够帮助他们将这些原始数据转换成优化的结果。

如果能够使用适当的技术和伙伴，手机广告也是有效，容易管理且可测量的方式。千万不要因为畏惧挑战而忽视了这一快速发展的市场营销渠道。

（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

5 key tips for mobile app promotion

by Fiksu

Ad tracking and measurement rank among the chief worries of app marketers right now. In the Mobile Marketing Association’s July Survey, 48 percent of app marketers said this was their No. 1 concern. Ad targeting and optimization technologies on mobile are more complex and less sophisticated than what’s available online – but no less critical to successful marketing. Detailed insight into how your app marketing ads are performing is crucial to delivering the price and performance results that you demand.

Fortunately there are some key steps you can take to address the tracking and optimization challenges. Here are five key lessons mobile app marketers should keep in mind.

1. Understand all the mobile ad tracking technologies that are available. Unlike the online world where cookie-based tacking is the industry standard and works consistently across the ecosystem, mobile uses a range of different tracking technologies that are inconsistent and vary by ad network and platform. The primary types of ad tracking technologies available today are:

UDID

Apple Advertising Identifier

MAC Address

ODIN

Digital Fingerprinting

HTML5 Cookie Tracking

Android Referrer

The main lesson here is that no one tracking technology gives you access to all the available advertising inventory, so app marketers looking for a wide reach typically use multiple technologies. For a deep dive into the advantages and disadvantages of these technologies download Fiksu’s eBook on Ad Tracking.

2. Get granular. In order to be successful, ad tracking must be as granular and detailed as possible. You need to know the relative performance of different creatives, networks, countries, and devices, just to name a few factors. With that information, you can eliminate the ads that aren’t performing, stop spending with networks that don’t produce quality users, and focus on countries where you see the best results.

3. Optimize beyond the download with proper tracking of in app events. It’s crucial to track app usage past installation in order to determine which sources are providing your most loyal users. Most tracking technologies only account for downloads rather than opens, in app purchases, or registrations – the actions that actually generate revenue.

4. Stop guessing. There are too many variables that go into an ideal advertising campaign to arrive at the best combination by trial and error or guesswork. Deciding where to spend your marketing dollars without the right information and analysis can mean expensive mistakes and missed opportunities. Employ the proper technologies to eliminate the guesswork and put your marketing dollars to work for you.

5. Don’t settle. Since most tracking technologies only provide raw data, manual optimization can be extremely time consuming for the advertiser. With limited time and resources, many app marketers end up settling for the information and results they have time for. However there are technologies available that translate this raw data into optimized results. Learn about these technologies and how they provide immediate and continuous optimization in Fiksu’s eBooks on these subjects.

With the right technologies and partners in place, mobile advertising can be very effective, manageable and measurable. So don’t let the challenges keep you away from this exciting and fast-growing marketing channel.(source:venturebeat)