Mobile attribution and conversion tracking 101

Posted by Hannah Jeon on Mar 22, 2018 5:16:54 PM

Topics: Tips & How to

Measuring the success of any marketing campaign can be a tough and complex undertaking. Programmatic marketing campaigns are no different. Measurable conversion goals should be strategically defined to determine which metrics point to success. 

When set correctly, you will have an immensely powerful tool at your disposal. You can interpret campaign conversion tracking data that help you make informed decisions on how to tweak or refine your current campaign, and shape your future campaign strategies.


Understanding mobile conversion tracking and attributions

What is conversion exactly? Simply put, conversion is any meaningful interaction with a product, service, or an event which can lead to desired actions or interactions such as lead generation, user acquisition or sales.

In the world of mobile programmatic advertising, this can mean a lot of things: a click, a visit to a brand’s home page, an app install, a signup, a purchase, or even the first few yet engaged seconds of viewing a product promotion video.

Conversion tracking lets you monitor if your advertising is effectively driving conversions or key actions that you desire your target audiences to do. This means you will be able to identify which areas of your campaign are working and not working. You can then use this data to “optimize” your bids, advertising message and creatives accordingly, and measure which campaign strategy works more effectively.


Web Attribution vs. Mobile Attribution, what’s the difference?

Traditional web attribution uses tracking pixels and cookies to determine which marketing effort is driving action. Mobile attribution, on the other hand, entails the use of a variety of techniques and partnerships, e.g. Software Development Kit (SDK), deep linking, or media partnerships that deliver highly specific data such as IP address and location, user browser and operating system, and timestamps.




This elevated level of tracking process gives mobile marketers well-informed usage of mobile analytics platforms (also known as ‘mobile measurement platforms’ and ‘mobile attribution platforms’) to accurately identify each user, and attribute each key action to the appropriate campaign, partner or channel. Needless to say, this systematic tracking of a mobile ad campaign’s efficiency makes enhanced lead generation, user acquisition or retargeting activities possible.


Conversion Tracking with Pocketmath



Programmatic tracking can mean two things: creative ad serving, or site and event tracking.

Most DSPs provide a basic level of creative ad-serving. Pocketmath takes it further by hosting your banner and video ads then trafficking them in your campaign. We can also traffic your rich media creative from an external ad server through integrations with our rich media partners.


  • Conversion Tracking Partners
    Pocketmath can help advertisers track sites (app and mobile web) and conversion events through our integration with major third party mobile analytics platforms that programmatic advertisers love to use such as Appsflyer, Adjust, TUNE, Kochava, and many more. This means you can generate a pixel through your measurement platform and we will capture your conversion events on our platform.


  • Server-to-server (S2S) postback URLs
    Advertisers who run their own tracking platforms can also track your conversion events with Pocketmath.

    You can send us a server-to-server (S2S) postback call with the corresponding impression id when your tracker detects a conversion event. The impression id can be obtained by setting up your click URL or landing page URL with our ${imp_id} ad macro.

    e.g. This is the sample postback that clients need to use.

    Step 1: Landing page needs to have ${imp_id} macro

    Sample landing page${order_id_qp}&var3=${device_identifier_qp}&var4=${source_id_qp}&imp_id=${imp_id_qp}

    Step 2: When a conversion is recorded, the clients need to use the below postback url to send us the ${imp_id} value

    Sample —${imp_id}

    Each conversion in Pocketmath is attributed to a unique click and a unique impression, all of which can be identified with a single unique ID called the imp_id.



Talk to our expert to run your first mobile ad campaign.




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