PBA Web-to-App dashbaord

At a glance: Use Web-to-App (W2A) to gain insight into the impact of your web marketing efforts on mobile app installs and enhance the performance of web campaigns.

Web-to-App use cases

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Learn more about the other PBA dashboards: Activity | Conversion Paths 

Web-to-App analysis

W2A analysis measures the impact of web marketing efforts to drive users to install an app. Advertisers view web involvement in the context of the install event; they can determine the media source that drove website visitors towards app install. 

Install population selection (web-involved installs) 

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  • Switch the dashboard view between the different sources (all, organic, and non-organic) depending on the use case and analysis you are performing.
  • The table that follows contains initial use case analysis scenarios. Use it as an initial guide to using W2A. 

Web-involved installs

Population

Total installs

Installs having a web media source involved

Questions/considerations:

  • What is the contribution of web marketing relative to all app installs?
  • How are web marketing efforts distributed between media sources and channels?
  • What is the contribution of smart banners (if any)?

Organik

Users begin their journey on the web and install the app without involving a mobile media source. 

Questions/considerations:

  • What portion, if any, of organic installs are driven purely by web traffic?
  • Which are the dominant media channels? 
  • What is the proportion between paid and unpaid (owned, earned) media types?

Non-organic 

Users begin their journey on the web. They later engage with a mobile campaign and install.

Questions/considerations:

  • What is the volume of non-organic installs influenced by the web?
  • What web media channels and types influence non-organic installs? 
  • Do your paid mobile media sources overlap with web media sources? 

Use the W2A dashboard tools, described in the sections that follow to:

  • Understand and optimize the impact of web traffic campaigns on your app installs.
  • Enhance the synergy between non-organic app install campaign efforts and web marketing efforts.

W2A analysis principles

To go to PBA dashboards:

  1. My Apps View brand bundles.
  2.  Click Actions > People-based analytics.
  3. Go to Web-to-App tab. 
Principle Description
W2A population

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  • Installs occurring within 30 days of a website visit.
  • Non-organic and organic:
    • Installs
    • Reinstalls including retargeting installs (reattributions)
Kesegaran data PBA daily

Using the dashboard

Element Description
Head filters

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Install metrics and source view selector

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  • Install metrics display the number of app installs by attribution source (organic or non-organic) broken down by:
    (A) installs subsequent to a web visit
    out of
    (B) all app installs.
  • Select total, organic, or non-organic to switch views.
Web media channel chart 

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  • The contribution per web media channel in driving installs.
  • Use the chart in combination with the dashboard filters to evaluate the impact of different media channels
Web media source

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The contribution per web media source in driving users to install the app.

Web-to-App activity over time

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Web activity over time per media channel or media source.

Select a view: 

  • Media source
  • Media channel
Web and mobile media source to install table

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The interaction between web media source and mobile media source.

Metrics available per combination of web/mobile media source indicate the position of the web media source:

  • Installs: The number of installs in which the web media source was determined as the last non-direct web visit.
  • Assisted installs: The number of installs in which the web media source was determined for any web visit, but not the last web visit.

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