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On-device conversion measurement: All you need to know!
On-device conversion measurement: All you need to know!

December 19, 2022

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Owing to the advent of Digital Media, most businesses switched to their expansion in this medium. One of the primary reasons behind this drift is surely the effectiveness and high conversion rates. As per stats, the average conversion rate in Google Ads on mobile across all industries is 3.48% on the search network and 0.72% on the display network.

It is just one of the many examples that highlight the very fact that the need for On-device Conversion tracking is real! 

For advertisers to effectively calculate return on investment, conversions must be attributed to the appropriate ad engagements. With rising privacy demands and declining viewable measurement data, it can be challenging to comprehend your consumer's path to conversion while respecting their wishes.

In the customer journey, conversion modelling addresses the unknowns where conversions cannot be directly attributed to ad engagement. Furthermore, accurate modelling needs a base of accepted, observed facts.

Moreover, measurement aids in analysing how well your website or app is converting visitors into customers or leads and identifying areas where conversion rates could be improved. In addition, ad networks and advertisers efficiently track conversions which are considered to determine where an install or purchase (or really any other data point) originated, thereby determining the quality of the source. It results in framing and optimising future campaigns and understanding them better. 

Following Apple's implementation of AppTrackingTransparency last year, conversion modelling for marketers marketing iOS apps grew more complicated. That's because conversion models' ability to draw behavioural patterns and performance from consented user data has been hampered by the deprecation of IDs for advertisers.

On-device conversion measurement information is vital as it is incorporated to improve the overall design and user experience of your website or app and create more targeted marketing campaigns that are more likely to result in conversions. 

How does on-device conversion measurement work?

On-device conversion measurement relies on tracking user behaviour and interactions with an app to infer conversions. This data is then used to optimise campaigns and improve app marketing efforts.

There are a few different ways that on-device conversion measurement can be done. One popular method is the use of push notifications. By tracking when users open and engage with push notifications, marketers can get a good idea of their campaigns' effectiveness at driving conversions.

Another way to track on-device conversions is through in-app events. By tracking what actions users take within an app, marketers can better understand which campaign messaging, and offers are most effective at driving conversions.

Lastly, on-device conversion measurement can also be done using third-party data providers. These providers collect data from multiple sources and provide insights to help marketers improve their on-device conversion rates.

The types of conversion measured by the on-device measurement

Two types of conversions can be measured by on-device measurement: online conversions and offline conversions.

Online conversions are defined as any conversion that occurs when a user is interacting with your app, such as making a purchase or completing a level in a game. On the other hand, offline conversions are any actions that users take after interacting with your app but not while using it. For example, if someone downloads your app and then makes a purchase through your website, that would be an offline conversion. 

Both online and offline conversions are essential to measuring, as they give insight into how well your app performs and what areas need improvement. However, measuring offline conversions can be more challenging, as you need to track users' actions outside of your app. On-device measurement can help you overcome this challenge by monitoring users' interactions with your app even when they're not using it.

On what types of devices are on-device conversions measured?

Different devices have different conversion rates. For example, desktop computers have a higher conversion rate than mobile phones. So, measuring on-device conversions for each type of device is crucial.

There are two ways to measure on-device conversions: server-side tracking and client-side tracking.

Server-side tracking requires you to install a piece of code on your website's server. This code tracks when a user completes a conversion, such as making a purchase or signing up for a newsletter. The data is then sent to your analytics platform, where you can see the conversion rate for each device type.

Client-side tracking uses cookies to track when a user completes a conversion. This data is then sent to your analytics platform, where you can see the conversion rate for each device type.

Both methods have pros and cons, but we recommend using server-side tracking for the most accurate data.

Benefits of using on-device measurements instead of website analytics

On-device conversion measurement allows marketers to track offline conversions, such as in-store visits or phone calls. This is in contrast to website analytics, which can only track conversions that happen online.

 

There are several benefits of using on-device conversion measurement instead of website analytics:

1. You can track conversions that happen offline as well as online.

2. On-device conversion measurement is more accurate than website analytics when it comes to tracking conversions.

3. You can use on-device conversion measurement to track progress and see how your marketing efforts are paying off.

4. On-device conversion measurement gives you insights into what's working and what's not so that you can adjust your marketing strategy accordingly.

5. You can use on-device conversion measurement to track the ROI of your marketing campaigns and compare different marketing strategies side by side


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Dr. Vikram Kumar

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