If someone sees our ad on their work mobile (and clicks on it) but installs the app on their home mobile.
Is that a paid or organic install?
The last month I’ve been marketing our app at Mopp and understanding how it’s different than our website and different than utility or product based apps like Spotify, iTunes, Airbnb or Hailo that get used on a weekly or even a daily basis.
One area, beyond building a custom dashboard to tracks KPIs, I’ve been looking at is the issue around people who own more than one mobile device. e.g work vs personal mobile phone, smartphone vs tablet or even two tablets (home & work) and a mobile phone. The reason I’ve thought about this is because a large percent of booking we get are off mobile devices.
Even in the general world, 15% of people in 2013 own multiple mobile device (12% in 2012 & 8% in 2011). That number could reach as high as 25% by 2016. The reason this poses a challenge is because if someone sees my ad to install our app on work mobile (and clicks on the ad) but installs the app on their home mobile, we would most likely count this as an organic install. There is no guarantee that Google or Facebook will know I’ve two devices, if I keep one strictly for work and don’t connect it with my personal life. I’ve more than a few friends that live in the multi-device ownership world.
I know I’ve not figured this out or know the answer to my own questions. I’m still getting myself situated into app marketing and all the challenges that come with this growth in my job. Tracking data seems to be the easier part of this job area.. until you start asking yourself questions like above.
Having spent the last 16 months focused on ecommerce brands including Jack Wills & ASOS as well as my current job heading up performance and analytics at Mopp. I can see this shift is happening faster than we know it.
BI Intelligence has a good deck looking at the past and where the future of retail, omni-channels or otherwise, is going; eCommerce And The Future of Retail 2014.
Have you recently launched a new Bing account and seen a spike in visits to your site?
I was able to narrow it down in Google Analytics to one particular browser called “Microsoft Corp” that was related to an MSN network domain. Looking at the browser versions and the network domain, visitors from this “Microsoft Corp” were showing a 100% bounce rate to the tune of some 3,000 visits in only a few hours. 100% bounce rate is usually a good sign that it’s a bot and not a human coming to your site. Usually Google Analytics filters this traffic out but for some reason for the last year this has been going on, Google hasn’t and doesn’t seem to have a fix for this issue.
So when we launched a new Bing account, our site got slammed with MSN bot cralwers. For the uninitiated, the Network Domain reveals the domain of a users ISP. I’d expect to see T-Mobile.co.uk, Sky.com, Virginm.com, btcentralplus.com, which are all UK based ISPs. However, the fact that this one ISP, Microsoft Corporation–> msn.com, is sending thousands of visits with a 100% bounce rate fits the pattern of crawler traffic, which Google Analytics hasn’t automatically filtered out.
The fix I came up with was to adds a filter* that removes traffic from the Network Domain msn.com (screenshot above). Login into your Google Analytics and head to the Admin –> All Filters. Build a custom filter that excludes ISP Domain: msn.com. That should filter out all the bad traffic. One thing to note is that filters are not retroactive and only start once you’ve added them to your profile.
*If you’ve never added filters to your Google Analytics before. You should create a duplicate profile that has all your raw data. You should always have a profile that has raw data and a second profile that has all the information from the first profile along with your filters. Once you filter data out of Google Analytics, there is no way to get it back. That’s why you always want a second profile to run filters on, so you can compare it to the raw data profile for mistakes in the future.
Living and working in the UK the last 15 month, exposes you to the opportunities across the EU and APAC region, that you don’t always see while living and working in North America.