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How to set up Binom for mobile apps tracking (2)

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Article that took First place in our contest.


Translated from Russian, so please disregard some occasional mistakes

In this article, we will talk about setting up end-to-end analytics for mobile traffic.
If you run push, native or other traffic to mobile apps or if you attract affiliates to promote your app you will learn how to tune a minimal set of tools for it. You will run traffic from new sources, optimize campaigns, do split tests and monetise your mobile apps effectively using Binom.


By end-to-end analytics, I mean a set of tools which allows us to track a user from click to lead (for instance, in-app purchase or reward video view) and also throughout the user life cycle with tracking important metrics such as ARPU, RR1, RR7 and ROASIROI.


With the help of Binom Tracker and Yandex AppMetrica we will tune the analytic system from Android mobile app and answer the following questions:
- Which creative brings more conversions
- Which landing page converts better
- Which funnel brings more target actions in a mobile app
etc.


This funnel is also applicable to IOS apps, you need just to select the IOS platform in section 2.
In Binom tracker we can define the most profitable traffic sources, landing pages and creatives as well as create blacklists. As a result, our ROI, the number of app installs and target action will increase and as consequences, we spend our budget wisely and monetize mobile apps more efficiently.



1. Preparations


For start we need:
- Installed Binom Tracker
- Mobile app with Yandex AppMetrica SDK integrated
- Traffic source personal account, landing pages and creatives.


2. AppMetrica settings


Step 1: Creating a tracker and adding a partner
To track user installs we create a new tracker in AppMetrica:






In my case, the traffic source I work with was not in the Partners list.




Then, we create a new partner: use Binom as a name and tracking domain. Now you can choose Binom from the drop-down list.


You may say that it’s advisable to choose an ad network as a Partner because it allows us to pass ad campaign settings to AppMetrica. However, in our case, I suggest using Binom Tracker as a traffic source. The tracker transfers all data to AppMetrica.


If you need to build reports in AppMetrica by the same parameters as in Binom Tracker (for example, source ID, creative ID etc.), transmit tags from Binom Tracker as AppMetrica tracking URL parameters according to the official guide: Parameters of the tracking URL.


Step 2: SmartLink settings


In the SmartLink section select Android Platform and a link to the Google Play page.
Add DeepLink if you want a user to see a specific screen after app installation.
You can add trafficback URL to Post-click landing. This URL opens in a mobile browser right after a user gets to PlayMarket. It can be a link to a community app, documentation or Binom tracking link to any other offer.


Step 3: Postback settings


To transfer data from AppMetrica to Binom it requires to set up postbacks. Postbacks – POST requests which AppMetrica passes using specified URL.
Postbacks can also pass different parameters like clickid, conversion status, name of action etc.
I suggest using Binom complete guide to setup Postback URL.
Postbacks must contain information about clickid. This way Binom can associate AppMetrica postbacks with clicks from ad networks and build reports
Go to Settings in Binom to get postback URL.
I use an English interface for all tools where it’s possible, it's quite handy if you work with foreign services. Your interface might look a bit different.





Postback URL should look like this:



Where tracker.com – your tracking domain in Binom.


To add postback from app installation we use the following URL:
https://tracker.com/click.php?cnv_id={binom_clickid}&cnv_status=instal l


Please, pay attention to the current status “Install”, we will get back to it late.





I guess you would like to get a postback also when a user performs a target action, purchase a subscription for example. In my application the event named ap_success is responsible for that.
If this event applies to your app as well then add one more postback URL.






Now keep in mind the status “Purchase” we will get back to it later. You can use any word containing Latin letters and numbers as a status name.
Remember to replace tracker.com with your Binom tracking domain.
Payot – optional parameter, you can specify conversion payout, for example profit from a sale to see overall income information in Binom reports.



3. Binom tracker settings


Step 1: Tracking URL


After we set the Tracker in AppMetrica we can get a tracking URL and use it as an offer link in Binom.






But it’s not that easy. If we use a link taken directly from AppMetrica we won’t be able to see what creatives and landing pages are associated with certains app installation or a paid subscription.


https://redirect.appmetrica.yandex.c...23496453347982 – the URL we can not use.


Fortunately, there’s the following section in AppMetrica documentation. Now we know that we can send custom parameters to the tracking URL and the values of these parameters can be transmitted in a postback URL. That is exactly what is needed!


We add to the original link following parameters:
https://redirect.appmetrica.yandex.c...binom_clickid= {clickid}&site_id={trafficsource}


The tag {trafficsource} is taken from the Binom ad campaign token guide. When Binom sends traffic to AppMetrica tracking URL it passes a traffic source ID. You don’t need to add this tag for a traffic source yourself. It’s very handy as you can use it to build complicated traffic sources reports in AppMetrica, track user behaviour and other metrics sorted by traffic sources.
The most important parameter in the URL is binom_clickid={clickid}. Remember, in the postback URL we used the cnv_id={binom_clickid} tag? The value for that token will be replaced with the value from our tracking link.


Step 2: Offer


Once we have a tracking URL with clickid parameter we can open the Offers section in Binom and add a new offer.



If you need help with this step, please, refer to the Binom offer creation documentation.


Step 3: Setting up postback status in Binom


In the section Settings > Stats add Postback status (install and purchase) from the section “Step 3: Postback settings” as shown in the picture.





4. Conclusion


Everything is set for running an ad campaign!
Create a campaign in Binom using the offer from the previous block.




TL;DR


1. If you want to run installs, subscriptions or any other mobile offers you need to focus a lot on tracking.
2. It is required to create a tracker in Appmetrica, set up a postback and transmit to AppMetrica tracking URL parameters from Binom.
3. You need to add Appmetrica tracking URL in Binom as an offer.
4. If everything is done correctly, you will see a number of conversions and clicks from traffic sources and number of installs, subscriptions and other conversions for each traffic source.
5. It’s high time we run traffic!

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Thanks for posting it.

It´s great to see more ways to use a tracker apart from the common ones

I don´t run E-Com myself but probaly the different cnv_status postbacks are very helpful for E-Commerce as well (put to cart, buy and such stuff).

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