Mobile tracking and optimisation essential for Cyber Week success

Last year, just under 73% of total ecommerce sales were completed through a mobile device. The total revenue generated from mobile commerce in 2021 has more than tripled since 2016. Smartphone use in general has been predicted to increase by 13% this year, with this number set to peak across Cyber Week as they become the platform of choice for online purchases.  

Whilst mobile, app tracking and measurement is by no means a new development, integrating it into your affiliate programme to track sales and optimise performance is crucial – especially in the lead up to Cyber Week and the busiest shopping period of the year.  

If you still need convincing, here’s five reasons why you should start thinking about your app-tracking integration now.  

Nowadays, the tracking of mobile sales should no longer be an optional add-on but an integral part of a brand’s affiliate arsenal. Publishers, especially those in particularly app-preferred verticals such as content and social, rightly expect their sales to be recognised and rewarded no matter where that mobile user converts. Content partners on the global Awin platform have grown by 30% year-on-year, not only aided by increased app-tracking integrations from advertisers but also thanks to Instagram enabling embedded affiliate links for creators of all sizes. This figure is expected to grow even further as consumers continue to interact with mobile and app touchpoints as part of the purchase journey. Without app tracking enabled, publishers could lose out on these vital in-app conversions.

In recent years, innovative advertisers have implemented mobile measurement and tracking solutions to mitigate this. According to Awin data, the number of programmes with app tracking enabled has increased by 578% in Q2 this year compared to Q2 2020.  

Despite its rapidly increasing uptake, doubts regarding the benefits of implementing mobile tracking persist.  

The incrementality of this performance is often called into question even though within two months of implementation, Awin advertisers have seen strong increases across multiple KPIs with uplift in sales and revenue. Basket values also increased with AOVs rising 15% compared to the previous period. Crucially, their non-app performance grew alongside this, highlighting the solution’s ability to drive additional volume and value on top of the core affiliate programme activity. 

Tracking partners can help achieve these kinds of uplifts by optimising the mobile shopping experience with integrated loyalty products and offers, improving engagement and conversion rates as well as customer lifetime value. Whilst the tracking technology remains the core function of the solution, it’s these additional products that drive true value for customers. 

Collecting and analysing the data behind performance can be just as important as sales and revenue. Mobile Measurement Partners (MMPs) like Branch, Adjust and Appsflyer  enable advertisers to report across multiple campaigns and channels including in-app, providing a holistic and accurately attributed view of total performance. These three are partners also have module integration with Awin, allowing quicker and simpler set up for advertisers. The added visibility that MMPs can provide is key to optimising your whole ecommerce strategy, allowing you to understand the growing number of mobile consumer journeys. 

Now is the time to implement mobile tracking to your affiliate programme. Both advertisers and publishers are investing in the space with the likes of Klarna, TopCashback and Quidco developing their app offerings to capitalise on the rapidly growing mobile market. As consumers’ screentime continues to climb year-on-year, get ahead of the curve by optimising your mobile strategy this quarter. 

Access the Awin Report 2022 to learn more about the 100 most innovative #Power100 partners on our global platform who can help you make the most of the busiest trading period of the year.