Facebook Preferred Marketing Developer Adotomi announced Tuesday that it has launched a program that tracks actions within mobile applications that originated from Facebook ads. The Adotomi Universal Mobile App Tracking Platform allows advertisers to see how effective their Facebook ads are through the lens of their mobile apps.
Through Adotomi’s program, companies can track multiple actions throughout the conversion funnel and get a better sense of how their mobile apps contribute to return on investment. The first three mobile app tracking providers to integrate with Adotomi were HasOffers, Ad-X, and AppsFlyer, but others are in the works, as well.
The program is already in use by some of Adotomi’s top developer clients, such as Playtika, a startup company in the online gaming industry. Playtika Director of User Acquisition Elchai Granot spoke about how Adotomi’s program has helped the business:
Facebook is probably the most important new player acquisition channel out there in terms of both volume and scale. Adotomi was the only platform that was truly focused on optimizing to player driven revenue. The Adotomi Universal Mobile App Tracking Program lets us track all conversion funnel points, even multiple purchases per user, while the algorithms in the platform optimize to all of these actions.
Joe McCormack, CEO of Adotomi, discussed the motivation behind creating the tool:
The app developer industry is a crowded place; we wanted to create a solution that made it easier for developers to acquire new users and players. The biggest challenge was tracking a user’s value over periods of weeks and month while having to make real-time bid and budget decisions. By creating a universal solution, we are removing the biggest hurdle facing developers. They can focus on what they know best — content and in-game optimization — while automatically using their player monetization data to create quality new user acquisition campaigns on Facebook.