"I'm losing 50-60% of the clicks I'm buying for my mobile campaigns, what's going on?"Click and impression discrepancies are a fact of life in the online advertising world, for multiple reasons the numbers just never seem to match up.
However when you start checking your numbers in mobile advertising, you may get frustrated with the fact that you are seeing discrepancies as high as 50-60% and have no idea what's up.
Is your traffic source underserving? Are the CPA networks scrubbing like crazy?
The answer is not that simple, but here are a few things to keep in mind:
- Mobile internet speeds are not the same as desktop speeds. Any latency will start to negatively affect you. At any point the user could close their mobile browser before your page fully loads, or the request could time out. This means fewer clicks, impressions, and conversions tracked.
TIPS:Speed is your friend. Use a fast tracking server and software. Make sure your landing page is mobile optimized and as small as possible, reduce image sizes, combine css into one file, limit the number of 3rd party scripts on your page.
TIPS:If possible segment your mobile traffic and have different pages and tracking methods based on capabilities. Use server side redirects if possible to ensure most of your redirects get completed. If you are using Prosper202 DON'T cloak mobile traffic.
TIPS:Use the postback url whenever possible, it's a server to server call and doesn't actually rely on cookies.
TIPS:Use cache busting techniques to ensure the impression script or pixel is always loaded. This can be as simple as adding a random number to your urls to force a reload.
As you can see, there's a lot that can go wrong to throw off your numbers, but if you are aware of these issues and take proactive steps to correct them, you will have better numbers to work with as well as making sure your ROI from your mobile campaigns are as high as possible.
Tomorrow Tuesday October 11th at noon pst, Prosper202 1.7 launches from private beta. We are focusing heavily on mobile and have built in some of the best practices mentioned above. Anything that didn't make it into this release is quickly being worked into the next update. If you've been frustrated with the current options for mobile tracking, take a new look at Prosper202 1.7. We are bullish on mobile and will be dedicating a lot of engineering resources to proving you with the most powerful mobile advertising tracking platform.