Measuring Mobile Web

Mobile web users are those who use a web browser on their mobile device to browse the internet, play mobile games, and use mobile web apps. Connecting the mobile web to mobile apps is challenging because the information available about users on the mobile web is different from the information available for users of mobile apps. Specifically, one of the Main Methodologies for Attribution in Attribution Analytics involves identifier matching, where a mobile app accesses a device’s unique advertising ID (such as iOS IFA and Google AID) and sends it to TUNE to perform attribution. While this method works well for mobile app attribution, it does not work for mobile web traffic because mobile web browsers don’t have access to the advertising ID.

To measure events in mobile web games and mobile web sites/apps, we use browser-based cookies: when users activate a TUNE link, Attribution Analytics sets a cookie in the user’s browser to uniquely identify the user. When the conversion request for an event occurs (such as Purchase Completed), Attribution Analytics then uses the cookie to attribute the conversion with the associated advertising partner.

Cookies are ideal for mobile web experiences outside of native mobile apps. For mobile web experiences embedded in a native shell, we recommend using our Javascript SDK instead. Attribution Analytics handles all of the cookie writing and reading.

This page describes the process of enabling attribution for your mobile web app, which consists of the following steps:

In Attribution Analytics 1. Add your web app
2. Generate a TUNE link
3. Add a conversion event and save the generated iframe
4. Set up a postback URL
On Your Web Server 5. Set TUNE link as ad target
6. Include pixel iframes on conversion page

The first five steps are the same steps you’d complete to configure attribution for native mobile apps. The only difference for mobile web apps is step 3. Usually you’d add a conversion event in Attribution Analytics and implement the event in your mobile app code/SDK. For mobile web apps, adding a conversion event generates a conversion pixel that you can place in your conversion page.

Step 1: Add Your Web App

  1. In Attribution Analytics, go to Applications > Apps.
  2. On the Apps page, click Add App in the upper-right corner.
  3. In the Add App dialog box, complete the following fields:
    Field Action
    App Name Enter a name for your app (for example, “Your Awesome App”).
    Channel Select Web.
    Destination URL Enter the destination URL where users can access your mobile site (for example, “http://www.yourawesomedestinationurl.com”).
  4. After completing the fields, click Create App & Continue.

Step 2: Generate a TUNE Link

Now that you’ve added your mobile web app in Attribution Analytics, the next step in configuring event measurement is to generate a TUNE link. To create a TUNE link, follow the steps in our Creating a TUNE Link article. Similar to mobile marketing campaigns for typical mobile apps, the purpose of creating a TUNE link for mobile web apps is to measure clicks and impressions (including any campaign parameters appended to the TUNE link) and redirect users to your mobile web app.

For mobile web apps, Attribution Analytics creates a browser cookie on ad click or impression, such that subsequent conversion events can be attributed back to them by matching the Tracking ID. After generating the TUNE link, copy it and attach/embed it with your ad(s).

Note: Cookie-based measurement uses the “launch1.co” domain for TUNE links and conversion URLs on events. The standard “tlnk.io” domain used for mobile app attribution will not properly track mobile web traffic.

Step 3: Add a Conversion Event

After generating a TUNE link to measure clicks, the next step in configuring event measurement for your mobile web app is to add an event. The output of this step is a conversion pixel, which you must include on the conversion page for your mobile web app.

When users land on the conversion page (for example, a user makes a purchase and is redirected to a confirmation/purchase completed page), the conversion pixel is requested and Attribution Analytics logs the “purchase completed” conversion event. We also access the cookie (set on ad click) to perform attribution on these events.

To add a conversion event for mobile web attribution:

  1. In the main navigation, go to Applications > Apps.
  2. On the Apps page, select your mobile web app.
  3. On the app details page, near the right side, click Add Event.mobile_web1
  4. In the Add Event dialog box, select the Event Type, type a descriptive name for the event, and then click Finish.
    Define Event
  5. From the app details page, in the list of events defined, copy or export the conversion code for the event just added. You will later insert this code into the conversion page of your mobile web app.mobile_web2

Step 4: Set Up a Conversion Notification

Next, you need to set up something to notify your partner whenever a conversion event is attributed to them. You can do this either using the standard postback URL setup, or using a partner’s third party conversion pixel instead.

For information on the standard postback URL setup, see our Setting up Postback URLs article.

To use a partner’s third party pixel instead:

  1. In the main navigation, go to Partners > Data Sharing.
  2. On the Data Sharing page, select the Postback URL tab and click the Create Custom Postback button.web_traffic_postback1
  3. On the Create a Postback URL page, in the Postback Name box, type a descriptive name for this postback URL.
  4. In the Advertising Partner Postback Template section, select Third Party Pixel, and then search for or select the partner to whom you’re sending event notifications.
    Define Postback
  5. In the Enter Third Party Pixel box, paste the pixel code (configured for receiving event notification) provided by your partner.
  6. In the Postback Requirements section, select the appropriate mobile web app and event (that triggers the postback). Then copy the contents of the Postback URL box at the bottom to paste into your conversion page later.
    Copy Postback Pixel
  7. Click Save once you’re finished.

Step 5: Embed TUNE link Into Ad

With the configuration in Attribution Analytics complete, simply set the ad destination as the TUNE link generated above. This means that on ad click, the TUNE link is requested, Attribution Analytics logs the click and sets the browser cookie, and redirects users to the destination URL/mobile web app.

Step 6: Implement Pixels On Conversion Page

To measure conversions through cookies, you need to implement iframe pixels on your conversion page.

To retrieve/copy the pixels from Attribution Analytics:

  1. In the main navigation, under the Applications section, click Apps.
  2. On the Apps page, select/click the mobile web app.
  3. On the app details page, in the list of events defined, copy or export the iframe-based conversion code into your conversion page.mobile_web2

To display a conversion pixel, include the conversion URL in standard HTML iframe tags. The following iframe tag shows an example of a conversion URL displayed as an iframe pixel, where the TUNE link is:

https://launch1.co/serve?advertiser_id=877&site_id=1557&action=conversion&site_event_id=100&user_id=123
<iframe src="https://launch1.co/serve?advertiser_id=877&site_id=1557&action=conversion&site_event_id=100&user_id=123" scrolling="no" frameborder="0" width="1" height="1"></iframe>

Step 7: Verifying Implementation

With the configuration for mobile web measurement complete, you can run a test (click the published ad embedded with a TUNE link) or simply wait for user-initiated events to occur. You can verify:

  • Attribution Analytics requested the postback URL correctly.
  • Attribution Analytics logged the click correctly.
  • Attribution Analytics logged the event correctly.
  • Attribution Analytics attributed the event to the partner correctly.

Verifying Clicks

To view the clicks that Attribution Analytics logged for your mobile web app, log into Attribution Analytics and go to your Clicks Log Report. If necessary, click Edit and add a filter for the app and  partner.
Viewing Click Events

If click events for the mobile web app are logged and the responsible partner is correctly attributed, then the TUNE link is functioning properly.

Although appropriate entries in your Clicks log is a good indication of TUNE link validity, it does not guarantee that subsequent conversion events will be properly attributed to the responsible partner (because we use cookies and conversion pixels to measure mobile web apps).

Verifying Events

To view the conversion events that Attribution Analytics logged for your mobile web app, log into Attribution Analytics and go to your Events log. If necessary, click Edit and add a filter for app and partner.
Viewing Conversion Events

If conversion events for the mobile web app are logged and the responsible partner is correctly attributed, then the conversion pixel is functioning properly.

If you do not see correctly attributed conversion events, verify that:

  • The conversion pixel is copied from Attribution Analytics exactly as displayed.
  • The conversion pixel contains the proper query string parameters to identify the app (site_id), event (site_event_id), and advertiser (advertiser_id).
  • The conversion pixel is rendered from the same domain that rendered the ad/TUNE link.
  • There is no CSS or JavaScript that interferes with the rendering of the conversion pixel.

Verifying Postbacks

To view the postback URLs that Attribution Analytics requested/for your mobile web app, log into Attribution Analytics and go to your Postback URLs log. If necessary, click Edit and add a filter for the app and partner.
Viewing Postbacks

If postback URLs for the mobile web app are logged and sent to the partner correctly on each conversion event, then the postback conversion pixel is functioning properly.

If you do not see correctly fired postbacks, verify:

  • The partner provided the correct postback URL (contact the partner and confirm the proper postback URL from their system, which you enter as the Third Party Pixel in Attribution Analytics).

Troubleshooting the Conversion Code

If you’re having trouble verifying your test conversions, you can verify the conversion pixel you created in Step 6 against our servers and see the output including any error messages related to the use of your TUNE link for conversion measurement and attribution.

  1. Obtain the conversion pixel you created in Step 6.
    <iframe src="http://launch1.co/serve?action=conversion&site_id=xxxx&site_event_id=yyyy&advertiser_id=zzzz"></iframe>
  2. Modify it:
    1. Input a unique user ID value; e.g. “user_id=1234”
    2. Append “&response=json_format”
    http://launch1.co/serve?action=conversion&site_id=xxxx&site_event_id=yyyy&advertiser_id=zzzz&user_id=1234&response_format=json
  3. Copy the new link, paste it into your browser and click Enter.
  4. Our server will respond with an error message with an explanation of what is missing/why it isn’t working.

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