Google Analytics introduces Postbacks: Inching towards a full service Marketing tool
Google Analytics has made some great additions in last one year to transform itself from a vanilla analytics tool to a complete marketing optimization tool. All new features are making it a must have SDK for your mobile App.
Some recent additions to its feature list includes:
- Cohort Analysis
- Lifetime Value
- Real Time Conversions
- iTunes Attribution
- Remarketing with Dynamic Attributes
To complete its journey from being just an Analytics tool to a full service marketing tool, Google has now introduced “Postbacks” — I think it was added around 2/3 days back.
Postbacks allows any App to send deep linked event back to an ad-network for campaign optimization. This is a very powerful feature. In the absence of any postback, Networks remain blind after they make the user to download an App. With this feature, GA can ping select networks in real time about any in-app conversion.
Networks can remove non-performing campaigns or optimize further on better converting publishers to drive quality installs.
This weakens the case for including a 3rd party attribution tool. Currently only following networks are available , but I reckon this list will soon be expanded.
App Advertisers can send first launch or an in-app conversion (transaction) back to these networks.
Here are some useful links for more details on how to use this new feature:
- About Mobile App Postbacks in Google Analytics
- Set up Mobile App Postbacks in Google Analytics
Now if GA can add the following two features, it will give all other attribution/analytics/marketing automation tool a good run for their money:
Desire 1: Ability to attribute Facebook App Installs
Desire 2: Integration with GCM directly to send Push & In-App Notifications
Let me know what you think about this new addition. Mail me at dabbot@gmail.com or ping me on twitter at twitter.com/deepakabbot
Also check out my old post on how you can leverage Google Analytics for Mobile:
