Online store owners know that customers often use their apps instead of their website’s mobile version. Now web and in-app events appear in Yandex.Direct. That helps build repeating reports and analyze all conversion sources.
Use in-app event data:
- Track ad effectiveness across all channels.
- Set up retargeting for anyone who has logged into the mobile app.
- Set them as strategy goals to increase their effectiveness.
Additional app data provide more signals ad campaigns can use to train machine learning algorithms. That increases campaign conversions.
How to set it up
Integrate the app with the tracking SDK. Yandex.Direct supports the most popular options: AppMetrica, Adjust, and AppsFlyer. Set up tracking for important events and transmit data on them to Yandex.Direct. The events include viewing a product or service, adding to cart, deleting from cart, and purchases. In addition to ecommerce events, you can also track events that are important for other business types. For example, ordering a bank card or booking a hotel.
Mobile devices account for roughly 80% of Lamoda’s sales, so optimizing ad campaigns based on app data is one of our most important tasks. The new Yandex tool helps you transmit in-app events to Yandex.Direct and target this audience with smart banners. Now app conversions help strategies work more efficiently. Revenue from smart banners has increased several times due to in-app retargeting, proving the tool’s effectiveness.
When launching ad campaigns, use universal links. Users who have installed your app will be directed to the correct product or app section. If there’s no app, they’ll visit your website.
The link parameters show you whether a user opened the app, bought a product, or did something else important after clicking on an ad in Yandex.Direct. All targeted actions performed in the app are reflected in the Report Wizard.
Learn more about optimization and retargeting for in-app events in Help.
