News & Events

Last update: June 2021

2021-06-02

OpenBack Offers Attribution Tags for Push Notifications

In the mobile marketing industry, attribution is a key step towards understanding what part of your strategy is resulting in goal conversions. By attributing a conversion to an individual part of your campaign – whether it be an ad, a social media post, or a push notification – marketers can understand what elements are most effective. This then gives them the insights for fine-tuning their marketing campaign, optimizing what works and removing what doesn’t, for maximum returns. However, while attribution is a common term in traditional marketing, it’s not something you hear much with regard to push notifications.

Currently, mobile engagement is still new to the scene. Mobile marketers blast out push notifications without putting much thought into tracking metrics or using the insights to improve future campaigns. However, OpenBack offers a full, comprehensive suite of metrics, as well as complete attribution tags to connect notifications with unique conversions.

Download our NEW Metrics & Measurement Playbook to learn how to optimize your push campaign!

attribution tag

What Are the Benefits of Using Attribution Tags for Push Notifications?

Attribution is essentially feedback on what is and isn’t succeeding in your marketing campaign. For example, if a user clicks on a social media post, and then watches a video on your website before making a purchase, then both the post and the video can be attributed to that conversion. Moving forward, the marketer will want to prioritize similar posts and videos over other marketing channels.

When it comes to push notifications, attribution tags give insights on what levers are the right ones to pull – and for which user segments. For example, if 3 different versions of a push notification were sent out, attribution tags allow marketers to assess how much each version is pulling its weight in terms of bringing about conversions. So if 90% of your push campaign’s goal conversions can be attributed to push notification A, then it may be a good move to do away with B and C. Either that or revise their scheduled delivery by choosing different data signal, so that they reach users at a more convenient time.

OpenBack’s Attribution Tags for Push Notifications

The OpenBack dashboard lets you approach attribution in two ways:

  • You can set up a goal and then link goals to particular notifications/in-app messages so you know what impact they have
  • Add an attribution tag to a notification

To add attribution tags, simply log in to our dashboard and set them up for each notification you want insights on. Then, when a user clicks on the notification, it links to the tag.

Moreover, OpenBack can work in tandem with 3rd-party attribution tag platforms, such as Tealium. So when you include the attribution tag on your OpenBack notification, when someone clicks that notification it will automatically show up in their tag management system.

Attribution is incredibly important for push notifications in particular, because it helps you stay competitive and make sure you’re only sending out notifications that are relevant and useful for users. If you continue churning out push notifications without any successful conversions, you’re a) wasting money, and b) annoying your users, who likely aren’t clicking because you’re not telling them anything they consider important. What’s more, when it comes to connecting certain types of push notifications with specific actions you want users to take, attributions can help you hone your abilities of influencing users.

For example, if you notice that push notifications sent at 11 am, 1 pm, and 3 pm are successful at getting users into your retail app to browse selections, that’s good. But if you notice that notifications sent after 8 pm are 50% more likely to result in a purchase conversion – perhaps the customer’s inhibitions are down after a long day at work, and they are more likely to feel like they deserve a reward – then you should most likely skew more of your daily allotment of notifications to that time period.

attribution tag marketing push notification

Single-Touch Attribution vs. Multiple-Touch Attribution

When attributing conversions to push notifications, it’s important to discern between single versus multiple-touch attribution.

Single-Touch Attribution

Single-touch usually focuses on either first-touch or last-touch attribution. For first-touch, the attribution only pays attention to the first touch – or the first marketing conduit that drives a customer towards a goal conversion. For example, if they click a link in a newsletter that ultimately results in their making a purchase. However, this can often ignore other touchpoints that contributed to the conversion.

Last-touch attribution, conversely, credits only the final touchpoint that influenced the customer’s purchase (or other goal conversion). For example, an in-app message that offers the user a limited-time discount on an in-game currency. While last-touch is easiest to measure, it likewise isn’t giving you the full picture. For example, perhaps a push notification was what drove the customer into the mobile game in the first place. This is why multiple-touch attribution tags are needed to show you the full marketing process that resulted in a conversion.

Attribution Tags and Return on Push Notifications

Ultimately, attribution is a key part of Return on Push Notifications. It not only helps you understand why one of your customers completed an action, but it gives you insights to determine where it’s best to allocate your mobile marketing budget moving forward. Tracking attribution tags also aggregates all your insights on what user activities are driven by push notifications, and how often. It’s also a key factor in building a user retention campaign, or when you want to re-target users at risk for churn.

You might choose to measure your attribution tags for push notifications solely through the OpenBack dashboard. Other methods to track attribution might be through a third-party platform as part of your martech stack, or through JavaScript tracking or cookies. Either way, it’s imperative to include your push notification campaign when tracking and analyzing your marketing attribution metrics.

For more information on OpenBack’s extensive range of metrics, which you can view and filter using our dashboard, get in touch with one of our experts.

Or, download our Metrics & Measurement Playbook to learn how to optimize your push campaign:

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