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BizReport : Mobile Marketing : June 13, 2012

Flurry empowers app marketers to measure effectiveness of traffic acquisition campaigns

This year more than $1 billion will be spent by mobile app marketers on traffic acquisition, estimates mobile app measurement and ad platform Flurry. Many of them won't be able to adequately measure the effectiveness of those campaigns, a problem Flurry intends to solve with the launch of its analytics service.

by Helen Leggatt

flurry logo.pngMobile app marketing is maturing, moving past a purely numbers game. Flurry has launched a new product that enables app marketers to focus on quality rather than quantity.

Called Flurry Ad Analytics, the new product leverages the company's existing Flurry Analytics, which is used by about 70,000 companies across more than 190,000 apps. It will give mobile app marketers greater insight into the quality of acquired traffic and how users behave after download.

Ad Analytics automatically tracks app clicks and installations and attributes those actions to the correct campaigns and traffic sources. Marketers can specify how acquired traffic quality is defined, such as by demographics or usage.

The service, which is available to all existing Flurry Analytics users, allows traffic to be tracked from campaigns against multiple networks including Apple iAd, Google Admob, Millenial Media, InMobi, Jumptap and Flurry AppCircle. In fact, according to Flurry's Ad Analytics FAQs, the service works for any traffic source that supports 3rd-party URLs.

Tags: acquisition campaign, ad analytics, application marketer, mobile apps, mobile traffic, user behavior

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