NEW STANDARDS IN MEASURING APP CONVERSIONS
Exactag and BAUR have successfully developed a game-changing tracking solution that quantifies the influence of web and app campaigns on app conversions, setting a sophisticated standard in the market.
The challenge
BAUR, an established mail-order pioneer, offers a shopping app alongside its website as a channel for customer interactions and sales.
However, the company faced a significant challenge when it was unable to measure and analyze the influence of web and app campaigns on app sales. Despite the availability and analysis of data, the link between digital touchpoints and app conversions remained unclear, making it challenging to evaluate the efficiency of marketing activities, especially web-to-app campaigns. This measurement gap created an urgent need for a solution that would enable accurate and seamless attribution across platforms.
The solution
To effectively measure the impact of web and app campaigns on app sales and bridge the existing measurement gap, BAUR collaborated with Exactag’s integration experts to develop a tailored measurement solution. The ideal measurement approach was identified for the app’s native and hybrid environments.
During the scoping phase, a tracking concept was developed that utilizes server-to-server requests. It also incorporates additional information from the mobile measurement partner, along with cross-device measures that were already established.
The results
The cutting-edge measurement method Exactag introduced has revolutionized how BAUR approaches its online sales funnel. It has made measuring marketing initiatives that led to app sales much easier, enabling the team to connect the dots between their marketing activities and sales success.
Thanks to this sophisticated technology, BAUR has discovered that the number of direct app entries is significantly lower than previously assumed, paving the way for new and more effective marketing strategies.
In this particular scenario, the percentage of direct entries has decreased by 62%. This proves that only 38% of app sales were made via direct entries, whereas 62% of app sales could now be attributed to specific marketing measures, resulting in reliable performance KPIs for in-app campaigns. All other campaigns have also benefited from the completed attribution.
By providing granular insights into every online touchpoint, this innovative measurement solution has also uncovered that customer journeys for app sales are quite distinct from those for website sales, which helped optimize the campaigns for two different types of target groups.
BAUR is now planning to extend Attribution Push to other partners in the next step. With Exactag’s Attribution Push, Exactag directly ingests granular attribution results into the BAUR partner systems, e.g., their bid managers for integrated reporting. The imported data is used as a basis for reporting and automated optimization. That means, the management of marketing campaigns takes place directly in the partner system based on Exactags advanced data-driven attribution fully automated, without any manual effort.
"The new app-tracking removes the last blind spot on our attribution map and has revolutionized the evaluation of our in-app campaigns."
About BAUR
The company was founded by Friedrich Baur in Burgkunstadt, Upper Franconia, in 1925 and is considered one of the pioneers in the mail-order business. Over the past two decades, it has successfully transformed into an online retailer with a strong focus on customer service, high-quality standards, and an up-to-date product range in fashion, shoes, and furniture categories. BAUR offers popular brands and an attractive range of self-created fashion collections under its brand – Aniston, by BAUR.
Since 2019, BAUR has utilized Exactag’s Marketing Measurement Platform to attribute, optimize, and control its marketing efforts. Exactag’s attribution data is a crucial component of BAUR’s Marketing Data Hub. Furthermore, the attribution data from Exactag is also shared with partners and providers via Attribution Push to manage marketing campaigns more efficiently.