Native mobile apps can be tracked to understand the effect of OOH exposure on various app actions, such as installs, registrations, purchases, button clicks, etc.

App actions are tracked via SDK postbacks. Most large apps leverage an analytics SDK, such as Kochava or AppsFlyer. An SDK is a small library of externally-provided code that is embedded in another project to provide additional functionality. App publishers use analytics SDKs to understand how their users interact with their app, in order to develop more engaging and efficient user interfaces and experiences.

Mira users a third-party provider, Claritas (formerly Barometric), to provision postback URLs to collect SDK postback data from the brand's analytics SDK provider.

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Pre-Campaign Attention Required

SDK postback data is by nature not "always-on". In order to start collecting conversion data, we must configure the app's analytics SDK to send data to the appropriate Claritas API endpoint.

Creating App Properties

To create an App Property in the Mira Console,

• Navigate to the Conversion Property view
• Click the + Create New button and select App (SDK Postback).
• Provide a name an optionally a description, to help you identify this Property
• Select a Property Provider. Currently, the platform only has one Provider: Barometric. Select this every time.
• Optional: Select an advertiser this Property is associated with
• Select the Analytics SDK Provider
• Select the SDK/App Type (iOS vs. Android)
• Note the App Store ID.
  • For Android apps, this is usually a package name such as com.example.awesomeapp
  • For iOS apps, this is a numerical ID

The postback URL will be available on the Property's detail view page if needed.

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Managed Service - Mira Provision Properties

For managed service users, your account manger will provision the appropriate Barometric/Claritas properties for each app and provide the property IDs to be used in the postback configuration.

Configuration

We are only able to measure conversions to app goals insofar as the associated app analytics SDKs have been configured to post data back to the correct Claritas endpoint. If, say, a campaign is starting on December 1st, we need the postback to be firing at least on December 1st. If there is a pre period in the campaign, we need the pixel to be firing by the time the pre period starts.

This is important to call out because typically, brands will take a while to configure a postback, and even longer to do so correctly. If our attribution window and pre period is 14 days, for example, we would want to be having the conversation with the brand at least 21-28 days prior to the campaign launch!

In order to get started, we simply need to know which apps are being tracked (Android, iOS, or both). We will then provision the associated properties to be used in the postback configuration.

Postbacks

Once Mira has provisioned the Claritas/Barometric properties, the postbacks can be configured. Claritas is integrated with the major SDK providers in the industry, including AppsFlyer, Kochava, and TUNE.

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Configure All Events To Be Sent!

It is important to configure "all events" to be sent to Claritas, and not only "attributed" events. This ensures that the attribution process has as much data as possible when taking into account app engagements and conversions.

In all instances, the Claritas (Barometric) Property ID will need to be inserted into the SDK's dashboard. Additionally, one postback will need to be setup per app; if an advertiser has both an iOS and Android app, then two postback URLs will be generated by your account manager.

Kochava

Please see the support documentation: Create a Custom Postback

Important steps to note:

• Ensure all events are being sent to Barometric, NOT just attributed events

AppsFlyer

In the AppsFlyer UI:

• Go to "Integrated Partners", search for "Barometric", and then click to enter their integration setup configuration.
• Add the property_id from Barometric, and then under the "Default postbacks" set the sending option to be "Events attributed to any partner or organic"
• Next, if you want to enable sending events as well, scroll down to the "in-app events settings", add the same property_id
• Enable the switch for "in-app events postback", which allows AppsFlyer to start sending Barometric events
  • Under "sending option", you would select "events attributed to any partner"
• Click "add event", and then you can select an event in the dropdown that we're tracking, and then add the ID from Barometric in the textbox to the right, so that AppsFlyer knows what ID to send to Barometric when they send a specific event.
  • You can click "add event" to send Barometric as many events that you're tracking as you'd like.

Important steps to note:

• Ensure all events are being sent to Barometric, NOT just attributed events

TUNE

Please see the support documentation: Simplified Postbacks

Important steps to note:

• Ensure all events are being sent to Barometric, NOT just attributed events