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Mobile App Analytics Companies Reaction to the Facebook Analytics for Apps Release

Mobile App Analytics Companies Reaction to the Facebook Analytics for Apps Release

As if the reshaping of Facebook Messenger into a platform and laying down the groundwork for virtual reality video on the News Feed weren’t enough, Facebook just announced Analytics for Apps. This free tool allows developers and marketers to analyze and measure Facebook demographic behavior for further creation of better targeting campaigns.

 
It’s designed to help developers and marketers understand their app’s audience, measure how people use their app and grow their businesses by running better ads. This update will certainly have implications on Facebook’s App Analytics and Tracking Partners including AppsFlyer and Adjust. Let’s find out directly how they reacted to the Facebook Analytics for Apps Release. Read an exclusive interview we took with each company representative to see what they have to say about it.

 

AppsFlyer

Ran Avrahamy, Head of Marketing at AppsFlyer

 
Q1. What Facebook Analytics for Apps features do you find innovative? Do these tools provide any new information that was unavailable until now?

 
A. I think FB has made a very smart move, enabling their developer community with smart analytics solutions for free. IMO, it’s not about how innovative the features are, since there’s nothing really new there, but it’s really about how FB gives easy access to its devs – putting all of the relevant tools that they might be using in the same basket.

  
Q2. Do you think Facebook will drop third-party app tracking systems support to give its own tool an advantage? Do you expect any companies to leave the mobile app market?

 
A. The short answer is – no. Facebook Analytics for Apps doesn’t change the commitment to their Marketing Partners. Facebook Analytics for Apps is another product clients can use. I personally believe that the eco-system will only benefit from this announcement, which validates app analytics & attribution even more.

 
Q3. Given how well Facebook has established itself as a player in the mobile app traffic market, how much time do you estimate it will take for Facebook to match AppsFlyer’s expertise on the app analytics market?

 
A. Just as in my previous answer, I don’t think that’s FB goal.
Advertising analytics & attribution is what we do, day in and day out. That’s our business.

  
Q4. What steps do you plan to take in light of the Facebook Analytics for Apps release?

 
A. 2 months ago, we announced our recent $20m round. Regardless of the FB release, we plan to keep on growing globally, stay true to our customers & partners by keeping our unbiased, independent and transparent positioning and develop more innovative features like OneLink to help our customers reach their goals.

  
Q5 . What innovative solutions do you think the market currently lacks?

 
A. I think the next step for this market is a creating a true cross platform measurement solution. And TV attribution for app installs will be next

  
Q6. Do you recognize the mobile app traffic attribution tools market as one that is still commercially attractive?

 
A. Very much so. We’re in an amazing market, that has a very healthy competition environment, which makes all the players push forward. Fast.

  

Adjust

Simon Kendall, Head of Communications at Adjust.com

 
Q1. What Facebook Analytics for Apps features do you find innovative? Do these tools provide any new information that was unavailable until now?

 
A. There’s not much information yet, and as a practice we don’t speculate on rumours.

  
Q2. Do you think Facebook will drop third-party app tracking systems support to give its own tool an advantage? Do you expect any companies to leave the mobile app market?

 
A. You can look at it this way: Facebook has had the Power Editor for some time, which complements but does not replace the Facebook Marketing Partners with media or targeting specialities. There’s plenty of added value these guys provide. Facebook Analytics for Apps looks like a similar setup.

  
Q3. Given how well Facebook has established itself as a player in the mobile app traffic market, how much time do you estimate it will take for Facebook to match Adjust‘s expertise on the app analytics market?

 
A. That’s not the goal.

  
Q4. What steps do you plan to take in light of the Facebook Analytics for Apps release?

 
A. There’s no change in what we do here.

  
Q5 . What innovative solutions do you think the market currently lacks?

 
A. We have a few very exciting things that we’re working on – experimenting with better tools for user click journeys and redirection. There’s a lot of stuff you can do better with the data that clients are collecting through attribution, and we’re very excited to be experimenting in this direction.

 
Q6. Do you recognize the mobile app traffic attribution tools market as one that is still commercially attractive?

 
A. Absolutely, as long as partners and clients can find a good price point together. Third-party tracking has to be self-sustainable, which you can’t do if you’re trying to compete on price. What you don’t want is attribution as a gateway product to something else.

     
Obviously the Facebook Analytics for Apps tool is new and it hasn’t made a big impact on the mobile app analytics market yet. It remains to be seen how this introduction will exactly change the mobile app landscape. It’s important to note that one of the features of the brand new analytics tool, Attribution, is not available as of today and so the solution is currently focused exclusively on mobile app installs on Facebook.

  
Art Dogtiev,
Head of Branded Content at ComboApp