Measuring Mobile Media Using Tracking Tags, aka Conversion Pixels

This is the second post in a series of five video blogs explaining how to measure mobile media.

Tracking tags are a digital marketing standard that is now being applied to mobile.

Tracking tags are JavaScript code that lives on either your website or a mobile site owned and operated by the ad network you use to deliver your mobile campaigns. (Sounds a little weird, doesn’t it?)

This form of tracking can work in a couple of different ways. Marketers can use cookies — the usual way to track users for a desktop site; however, cookies don’t work well for tracking on mobile devices, particularly for in-app advertising. Mobile device IDs work on Apple iOS, Android and Windows mobile devices. When the user clicks a mobile ad, the tracking tag notes the device ID and sends information about the pages viewed on the website back to the ad network.

Because tracking tags are related to the ad network, the ad network can tell you about who viewed the ad as well as who clicked through to view pages on your website — so there’s more data available than just the information about clicks you get with your marketing source code.

Click here to watch the video explaining this process in more depth.

Next Up > Using device graphs to measure mobile media