Branch, one of MoEngage's Technology Partners, allows you to track the install acquisition data to enhance your marketing automation campaigns on MoEngage.
Use the Publisher Name and Campaign Name of Install in MoEngage
To integrate Branch with MoEngage, you need to follow the below steps:
Configure Settings on MoEngage Dashboard
Navigate to MoEngage Dashboard > Settings > Analytics.
Under 'Acquisition Settings', turn on 'Acquisition Tracking', and select Branch from the dropdown.
This, by default, will generate an 'App Key'.
Hit Save to save all these changes.
Configure Settings on Branch Dashboard
To configure the settings on Branch Dashboard, you can follow the steps mentioned in the integration document for Branch.
Fields on Branch Dashboard
|MoEngage Data Center||
Select one of the following depending on the MoEngage Data Center you have signed up with. You can take a look at this article for more details on identifying your MoEngage data center.
|MoEngage App ID||
Fetch the APP_ID from MoEngage dashboard by navigating to Dashboard -> Settings -> App -> General -> APP ID
|MoEngage App Key||
Enter the App Key generated in STEP 1 or from your 'Settings' -> 'Analytics' -> Acquisition Settings.
How to use the Acquisition Data in MoEngage
After MoEngage starts receiving data from Branch, you can leverage this data in the following ways:
We track two User Attributes - "Campaign Name" and "Publisher Name". These attributes can be used in your campaigns, segmentation, and analytics. The Publisher Name and Campaign Name of Install give you an added insight into the persona of the user and you can leverage this data to enhance your onboarding campaigns, user funnels and, in general, personalize your marketing automation activities on MoEngage. The next sections list a few popular use cases for leveraging this data in MoEngage.
Analyze the performance of different publishers
Branch Integration can help in analyzing the effectiveness of your app install campaigns and sources in MoEngage. With the help of the data you are already tracking in MoEngage like user events, conversion goals, and uninstalls, you can compare the performance of different app install campaigns you are running and also analyze the relative performance of installs from different publishers to optimize your marketing spends.
To analyze this data, you can view the MoEngage acquisition dashboard here.
If you are using MoEngage Analytics, you can leverage the Publisher Name and Campaign Name information of Installs to analyze your user funnels.
Analyze the performance of different campaigns
After the integration is enabled, you can also see your acquisition data analysis on the acquisition dashboard by navigating from the dashboard sidebar: Analyze -> Acquisitions
Enhanced Onboarding Campaigns
You can use the Publisher Name and Campaign Name of install, which are present as user properties in MoEngage, to create Segments and accordingly personalize the push notifications, in-app messages, emails, and SMS that you are sending them via MoEngage.
Install attribution data gives you an insight into how the users could progress further in their lifecycle right when they install the app. This is a very useful piece of information and can help you to enhance the performance of your onboarding campaigns by improving retention, reducing the time to the first conversion, and also helping drive a higher LTV per user.
|Publishers where average sessions per user are low||Send push notifications periodically to increase the average no. of sessions per user, right from the time the users install the app.|
|Publishers where average LTV is high||These are your potential premium users and you could implement a campaigns strategy to nurture them into your segment for premium users.|
|Publishers where the uninstall rate is high||You could identify these users who have a higher propensity to churn immediately after they install the app and incentivize such users to make a first purchase which can, in turn, reduce your churn rate.|
At times, your users may install your app from publishers not tracked by Branch or who do not allow Branch to forward the install source information at a user level to MoEngage.
One of the possible workarounds to this is to fetch the install information from such publishers and forward them to MoEngage using the below APIs
Details about the API Params -
|publisher_name||Publisher name of the install|
|campaign_name||Campaign name of the install|
|appID||App ID of your MoEngage account. You can find this by navigating to Settings -> App Settings|
|advertising_id (for android only)||Google Advertising Id of the device on which Install was detected|
|idfv (for iOS only)||IDFV of the iOS device on which Install was detected|
|appAttributionKey||Available on MoEngage dashboard by navigating to Settings -> Analytics -> Attribution|
Frequently Asked Questions
Q. Can I see the install data from Facebook in MoEngage?
A. According to Facebook data sharing policies, the install data from Facebook can only be seen in Branch and not sent to other platforms. These would be seen as Organic Installs in MoEngage. You could alternatively use our APIs to send Facebook data to MoEngage separately.