There are a few different scenarios to be considered with mobile conversion tracking. Before I describe these scenarios, please keep in mind the following:
Feature phones store cookies with limitations (i.e. phones that are not smartphones might not store cookies at all, or they might store cookies but these cookies could be deleted when powering off the device -this really depends on the device-)
Certain browsers (read Safari -both on mobile and desktop-) block writing third-party cookies. This is their default setting (note that a user could change this behavior). It's important to mention that if a user clicks on ad, DoubleClick will become a first-party to the browser (doubleclick.net momentariy appears in the browser URL box and the user is taken to the destination URL -this is done to track clicks-). Once the cookie exists, DoubleClick can read this cookie. If a user never deletes its DoubleClick cookie, this user will be tracked across any page that has a DoubleClick ad. Safari does not (by default) block reading third-party cookies, only writing third-party cookies.
Mobile Web (publisher) to Mobile Web (advertiser page)
This scenario is exactly the same as in desktop.
Click-through conversions are tracked
View-through conversions are tracked *
* As stated earlier, only if the browser doesn't block writing third-party cookies. If the browser does block writing third-party cookies, the DoubleClick cookie may already exist (if the user previously clicked on a DCM ad, where DoubleClick is considered the 1st party and is able to write the cookie).
In-app (publisher) to Mobile Web (advertiser page)
Click-through conversions are tracked only provided that the user is taken to a full browser when clicking on the ad.
Mobile Web (publisher) to In-app (advertiser)
Conversions cannot be tracked.
In-app (publisher) to In-app (advertiser)
Click-through conversions are tracked *
View-through conversions are tracked *
* If the mobile network (publisher) passes the Mobile Ad ID (Apple's IDFA or Android's Advertiser ID) to DoubleClick (the app network ad SDK is responsible for passing the device identifier AdID/IDFA in the ad calls for impressions and clicks) and the Advertiser is using a Google Tag Manager Mobile Container (using Google Tag Manager's SDK) or implementing the Floodlight so that it passes the Mobile Ad ID (see 'Direct Floodlight calls').
At DoubleClick we are working to bring solutions that don't rely on the cookie for mobile conversion and cross-device conversion tracking (as cookies were designed at a time where multiple devices were not taken in mind). Unfortunately, I currently cannot share more information regarding this.
Feature phones store cookies with limitations (i.e. phones that are not smartphones might not store cookies at all, or they might store cookies but these cookies could be deleted when powering off the device -this really depends on the device-)
Certain browsers (read Safari -both on mobile and desktop-) block writing third-party cookies. This is their default setting (note that a user could change this behavior). It's important to mention that if a user clicks on ad, DoubleClick will become a first-party to the browser (doubleclick.net momentariy appears in the browser URL box and the user is taken to the destination URL -this is done to track clicks-). Once the cookie exists, DoubleClick can read this cookie. If a user never deletes its DoubleClick cookie, this user will be tracked across any page that has a DoubleClick ad. Safari does not (by default) block reading third-party cookies, only writing third-party cookies.
Mobile Web (publisher) to Mobile Web (advertiser page)
This scenario is exactly the same as in desktop.
Click-through conversions are tracked
View-through conversions are tracked *
* As stated earlier, only if the browser doesn't block writing third-party cookies. If the browser does block writing third-party cookies, the DoubleClick cookie may already exist (if the user previously clicked on a DCM ad, where DoubleClick is considered the 1st party and is able to write the cookie).
In-app (publisher) to Mobile Web (advertiser page)
Click-through conversions are tracked only provided that the user is taken to a full browser when clicking on the ad.
Mobile Web (publisher) to In-app (advertiser)
Conversions cannot be tracked.
In-app (publisher) to In-app (advertiser)
Click-through conversions are tracked *
View-through conversions are tracked *
* If the mobile network (publisher) passes the Mobile Ad ID (Apple's IDFA or Android's Advertiser ID) to DoubleClick (the app network ad SDK is responsible for passing the device identifier AdID/IDFA in the ad calls for impressions and clicks) and the Advertiser is using a Google Tag Manager Mobile Container (using Google Tag Manager's SDK) or implementing the Floodlight so that it passes the Mobile Ad ID (see 'Direct Floodlight calls').
At DoubleClick we are working to bring solutions that don't rely on the cookie for mobile conversion and cross-device conversion tracking (as cookies were designed at a time where multiple devices were not taken in mind). Unfortunately, I currently cannot share more information regarding this.
Hi,
ReplyDeletehow about in app to in app browser, if doubleclick able to track?