Impact, the global leader in partnership automation, has announced the launch of TrueLink mobile technology, enhancing its Partnership Cloud platform.
Impact’s Partnership Cloud with TrueLink now offers both deep linking to a specific product page in an app, as well as tracking of in-app clicks and conversions to validate partner attribution.
These capabilities allow marketers to drive more revenue and higher mobile conversion rates with their existing partners, while also expanding their reach to unlock other types of mobile partnership opportunities including mobile-only apps, mobile games and mobile publishers.
According to Criteo research, 70 per cent of mobile transactions occur in-app, converting three times as many users compared to mobile web, and increasing transactions year-over-year by 22 per cent.
As consumers spend more time shopping and engaging with brands within mobile applications, enterprises can accelerate e-commerce revenue streams by assembling an ecosystem of partners to drive traffic into the app by way of new user acquisition or in-app engagement.
TrueLink combines a number of different functionalities to effectively support deep linking and track both mobile web and in-app partnerships.
Partnership teams can use TrueLink to intelligently direct a user to a desired destination with the goal of securing a mobile conversion, such as a lead form submission, purchase or membership sign-up.
They provide their partners with a single link that takes users to a specific location in their app, the download page in the app store or the equivalent mobile web page, depending on whether the user has the app installed.
Impact’s tracking system ensures correct and consistent partner attribution for all sales and in-app events.
This requires no change or integration on the partner side, allowing partnership teams to seamlessly work with any company to route both mobile web and app traffic into their app interface.
Impact Partnership Cloud general manager, Mike Head said: “By enhancing our Partnership Cloud platform for expanded support of mobile environments, both mobile web and in-app, we’re excited to bring to market a cohesive solution that’s ready for large-scale adoption by a range of businesses and generates significant value for them.
“Impact Partnership Cloud customers are now able to accelerate revenue growth and mobile conversion rates and accurately attribute partner success through the deep mobile web and in-app linking and conversion tracking provided by TrueLink.”
Acceleration Partners president, Matt Wool commented: “The concept of deep linking and tracking is challenging when it comes to the in-app world due to the number of variables, e.g. from app-to-app, mobile web to app, or vice versa.
“With Impact’s mobile capabilities, we’re excited to help our clients drive revenue from the growing volume of conversions they’re already seeing from their mobile app users.
“Tracking activity means we can optimise mobile user engagement, compensate appropriately and strengthen relationships with partners.”