Mobile In App Campaign Tracking

Organizations can integrate data from their media-buying activities by implementing the Salesforce Audience Studio tagging infrastructure into their Mobile App campaigns. This article describes the general process for adding the Audience Studio impression and click tracking tags into the ads of Mobile In App campaigns.

Salesforce Audience Studio strongly recommends that all impression and click activity collected under the Mobile channel should be associated with In App media-buying activity. Mobile Web inventory is browser based, therefore we recommend that Mobile Web inventory is tagged under the Display or Video channel in Audience Studio. 


Tagging Mobile In-App ads with Audience Studio pixels involves additional work compared to tagging Display or traditional browser-based ads.

Browser based ads allow Audience Studio to drop a cookie upon impression; the cookie will identify and associate a user to an impression. Cookies are not available in Mobile App environments. To identify a user, this requires the deliberate passing of device IDs, also known as mobile advertising IDs (MAIDs) from an App, to its SSP, to the DSP, Figure 1. To assign a MAID, the Audience Studio pixel should be applied closest to the inventory source, which is why it currently cannot be applied as an Event Tag within your primary ad server.

Figure 1. Carry MAID from App through to DSP


Tagging Process

Below is a sample Audience Studio pixel for Mobile In-App ads:

CLICK TO SCROLL and view entire tag[value]&advertiserid=[value]&placementid=[value]&adid=[value]&creativeid=[value]&siteid=[value]&_kuid=[value_device_id]

Below is a sample Salesforce Audience Studio click tracker for Mobile In-App ads when they click through to a landing page on a web site:

CLICK TO SCROLL and view entire tag[value]&kxadvertiserid=[value]&kxplacementid=[value]&kxadid=[value]&kxcreativeid=[value]&kxsiteid=[value]&clk=[value]

Below is a sample Salesforce Audience Studio click tracker for Mobile In-App ads when they click through to a section of the mobile app:

CLICK TO SCROLL and view entire tag[value]&kxadvertiserid=[value]&kxplacementid=[value]&kxadid=[value]&kxcreativeid=[value]&kxsiteid=[value]&_kuid=[device_id]&clk=

Directions for implementing the Audience Studio mobile In-App pixel may vary from mobile partner to another, but at a high level: 

  1. Ad Ops sets up the Mobile In-App ad in their primary ad server.
  2. Ad Ops manually hard codes the campaign meta data (campaign ID, placement ID and etc.) into the Audience Studio pixel with primary ad server values.
  3. Ad Ops sends the Audience Studio pixel in parallel with the Mobile In-App tag to their DSP/Publisher.
  4. Ad Ops instructs DSP/Publisher partner to implement the Audience Studio pixel alongside the Mobile In-App tag AND ensure that a MAID is passed back.
  5. Once DSP/Publisher partner confirms the implementation, contact your Salesforce Audience Studio account team.
  6. Salesforce Audience Studio can help validate whether your Mobile In-App ads pass back MAIDs.


Validating Your Implementation

For Mobile In App campaigns, you must validate not only the network call, but also the collection of a MAID.   If you know that your campaign is running on an App, download the App, and open it alongside a proxy tool like Charles Proxy. Within the proxy tool, you can filter to "krxd" to identify the ad_impression.gif call. The ad_impression.gif call should collect a MAID on the "_kuid" field. This MAID value will be assigned as the Krux user ID in Audience Studio. 

If you don't have an App available to validate, contact your Salesforce Audience Studio solutions team. They can validate whether or not MAIDs are being collected off of Mobile In-app campaigns.

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