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Attribution for referrals One powerful use of a mobile attribution platform is for referrals. A lot of startups underestimate the power of referrals early on, and exacerbate the problem by not measuring it properly. If you really want to drive referrals, make sure you can measure them from the start. In additional to using systems such as Mobile App Tracking, there are a number of other simple ways to track – and drive – referrals. Let’s start with the simplest one: redemption or referral codes. Generate simple, short and unique codes that users can send to other users. If you design your campaign carefully, and ensure there is sufficient motivation for both the ‘inviter’ to send the codes (e.g. they earn credits or money for each one redeemed and not just shared – remember that!) and sufficient incentive for users to input the codes (get £5 off your first taxi ride with Hailo), then you will encourage existing users to refer your app and new users to redeem codes to use it. The codes make it very easy to then check on the back-end (in your user-management system) which users joined because someone else invited them. You can then figure out who that user is (all your codes should be unique for this purpose). You can also see which existing users are responsible for inviting the most new users, and focus your efforts on seducing them even more, and rewarding them for their effort (or figuring out how to make them even bigger advocates of your app). If you don’t have a way to measure this, you won’t know what your success rate is and you won’t be able to improve it. So the above referral code system works well if the referred user actually puts in the code. If they don’t, you can’t track the referral. That is unless you use a system like Mobile App Tracking in conjunction with the referral code. If you embed in the email or SMS a tracking link that is used to share the referral code, then you can still track the referred user. It’s a pretty powerful system and it’s worth getting your head around.
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