The company has since resolved the issue, but is no longer a Facebook mobile marketing partner, which, according to Williams, affected 15 out of its total roster of 22,000 companies. Williams declined to name those clients.
As a result, Upsight is unable to attribute app installs generated by Facebook’s Mobile App Install Ads product. While app installs are not the sole means of measuring the value of a mobile app campaign, it is often the first benchmark in an app developer’s measurement portfolio.
And given that Facebook drove more than 145 million installs from Apple’s App Store and Google Play last year, not being able to account for a significant source of installs could greatly weaken the Upsight platform’s effectiveness.
Upsight also faces fierce competition from remaining MMP partners like Apsalar, Localytics and Trademob eager to offer their attribution solutions to HasOffers and Kontagent customers.
Despite its setback, the company continues to work with Facebook, Williams insisted. “We’re still a big partner of Facebook for social games and mobile apps in general and one of the biggest analytical providers for Facebook applications on the Web,” he said.