What are Ad Tags & Why are they Important

Ad Tags

Did you know that ad tags are now supported on the StartApp platform? StartApp publishers can now measure the effectiveness of individual ad placements to optimize their monetization strategies.

Let’s dive a little deeper into what ad tagging is and why it’s important:

What is an Ad Tag?

An ad tag is simply a freestyle string identifier that can be attached to any ad.  This means that you can now recognize separate ad placements within your app.

For example, if you integrated an interstitial in five different placements within an app, you will now be able to analyze which of those placements has better performance.

How to use Ad Tags

To use ad tags on the StartApp platform, you will need to update your integration & by naming each ad location (eg., “menu screen”). Note that ad tags can only be named using English letters and can’t exceed 200 characters.  Ad tags are available for Android & iOS.

Once you’ve updated your code, you can view your ad tags using Custom Reports on the StartApp Dashboard with no extra setup by simply selecting Ad Tag in the “Group By” drop-down menu:

Group your reports by ad tag


Why Are Ad Tags Important?

Adding tags to your ad placements is an important step in optimizing your ad strategy. This is because ad tags let you determine whether or not the times and places where you choose to add advertising in your app are actually translating into revenue.

Let’s take a look at an example:

Nadiya is a game developer who wants to test new ad placements to see how that will affect the revenue she makes from her top game. Before she can do that, she wants to get insights into her current ad placements to see what is already working.

After integrating StartApp’s latest SDK and adding the required code for ad tagging, Nadiya begins tagging each of the current interstitial ad placements in her game: Level1Complete, Level3Complete, Sign Up, Leaderboard, Level1Fail, Level 3Fail, etc…

When each placement is properly tagged, Nadiya then logs on to her StartApp account to look at her reports. She accesses her list of tags via the Custom Dashboards and begins evaluating the numbers she is seeing.

Filter your reports according to Ad Tags

After review, a few things stood out in the reports:


  1. The interstitial shown after the completion of Level 3 was performing much better in terms of CTR and eCPM than the ad shown after Level 1

Ad Tags in Custom Reports


This leads Nadiya to the conclusion that showing ads later in the user experience is more profitable for her game. She decides to remove the Level 1 ad and begin another test using a new ad placement after Level 5.


  1. The ads being shown after a user failed a level weren’t performing well compared to the ads that are shown after a user successfully completed a level. In fact, this is a common phenomenon and app publishers should try to always shows ads after positive user interactions and avoid showing ads after negative user interactions.


Every app is different, and no single monetization strategy will work for every app. This is why optimizing monetization strategies using features like ad tagging can help you not only improve revenue but also improve the overall user experience of your app.

Learn more about adding ad tags to your apps using the StartApp Android SDK & iOS SDK.

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