SearchAppNetwork helps adMarketplace and Bing provide metrics on mobile app ad performance. Mobile app publishers do not have traditional URLs, which makes standard methods of reporting, tracking, and analytics difficult. To address this issue, adMarketplace created SearchAppNetwork. Every time a Bing advertiser receives a click from a mobile app search ad in the adMarketplace publisher network, adMarketplace creates a URL for Bing advertisers to track performance in the Bing Ads Reporting UI.