leveraging measurement 2.0 for mobile app marketing success
TRANSCRIPT
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The mobile measurement company
Moscow
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Simon Kendall
HEAD OF COMMUNICATIONS
PREVIOUSLY INTEGRATIONS / TECH SUPPORT
FTE #1
SDK SDK SDK SDK
Your App
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Problem that Paul had in 2011:
+ Network conversion tracking duplicated & inconsistent + + Metric definitions dependent on network
Ad Network
Ad Network
Ad Network
Ad Network
Ad Network
Ad Network
Your App
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Initial Adjust offering:
Collect conversion tracking into a single SDK
Consistent, independent measurement – fair to all parties
Adjust SDK
Ad Network
Ad Network
Ad Network
Ad Network
Ad Network
Ad Network
Your App
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Adjust SDK
Ad Network
Third Party
BI Platform
But later on, networks became more
sophisticated with their use of data. And other
partners entered the scene that are also
operating on the data from your measurement
platform.
Larger datasets (including organics or other non-
conversions), more event detail, revenue data –
all increasingly requested by partners.
We provided as many options as we could, but
many marketers felt forced to submit more than
they were comfortable with. Where did that data
go? How was it used? Do any of my third parties
transmit data to places I dont’ know where it is?
Ad Network
Analysis Provider
Ad Network
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Fraud
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Long term user engagement
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1. Provide specific, granular target segments
to partners
2. Proactively clean up inaccuracies
introduced by UA fraud
3. Analyze ROI from users engaged over the
long term
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1. Segment your users based on rules and
conditions
2. Export advertising IDs with a secure link
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‣ trackers – which campaign a user is
attributed to;
‣ install date;
‣ device type;
‣ OS version;
‣ users' country, region, or language;
‣ previously executed events;
‣ revenue and LTV;
‣ time spent in the app;
‣ last activity time;
‣ installed app version;
‣ any campaign data.
Whales Loyalists Soft Launch Markets
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AUDIENCE BUILDER
Push campaign
PLATFORM iOS TYPE IDFA TOTAL REVENUE > 100 REVENUE EVENTS < 20
PLATFORM iOS TYPE IDFA INSTALLED AT < 2016-06-01 LAST SESSION TIME < 2016-02-15
PLATFORM iOS TYPE IDFA COUNTRY SWEDEN
PLATFORM iOS TYPE Push Token DEVICE TYPE Tablet
78K 127K 49K
78K
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Each group gets a unique URL.
Your App
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With the Audience Builder, you can customize and specify exactly what groups and what sort of data your partners should work with.
It’s a good day for data security and user privacy.
Adjust SDK
Ad Network
Ad Network
Ad Network
Ad Network
Ad Network
Ad Network
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Real return on investment
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Revenues
Costs
DIVIDED
BY
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how costs are collected in a CPI model
AdAdjust
TrackingApp Store
AppReporting
click with cost attached
user redirected to the store
user installs the app
install sent
converted from paid install with
cost data
costs++;
records click and cost
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27 Launch-Day Cost Partners
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Available metrics
‣ cost‣ paid_installs‣ paid_clicks‣ paid_impressions‣ ecpc‣ ecpm‣ ecpi‣ cohort_gross_profit‣ return_on_investment
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Cost
statistics > Demo App
$0.98
$1.11
$1.02
$0.95
$1.15
$1.00
$0.97
$1.06
$0.94
$0.92
$1.19
$1.13
eCPM
$0.19
$0.14
$0.17
$0.20
$0.16
$0.15
§0.16
$0.19
$0.18
$0.13
$0.12
$0.17
eCPC
$2.55
$2.38
$3.10
$2.62
$2.39
$2.99
$2.01
$3.14
$2.17
$2.45
$2.76
$2.65
eCPI
$21,804
$8,046
$11,825
$9,696
$5,508
$13,056
$10,103
$19,118
$11,336
$22,755
$16,348
$149,595
Cost
$35,100
$43,498
$17,500
$30,973
$17,938
$10,671
$5,908
$4,297
$30,784
$3,727
$38,477
412,323
Revenue (Cohort)
$13,296
$35,452
$5,675
$21,277
$12,430
$2,538
- $4,195
- $14,821
$19,448
- $19,028
$22,129
$ 1,104.7
Gross profit
1.61x
5.41x
1.48x
3.19x
3.25x
0.81x
0.58x
0.22x
2.71x
0.16x
2.35x
2.17x
ROI
Facebook Installs
Remerge
Unity Ads
Liftoff
Applovin
Jampp
Vungle
Chartboost
Beintoo
Motive
Amazon
Total
This month
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CPC CPI CPM
attach parameters to click
attach parameters to impression
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Hourly Aggregation
23CXT Christmas Island Time UTC+07
DAVT Davis TimeUTC+07DDUT Dumont d'Urville Time UTC+10
DFT AIX specific equivalent of Central European Time[5]UTC+01EASSTEaster Island Summer Time UTC-05
EAST Easter Island Standard Time UTC-06EAT East Africa Time UTC+03
ECT Eastern Caribbean Time (does not recognise DST) UTC-04ECT Ecuador Time UTC-05
EDT Eastern Daylight Time (North America) UTC-04AEDT Eastern Summer Time (Australia) UTC+11
EEST Eastern European Summer Time UTC+03EET Eastern European Time UTC+02EGT Eastern Greenland Time UTC-01EIT Eastern Indonesian Time UTC+09
EST Eastern Standard Time (North America) UTC-05AEST Eastern Standard Time (Australia) UTC+10
FET Further-eastern European Time UTC+03FJT Fiji Time UTC+12
FKST Falkland Islands Summer Time UTC-03FKT Falkland Islands Time UTC-04FNT Fernando de Noronha Time UTC-02
GALT Galapagos Time UTC-06GAMT Gambier Islands UTC-09
GET Georgia Standard Time UTC+04GFT French Guiana Time UTC-03GILT Gilbert Island Time UTC+12GIT Gambier Island Time UTC-09
GST South Georgia and the South Sandwich Islands UTC-02GST Gulf Standard Time UTC+04
GYT Guyana Time UTC-04HADT Hawaii-Aleutian Daylight Time UTC-09
HAEC Heure Avancée d'Europe Centrale francised name for CEST UTC+02HAST Hawaii-Aleutian Standard Time UTC-10
HKT Hong Kong Time UTC+08HMT Heard and McDonald Islands Time UTC+05
HOVSTKhovd Summer Time UTC+08HOVT Khovd Standard Time UTC+07
ICT Indochina Time UTC+07IDT Israel Daylight Time UTC+03IOT Indian Ocean Time UTC+03
IRKT Irkutsk Time UTC+08IST Irish Standard Time[6] UTC+01
IST Israel Standard Time UTC+02
174 supported Timezones
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mwc ms17
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