How should you measure your retargeting campaigns correctly? Retargeting statistics and trends in mobile gaming How can you use attribution data to measure incrementality? When should you stop? How based on data understand if your players got annoyed about retargeting already?

1. Daniel Zilberberg
Product Data Analyst Team Leader
Retargeting
How To Measure It
Correctly

2. AppsFlyer in Numbers
Scale
1T Monthly
Data Points
9B Devices
75K Marketers & Developers
$17B Ad Spend Measured
650+ Employees
15 Global Offices

3. Retargeting Quiz!

4. What is the percentage of shopping
marketers that run retargeting
campaigns?
61%
Q :
Cool Insights Quiz!

5. What is the percentage of gaming
marketers that run retargeting
campaigns?
18%
Q :
Cool Insights Quiz!

6. Retargeting is less common among
gaming marketers

7. Share of Re-Targeting Conversions trend
- Gaming

8. Share of gaming app marketers running
retargeting - by HQ Region

9. Share of gaming app marketers running
retargeting - by app category

10. +23%
YoY revenue increase (Q1 18 vs. Q1 19)

11. ARPPU Uplift in Retargeted vs. Non-
Retargeted Paying Users (Same Apps)

12. Why Retargeting?

13. Why?
● Retention struggles
● Rising UA costs
● Performance!
● Personalization powered by deep linking
● Improved segmentation tools

14. How To Measure
Retargeting,
the Right Way

15. The Challenges
● Incremental Effect
● When To Start - It’s All About Timing!
● How much Is Too Much? Don’t annoy your users

16. Incremental
Effect

17. What is incrementality?
Baseline Revenue - Revenue generated organically
Incremental revenue - Any additional revenue on top
of that baseline
Incremental revenue is any revenue that
we would NOT have without paid media
Baseline Revenue Incremental Revenue

18. How To Measure
Incrementality Of
Retargeting
Campaigns

19. Methodology
Measure the lift of non-targeted user behavior VS targeted user behavior
Control
Test

20. Retrospective Analysis
Users who were not exposed to
retargeting campaigns
Users who were exposed
to retargeting campaigns
Retarget
B
A
Control
Records saved in AppsFlyer DB

21. Tips...
● Create similar groups
● Choose sufficient
control groups
● Exclude outliers

22. Why Retrospective Analysis
● AppsFlyer data = baseline for a robust
Incrementality test
● Enables testing multiple scenarios with minimal
effort
● Saves time & money

23. Real Value
of the Ad
Loyal users lift
Retargeting Incrementality Measuring
36% Lift

24. Re-activated users lift
Retargeting Incrementality Measuring
~X6

25. When Should You
Start Retargeting?

26. Time to retargeting

27. Days between install and retargeting exposure
Uninstalls rate comparison
Shopping app

28. Days between install and retargeting exposure
Uninstalls rate comparison
Gaming app

29. How Much is
Too Much?

30. What is the effect of re-engagement touchpoints?
Touchpoint Saturation
68% lift!
#new users with
1 touchpoint
Install to Event
Conversion rate
# new users with
multiple
touchpoints
48k 17% 30k 28%
Install to Event
Conversion rate

31. Touchpoint Saturation
Saturation Point - 3
What is the effective number of re-engagements?

33. Key Takeaways
● Try retargeting to drive LTV uplift
● Apply caution, enable users to convert organically
first
● Ensure the right audience selection also based on
demographic data, number of ads seen and user
behavior in the game

35. 3 quotes about smart measurement
that will make you sound like a PRO!
● “Yep! Creating the control group is hard”
● “The trouble with measurement is its seeming
simplicity”
● “You need to check it’s not just cannibalization of
organic traffic”

36. Thank You!