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TargetSummit Berlin Meetup | 8Fit, Thomas Petit

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Attribution : WHY
Measurement of marketing campaigns effectiveness
The glue from ads ($ out) to App users metrics ($ i...

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TargetSummit Berlin Meetup | 8Fit, Thomas Petit

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  3. 3. 3 3 Attribution : WHY Measurement of marketing campaigns effectiveness The glue from ads ($ out) to App users metrics ($ in) Critical to understand performance “If you can't measure it, you can't improve it”
  4. 4. 4 4 Attribution – Fundamental layer of the growth stack ©
  5. 5. 5 5 App attribution Web Cookies 1-pixel images URL parameter App No standard iOS & Android differ Stores = black box Cross-device User centric (FB)
  6. 6. 6 6 AppStore Referral - URL Parameter? - No SDK http://itunes.apple.com/app/8fit-fitness-at-home-personal/id866617777?mt=8&pt=86400800&ct=Campaign1
  7. 7. 7 7 Google Play Referral https://play.google.com/store/apps/details?id=com.eightfit.app&referrer=attrib_click_id%3DCLICK-ID - Google Play URL Parameter - GA SDK
  8. 8. 8 8 Solutions… Unique Identifier https://facebookmarketingpartners.com/matching-tool/ http://help.tune.com/marketing-console/main-methodologies-for-attribution/ Device Fingerprinting app://details?action=newchat?mat_click_id=CLICK-ID Click ID http://help.tune.com/marketing-console/an-introduction-to-mobile-app-attribution/ MMP API
  9. 9. 9 9 Attribution providers Get started: 1. Compare, chose, pay Reliability (99%) Networks preferred partner Analytics events postback / S3 Support Pricing Interface/Dashboard & Export Privacy compliance SDK 2. Install SDK 3. Create links 4. Analyze sources
  10. 10. 10 10 Attribution vs Analytics All-in-one or Postback attribution data to your App Analytics platform
  11. 11. 11 11 App analytics Choose your provider carefully. Migrations can be painful Track and store everything from D1. Focus analysis first on key events and subsegments Methodological event naming
  12. 12. 12 12 Creating Links URL Builder - Tracker, inc. network, campaign, adgroup [targeting], creative… [img+copy] - Parameter: manual vs auto - Fallback (web, stores) - Deeplink / universal deeplink - Shorten link? http://app.adjust.io/abc123?campaign=CAMPAIGN_1&adgroup={adgroup_name&fallback=http%3A%2F%2Ferbsite.com&deep_link=myapp%3A%2F%2Fpayment_page Attribution Provider Tracker Parameters Fallback Deeplink
  13. 13. 13 13 HOW - Attribution for marketers A very tech topic: don’t reinvent the wheel & externalize it Crucial marketing consequences: master what you track
  14. 14. 14 14 What to track? “3D” model 1. By Source (x) Network > Campaign > Adset > Creative = Channel OS Country Gender, Age, behavior… "Separating users by channel is critical" @phineasb, Growth is not a Hack
  15. 15. 15 15 2. By Event (y) Acquisition Funnel: AARRR! - Click > Download > Install > First open - Retention D7 > Retention D90 - App events, Transaction/IAP… What to track?
  16. 16. 16 16 Installs # is a vanity metric "CPI is irrelevant“, @dennismink "CPI is the least insightful measure of UA“, @localytics "CPI is not the metric to watch“, @eric_seufert 1 of top10 downloaded iOS Apps all time is top grossing Acquisition metrics that really matter CPI % of users publishing an ad CPA 0,30€ 10% 3€ 0,80€ 40% 2€ “We weren’t investing the money correctly .. thinking that the best ads were the ones with a low CPI supposing users would have the same behavior”, @fesja
  17. 17. 17 17 Post-install metrics matter © Liftoff
  18. 18. 18 18 Post-install segmented metrics matter © Liftoff
  19. 19. 19 19 What to track? 3. By time (z) Cohort analysis d0 – m0 – LTV value “Beware of short term gains that end up being long term losses”, Arthur Kosten booking.com
  20. 20. 20 20 http://andrewchen.co/the-easiest-spreadsheet-for-churn-mrr-and-cohort-analysis-guest-post/ /
  21. 21. 21 21 Bonus: add costs to get CPA & ROAS/ROI www.multiverse.com
  22. 22. 22 22 Attribution issues : discrepancies « Measuring what matters in a mobile world » FB internal document Discrepancies sources: - PC window - PV window - Device or user centric - Timestamp method - Deduplication - LAT? - Tracker or MMP-API bugs - Downloads vs Installs vs First opens - ?
  23. 23. 23 23 Attribution issues: Last click / deduplication https://www.appsflyer.com/blog/press-release-appsflyer-announces-multi-touch-attribution-analytics-to-reveal-the-true- impact-of-mobile-marketing-campaigns/ https://www.appboy.com/blog/app-install-attribution-common-mistakes/
  24. 24. 24 24 Attribution issues: Fraud https://forensiq.com/mobile-app-fraud-study/ https://www.appsflyer.com/resources/state-mobile-app-install-engagement-fraud/
  25. 25. 25 25 Attribution shakedowns “The only constant is change” Heraclitus via Appsflyer’s Ben Jeger
  26. 26. 26 26 Attribution shakedowns 2015 : Facebook de http://venturebeat.com/2015/07/09/facebooks-planned-customer-data-change-called-land-grab-by-publishers/ http://mobileleadersalliance.com/2015/06/17/the-ugly-truth-behind-facebooks-new-app-marketing-policy/ May 2015 August 2015
  27. 27. 27 27 Attribution shakedowns 2016: Apple IDFA-zeroing http://mobiledevmemo.com/idfa-zeroing-massive-change/ http://mobiledevmemo.com/idfa-zeroing-ios-10-change-mobile-advertising/ http://venturebeat.com/2016/08/30/idfa-zeroing-is-almost-upon-us-what-mobile-marketers-need-to-know/ https://www.tune.com/blog/what-1-3b-app-installs-by-150m-people-told-us-about-privacy-and-adblocking/ https://www.adjust.com/overview/analytics/2016/10/12/limit-ad-tracking-rates-per-country/
  28. 28. 28 28 “If you can't measure it, you can't improve it”

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