how to optimize your app retention with data-based analytics - oren kaniel, appsflyer

What is it?

How to enable it?

Retention Type

vs. Marketing-Driven

Retention

Product-Driven

Retention

1. True ROI & LTV analysis

2. UA optimization

3. Deep down funnel CPA

4. Cohort analysis

5. Cohort/Segment

(Re)targeting

Rich Events Reporting - WHY?

Multiple links for

each campaign

and OS/platform

Broken user

experiences

No conversion

data

Before

Single smart

tracking link for

all sources

Non-disruptive user

experiences

Real time

attribution data

After

The Opportunity

37%of the net time we spend

with screens a day are

spent consuming a digital

screen while watching TV.

Inability to measure

impact of TV campaigns

on app installs

Before – Unclaimed Value

Measure impact your TV ads have on app installs

(including LTV, retention and cohort reports)

Compare to all other channels in a single dashboard

After

Before

App ($50) Web ($100) Store ($200)

But the brand only thinks

my LTV is $50

I made 3 separate purchases after

seeing an ad for a brand

I love and installing their app

After

App ($50) Web ($100) Store ($200)

With connected data, brands get omni-

channel LTV, so companies can see all the

revenue generated by a specific network

Now the brand knows the true total

revenue generated - $350!

Multi-Touch Attribution

User Acquisition

Retargeting

Oren@appsflyer.com

@okaniel

Video Networks’ Retention Domination

Video Networks’ Retention Domination

Head to Head

OS Retention Level Gap – iOS Dominates

1 2 3 4 5

6 7 8 9 10

11 12 13 14 15

16 17 18 19 20

21 22 23 24 25

Power Ranking - Gaming

1 2 3 4 5

6 7 8 9 10

11 12 13 14 15

16 17 18 19 20

21 22 23 24 25

Power Ranking - Gaming

0%

5%

10%

15%

20%

25%

30%

Feb-12 Aug-12 Feb-13 Aug-13 Feb-14 Aug-142014 20152012 2013

Oren@appsflyer.com

@okaniel