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