mau vegas 2016 — how to build a ua infrastructure to maximize your time and efficiency

Company Background

» Founders came from the executive team of Onavo, a mobile analytics

company that was acquired by Facebook in 2013.

» Company launched in June 2014, with funding from blue chip investor,

General Catalyst

» Headquartered in SF, with offices in Tel Aviv and London

» Working with 40 of the Top 50 Grossing Apps in the App Store

» Captured over $1.5 Billion in ad spend in less than 2 years

Mobile Marketing is Hard

Unified Marketing Platform

Singular provides the end-to-end marketing analytics solution in a

single platform

COPYRIGHT © 2016 SINGULAR LABS. PROPRIETARY AND CONFIDENTIAL.

Cross-Platform Support

While we started out as a mobile-first company, we have recently

expanded our coverage to desktop/web channels


Our Customers

Trusted by the leading marketers across the world


Partners

How it works


» We aggregate all your campaigns cost in one place

» We support pulling data from your Partners using:

› API or Dashboard Access

› Mail Reports

› GDrive, Dropbox folders

Collect ALL Your Marketing Spend!

Campaign Impressions Cost

iOS US CHICAGO 23,644,175 $1,300

Android US NYC ST 13,877,142 $800

Admob vertical 10,981,942 $400


Super Easy Setup – NO SDK!


Attribution + Collected Ad Spend = True ROI

The ONLY Solution to Uncover True ROI

All data shown has been randomized and is used for demo purposes only


Not only are we the most powerful marketing analytics solution, but we also

provide the highest level of data granularity

» Data granularity levels available:

› Campaign level ROI

› Creative level ROI

› Publisher level ROI

› Flexible cohorts

› User-level Cost

» Auto detection when attribution links are not created properly

» Auto detection when campaigns are running without tracking

Highest Level of Data Granularity


Flexible Reporting Query

» Pivot across any campaign / targeting dimension

» Save and customize report views for different user profiles


» Analyze and identify best performing creatives across all networks

» Data can be broken out by Revenue, ROI, Post-Install Events, other KPIs

Creative Reporting

All data shown has been randomized and is used for demo purposes only


» Optimizing for more than just CVR and CTR!

» Identify the creative units that yield the highest quality users (ROI)

Creative ROI


» Define goals and track them to make data-driven decisions based on your

past performance and your evaluation criteria

Goal and Budget Planning


» Set alerts to be notified whenever a specific KPI or threshold is met

» Example: Email me whenever my CPI goes above $5

Workflow Automation: Alerts

Best Practices:

Scaling UA Efficiency & Workflow

James Peng

Head of Mobile App Acquistion

Introduction

Match Group• Home to a global online dating portfolio that comprises over 45 brands, including

leading properties such as Match, OkCupid, Tinder, and PlentyOfFish

▫ 59M monthly active users across 190 countries

▫ IPO (NASDAQ:MTCH) in November 2015

James Peng, Head of Mobile UA• App distribution strategy and infrastructure across dating portfolio

• 3 years as Head of UA at mobile gaming publisher Storm8

▫ Implemented tracking, automated reporting, in-house analytics

• 4 years investment banking and private equity

Importance of a Well-Architected Backend

• SDK overload: hundreds of analytics, tracking, reporting, publisher, advertiser, push SDKs

o Tedious to set up, and even more time consuming to fix when there are discrepancies or errors

• Testing/switching service providers is costly and time consuming

• Prepare for the future: enable easy access to historical user data, the ability to pivot it however you want, and to ship it wherever you’d like

• Focus today: high level tips for connecting your tracking, reporting, and other 3rd party tools

APP

SERVER

TRACKING

ANALYTICS

CRMAD TECH

SSP

AD NETWORKS

Tracking Setup Tips

• App event calls: pass all key events that you potentially want to pass to vendors (i.e. tutorial completion, payment, etc)

o Select events that reflect product team’s POV of key milestones in the user funnel

o SDK vs. S2S events: recommend server calls where possible, keep consistent with other instances

• Attribution windows: configure settings consistent with your business goalso There are standards, but ultimately it needs to make sense for your business

• Own your data: establish your own view of installs and event attributiono Internal view of all organic installs, use tracking provider to flag paid installs

Cost Reporting Tips• Non-standardized world: some vendors report through API, CSV email reports, manual reports

o Many lack ability to report on granular levels: geo, sub-publisher, device level

• Manual reporting sucks: not scalable and prone to error, multiple APIs are difficult to manage

o Automate by reducing your inputs, ideally a single API

• Set up for long-term scale: Report on the most granular level, pivot costs however you'd like

VENDOR VENDOR VENDOR VENDOR VENDOR VENDOR

Manual Reports

Email Reports

Manual Reports

EmailReports

Reporting

API

STANDARDIZED DATA

DATABASE

Reporting

API

Standardized, Automated, Audited API reporting

DATABASE

VENDOR VENDOR VENDOR VENDOR VENDOR VENDOR

Manual Reports

Email Reports

Manual Reports

EmailReports

Reporting

API

Reporting

API

Standard Reporting Streamlined Reporting

General Best Practices

• Build vs. buy? Rule of thumb - if it's scalable or proprietary, most likely build it yourself

o If not scalable and requires continuous maintenance, good chance that there's a 3rd party solution for it (i.e. tracking, API reporting)

• Standardize client or S2S calls: define your own events and communicate them uniformly in order to align with your internal views

• Minimize calls: more calls = more loss/discrepancy

• Minimize SDK load: avoid integrating unnecessary SDKs, consolidate when possible

Thank [email protected]