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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”

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Attribution – Fundamental layer of the growth stack ©

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App attribution

Web

Cookies

1-pixel images

URL parameter

App

No standard

iOS & Android differ

Stores = black box

Cross-device

User centric (FB)

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AppStore Referral

- URL Parameter?

- No SDK

http://itunes.apple.com/app/8fit-fitness-at-home-personal/id866617777?mt=8&pt=86400800&ct=Campaign1

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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

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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

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Attribution providersGet started:

1. Compare, chose, payReliability (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

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Attribution vs Analytics

All-in-one

or

Postback attribution data to

your App Analytics platform

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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

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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

ProviderTracker Parameters Fallback Deeplink

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HOW - Attribution for marketers

A very tech topic: don’t reinvent the wheel & externalize it

Crucial marketing consequences: master what you track

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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

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2. By Event (y)

Acquisition Funnel: AARRR!

- Click > Download > Install > First open

- Retention D7 > Retention D90

- App events, Transaction/IAP…

What to track?

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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

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Post-install metrics matter

© Liftoff

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Post-install segmented metrics matter

© Liftoff

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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

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http://andrewchen.co/the-easiest-spreadsheet-for-churn-mrr-and-cohort-analysis-guest-post/ /

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Bonus: add costs to get CPA & ROAS/ROI

www.multiverse.com

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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

- ?

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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/

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Attribution issues: Fraud

https://forensiq.com/mobile-app-fraud-study/

https://www.appsflyer.com/resources/state-mobile-app-install-engagement-fraud/

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Attribution shakedowns

“The only constant is change”

Heraclitus via Appsflyer’s Ben Jeger

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Attribution shakedowns

2015 : Facebookde

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

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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/

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“If you can't measure it, you can't improve it”