MobileWeek - Mobile App Advertising Analytics

How & What to Measure

MOBILE APP ADVERTISING ANALYTICS

Jennifer Wong MobileAppTracking Mobile Week NYC 2014

Hi Jennifer Wong Director of Product Marketing MobileAppTracking.com @Jenerationy

HOW TO MEASURE

It’s Not Like Measuring Desktop Ads

Cookies

Pixel Tags

URL Parameters

•  Google Install Referrer •  Identifier Matching •  Fingerprint Matching •  Open URL with Click ID

Attribution Methods

1.  Engagement Type: Click-though measurement vs. View-though measurement

2.  Conversion Type: Install or In-App Event 3.  Platform/App Store: iOS/Apple App

Store, Android/Google Play Store, Amazon App Store, etc.

Method Dependent on 3 Factors

Choosing The Best Fit

Install Attribution

Install Attribution with App-to-App vs. Web-to-App

WHY DO YOU NEED PROPER ATTRIBUTION

Concurrent tracking methods – one user could be attributed to different channels, depending on who you ask and when!

•  Multiple networks take credit for the same install

Prevent Duplicate Attributions

Networks know top of line metrics only, not ROI •  Many networks support a real-time feedback loop to optimize

campaigns based on app installs, but not all

•  Ad networks use different look back periods

Prevent Inaccurate Metrics

WHAT TO MEASURE

Attribute in-app events

back to source

What events do you need to measure?

•  Registration •  Subscription •  Login •  Purchase •  Add to cart •  Add payment method •  Reservation

FUNNELS

What are the important flows and goals in your app that you want users to follow and complete?

COHORTS

Are there data patterns with groups of users?

RETENTION

What is the length of engagement of your users over time?

LOYALTY

How frequently are users coming back to your app?

LIFETIME VALUE

What value are users contributing to your bottom line?

What to look for in advertising analytics tech?

You own the data

Reconciliation for duplicate

installs

Attributes to the last

click

Supports all advertising

partners

Provides insight into multi-touch

Allows you to easily add new

advertising channels

Event tracking (for

re-engagement)

Real-time and deep data reporting.

Attribution Analytics Platforms

Data is more important on mobile All customer/user level data belongs to you, the advertiser. The data you collect with an unbiased platform falls inline with your own privacy policy. You decide who you share information with and how.

Thank You Jennifer Wong | MobileAppTracking | @Jenerationy

A little about us MobileAppTracking.com (MAT) solves attribution with unbiased SaaS technology for mobile app marketers.

•  157 Employees •  Seattle, San Francisco, London, Tel Aviv, Seoul, New York •  Working with the top grossing apps on iOS, Android, Kindle and Windows Phone

A few of our clients apps include: