Best Practices for Mobile Attribution

S M X E a s t , O c t 1 2 0 1 4

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Consumers Increasingly Using all 3 Screens as Part of Purchase Journey

99% of marketers agree that

the interplay of paid search

across devices carries at

least some impact on

consumer conversion

Source: Kenshoo Advertiser Perceptions of the Three-Screen World

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Marketers’ Cross-Device Strategies are Lagging Behind…

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Enabling Best-in-Class Mobile Advertising

Be Seen:

Reach mobile

users across all

devices

1Optimize for

Mobile:

Make the most of

mobile formats

2Understand

the Customer:

Track and analyze

holistic customer

value

3

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SOCIAL

SEARCH

RETARGETINGDISPLAY

EMAILPRODUCT

LISTING ADS

The world is dynamic. Not all customers or conversions are alike.

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Example Challenge

• A single search keyword with a single bid drives:

• desktop web sales

• mobile web sales

• phone calls

• an app install

• downstream app purchases

• How can I incorporate the value of each conversion event into my bidding and

optimization models for this keyword?

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Establish Concrete, Device-Specific Goals

33%

4%33%

2%

9%

19%Online Traffic

In-store Traffic

Direct Sales

App installs

Phone Calls

Other conversion activity

Source: Kenshoo Marketer Survey: Enhanced Campaigns One Year Later

What is your mobile paid search goal?

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SDKsCall

Tracking Providers

Web Conversion

Pixels

Measure Goals Against KPIs

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Acquiring New Mobile App Users

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Time

Revenue

Audience 1

Audience 2

Audience 3

Measure lifetime value of an app customer

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Refine KPIs and Optimize

• Include primary and secondary

metrics in bidding strategy

• Customize weight and value of

each metric

• Customize to reflect various

initiatives

• I.E. apply revenue multiplier for

mobile sales

Multiple Conversion Types

Complex Weighting

and Calculations

Kenshoo Portfolio OptimizerTM

automates bidding using custom metrics

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Advertisers View Mobile Search as a Mid-Funnel Driver

55% of marketers find paid search

ads on smartphones are most effective

at driving research and browsing

activity

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Conversion

by Phone

17%60%18%5%

Measure and Utilize Attribution Models

SOLUTIONSOLUTION