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Mobile app advertising analytics - how and what to measure
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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: