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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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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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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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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
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/