Best Practices: Mobile App Attribution, Engagement and Monetization
- 1. Best Practices, Mobile App Attribution: Engagement and Monetization Presented By: Drew Thachuk, National Account Executive, Technical Sales Lead
- 2. Our mandate for this presentation is to educate agencies, clients and vendors about mobile attribution best practices, as opposed to providing a sales presentation. We are not pitching, we are educating. The feedback and workďŹows are based on applied learnings from working with some of Canadaâs largest app developers and agencies. Also, we would love to hear feedback and generate an open discussion upon completion, therefore we can potentially change some content to help accommodate IAB members. IMPORTANT: This is a living document and we are 100% focused on taking an agile approach to mobile attribution based on feedback from IAB Members.
- 3. Attributing App Installs and Engagement Vs. Attributing Web Conversions and Engagement If tracking updates are required, app store updates are required. Linking to a speciďŹc section of an application requires something called âdeep linkingâ. App tracking requires custom event tracking, in order to obtain engagement levels. Tracking is dynamic and can be updated in real time. Linking to a speciďŹc section of a website simply requires a URL. Pixel tracking is as simple as placing tags within headers of speciďŹc pages.
- 4. Workflow - App Attribution
- 5. App Dev Occurs (by Agency, Internally or by Dev Shop) Mobile App Marketing Required Agency, client and vendors tasked with obtaining users and implementing a user acquisition strategy Acquisition strategy is created and technical implementation of attribution is required. Attribution Tracking and Testing Communication with Dev is required Mobile Install + Engagement Campaigns are TrafďŹcked WorkďŹows
- 6. Brief vendors and internal stakeholders during early stages of campaign development, in order to allow for lead time and tracking. DeďŹne 3-5 events within the mobile application that are considered key performance indicators. (Installs, Opens, Sign-ups, Section Visited etc). Determine if any 3rd party mobile analytics tracking has been installed during the development stages, and if vendors are able to âpiggy backâ off of tracking. Best Practices - Based on WorkďŹow
- 7. Measuring Engagement via Cohorts
- 8. Churn Metrics - Mobile Applications
- 9. In order to reduce churn, best practice is to implement an âAIRâ Model. Mobile attribution, in combination with the âAIRâ Model approach allows mobile marketers to establish metrics that are much more granular than simple âinstall trackingâ. A I R Acquisi'on Increased  Usage  Re-Ââengagement  The âAIRâ Model
- 10. Acquisition Utilize an âalways onâ in-app and in-game strategy to obtain mass acquisition Obtain unique device IDâs, therefore paid media is only being delivered to users who have not installed the app. Also, UDID records help increase quality and ad fraud detection. âAâ âAâ = Acquistion
- 11. Increased Usage Implement an âincreased usageâ strategy, by activating users through tactical push notiďŹcations and contextual messaging based on in-app usage. Provide a deeplink to a particular feature or function of a mobile application in order to deliver contextual âin appâ content. âIâ âIâ = Increased Usage
- 12. Re-engagement Create a data pool (and even data lakes) of users based on opportunity and risk and deliver contextual push notiďŹcations to the data pool of users in order to re-engage, prompt action or increase usage. Deliver âpaidâ in-app media to a pool of users, based on opportunity and risk, in order to re-engage, prompt action or increase usage âRâ âRâ = Re-engagement
- 13. Optimizing Toward Engagement based on Cohort Analysis
- 14. OPPORTUNITY)) AT)RISK) ENGAGED) ENGAGED)NOT) CONVERTED) NEWLY) ACQUIRED)) How do you deďŹne an opportunity? How do you deďŹne an engaged user? How do you deďŹne a user who is engaged, but not converted? How do you deďŹne an at risk user? Cohort Analysis - Establishing Pre DeďŹned Cohorts Do newly acquired users have high engagement levels?
- 15. No Open within 10 days Opens 3 times Daily, has Signed Up Opens Weekly, has Signed Up Opens, Weekly At RiskOpportunity Engaged Engaged, Not Converted Examples - Pre DeďŹned Cohorts
- 16. Media Tactic #1 Media Tactic #2 Media Tactic #3 36% 24% 38% 2% 52%38% 2%38% 36%24% 3% 7% Newly Acquired Users, Last 7 Days Newly Acquired Users, Last 7 Days Newly Acquired Users, Last 7 Days Why is this cohort analysis important?
- 17. Media Tactic #1 Media Tactic #2 Media Tactic #3 $4 $7 $6 $1 $40$32$25 $28 Newly Acquired Users, Last 7 Days Newly Acquired Users, Last 7 Days Newly Acquired Users, Last 7 Days $6 $4 $7 $1 Why is this cohort analysis important?
- 18. Monetization and Customer Lifetime Value
- 19. Ad Mediation Purchase Data Monetization Implementing a granular cohort strategy will allow for granular ad mediation. Targeting âAuto Intenders based on app usageâ. Attributing a media tactic, back to an Average Revenue Per User, will allow for scalable media spend optimizations. Monetization by creating cohorts of UDIDâs that are considered high value, therefore providing an opportunity to broker the data through a DMP market place. For example, an Auto App that schedules reminders of auto service, could potentially broker data through a marketplace, that classiďŹes certain cohorts as âAuto Service Intendersâ Monetization Tactics
- 20. Lifetime Value Modelling Cohort Measurement is implemented Lifetime value measurement can be established if: Cohorts are attributed back to revenue (ad mediation, purchase, or data monetization) A cost per acquisition is attributed to a speciďŹc Cohort, therefore classifying acquisition benchmarks.
- 22. A properly implemented app acquisition and attribution model that measures ⨠engagement, opportunities and risks will: Increase media efďŹciencies by attributing media inefďŹciencies Reduce ad fraud, due to engagement measurement attributed back to a media tactic, therefore allowing marketers to drop media tactics that have been deemed inefďŹcient. Reduce churn, by implementing tactics to help increase app usage, and re-engage existing users therefore resulting in an optimized customer lifetime value. Customer lifetime value can be implemented if cohort analysis is attributed acquisitions costs and back revenue, therefore allowing for cost vs. revenue modelling.
- 23. Drew Thachuk National Account Executive, Tech Lead drew@connectedinteractive.com I encourage everyone to reach out on LinkedIn, if we are not already connected. Itâs a great way to facilitate industry related content discovery.