Multi-Touch Attribution Analytics - Mobile Acquisition Unlocked #GrowMAU
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Multi-Touch Attribution Analytics - Mobile Acquisition Unlocked #GrowMAU

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Multi-touch attribution will empower you to build more epic advertising campaigns than ever before and make 2014 the year that mobile app advertising and attribution takes the world by storm.

Multi-touch attribution will empower you to build more epic advertising campaigns than ever before and make 2014 the year that mobile app advertising and attribution takes the world by storm.

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Multi-Touch Attribution Analytics - Mobile Acquisition Unlocked #GrowMAU Multi-Touch Attribution Analytics - Mobile Acquisition Unlocked #GrowMAU Presentation Transcript

  • CKED Multi-Touch Attribution Analytics
  • Hi Jennifer Wong Dir of Product Marketing HasOffers | MobileAppTracking @Jenerationy
  • Multi-Touch Attribution Analytics
  • Dive deep into the relationships between your multiple advertising partners and their interactions with your audience. Insight into multi-touch attribution empowers you to: And let’s not forget, prevent you from paying for duplicate installs! Make better marketing decisions based on a more complete picture of an advertising partner’s full impact.
  • ● Attributed Installs vs Install Assists ● Creating Awareness vs Driving Conversions ● Install rates vs Conversions ● Click Through vs View Through ● Long Attribution lengths vs Short Attribution Lengths What we’re talking about today:
  • Installs: New users that open the app for the first time. Attributed Installs: Publisher with the last click, within the attribution window for the publisher. Install Assists: Publisher(s) with a click prior to the last click, within the attribution window for the publisher. Publisher Install Contributions : The total number of installs for which the publisher was involved (Attributed Installs + Install Assists). Non-windowed Install Contributions: Publisher(s) with a click within 30 days but outside of the attribution window for the publisher. DEFINITION S
  • Attributed Installs vs Install Assists
  • Install Contributions 498 Install Assists 47 You were Last-click Attributed Installs 451 Your Click 65760 You were not Last-click Install Contributions Install Assists Attributed Installs 47 Clicks Unique Contributions Rate Assist Rate Clicks 0.09% 498 0.92%0.83%5423365752iPhone Mobile App
  • INSTALL SCENARIO 1 ● Publisher 1 had a click 6 days ago and their attribution window is set to 7 days. ● The install occurred today. Publisher Install ContributionsInstall AssistsAttributed InstallsPublisher 1Publisher 1 1
  • INSTALL SCENARIO 2 ● Publisher 1 had a click 6 days ago and their attribution window is set to 7 days. ● Publisher 2 had a click 5 days ago and their attribution window is also set to 7 days. ● The install occurred today. Publisher Install ContributionsInstall AssistsAttributed InstallsPublisher 11Publisher 1 1Publisher 2 1
  • ● Publisher 1 had a click 6 days ago and their attribution window is set to 7 days. ● Publisher 2 had a click 5 days ago and their attribution window is also set to 7 days. ● Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well. ● The install occurred today. INSTALL SCENARIO 3 Publisher Install ContributionsInstall AssistsAttributed InstallsPublisher Publisher 1 Publisher 2 Publisher 3?
  • ● Publisher 1 had a click 6 days ago and their attribution window is set to 7 days. ● Publisher 2 had a click 5 days ago and their attribution window is also set to 7 days. ● Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well. ● The install occurred today. INSTALL SCENARIO 3 Publisher Install ContributionsInstall AssistsAttributed InstallsPublisher 11Publisher 1 11Publisher 2 11Publisher 3
  • Publisher Install ContributionsInstall AssistsAttributed Installs 11010100Ad Partner 1 25050200Ad Partner 2 500400100Ad Partner 3 860460400Total
  • Creating Awareness vs Driving Conversions
  • The Importance of Analyzing Additional Install Interactions ● Uniqueness of advertising partner’s traffic sources ● Whether an advertising partner is missing out on credit for installs due to last-click attribution ● Duplication / overlap between advertising partners ● Focus of advertising partners’ campaigns on awareness vs. direct response ● Full impact of advertising partners’ campaigns Analyzing Install Assists can provide insight on:
  • Install Assist Quantity – Is More Better? 1 RTB 2 Applifier 3 Vungle 4 Ampush 5 RevMob 6 PlayHaven 7 Millennial 8 InMobi 9 Airpush Install Assists Rank Advertising Partner
  • Overlap – Relationship Between the Install and the Assist Install Assists Attributed Installs OVERLAP UNIQUE
  • Evaluate Different Campaign Goals: Awareness vs. Direct Response 100 Attributed Installs / 10 Install Assists = 1000% An advertising partner great at direct response would look like this: An advertising partner great at awareness would look like this since other advertising partners better at direct response would be getting attributed with the install by having the last click: 100 Attributed Installs / 400 Install Assists = 25%
  • Install Assist Ratio – Creating Awareness vs. Driving Conversions Assist Ratio = Install Assists / (Attributed Installs + Install Assists) Assist Ratio Rank ad network Assist Ratio 1 VisualTAP 32% 2 RevMob 31% 3 Moboqo 28% 4 RTB.com 27% 5 Altrooz 25% 6 Applifier 23% 7 Vungle 11% 8 Millennial 11% 9 DSNR Media Group 10% 10 HeyZap 9%
  • Install Rates vs Interactions
  • Non-Windowed Install Contributions While Install Assists are defined as clicks within a specified attribution window but it's not the last-click before install, Non- windowed Install Contributions are either: The last click before the install but outside of the attribution window An Install Assist outside of the attribution window OR
  • Non-Windowed Install Contributions Install AssistsAttributed Installs Publisher’s Attribution Window DAY 0 DAY 14 DAY 30
  • DRAWBRIDGE TWITTER Non-Windowed Install Contributions Attributed Installs 30 Day Install Contributions 100 150 60 5 160 155
  • ● Publisher 1 had a click 20 days ago and their attribution window is set to 14 days. ● The install occurred today with no other click. NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 1 Non-Windowed Install Contributions Install Assists Attributed Installs Publisher 1Publisher 1 Installs
  • ● Publisher 1 had a click 20 days ago and their attribution window is set to 14 days. ● Publisher 2 had a click 7 days ago and their attribution window is also set to 7 days. ● The install occurred today. NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 2 Non-Windowed Install Contributions Install Assists Attributed Installs Publisher 1Publisher 1 Installs 1Publisher 2 Publisher 3 1
  • ● Publisher 1 had a click 20 days ago and their attribution window is set to 14 days. ● Publisher 2 had a click 7 days ago and their attribution window is also set to 7 days. ● Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well. ● The install occurred today. NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 3 Non-Windowed Install Contributions Install Assists Attributed Installs Publisher Publisher 1 Installs Publisher 2 Publisher 3?
  • ● Publisher 1 had a click 20 days ago and their attribution window is set to 14 days. ● Publisher 2 had a click 7 days ago and their attribution window is also set to 7 days. ● Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well. ● The install occurred today. NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 3 Non-Windowed Install Contributions Install Assists Attributed Installs Publisher 1 1Publisher 1 Installs 1 Publisher 2 Publisher 3 1
  • Normalizing Measurement of App Installs How, from a measurement perspective, do you compare and credit your various advertising partners if they are using various standards, e.g. a different attribution length?
  • Attribution Lengths
  • Clicks 2000 2000 Attributed Installs 300 500 Cost 500 500 Install Rate 15% 25% CPI $1.67 $1.00 AD PARTNER 1 AD PARTNER 2
  • AD PARTNER 1 AD PARTNER 2 Clicks 2000 2000 Attributed Installs 300 500 Install Assists 10 10 Non-windowed Install Contributions 300 2 Total Contributions 610 512 Cost 500 500 Install Rate 15% 25% CPI $0.82 $0.98
  • SURVEY: MAT Integrated Advertising Partner Attribution Lengths 50% 39% 17% 5% 28% 1 day 7 day 14 day 30 day
  • Setting Your Attribution Windows Identifier Attribution Window The allowed period of time between click/impression and conversion to use the unique identifier matching method. For each of your advertising partners you can set the following windows for both click and impressions: Re-engagement Window The allowed period of time between a completed prior in-app event and the completion of the next in-app event. Fingerprint Attribution Window The allowed period of time between click/impression and conversion to use the device fingerprinting method. Install Referrer Attribution Window The allowed period of time between click/impression and conversion to use the Google Play Install Referrer method. Click ID Attribution Window The allowed period of time between click/impression and conversion to use the Open URL with click ID method. Impression Attribution View Percentage (View-through Attribution setting must be toggled to On) The percentage of a view/impression required before attribution will occur.
  • Potential Downsides to Longer Attribution Lengths The user downloaded the app but waited several days (e.g. 20 days) to open the app. Since third-party analytic providers can only track installs on first app open (not on download), the install would be tracked on the 20th day after the actual download. The user had some other influence to download and install the app. For example, an advertising partner shows an ad to a user and gets them to click (in some cases mistakenly). 20 days later, a friend of the user who uses the mobile app encourages them to download and install the mobile app. When the user installs the app we have no way of knowing about the friend’s persuasion and we would only have record of the last click and the install would be attributed accordingly. There are two potential reasons that this occurs:
  • Calculate Total Contributions which is the sum of Attributed Installs, Install Assists, and Non-windowed Install Contributions. Calculate Install (Conversion) Rates and CPI (Cost per Install) using Total Contributions which will allow you to compare apples to apples within a 30 day period. If you prefer to measure installs at a shorter attribution length, then check with the advertising partner to see if it can be negotiated. Only some integrated advertising partners can attribute on a custom length. Please do not short-change your advertising partner by setting a shorter length that is not negotiated and/or agreed upon. You can analyze your advertising partners’ total effectiveness and compare them to each other accurately by using a normalized attribution length. When analyzing normalized installs and determining attribution lengths, remember the following:
  • Click Through vs View Through
  • DEFINITION S 7 days View-through (Impression) Click-through (Click) Identifier Matching 0 7 days Google Play Install Referrer N/A 1 day Device Fingerprinting 0 7 days Open URL w/Click ID N/A
  • ● Publisher 1 had an impression 1 day ago. ● The install occurred today. Non-Windowed Install Contributions Install Assists Attributed Installs Publisher 1Publisher 1 Installs Is View-through INSTALL SCENARIO 1 11
  • ● Publisher 1 had an impression 2 days ago. ● The install occurred today. Non-Windowed Install Contributions Install Assists Attributed Installs Publisher 1Publisher 1 Installs Is View-through INSTALL SCENARIO 2 1
  • ● Publisher 1 had an impression 1 day ago. ● Publisher 2 had a click 5 hours ago. ● The install occurred today. Non-Windowed Install Contributions Install Assists Attributed Installs Publisher 1 1 Publisher 1 Installs Is View-through 1Publisher 2 INSTALL SCENARIO 3 1
  • ● Publisher 1 had a click 5 days ago and has their attribution window set to 7 days. ● Publisher 2 had a click 3 days ago and has their attribution window for impressions set to 7 days. ● The install occurred 2 days ago. ● Publisher 3 had an impression 1 day ago. ● Publisher 4 had a click today. Non-Windowed Install Contributions Install Assists Attributed Installs Publisher Publisher 1 Installs Is View-through Publisher 2 Publisher 3 Publisher 4 INSTALL SCENARIO 4
  • ● Publisher 1 had a click 5 days ago and has their attribution window set to 7 days. ● Publisher 2 had a click 3 days ago and has their attribution window for impressions set to 7 days. ● The install occurred 2 days ago. ● Publisher 3 had an impression 1 day ago. ● Publisher 4 had a click today. Non-Windowed Install Contributions Install Assists Attributed Installs Publisher 1 1 Publisher 1 Installs Is View-through 1Publisher 2 Publisher 3 Publisher 4 INSTALL SCENARIO 4 ?
  • ● Attributed Installs vs Install Assists ● Creating Awareness vs Driving Conversions ● Install rates vs Conversions ● Click Through vs View Through ● Long Attribution lengths vs Short Attribution Lengths What we’re talking about today:
  • Hi Jennifer Wong Dir of Product Marketing HasOffers | MobileAppTracking Jennifer@hasoffers.com @Jenerationy
  • THANK YOU!