What tools to use? What UA channel is the best? Whom talk to when you need to target parameters in your remarketing campaigns? Find out how to get the most of your tracking concept for UA, Analytics and Engagement. The presentation has been part of Applause.io 2018 conference in Barcelona.

1. Get the Most Out of Your
Tracking Concept
Ekaterina Petrakova
June 2018

2. Index 01 From Mobile Growth Stack to Tracking
02 The Challenge
03 The Pillars of A Useful Tracking Concept
04 Case Studies

3. 01 From Mobile Growth Stack to Tracking
3
Source : Mobile Growth Stack

4. 01 From Mobile Growth Stack to Tracking
4
pre- app launch requirements must-have features mobile growth scale-dependent tools / integrations

5. 01 From Mobile Growth Stack to Tracking
5
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
ANALYSIS
ENGAGEMENT
CRO
ASO Distribution
Attribution
Monetization
Conversion Funnel
CPA
Activation
Customer Lifecycle
A/B Testing
Deep Linking

6. 01 From Mobile Growth Stack to Tracking
6
Personalization
Volumes
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
ANALYSIS
ENGAGEMENT
CRO

7. Acquisition + Retention = Growth
Christian Vigne, Mobile Product Expert, Google

8. 01 From Mobile Growth Stack to Tracking
8
ACQUISITION
ENGAGEMENT
RETARGETING
TRACKING
TRACKING
TRACKING
TRACKING
DATA COLLECTION
DATA COLLECTION
DATA COLLECTION
Enable data flow
Collect data and analyze
performance

9. 02 The Challenge
9
ACQUISITION
ENGAGEMENT
RETARGETING
Adjust, GTM
Adjust, GTM
Adjust, GTM, Braze
Adjust
Adjust, GA
Braze
Adjust
Tracking Analysis Service Provider / Tool
Braze
AdWords
Ad Networks, AdWords

10. 02 The Challenge
10
ACQUISITION
Facebook
AdWords
Adjust / GTM / FP
GTM / GA (UTM)
Adjust
Channel Tracking Insights
Adjust / Facebook
Adjust / GA
Ad Networks
Smart banner (Website) Adjust / GA (UTM)
Adjust
GA / AdWords

11. 02 The Challenge
Marketing
Manager
MARKETING TEAM
Developer / Data
Manager
PRODUCT TEAM
11
TRACKING IN DETAILS
for analytics, segmentation,
targeting and lowering costs.

12. Your tracking concept defines which data you
will have, its accessibility and ease of use

13. THINK ABOUT VIEWS NOT ONLY
ACTIONS
03 The Pillars of A Useful Tracking Concept
AGREE ON A TOOLSET AN EVENT ONLY COMES WITH
CUSTOM PARAMETERS
13
what tool you as a user
acquisition manager will use?
what tool do you understand
the most?
E.G. USER ACQUISITION MANAGER

14. THINK ABOUT VIEWS NOT ONLY
ACTIONS
03 The Pillars of A Useful Tracking Concept
AGREE ON A TOOLSET AN EVENT ONLY COMES WITH
CUSTOM PARAMETERS
14
filter event happens not when
user clicks on their set, but
when he / she sees the result
on a screen
E.G. APPLY FILTER EVENT

15. THINK ABOUT VIEWS NOT ONLY
ACTIONS
03 The Pillars of A Useful Tracking Concept
AGREE ON A TOOLSET AN EVENT ONLY COMES WITH
CUSTOM PARAMETERS
TRACKING IN DETAILS
15
foresee the use cases.
define callbacks and custom
parameters to track as much
information as possible.

16. 04 Case Studies: Acquisition
16
ACQUISITION
Facebook
AdWords
Adjust / GTM / FP
GTM / GA (UTM)
Adjust
Channel Tracking Insights
Adjust / Facebook
Adjust / GA
Ad Networks
Smart banner (Website) Adjust / GA (UTM)
Adjust
GA / AdWords

17. Tracking concept for channel comparison

18. 04 Case Studies: Acquisition
18
Tracker Clicks Installs Conversion Rate Avg. DAUs Avg. MAUs transaction tran_revenue cancel_transaction cancel_tran_revenue
Organic 0 2054 n/a 547 7336 3731 55965 253 3795
Facebook 0 141 n/a 7 54 8 120 1 15
Website 435 108 24.83% 40 540 264 3960 18 270
AdWords_UAC 0 77 n/a 5 127 0 0 0 0
AdWords_Display 845 94 11.12% 11 200 59 885 7 105
Tracker Final Orders Final Revenue Avg. Basket CPI CPO
Organic 3478 64180 18.45 0 0
Facebook 7 125 17.86 €14.77 €297.48
Website 246 4510 18.33 0 0
AdWords_UAC 0 0 0 €4.19 n/a
AdWords_Display 52 780 15.00 €49.17 €88.89
Source : Adjust
Source : Facebook, AdWords
Tracker Cost
Organic n/a
Facebook €2,082.33
Website n/a
AdWords_UAC €322.67
AdWords_Display €4,622.24

19. 04 Case Studies: Acquisition
19
tran_revenue
cancel_transaction
cancel_tran_revenue
transaction
ADJ event transaction - event token
ACQUISITION

20. 04 Case Studies: Acquisition
20
tran_revenue
cancel_transaction
cancel_tran_revenue
transaction
in order to track revenue, add :
setRevenue : “520.00”
currency : “EUR”
ACQUISITION

21. Tracking for web to app

22. 04 Case Studies: Acquisition
22
ACQUISITION AdWords Search
Channel Tracking Insights
Adjust Tracker 1
Smart banner
Adjust Tracker 2
Website LP
Adjust
AdWordsGTM

23. 04 Case Studies: Acquisition
23
set a trigger in GTM
set a tag in GTM
create a goal in GA
send a user to a separate LP
use a separate Adjust
tracker for the link
ACQUISITION
SEM LP
create a tracker in Adjust
https://app.adjust.io/abc123?campai
gn=X&deep_link=website ://

24. 04 Case Studies: Acquisition
24
set a trigger in GTM
set a tag in GTM
create a goal in GA
ACQUISITION
SEM LP
create a tracker in Adjust

25. 04 Case Studies: Acquisition
25
set a trigger in GTM
set a tag in GTM
create a goal in GA
ACQUISITION
SEM LP
create a tracker in Adjust

26. 04 Case Studies: Acquisition
26
set a trigger in GTM
set a tag in GTM
create a goal in GA
ACQUISITION
SEM LP
create a tracker in Adjust
DownloadiOSApp
ClickDownload
{{Click URL}}

27. 04 Case Studies: Engagement
27
ENGAGEMENT
Push
Channel Tracking Insights
In-app Message
Email
Adjust Adjust / Braze
Adjust Adjust / Braze
Adjust Adjust / Braze

28. Tracking concept for Braze

29. EVENTS AND ATTRIBUTES
04 Case Studies: Engagement
AUTOMATICALLY COLLECTED
DATA POINTS
KPIS YOU OPTIMIZE FOR
ENOUGH TO HAVE IN ANALYTICS
29
- revenue events
- revenue
- customer (first order)
- events (last search,
redeemed voucher)
- custom attributes (product
category, city, first name)
DO NOT TO TRACK IT TWICE
- user information (email, no.
of sessions in last x days)
- campaign retargeting
- device information
FOR TARGETING & SEGMENTATION

30. Do not waste your data points as you have to
pay for them

31. 04 Case Studies: Engagement
ENGAGEMENT

32. 04 Case Studies: Engagement
32
Custom Event /
Attribute
Event
Date
Service
SKU
Service
Name
Service
Category ID
Service
Category Name
Service
Subcategory ID
Service
Subcategory Name
Salon
ID
Salon
Name
Total Cart
Value
Voucher
Value
Voucher
Code
Visited Service
Category x x x
Visited Service
Subcategory x x x
Visited Salon x x x x
Add To Cart x x x x x x x x
Abandoned Cart x x x x x x x x
Search x x x x x x x ? ?
Rate Salon x x x x x ? ? x x
Booked Service x x x x x ? ? x x x
Voucher Redeemed x x x x
Custom Events and Attributes: Data Points
Automatically collected data
Usage
Information
First Used
App
Last Used
App
Total Session
Count
Sessions in last x
days Email
Device
Information Location
Recent
Location Push Enabled Language Country App Version
Device
Model Device OS
Device
Resolution
Device Wireless
Carrier
Device Time
Zone

33. 04 Case Studies: Engagement & Retargeting
33
ENGAGEMENT
RETARGETING
Facebook Adjust
Channel / Placement Tracking Insights
Adjust / Facebook
Instagram
Audience Network
Messenger
Adjust Adjust / Facebook
Adjust Adjust / Facebook
Adjust Adjust / Facebook

34. Tracking concept for Facebook targeting

35. 04 Case Studies: Engagement & Retargeting
35
ENGAGEMENT
RETARGETING
create a retargeting event
(MMP)
view of a salon page
have a screen in an app
use events and custom
parameters for targeting
on FB

36. 04 Case Studies: Engagement & Retargeting
36
ENGAGEMENT
ADJ viewSalon - 19:40:02
{
“callback_params” : {
"amountSessions" : "50",
"amountTransactions" : "50",
"shopCountry" : "DE",
"appVersion" : "1.0.2.",
"userId" : "abc123",
"gender" : "female",
"birthday" : "21.02.1990",
"deviceType" : "iPhone6",
"salon" : "MDC Cosmetic",
"salonId" : "1234",
"city" : "Berlin",
"region" : "Berlin",
"zipCode" : "12349",
"longitude" : "12349",
"latitude" : "12349",
"startingPrice" : "90",
"currencyCode" : "EUR",
"category" : "Gsichtsbehadlungt",
"categoryId" : "223",
},
“parter_params” : {
RETARGETING
callbacks are sending data to you
what is the wish of your user
what service is within user’s interests
create a retargeting event
(MMP)
have a screen in an app
use events and custom
parameters for targeting
on FB
partner parameters are used by FB
(you have a limit of 25)

37. 04 Case Studies: Engagement & Retargeting
37
ENGAGEMENT
RETARGETING
have a screen in an app
use events and custom
parameters for targeting
on FB
create a retargeting event
(MMP)
partner parameter
you’ve passed

38. Ekaterina Petrakova
June 2018
Thank you

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