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MobileWeek - Mobile App Advertising Analytics
This document discusses how to measure mobile app advertising analytics and what metrics to measure. It outlines attribution methods, why proper attribution is needed to prevent duplicate attributions and inaccurate metrics, and what types of metrics and user behaviors companies should track such as engagements, funnels, cohorts, retention, lifetime value, and in-app events. It also provides tips for what to look for in advertising analytics technology.
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MobileWeek - Mobile App Advertising Analytics
- 1. How & Whatto Measure MOBILE APP ADVERTISING ANALYTICS Jennifer Wong MobileAppTracking Mobile Week NYC 2014
- 2. Hi Jennifer Wong Director ofProduct Marketing MobileAppTracking.com @Jenerationy
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- 4. It’s Not LikeMeasuring Desktop Ads
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- 11. • Google Install Referrer • IdentifierMatching • Fingerprint Matching • Open URL with Click ID Attribution Methods
- 12. 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
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- 15. Install Attribution withApp-to- App vs. Web-to-App
- 16. WHY DO YOU NEEDPROPER ATTRIBUTION
- 17. 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
- 18. Networks know topof 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
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- 20. Attribute in-app events back to source Whatevents do you need to measure? • Registration • Subscription • Login • Purchase • Add to cart • Add payment method • Reservation
- 21. FUNNELS What are theimportant flows and goals in your app that you want users to follow and complete?
- 22. COHORTS Are there datapatterns with groups of users?
- 23. RETENTION What is thelength of engagement of your users over time?
- 24. LOYALTY How frequently are users comingback to your app?
- 25. LIFETIME VALUE What valueare users contributing to your bottom line?
- 26. What to lookfor 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.
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- 28. Data is moreimportant 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.
- 29. Thank YouJennifer Wong| MobileAppTracking | @Jenerationy
- 30. A little aboutus 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: