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Leonid Eletskih, Adjust

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Measurement 2.0

(White Nights Conference St. Petersburg 2017)
The official conference website — http://wnconf.com

Published in: Business
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Leonid Eletskih, Adjust

  1. 1. The Mobile Measurement Company BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI
 SYDNEY • PARIS SINGAPORE • NEW YORK • SAO PAULO • LONDON
 JAKARTA • SEOUL • MOSCOW
  2. 2. The Mobile Measurement Company 2 The New Look
  3. 3. The Mobile Measurement Company 3
  4. 4. The Mobile Measurement Company 4 Russian Mobile Market, Q1 2017
  5. 5. The Mobile Measurement Company 5 Games — Q1 2017, Retention Rate, Day 1 / 7 / 30 Organic Paid Organic Paid Day 1 Russia 42,97 34,08 Russia 41,37 34,08 Day 1 EMEA 39,24 34,69 EMEA 40,99 40,28 APAC 39,33 32,20 APAC 40,17 38,85 US / CA 33,25 19,43 US / CA 39,19 40,97 Day 7 Russia 22,57 18,43 Russia 20,87 20,17 Day 7 EMEA 21,28 18,24 EMEA 21,97 21,13 APAC 19,37 14,85 APAC 21,13 20,16 US / CA 17,64 19,43 US / CA 21,31 22,40 Day 30 Russia 12,92 11,85 Russia 9,78 10,30 Day 30 EMEA 11,27 9,47 EMEA 10,40 10,18 APAC 8,49 7,29 APAC 10,05 9,57 US / CA 8,90 9,39 US / CA 10,47 10,98 Android Retention Rate, % % iOS Retention Rate, %%
  6. 6. The Mobile Measurement Company 6 History of Measurement
  7. 7. The Mobile Measurement Company SDK SDK SDK SDK Your App 7 Ad Network Ad Network Ad Network Ad Network Ad Network Ad Network Problem that we had in 2011: + Network conversion tracking duplicated & inconsistent
 + Metric definitions dependent on network
  8. 8. The Mobile Measurement Company Your App 8 Adjust SDK Ad Network Ad Network Ad Network Ad Network Ad Network Ad Network Initial Adjust offering: Collect conversion tracking into a single SDK Consistent, independent measurement – fair to all parties
  9. 9. The Mobile Measurement Company Your App 9 Adjust SDK Ad Network Third Party BI Platform Larger datasets (including organics or other non-conversions), more event detail, revenue data – all increasingly requested by partners. — Where did that data go? — How was it used? Ad Network Analysis Provider Ad Network
  10. 10. The Mobile Measurement Company 10 ‣ Segmentation ‣ Deep Links ‣ Push Notifications ‣ In-App Messaging The market is moving beyond just installs Boost Re-engagement with EVOLUTION OF METRIC FOR MOBILE Engagement Installs Clicks 2010 2012 2013 2017 Retargeting Re- Engagement
  11. 11. The Mobile Measurement Company 11 Fraud Prevention vs Fraud Detection 👎
  12. 12. The Mobile Measurement Company 12 The three different types of fraud Click 
 Spam Simulated 
 Devices Servers Faking
 SDK Traffic/Installs that never happened Some App *emarketer data Risk for Mobile Ad fraud Mobile Ad benchmarks worldwide: Share of attempted ad fraud, by app vertical, 2016*
  13. 13. The Mobile Measurement Company 13 + Servers pretend to be apps and talk to analytics platforms. You can fake server calls by sniffing out the connections your device is making using free tools like Wireshark. Fraud + Analytics SDK with SSL encryption + Shared secret Prevention Faking HTTP calls to trigger false installs + Publishers are paid for fake installs + Too many installs counted + Retention rates very low Effect
  14. 14. The Mobile Measurement Company 14 Simulated installs & behaviour + Exclude all IPs from known data centers, proxies, Tor exit nodes or cloud providers from attribution. Fraud Solution + Devices are simulated with full OS stack or are triggered by "mechanical turks" to create legit install requests. Effect + Installs (and events) attributed to fraudulent publishers + Geo spoofing + Undercounted retention rates
  15. 15. The Mobile Measurement Company 15 + Limit number of clicks considered for fingerprinting from single IPs. + Detect extremely low yielding campaigns and deliver landing pages with Javascript to create redirects and stop crawlers. Fraud Solution Background clicks (Click spamming & Preloading) + Apps that, without the users interaction, crawl ads and click through any URL they find to spam fingerprinting and claim organic traffic. Effect + Organic users are attributed to publishers + Ads show very strong in-app retention & engagement (organic) + Very low conversion rates
  16. 16. The Mobile Measurement Company 16 How to Segment Your Audience & Control Your Data
  17. 17. The Mobile Measurement Company “But why?” 17
  18. 18. The Mobile Measurement Company Gain control over your ad delivery ‣ improve targeting ‣ make fraud much harder with defined users as target ‣ control ad exposure across multiple networks/campaigns ‣ decrease startup times for new campaigns (retargeting/exclusion) ‣ save money 18
  19. 19. The Mobile Measurement Company 19
  20. 20. The Mobile Measurement Company 20 ‣ trackers – which campaign a user is attributed to; ‣ install date; ‣ device type; ‣ OS version; ‣ users' country, region, or language; ‣ previously executed events; ‣ revenue and LTV; ‣ time spent in the app; ‣ last activity time; ‣ installed app version; ‣ any campaign data.
  21. 21. The Mobile Measurement Company 21 Leonid Eletskikh HEAD OF SALES, EE & RUSSIA
 leonid@adjust.com Moscow White Nights 2017 Booth G15

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