The document discusses mobile app marketing and attribution. It notes that the number of apps in the Google Play Store is over 1 million while the Apple App Store has around 1.6 million apps. Mobile ad spending reached $27 billion in 2015. The document discusses how app downloads and attribution work across different platforms and publishers. It explains why proper attribution is needed to optimize campaigns and prevent inaccurate metrics or duplicate attributions.

3. # of apps in Google Play
Store
iPhone
Mobile ad spending
App of the moment
Time spent in mobile
apps
iPhone 4
$1.48 Billion
200,000 1.6 million
Angry Birds
65%
iPhone 6s
$27 Billion
Clash of Clans
80%

9. What motivates users to download apps?
Takeaways
● Users are turning to apps to
solve problems
● Ads are a dark horse
● Networking is important - but
social underperforms

10. iOS users prefer WOM, Top Charts, and Ads

11. Users under age 25 like to talk about apps… a lot

12. You’re only seeing half the picture

13. Users will download apps they’ve never heard of
Number of times seen/heard
of app prior to download

15. HOW DOES
TRACKING &
ATTRIBUTION
WORK?

16. It’s not like tracking desktop

17. Cookies

18. Pixel Tags

19. URL Parameters

24. WHY DO YOU NEED
PROPER
ATTRIBUTION?

25. One Advertising Source
Publisher 1 App Store App
Click of Ad Download
Publisher 1 SDK notifies them of the install
EXAMPLE 1

26. Publisher 1 SDK notifies them of the install
Publisher 1
App
Click of Ad
Publisher 2 SDK notifies them of the install
3 days ago
App Store
Download
Publisher 2 Click of Ad
1 day ago
Multiple Advertising Sources
EXAMPLE 2

27. If we did not attribute the install to the publisher of the ad that was clicked last, then:
• The advertiser would be paying 2x plus for a single install of just once (if charging
advertiser on CPI).
• If the publisher is charging CPC or CPM, they still generally use install attribution for
optimization; so their optimization would be based off inaccurate information.
Publisher 1
App
Click of Ad
Attribution technology notifies Publisher 2 of the install
3 days ago
App Store
Download
Publisher 2 Click of Ad
1 day ago
Attribution
technology
attributes
install
Unbiased Attribution

28. 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
• Networks use different click-to-install look back periods
Prevent Duplicate Attributions

29. Networks know top of 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

32. Purpose:
Optimize your app store listing page to be more
discoverable and convert more visitors into installs

33. Study: App store factors that matter

34. Holistic view

35. Single most important factor

36. Ranking the most important factor in choosing an app
Takeaways
● Title is more important for
Android than iOS
● Reviews are more important
for iOS as well

37. Key takeaways

38. Best practices

39. Best practices

40. ASO best practices

41. Purpose:
The goal is to get as many paid installs as possible –
boosting your rank. All this with the hope of increasing the
volume of quality organic installs – that should follow when
the app is finally ranked high enough to be discovered.

42. ●
●
●

44. ROI = Sum of Lifetime Value(LTV)
of paid users acquired + Sum of
LTV of organic users derived from
the campaign – Cost of Ads
bought

52. .

53. Timing of acquisition campaigns
●
●
●
●

54. Takeaway: While
you will likely see
higher volumes on
weekends, don’t
expect your install
rates (install/ad
clicks) to improve
much when you
compare them to
weekdays.

55. Takeaway:
Late autumn
and early winter
months have
higher install
volume and
install rates.

56. Takeaway:
Install volume
and install rate
are not affected
by paydays.

57. Takeaway: On
average,
holidays drive
more installs
and have a
higher install
rate than non-
holidays.