It's time to evolve from 'lifetime attribution' in mobile apps!
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This document discusses evolving mobile app attribution models from lifetime to post-click. It outlines challenges with current attribution windows, multiple tracking platforms, and fraud. It then details how adopting a unified, cross-platform approach using a mobile attribution provider can help optimize tracking and attribution. This involves using tools like SDKs, deeplinks, and people-based attribution to better connect web and app users and attribute conversions across sessions and devices.
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It's time to evolve from 'lifetime attribution' in mobile apps!
- 1. © 2019 OPTIMISE MEDIA LTD A Global Performance Marketing Company It’s Time To Evolve From ‘Lifetime Attribution’ In Mobile Apps!
- 2. © 2019 OPTIMISE MEDIA LTD Every day our global network of publishers and media connects businesses with millions of new customers. Last year we delivered sales worth over $1billion for global brands like Microsoft, HSBC and Expedia. Turn more clicks into customers with Optimise marketing UK POLAND SINGAPORE INDONESIA AUSTRALIA BRAZIL Global reach, local expertise with 10 locations across 5 continents PHILIPPINES VIETNAM HONG KONG
- 3. Turbo-charge your Affiliate Campaign with Mobile Apps © 2019 OPTIMISE MEDIA LTD What we’ll cover today 1. Unified, x-platform CPA Tracking 2. Post Install vs Post Click Attribution 3. Avoiding leaky conversion funnels 4. Optimising your tracking 5. Questions
- 4. © 2019 OPTIMISE MEDIA LTD Unified, x-platform CPA Tracking
- 5. © 2019 OPTIMISE MEDIA LTD Today’s X-platform Experience
- 6. © 2019 OPTIMISE MEDIA LTD Some of Today’s Biggest Challenges Attribution Windows FraudMultiple Tracking Platforms Loss of referral data
- 7. Attribution Windows © 2019 OPTIMISE MEDIA LTD Variation in attribution windows causes confusion Desktop (typical attribution) 30-day cookie duration Mobile App (typical attribution) 7-day reattribution window
- 8. Multiple Tracking Platforms © 2019 OPTIMISE MEDIA LTD Affiliate Network Tracking Stacks can be complex
- 9. Fraud © 2019 OPTIMISE MEDIA LTD - 22.6% of non-organic installs were fraudulent - Hyper-growth markets are hardest hit making SEA more vulnerable - 2.1% of in-app purchase events were fraudulent - CPA is less vulnerable to fraud as it requires an offline validation process Source: The state of mobile fraud H1 2019, Appsflyer H1 2019 Report
- 10. Loss of referral data © 2019 OPTIMISE MEDIA LTD - How often do mobile users sent through an affiliate link get presented with these scenarios? - Referral data can be lost when redirecting the user from a Web to an App Conversion Funnel - 70% of Mobile sales occur in Mobile Apps & conversion rates can be 3x higher than web Mobile App Links
- 11. © 2019 OPTIMISE MEDIA LTD Post Install vs Post Click Attribution
- 12. Post Install Attribution © 2019 OPTIMISE MEDIA LTD - Post install attribution measures life engagement often by cohort analysis but doesn’t tackle the issue that you need to acquire users - Not suitable for transactional apps that may have infrequent user engagement. How do you ensure you re-engage users? - Difficult to work with core affiliate channels such as Cashback, Voucher or Price Comparison Lifetime measurement
- 13. Post Click Attribution © 2019 OPTIMISE MEDIA LTD - Post click attribution measures in-app events attributed back often on a last click model - 86% of users have stopped engaging with an App after 30 days - 50% of all new app users opt-out of push messaging - Suitable for transactional apps that need to re-engage users to gain traction. E.g. cashback, voucher, price comparison Affiliates Event measurement Retention after 30 days
- 14. © 2019 OPTIMISE MEDIA LTD Leaky conversion funnels
- 15. Common Tracking Scenarios © 2019 OPTIMISE MEDIA LTD Simple web conversion funnel User clicks link on Publisher website Affiliate Network Tracking Set Referral to Advertiser site with the following identifiers: source=Affiliate&AffiliateID=ABC12 3 Conversion attributed to Affiliate Affiliate earns the commission source=Affiliate&AffiliateID=ABC123
- 16. Common Tracking Scenarios © 2019 OPTIMISE MEDIA LTD Web & mobile overlay conversion funnel – new install User clicks link on Publisher website Affiliate Network Tracking Set Referral to Advertiser site with the following identifiers: source=Affiliate&AffiliateID=ABC12 3 source=Affiliate&AffiliateID=ABC123 Conversion attributed to Organic Affiliate loses the commission
- 17. Common Tracking Scenarios © 2019 OPTIMISE MEDIA LTD Web & mobile overlay conversion funnel – deeplink User clicks link on Publisher website Affiliate Network Tracking Set Referral to Advertiser site with the following identifiers: source=Affiliate&AffiliateID=ABC12 3 source=Affiliate&AffiliateID=ABC123 Conversion attributed to Organic Affiliate loses the commission
- 18. Common Tracking Scenarios © 2019 OPTIMISE MEDIA LTD Multi session, one platform User clicks link on Publisher website Affiliate Network Tracking Set Referral to Advertiser site with the following identifiers: source=Affiliate&AffiliateID=ABC123 New session, referral data read from browser cache source=Affiliate&AffiliateID=ABC123 Conversion attributed to Affiliate Affiliate earns the commission
- 19. Common Tracking Scenarios © 2019 OPTIMISE MEDIA LTD Multi session, cross platform User clicks link on Publisher website Affiliate Network Tracking Set Referral to Advertiser site with the following identifiers: source=Affiliate&AffiliateID=ABC123 New session, no referral data source=Affiliate&AffiliateID=ABC123 Conversion attributed to Organic Affiliate loses the commission
- 20. © 2019 OPTIMISE MEDIA LTD Optimising your tracking
- 21. MAPs © 2019 OPTIMISE MEDIA LTD - Work with a MAP to ensure you follow pre- defined rules - Rapid integration to Affiliate Networks - Toolkits to solve many of the issues we’ve outlined Mobile Attribution Providers
- 22. Web SDKs © 2019 OPTIMISE MEDIA LTD - Mobile Attribution Providers also have web SDKs - Smart App Banners - Referral Attribution Data can be passed between Web & App - Configure your attribution windows so they are universal across Web & App Solving the referral data issue
- 23. Deeplinks © 2019 OPTIMISE MEDIA LTD - Ensure your app has valid deeplinks - Configure your App Deeplinks to follow the same path structure as your website - Use Universal Links that work access web and app – contact your MAP - Work with your Affiliate Network to configure Universal Links. - Beware of iOS Universal Links – it will ignore multiple redirects in your tracking stack! Talk to your MAP to work around this Don’t break the funnel
- 24. People-based attribution © 2019 OPTIMISE MEDIA LTD - Create a unique pseudonymised identifier for your users ensuring their privacy - One-way hash of UserID or Email - Maintain identifier across platform and sessions X-Platform tracking for Web and Mobile App
- 25. Key Takeaways © 2019 OPTIMISE MEDIA LTD Conclusions on how to configure your campaigns Audit your Tracking Stack Use a reputable Mobile Attribution Provider: Follows industry standards Provides the Tools to build x-platform experiences. E.g. Web SDKs Employ Deeplinks with your Mobile Apps & link with your websites Unify your attribution windows Use robust validation rules Competitors already offer full funnel CPA conversion tracking. Publishers will prioritise these programmes
- 26. Thank you. Let’s talk! © 2019 OPTIMISE MEDIA LTD Find us: Stand #22 www.optimisemedia.com
Editor's Notes
- Hi I’m Giles and I’m CTO for Optimise. We’re a global affiliate network working with 100’s of brands & affiliates across the APAC region.
- Today I want to dive into some of the challenges that are being faced across the CPA space which needs to evolve beyond Web conversion funnels and embrace mobile app conversion funnels.
- Go through what we’re aiming to cover today Problem it solves Accurate post-click attribution within mobile apps maximising partnerships with Performance-based Publishers. How it adds value to a business Ensures affiliates are fairly remunerated for the traffic they drive leading them to maximise the promotion of your campaign. Advertisers are able to accurately measure and understand the flow of users engaging across web and mobile app. Three takeaways - not sure about these – need refining 1. Understand the challenges facing CPA in mobile and how to fix them 2. How you should be linking your users into your mobile app 3. The dangers of not having a clear mobile app deep-linking strategy
- Its complicated. There are multiple platforms, they work in different ways and there are no hard and fast rules or manuals on how to do it.
- Standards vary but the generally accepted approach from affiliate networks an MAPs is: Desktop affiliate programmes run on a 30 day cookie window or attribution window Mobile Apps this tends to be a 7 day reattribution window Post install lifetime attribution – what do I mean?
- Most campaigns run a tracking stack that runs across a mix of platforms: Tag manager, analytics, marketing measurement platform, MAP AND affiliate network Aligning all the KPIs measured and triggering rules on each platform is complex Furthermore having multiple embedded tracking platforms can become a problem with Apple ITP & Firefox Tracking Prevention unless very specific setups are put in place
- How often do mobile users get presented with this scenario when they visit a website promoting the companion Mobile App alongside In this instance important referral data for paid campaigns can be lost
- With Post Install attribution you’re looking at the long game & how do your users engage post install However, this can make it difficult to combine transactional apps such as retail & travel with core affiliate channels
- If we look at post click attribution we’re looking at in-app events such as a sale, subscription or registration Re-engagement becomes even more important when you note that over two thirds
- User completes a conversion on the website Google Tag Manager reads the referral data and activates the tracking tag for the affiliate network
- Imagine now that a user is presented with the following overlay. In this scenario the user is directed to the App store to install the app. This means our referral data gets wiped out resulting in our conversion being attributed to organic
- And in the same scenario the user already has the app installed, the advertiser is employing deeplinks within their app In the worst case scenario deeplinking is not properly configured and the user loses their way and drops out of the funnel
- The final scenario is cross platform across multiple sessions. A user may start their journey on the mobile web and then complete in another session on mobile app. As we know x-platform tracking is challenging and often relies on probabilistic tracking which is becoming trickier as techniques are being blocked over privacy concerns. In this scenario, if you have a logged in user you can share anonymous data between the sessions to link the referral data. You can use userid, email address or phone number converted into a one-way hash which pseudonymises the data
- The final scenario is cross platform across multiple sessions. A user may start their journey on the mobile web and then complete in another session on mobile app. As we know x-platform tracking is challenging and often relies on probabilistic tracking which is becoming trickier as techniques are being blocked over privacy concerns. In this scenario, if you have a logged in user you can share anonymous data between the sessions to link the referral data. You can use userid, email address or phone number converted into a one-way hash which pseudonymises the data
- So…. How do we fix this?
- Find a Mobile Attribution Provider that work for you. Utilise the toolkits they have on hand which will solve some of the problems I’ve already outlined. I’ll dive into some of these next. At Optimise we work with all the Mobile Attribution Providers. It hugely streamlines our setups
- Mobile attribution providers also provide Web SDKs Embed these into your existing websites (like you would a tracking tag via your tag manager) Use Smart banners that can be populated with Referral attribution data so in-app events & conversions can be attributed cross platform
- Make sure that your app has deeplinking enabled. Also, make sure that your app deeplinks follow the same path structure as your website. I won’t go into this now but there are some great articles on Google Firebase on how to do this. Finally beware of iOS universal links. If you have multiple redirects in place (as you would on a typical campaign) iOS ignores them all and goes straight to the app and you’re going to have lots of attribution issues. The MAPs have solutions for this – speak with them.
- use userid, email address or phone number converted into a one-way hash which pseudonymises the data
- Ultimately cross platform full funnel tracking is complicated and involves lots of component parts that need to be combined
- Thank you If you want to discuss further, you can find us on Stand 22. Let’s see if we’ve got any questions