This document discusses how to run more effective mobile app marketing campaigns. It outlines the evolution of user acquisition campaigns from focusing on volume and rank to profitability. It explains that cost-per-install campaigns prioritize downloads over converting users, while cost-per-profit campaigns focus on acquiring profitable users. Tracking user acquisition across different mobile ad networks and app stores is challenging due to a lack of standardized reporting. The Mobile Acquisition Transparency Alliance is working to address this issue by creating an open API for marketers to streamline campaign data reporting and attribution in a reliable, device-identifier agnostic manner.

1. How To Run More
Effective Marketing
Campaigns For Your
Mobile App
June 14, 2012
Maggie Myslinska

2. AGENDA
• Evolution of mobile app
user acquisition campaigns
• CPI vs CPP campaigns
• Finding profitable users and
why it’s hard today
• Q&A
2

3. The History of User Acquisition
Campaigns
Volume Rank Profit

4. IN-APP CPI CPP
REVENUE (COST PER (COST PER
INSTALL) PROFIT)
4

5. CPI vs CPP
Metric CPI campaigns (Volume CPP campaign
and Rank) (Profit)
Marketing Cost $20,000 $20,000
Downloads 30,000 10,000
Cost Per Download $.75 $1.50
Conversion to paying user 5% 30%
(ie. Registration)
Number of paying (or 1500 3000
Registered)
Cost per paying user (or $13.33 $6.66
Registration)
Average payment (ie. $10 $10
Value of Registration)
ROI ($5,000) $10,000
5

6. Profit Campaign Analysis
6

7. Why isn’t everyone doing
this today?
…because tracking
where users came
from in mobile is
hard!

8. acquisition tracking android
https://market.android.com/details?id=
com.myApp.myAppName&referrer=ad
NetworkDataAndCampaignData
“referrer=…” “referrer=…”
Android app
App Ad marketplace
APP
INSTALLED
USER ANALYTICS
8

9. acquisition tracking - iOS
“referrer=…” “referrer=…”
App Ad
APP
INSTALLED
USER ANALYTICS
?
9

10. MOBILE ECOSYSTEM TODAY
Reporting Format:
Custom API
Ad Provider Mobile App Marketer
1
Reporting Format:
Manual CSV Dump
Ad Provider
2
Reporting:
• Non-Standardized
NO reporting
• Unreliable
format • Missing
Ad Provider
3
• Many ad networks
• Many user identifiers, especially after UDID deprecation

11. What Are The Challenges
Facing The Mobile
Marketing Industry?

12. No reliable industry-standard
…For the measurement, collection
and reporting of data from mobile
ad networks and exchanges to app
developers.
2

13. No Scalable Process
..To Efficiently Consolidate, Report
And Send Data To Mobile Marketers.

14. Minimal to No Visibility
…Into the behavioral KPIs of users for
ad networks and exchanges to
optimize marketing campaigns.

15. The solution - MATA

16. http://openmata.org/
The Mobile Acquisition Transparency Alliance (MATA) is creating an open API standard that
enables mobile marketers to streamline the ingestion, processing and attribution of their paid
user acquisition campaigns.
Device identifier A single, open API Last-Click Install Reliable, accurate
agnostic standard Attribution & timely data
6

17. MOBILE ACQUISITION TRANSPARENCY ALLIANCE
Mobile App Marketer
Option1
OPEN API
Standardized Reporting
Cost
Option2 Impressions
Campaign Site
Installs
Clicks Creative
Consolidated Device Last-Click
Identifier Install
And more… Reporting Agnostic Attribution

18. MATA – KEY BENEFITS
No reliable industry-standard Minimal to
no visibility
NO SCALABLE PROCESS
…For the measurement, collection …Into the behavioral KPIs of users for ad
..To Efficiently Consolidate, Report and reporting of data from mobile networks and exchanges to optimize
And Send Data To Mobile Marketers. ad networks and exchanges to app developers. marketing campaigns.
• Free
• Device identifier agnostic
• No additional SDK required

19. acquisition tracking - iOS
“referrer=…” “referrer=…”
App Ad
APP
INSTALLED
Campaign
Data CSV`
USER ANALYTICS
19

20. conclusion
• CPP is the best way to compare mobile user acuisition
campaigns
• It is hard today but new and better solutions are
becoming available.
• MATA is one great solution make sure to research and
decide which solution is best for you
20

21. THANK YOU
Questions?
21