The document provides insights into mobile measurement, focusing on the retention rates of mobile games in various regions for Q1 2017. It discusses the evolution of mobile engagement metrics beyond just installs, highlighting issues of ad fraud and solutions for prevention. Additionally, it emphasizes the importance of controlling ad delivery and audience segmentation for improved targeting and cost-efficiency.

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BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI
SYDNEY • PARIS SINGAPORE • NEW YORK • SAO PAULO • LONDON
JAKARTA • SEOUL • MOSCOW

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The New Look

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Russian Mobile Market, Q1 2017

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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, %%

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History of Measurement

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SDK SDK SDK SDK
Your App
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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

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Your App
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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

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Your App
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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

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‣ 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

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Fraud Prevention
vs
Fraud Detection 👎

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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*

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+ 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

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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

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+ 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

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How to Segment Your Audience &
Control Your Data

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“But why?”
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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
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‣ 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.

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Leonid Eletskikh
HEAD OF SALES, EE & RUSSIA
leonid@adjust.com
Moscow
White Nights 2017
Booth G15