Can multi touch attribution models help you increase the LTV of your campaigns? How should you split the credit for revenue generated by users who saw multiple ads? What is easy what is more difficult?

1. Clara Copeland
Multi Touch
Attribution
And LTV

2. AppsFlyer in Numbers
Scale
2T Monthly
Data Points
9B Devices
75K Marketers & Developers
750+ Employees
15 Global Offices

3. PRE-INSTALL
INSTALL
POST-INSTALL
Multi Touch Across the User Journey

4. What is the global share of gaming
installs that occur after more than
1 touchpoint?
14%
Q :

5. Pre-Install MTA

6. Making MTA Work for You
PRE-INSTALL
INSTALL

7. Time From Last Touch to Install

8. Time From First Assist to Install

9. The Data You Have
Media Source Installs
First
Contributor
Second
Contributor
Third
Contributor
Applovin 26,905 21,884 5,930 1,149
Liftoff 6,789 4.669 1,292 259
Ironsource 4,332 1,625 519 103
Google 820,629 569,638 5,288 567
Facebook 344,030 129,680 19,748 1,778
Appia 101,832 11,068 1,869 210
Youappi 48.952 1,102 10 0

10. Collect the Data
Installs
Media Source Installs
First
Contributor
Second
Contributor
Third
Contributor
Applovin 26,905 21,884 5,930 1,149
Liftoff 6,789 4.669 1,292 259
Ironsource 4,332 1,625 519 103
Google 820,629 569,638 5,288 567
Facebook 344,030 129,680 19,748 1,778
Appia 101,832 11,068 1,869 210
Youappi 48.952 1,102 10 0

11. Last Touch First Touch
U Shape Time Decay
Single
Touchpoint
Multiple
Touchpoints

12. What is the true impact of each Media Source?
Understand the Impact Ratio

13. Impact Ratio
distinct(# installs + # assists)
# installs[ ]

14. Impact Ratio
Results
Media Source Installs Total Installs + Assists Install Impact Ratio
Applovin 26,905 55,828 2.07
Liftoff 6,789 13,009 1.91
Ironsource 4,332 6,579 1.52
Google 820,629 1,396,131 1.7
Facebook 344,030 495,236 1.44
Youappi 48,953 62,100 1.27
Appia 101,832 102,944 1.01

15. Now, Let’s Talk
Revenue

16. Media Source
Direct
Revenue
Indirect
Revenue
Applovin $10,467 $16,928
Liftoff $5,293 $2,232
ironsource $1,092 $726
Google $308,113 $207,200
Facebook $78,780 $129,978
Appia $12,899 $8,827
Youappi $98,729 $32,420
● Direct Revenue - Revenue from users where the media source was the last click
● Indirect Revenue - Revenue from users where the media source was one of the contributors
Collect the Data
Revenue

17. What is the true $$ impact of each Media Source?
Understand the Revenue Impact of
Each Media Source

18. Impact Ratio
Revenue
Media Source Direct Revenue
Indirect
Revenue Total Revenue
Revenue
Impact Ratio
Applovin $10,467 $16,928 $27,395 2.6
Liftoff $5,293 $2,232 $7,525 1.4
Ironsource $1,092 $726 $1,818 1.7
Google $308,113 $207,200 $515,313 1.7
Appia $12,899 $8,827 $21,726 1.7
Youappi $98,729 $32,420 $131,149 1.3
● Stopping Applovin campaigns might be a worse decision than we thought!

19. Real-Life Case Study -
How to Increase
My ARPU?

20. Deepdive - Applovin
Media Source ARPU
Applovin alone $7.65
Applovin with assists $10.15
32.6% lift!
Let’s deep dive into all the cases where Applovin was the last click

21. Who are the “Top Contributors” to
Applovin?
42%
75%
$7.65
$10.9
$13.4
ARPU Lift
● Credit to ironSource in each multi-touched user: (10.9-7.65) / 10.9 = 29.8% → Applovin: 100%-29.8% = 70.2%
● Credit to Email in each multi-touched user: (13.4-7.65) / 13.4 = 42.9% → Applovin: 100%-42.9% = 57.1%

22. What Can You Do With Top
Contributor Metric?
After realizing that Email is a top contributor to Applovin, using
raw data, we can create audiences that would target unconverted
Email clicks in Applovin and expect Applovin users to generate
higher LTV

23. Pre- and Post-Install
MTA

24. Making MTA Work for You
PRE-INSTALL
INSTALL
POST-INSTALL
Effective analysis = measuring every touchpoint

25. How does the post-install media source mix
affect ARPU and LTV?
Post Touches Conversion

26. Post Touches Conversion
Insights
Applovin
$6.2
$7.1
Install
Install
Push
notification
$10.3Applovin
Install
Google
Retargeting
Ad
15%
ARPU Lift
66%
Applovin
Applovin
Push
notification
User
Acquisition
Post Touches
$8.1
Install
31%Applovin
Google
Retargeting
Ad
Push
notification

27. Multi Touch -
How Much is Too Much?

28. Touchpoint Saturation
Is more than 1 touchpoint helpful?
68% lift!
#new users with
1 touchpoint
Install to Event
Conversion rate
# new users with
multiple
touchpoints
48k 17% 30k 28%
Install to Event
Conversion rate
Let’s deep dive...

29. Saturation Point - 3
Conversion
Rate
Number of re-engagement touch points
Touchpoint Saturation

30. Touchpoint Saturation
Saturation Point - 3
Uninstall
Rate
Conversion
Rate
Number of re-engagement touch points

31. Key Takeaways
● Always apply caution to the whole user journey
rather than the last click only! It might have an
impact on your LTV
● Use your unconverted clicks data
● Pay a special attention to retargeting - timing,
order and types

32. Thank you
clara@appsflyer.com