Using data and different measurement approaches to understand incrementality and value of retargeting campaigns
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How should you measure your retargeting campaigns correctly? Retargeting statistics and trends in mobile gaming How can you use attribution data to measure incrementality? When should you stop? How based on data understand if your players got annoyed about retargeting already?
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Using data and different measurement approaches to understand incrementality and value of retargeting campaigns
- 1. Daniel Zilberberg Product Data Analyst Team Leader Retargeting How To Measure It Correctly
- 2. AppsFlyer in Numbers Scale 1T Monthly Data Points 9B Devices 75K Marketers & Developers $17B Ad Spend Measured 650+ Employees 15 Global Offices
- 4. What is the percentage of shopping marketers that run retargeting campaigns? 61% Q : Cool Insights Quiz!
- 5. What is the percentage of gaming marketers that run retargeting campaigns? 18% Q : Cool Insights Quiz!
- 6. Retargeting is less common among gaming marketers
- 7. Share of Re-Targeting Conversions trend - Gaming
- 8. Share of gaming app marketers running retargeting - by HQ Region
- 9. Share of gaming app marketers running retargeting - by app category
- 10. +23% YoY revenue increase (Q1 18 vs. Q1 19)
- 11. ARPPU Uplift in Retargeted vs. Non- Retargeted Paying Users (Same Apps)
- 12. Why Retargeting?
- 13. Why? ● Retention struggles ● Rising UA costs ● Performance! ● Personalization powered by deep linking ● Improved segmentation tools
- 14. How To Measure Retargeting, the Right Way
- 15. The Challenges ● Incremental Effect ● When To Start - It’s All About Timing! ● How much Is Too Much? Don’t annoy your users
- 17. What is incrementality? Baseline Revenue - Revenue generated organically Incremental revenue - Any additional revenue on top of that baseline Incremental revenue is any revenue that we would NOT have without paid media Baseline Revenue Incremental Revenue
- 18. How To Measure Incrementality Of Retargeting Campaigns
- 19. Methodology Measure the lift of non-targeted user behavior VS targeted user behavior Control Test
- 20. Retrospective Analysis Users who were not exposed to retargeting campaigns Users who were exposed to retargeting campaigns Retarget B A Control Records saved in AppsFlyer DB
- 21. Tips... ● Create similar groups ● Choose sufficient control groups ● Exclude outliers
- 22. Why Retrospective Analysis ● AppsFlyer data = baseline for a robust Incrementality test ● Enables testing multiple scenarios with minimal effort ● Saves time & money
- 23. Real Value of the Ad Loyal users lift Retargeting Incrementality Measuring 36% Lift
- 24. Re-activated users lift Retargeting Incrementality Measuring ~X6
- 25. When Should You Start Retargeting?
- 27. Days between install and retargeting exposure Uninstalls rate comparison Shopping app
- 28. Days between install and retargeting exposure Uninstalls rate comparison Gaming app
- 29. How Much is Too Much?
- 30. What is the effect of re-engagement touchpoints? Touchpoint Saturation 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
- 31. Touchpoint Saturation Saturation Point - 3 What is the effective number of re-engagements?
- 33. Key Takeaways ● Try retargeting to drive LTV uplift ● Apply caution, enable users to convert organically first ● Ensure the right audience selection also based on demographic data, number of ads seen and user behavior in the game
- 35. 3 quotes about smart measurement that will make you sound like a PRO! ● “Yep! Creating the control group is hard” ● “The trouble with measurement is its seeming simplicity” ● “You need to check it’s not just cannibalization of organic traffic”
- 36. Thank You!