İşinizin kalabalıklar tarafından fark edilebilmesi ya da yaşam süresinin uzayabilmesi için çeşitli mecralarda reklam harcaması yapmak durumundasınız ve her mecranın ürününüze karşı farklı dönüşleri olacak. Bütçenizi harcadığınız mobil reklam ağları, sosyal ağlar ya da televizyon reklamları gibi farklı kanallarda geri dönüş ve verimlilik birçok faktöre bağlı. Bu sunumda kanal verimliliğini ölçmek üzerine faydalı bilgilere ulaşabileceksiniz.

1. O Mobile gidiyorsun Nerede Reklam
Türk Lirası Nasıl anlamak için?
Kasım 4th, 2015
alex@appsflyer.com

2. Leading the Mobile
Advertising Analytics
Market

3. AppsFlyer 81%
MobileAppTracking 75%
Apsalar 75%
adjust 58%
Kochava 16%
Leading
in Scale
Leading
in Retention
How are SDKs actually being used? March 13, 2015

4. Back to Basics

5. Mobil
Reklamlar
İçin Fayda
Analitiği
What is it
Why do you need it

6. Advertisers
Before
Ad Networks Users

7. Advertiser
s
Ad Networks Users
Agencies
Campaign Analytics Attribution Authority
Ads Validation Optimization
CPA Enablement Agencies
Retargeting One Universal SDK
Advertisers
YOUR DATA
After

9. A Device is just as
flooded and so are the
app stores with
numerous apps just
waiting for their chance
42
APPS
APPS
1.4M
32% 55% 87%
USE 5-9 USE 1-4 USE 10
APPS PER DAY
APPS PER DEVICE
1.5M

11. This is your last chance. After this, there is no turning back. You
take the blue pill -­ the story ends, you wake up in your bed and
believe whatever you want to believe. You take the red pill -­ you
stay in Wonderland and I show you how deep the rabbit hole
goes.
True ROI?

12. Believe
whatever you
want to
believe…
Exclude cost from your calculations
Continue living in a world of data silos
Ignore online-offline connection
Poor KPI tracking

13. …or see
how deep
the rabbit
hole goes.
Focus on Tracking Revenue-Driven KPIs, Everywhere
Go Beyond Last Click Attribution
Measure Omni-Channel Impact

14. TRACKING EVERYWHERE
AD
NETWORKS
TV ADS

15. Channels Actual ValueAssist / Install
Cost
Revenue
ARPU
ROI
Engagement
Brand Affinity
Loyalty
Re-Engagement
FOCUSING ON QUALITY-DRIVEN KPIs

16. Facebook ROI

17. GOING BEYOND LAST CLICK ATTRIBUTION

18. Significant value
contributing to
conversions
GOING BEYOND LAST CLICK ATTRIBUTION

19. Measuring detailed
user actions
Transferring data
to networksin real time
Enabling advanced
audience targeting campaigns
(lookalike, retargeting)
MAXIMIZING TRUE ROI POTENTIAL

20. Measuring
Omni-Channel
Impact

21. NON-GAMING RETENTION
DATA STUDY
PERFORMANCE INDEX
Q3/2015

23. Power
Ranking
Normalized
Retention
Scope
Methodology
Retention
Rate
An ‘apples to apples’ comparison of
days 1, 7 and 30 where the highest
retention figure per day was given the
figure 1 and all others were then given a
relative figure to 1 based on their actual
retention. The normalized retention
figure is therefore not the actual
retention, only a relative number that is
used solely for the purpose of ranking
the top performers and the relative
differences between them.
Over 450 million installs across
hundreds of non-gaming apps
running campaigns with hundreds
of AppsFlyer’s integrated media
partners during May to July 2015.
Only apps with at least 5,000
installs were used in study.
The retention rate was calculated
as the unique number of users who
were active on days 1, 7 and 30 out
of the total number of unique users
who first launched the app in the
selected timeframe. A rank combining two factors that were
given equal weight in the formula: both
retention (quality) and the total number
of installs it generated (quantity).

24. Advertising/Marketing
Retention
Ad Networks
Organic vs. non-organic
iOS vs. Android

25. The Bird Flies High in Android
Key Takeaways
• Twitter stands out with a
25% higher retention than
2nd place
• Google proves user intent is
a great indication of loyalty
• Cheetah mobile’s
investment in quality user
acquisition pays off
Average Normalized Retention -Android Top 10

26. The Flock that Follows
Average Normalized Retention-Android 11-25
#10
#11

27. Power Ranking – Non-Gaming
• Facebook’s unrivaled reach and strong retention
puts the social network well ahead of the crowd
• Twitter scale on Android not as high as its top
retention position – landing it in 8th spot
• China grown networks (Mobvita, Cheeah Mobile,
AppFlood, Yeah Mobi) emerging as dominant
forces across the globe with 4 out of top 6 slots
• India’s mobile growth is evident with four
networks (Komli, Tyroo, affle, InMobi)
entering the top 25
Key Takeaways

28. Intent Drives Retention
Key Takeaways
• Intent in iOS searches shows its value as Google AdWords tops chart
• Social networks show very high value
• Twitter proves its cross-­platform value
Average Normalized Retention – iOS Top 10

29. Also Getting a Bite
of the Apple
Average
Normalized
Retention
iOS 11-­25
#10
#11

30. Power Ranking – Non-Gaming
Key Takeaways
• On iOS just as on Android: Facebook’s
unrivaled reach and strong retention puts
social network well ahead of the crowd
• Great reach and great retention
put Twitter in 2nd spot
• AppLovin proves focus on
data bears fruit

31. Organic Retention Reigns Supreme
Day 1 Day 7 Day 30
+46% +55% +156%
Organic Paid Organic Paid Organic Paid
Key Takeaway
• Organic intent shows interest demonstrated by user will lead to higher retention
• Gap widens over time – particularly in the long run, further proving the value of organic acquisition

32. Organic Retention Reigns Supreme
Day 1 Day 7 Day 30
+20% +39% +133%
Organic Paid Organic Paid Organic Paid
Key Takeaway
Organic intent shows interest demonstrated by user will lead to higher retention, although not as large a gap as in Android

33. Brands
Countries
Connection
Languages
OS versions
Device-Related
Retention

34. Samsung Rules but Local Asian
Suppliers Making a Mark

35. Neck & Neck
29.06%
10.99%
3.29%
25.53%
10.21%
3.17%
Day 1 Day 7 Day 30
Android Apple
Android vs. iOS Retention

36. MUITO BEM!
Brazil Canada UK US Spain India Russia Mexico Germany France
Average Normalized Retention per Geo – iOS Top 10

37. US
RU
GB
IN
BR
ES
TOP 10 POWER RANKING GEO
DE
CA
FR
MX

38. Europe Going Strong,
Asian Nations Show Value
UK Spain Mexico Malaysia US Thailand Russia Brazil Indonesia Vietnam
Average Normalized Retention per Geo – Android Top 10

39. TOP 10 POWER RANKING GEO
USRU
PH
IN
BR
TH
MY
VN
MX
IN

40. The newer,
the better
5.0.1 5 4.4.4 5.0.2 4.3 4.4.2 4.1.2 4.2.2 2.3.6 4.2.1
Average Normalized Retention by OS Version – Android Top 10

41. TOP 10 POWER RANKING OS VERSION
4.4.2 4.4.4 4.2.2 4.1.2 5.0.2
4.3 5 5.0.1 4.0.4 4.2.1

42. Time
8.2 8.1.3 8.1.2 8.1 8.3 7.1.2 8.1.1 8.4 7.1.1
Average Normalized Retention OS Version -­ iOS
Adoption
Takes

43. TOP POWER RANKING OS VERSION
8.3 7.1.2 8.4 8.2 8.1.3
8.1.2 8.1 7.1.1 8.1.1

44. alex@appsflyer.com

45. alex@appsflyer.com