A/B testing and management of Store reviews

1. 1
1

2. 2
2

3. 3
3
Attribution : WHY
Measurement of marketing campaigns effectiveness
The glue from ads ($ out) to App users metrics ($ in)
Critical to understand performance
“If you can't measure it,
you can't improve it”

4. 4
4
Attribution – Fundamental layer of the growth stack ©

5. 5
5
App attribution
Web
Cookies
1-pixel images
URL parameter
App
No standard
iOS & Android differ
Stores = black box
Cross-device
User centric (FB)

6. 6
6
AppStore Referral
- URL Parameter?
- No SDK
http://itunes.apple.com/app/8fit-fitness-at-home-personal/id866617777?mt=8&pt=86400800&ct=Campaign1

7. 7
7
Google Play Referral
https://play.google.com/store/apps/details?id=com.eightfit.app&referrer=attrib_click_id%3DCLICK-ID
- Google Play URL Parameter
- GA SDK

8. 8
8
Solutions…
Unique Identifier
https://facebookmarketingpartners.com/matching-tool/
http://help.tune.com/marketing-console/main-methodologies-for-attribution/
Device Fingerprinting
app://details?action=newchat?mat_click_id=CLICK-ID
Click ID
http://help.tune.com/marketing-console/an-introduction-to-mobile-app-attribution/
MMP API

9. 9
9
Attribution providers
Get started:
1. Compare, chose, pay
Reliability (99%)
Networks preferred partner
Analytics events postback / S3
Support
Pricing
Interface/Dashboard & Export
Privacy compliance
SDK
2. Install SDK
3. Create links
4. Analyze sources

10. 10
10
Attribution vs Analytics
All-in-one
or
Postback attribution data to
your App Analytics platform

11. 11
11
App analytics
Choose your provider carefully.
Migrations can be painful
Track and store everything from D1.
Focus analysis first on key events
and subsegments
Methodological event naming

12. 12
12
Creating Links
URL Builder
- Tracker, inc. network, campaign, adgroup [targeting], creative… [img+copy]
- Parameter: manual vs auto
- Fallback (web, stores)
- Deeplink / universal deeplink
- Shorten link?
http://app.adjust.io/abc123?campaign=CAMPAIGN_1&adgroup={adgroup_name&fallback=http%3A%2F%2Ferbsite.com&deep_link=myapp%3A%2F%2Fpayment_page
Attribution
Provider
Tracker Parameters Fallback Deeplink

13. 13
13
HOW - Attribution for marketers
A very tech topic: don’t reinvent the wheel & externalize it
Crucial marketing consequences: master what you track

14. 14
14
What to track? “3D” model
1. By Source (x)
Network > Campaign > Adset > Creative
= Channel
OS
Country
Gender, Age, behavior…
"Separating users by channel is critical"
@phineasb, Growth is not a Hack

15. 15
15
2. By Event (y)
Acquisition Funnel: AARRR!
- Click > Download > Install > First open
- Retention D7 > Retention D90
- App events, Transaction/IAP…
What to track?

16. 16
16
Installs # is a vanity metric
"CPI is irrelevant“, @dennismink
"CPI is the least insightful measure of UA“, @localytics
"CPI is not the metric to watch“, @eric_seufert
1 of top10 downloaded iOS Apps all time is top grossing
Acquisition metrics that really matter
CPI
% of users
publishing
an ad
CPA
0,30€ 10% 3€
0,80€ 40% 2€
“We weren’t investing the money correctly ..
thinking that the best ads were the ones with a low CPI
supposing users would have the same behavior”, @fesja

17. 17
17
Post-install metrics matter
© Liftoff

18. 18
18
Post-install segmented metrics matter
© Liftoff

19. 19
19
What to track?
3. By time (z)
Cohort analysis
d0 – m0 – LTV value
“Beware of short term gains that end up being long
term losses”, Arthur Kosten booking.com

20. 20
20
http://andrewchen.co/the-easiest-spreadsheet-for-churn-mrr-and-cohort-analysis-guest-post/ /

21. 21
21
Bonus: add costs to get CPA & ROAS/ROI
www.multiverse.com

22. 22
22
Attribution issues : discrepancies
« Measuring what matters in a mobile world »
FB internal document
Discrepancies sources:
- PC window
- PV window
- Device or user centric
- Timestamp method
- Deduplication
- LAT?
- Tracker or MMP-API bugs
- Downloads vs Installs vs First opens
- ?

23. 23
23
Attribution issues: Last click / deduplication
https://www.appsflyer.com/blog/press-release-appsflyer-announces-multi-touch-attribution-analytics-to-reveal-the-true-
impact-of-mobile-marketing-campaigns/
https://www.appboy.com/blog/app-install-attribution-common-mistakes/

24. 24
24
Attribution issues: Fraud
https://forensiq.com/mobile-app-fraud-study/
https://www.appsflyer.com/resources/state-mobile-app-install-engagement-fraud/

25. 25
25
Attribution shakedowns
“The only constant is change”
Heraclitus via Appsflyer’s Ben Jeger

26. 26
26
Attribution shakedowns
2015 : Facebook de
http://venturebeat.com/2015/07/09/facebooks-planned-customer-data-change-called-land-grab-by-publishers/
http://mobileleadersalliance.com/2015/06/17/the-ugly-truth-behind-facebooks-new-app-marketing-policy/
May 2015
August 2015

27. 27
27
Attribution shakedowns
2016: Apple IDFA-zeroing
http://mobiledevmemo.com/idfa-zeroing-massive-change/
http://mobiledevmemo.com/idfa-zeroing-ios-10-change-mobile-advertising/
http://venturebeat.com/2016/08/30/idfa-zeroing-is-almost-upon-us-what-mobile-marketers-need-to-know/
https://www.tune.com/blog/what-1-3b-app-installs-by-150m-people-told-us-about-privacy-and-adblocking/
https://www.adjust.com/overview/analytics/2016/10/12/limit-ad-tracking-rates-per-country/

28. 28
28
“If you can't measure it, you can't improve it”