Mobile app advertising analytics - how and what to measure

1. How & What to Measure
MOBILE APP
ADVERTISING
ANALYTICS
Jennifer Wong
MobileAppTracking
Mobile Week NYC 2014

2. Hi
Jennifer Wong
Director of Product Marketing
MobileAppTracking.com
@Jenerationy

3. HOW TO MEASURE

4. It’s Not Like Measuring Desktop Ads

5. Cookies

6. Pixel Tags

7. URL
Parameters

11. • Google Install Referrer
• Identifier Matching
• Fingerprint Matching
• Open URL with Click ID
Attribution Methods

12. 1. Engagement Type: Click-though
measurement vs. View-though
measurement
2. Conversion Type: Install or In-App Event
3. Platform/App Store: iOS/Apple App
Store, Android/Google Play Store,
Amazon App Store, etc.
Method Dependent on 3 Factors

13. Choosing The Best Fit

14. Install Attribution

15. Install Attribution with App-to-
App vs. Web-to-App

16. WHY DO YOU
NEED PROPER
ATTRIBUTION

17. Concurrent tracking methods – one user could be attributed to
different channels, depending on who you ask and when!
• Multiple networks take credit for the same install
Prevent Duplicate Attributions

18. Networks know top of line metrics only, not ROI
• Many networks support a real-time feedback loop to optimize
campaigns based on app installs, but not all
• Ad networks use different look back periods
Prevent Inaccurate Metrics

19. WHAT TO MEASURE

20. Attribute
in-app events
back to
source
What events do you
need to measure?
• Registration
• Subscription
• Login
• Purchase
• Add to cart
• Add payment method
• Reservation

21. FUNNELS
What are the important
flows and goals in your
app that you want users
to follow and complete?

22. COHORTS
Are there data patterns with
groups of users?

23. RETENTION
What is the length of
engagement of your
users over time?

24. LOYALTY
How frequently
are users
coming back to
your app?

25. LIFETIME VALUE
What value are
users contributing to
your bottom line?

26. What to look for in advertising analytics tech?
You own
the data
Reconciliation
for duplicate
installs
Attributes
to the last
click
Supports all
advertising
partners
Provides
insight into
multi-touch
Allows you to
easily add new
advertising
channels
Event
tracking (for
re-engagement)
Real-time and
deep data
reporting.

27. Attribution Analytics Platforms

28. Data is more important on mobile
All customer/user level data belongs to you, the advertiser. The data you
collect with an unbiased platform falls inline with your own privacy
policy. You decide who you share information with and how.

29. Thank YouJennifer Wong | MobileAppTracking | @Jenerationy

30. A little about us
MobileAppTracking.com (MAT) solves attribution with unbiased
SaaS technology for mobile app marketers.
• 157 Employees
• Seattle, San Francisco, London, Tel Aviv, Seoul, New York
• Working with the top grossing apps on iOS, Android, Kindle and Windows Phone
A few of our clients apps include: