#CMOUS Staying ahead on mobile - challenges, measurement and strategies
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Transcript of #CMOUS Staying ahead on mobile - challenges, measurement and strategies
# of apps in Google Play Store
iPhone
Mobile ad spending
App of the moment
Time spent in mobile apps
iPhone 4
$1.48 Billion
200,000 1.6 million
Angry Birds
65%
iPhone 6s
$27 Billion
Clash of Clans
80%
What motivates users to download apps?
Takeaways ● Users are turning to apps to
solve problems● Ads are a dark horse● Networking is important - but
social underperforms
iOS users prefer WOM, Top Charts, and Ads
Users under age 25 like to talk about apps… a lot
You’re only seeing half the picture
Users will download apps they’ve never heard of
Number of times seen/heard of app prior to download
HOW DOESTRACKING & ATTRIBUTION WORK?
It’s not like tracking desktop
Cookies
Pixel Tags
URL Parameters
WHY DO YOU NEED PROPERATTRIBUTION?
One Advertising Source
Publisher 1 App Store App
Click of Ad Download
Publisher 1 SDK notifies them of the install
EXAMPLE 1
Publisher 1 SDK notifies them of the install
Publisher 1
App
Click of Ad
Publisher 2 SDK notifies them of the install
3 days ago
App Store
Download
Publisher 2 Click of Ad1 day ago
Multiple Advertising SourcesEXAMPLE 2
If we did not attribute the install to the publisher of the ad that was clicked last, then:• The advertiser would be paying 2x plus for a single install of just once (if charging
advertiser on CPI).• If the publisher is charging CPC or CPM, they still generally use install attribution for
optimization; so their optimization would be based off inaccurate information.
Publisher 1
App
Click of Ad
Attribution technology notifies Publisher 2 of the install
3 days ago
App Store
Download
Publisher 2 Click of Ad1 day ago
Attribution technology attributes
install
Unbiased Attribution
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
• Networks use different click-to-install look back periods
Prevent Duplicate Attributions
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
Purpose: Optimize your app store listing page to be more discoverable and convert more visitors into installs
Study: App store factors that matter
Holistic view
Single most important factor
Ranking the most important factor in choosing an app
Takeaways ● Title is more important for
Android than iOS● Reviews are more important
for iOS as well
Key takeaways
Best practices
Best practices
ASO best practices
Purpose: The goal is to get as many paid installs as possible – boosting your rank. All this with the hope of increasing the volume of quality organic installs – that should follow when the app is finally ranked high enough to be discovered.
●●●
ROI = Sum of Lifetime Value(LTV) of paid users acquired + Sum of LTV of organic users derived from the campaign – Cost of Ads bought
.
Timing of acquisition campaigns
●●●●
Takeaway: While you will likely see higher volumes on weekends, don’t
expect your install rates (install/ad
clicks) to improve much when you compare them to
weekdays.
Takeaway: Late autumn and early winter months have higher install volume and install rates.
Takeaway: Install volume and install rate are not affected by paydays.
Takeaway: On average, holidays drive more installs and have a higher install rate than non-holidays.
