MAU Vegas 2016 — The Secret Sauce in ROI Calculation
Transcript of MAU Vegas 2016 — The Secret Sauce in ROI Calculation
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MOBILE ATTRIBUTION ANALYTICS
BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI • SYDNEY • PARIS
2016
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Do you even ROI?understanding return on invest in mobile apps
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Revenue: “How much is enough?”
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• e-commerce • profit vs. revenue vs. return rate • attribute cross channel
• in-app purchases • verification, verification, verification
• growth • value user invites, social sharing
Step 1: Revenue
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Cost: “It’s not about money. It’s about sending a message.”
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• media vs. opportunity cost
• getting media cost • APIs vs. manual scrapping
• consolidating and understanding cost
Step 2: Cost
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Attribution: “There are no coincidences, only the illusion of coincidences.”
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• understanding attribution models • user based vs. event based • attribution windows • re-engagement definitions
• pitfalls • over-attribution • double claiming • fraud
Step 3: Attribution
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Math: “It’s not your fault.”
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• cohorts • click date vs. install date
• cashflow vs. LTV
Step 4: Math
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Paul H. Mü[email protected]
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BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI • SYDNEY • PARIS www.adjust.com