Attribution plays an important role in mobile advertising. It allows app developers to track and measure both conversion and post-conversion events. All events can be tracked, including app install, app opening, in-app purchases, level completion, registration, booking, listing, etc. By analyzing various attributions, app developers can gain large volume of valuable campaign insights. In turn, these insights will help them make better campaign decisions regarding investments, creative variants, and media placement.
To Share or Not to Share
In many app marketing campaigns, app developers share only attributed information that are relevant to their KPIs with their app marketing solution providers. For example, casual game X’s KPIs are installs and day-7 retention rate (RR). According to these KPIs, the app developer will only share installs and day-7 RR information with the app marketing provider. This decision makes perfect sense. Why should the developer share non-attributed information that does not directly measure the campaign KPIs anyway? Well, despite the believe that these information are not necessary in optimizing campaign performance toward the KPIs, there are benefits in sharing them with the app marketing provider. In fact, the app developer stands to benefit the most from sharing this information.
Enhance Users Re-engagement
Non-attributed information allows app marketing providers to enhance re-engagement by running retargeting ads. This is achievable by running ads that are targeted toward different segments of users. The app marketing provider could target different ads to different segments, including users who uninstalled, users who installed but did not open the app, users who opened the app but did not make a purchase. Think about the casual game X for example. If the app developer only shared those two attributions, targeting all the different segments would not have been possible. This re-engagement effort would’ve been possible only if the app developer also provided non-attributed information.
These non-attributed information are not only useful for re-engaging existing users. The information can be leveraged to optimize user acquisition campaigns for better performance and stronger results. By analyzing the non-attributed information, app marketing providers can learn about non-attributed users and the audience demographic. Not only will the app marketing providers learn more about what creative and media will appeal to the target audiences, they can also gain insight into the audiences’ lifetime value. This can effectively help app marketing providers to optimize the campaign according to the demographic, preferences, or habits of the target audiences. As a result, the app developer can target and acquire better quality users.
Last but not least, the more information the app marketing providers have - the better they can utilize the app developer’s budget efficiently. Having non-attributed information on top of the attributed information will help app marketing providers spend the budget more wisely and toward the right users. Lower costs, such as low cost per install (CPI), cost per registration (CPR), cost per listing (CPL) or cost per booking (CPB) become easier to achieve. Meanwhile, higher return on ad spends, such as higher return on investment (ROI) also become easier to optimize for. This is because non-attributed information can help app marketing providers avoid target users who have already installed the app. The information also helps them target users more accurately and bring about more qualified users.
At Aarki, all non-attributed installs are automatically merged into our suppression list. This is to guarantee that our clients will not waste any of their budgets on users who have already installed. To learn more about how we can leverage non-attributed information to help you with your app marketing, please contact us at firstname.lastname@example.org.