Multi-Touch Attribution Analytics - Mobile Acquisition Unlocked #GrowMAU
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Transcript of Multi-Touch Attribution Analytics - Mobile Acquisition Unlocked #GrowMAU
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CKED
Multi-Touch Attribution Analytics
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Hi
Jennifer WongDir of Product MarketingHasOffers | MobileAppTracking@Jenerationy
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Multi-Touch AttributionAnalytics
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Dive deep into the relationships between your multiple advertising partners and their interactions with your audience.
Insight into multi-touch attribution empowers you to:
And let’s not forget, prevent you from paying for duplicate installs!
Make better marketing decisions based on a more complete picture of an advertising partner’s full impact.
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● Attributed Installs vs Install Assists● Creating Awareness vs Driving
Conversions● Install rates vs Conversions● Click Through vs View Through● Long Attribution lengths vs Short
Attribution Lengths
What we’re talking about today:
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Installs:
New users that open the app for the first time.
Attributed Installs:
Publisher with the last click, within the attribution window for the publisher.
Install Assists:
Publisher(s) with a click prior to the last click, within the attribution window for the publisher.
Publisher Install Contributions :
The total number of installs for which the publisher was involved (Attributed Installs + Install Assists).
Non-windowed Install Contributions:
Publisher(s) with a click within 30 days but outside of the attribution window for the publisher.
DEFINITIONS
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Attributed Installs vs Install Assists
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Install Contribution
s498
Install Assists 47
You wereLast-click
Attributed Installs
451
Your Click
65760
You were not
Last-click
Install Contributions
Install Assist
s
AttributedInstalls
47
Clicks Unique
ContributionsRate
Assist
Rate
Clicks
0.09% 498 0.92%0.83%5423365752iPhone
Mobile App
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INSTALL SCENARIO
1
●Publisher 1 had a click 6 days ago and their attribution window is set to 7 days.
●The install occurred today.
Publisher Install Contributions
Install Assists
Attributed InstallsPublisher
1Publisher 1 1
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INSTALL SCENARIO
2
●Publisher 1 had a click 6 days ago and their attribution window is set to 7 days.
●Publisher 2 had a click 5 days ago and their attribution window is also set to 7 days.
●The install occurred today.
Publisher Install Contributions
Install Assists
Attributed InstallsPublisher
11Publisher 1
1Publisher 2 1
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●Publisher 1 had a click 6 days ago and their attribution window is set to 7 days.
●Publisher 2 had a click 5 days ago and their attribution window is also set to 7 days.
●Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well.
●The install occurred today.
INSTALL SCENARIO
3
Publisher Install Contributions
Install Assists
Attributed InstallsPublisher
Publisher 1
Publisher 2
Publisher 3?
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●Publisher 1 had a click 6 days ago and their attribution window is set to 7 days.
●Publisher 2 had a click 5 days ago and their attribution window is also set to 7 days.
●Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well.
●The install occurred today.
INSTALL SCENARIO
3
Publisher Install Contributions
Install Assists
Attributed InstallsPublisher
11Publisher 1
11Publisher 2
11Publisher 3
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Publisher Install Contributions Install Assists Attributed Installs
11010100Ad Partner 1
25050200Ad Partner 2
500400100Ad Partner 3
860460400Total
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Creating Awareness vs Driving Conversions
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The Importance of Analyzing Additional Install Interactions
● Uniqueness of advertising partner’s traffic sources
● Whether an advertising partner is missing out on credit for installs due to last-click attribution
● Duplication / overlap between advertising partners
● Focus of advertising partners’ campaigns on awareness vs. direct response
● Full impact of advertising partners’ campaigns
Analyzing Install Assists can provide
insight on:
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Install Assist Quantity – Is More Better?
1 RTB
2 Applifier
3 Vungle
4 Ampush
5 RevMob
6 PlayHaven
7 Millennial
8 InMobi
9 Airpush
Install Assists Rank
Advertising Partner
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Overlap – Relationship Between the Install and the Assist
Install Assists
Attributed
Installs
OVERLAP
UNIQUE
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Evaluate Different Campaign Goals:
Awareness vs. Direct Response
100 Attributed Installs / 10 Install Assists =
1000%
An advertising partner great at direct response would look like this:
An advertising partner great at awareness would look like this since other advertising partners better at direct response would be getting attributed with the install by having the last click:
100 Attributed Installs / 400 Install Assists =
25%
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Install Assist Ratio –
Creating Awareness vs. Driving Conversions
Assist Ratio =
Install Assists /
(Attributed Installs +
Install Assists)
Assist Ratio
Rank
ad network Assist Ratio
1 VisualTAP 32%
2 RevMob 31%
3 Moboqo 28%
4 RTB.com 27%
5 Altrooz 25%
6 Applifier 23%
7 Vungle 11%
8 Millennial 11%
9DSNR Media
Group 10%
10 HeyZap 9%
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Install Rates vs Interactions
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Non-Windowed Install Contributions
While Install Assists are defined as clicks within a
specified attribution window but it's not the last-click
before install, Non-windowed Install Contributions are
either:
The last click before the install but outside
of the attribution window
An Install Assist outside of the
attribution windowOR
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Non-WindowedInstall Contributions
Install Assists
AttributedInstalls
Publisher’s Attribution Window
DAY
0
DAY
14
DAY
30
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DRAWBRIDGE TWITTER
Non-WindowedInstall Contributions
AttributedInstalls
30 DayInstall Contributions
100 150
60 5
160 155
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●Publisher 1 had a click 20 days ago and their attribution window is set to 14 days.
●The install occurred today with no other click.
NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 1
Non-WindowedInstall Contributions
Install Assists
AttributedInstalls
Publisher
1Publisher 1
Installs
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●Publisher 1 had a click 20 days ago and their attribution window is set to 14 days.
●Publisher 2 had a click 7 days ago and their attribution window is also set to 7 days.
●The install occurred today.
NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 2
Non-WindowedInstall Contributions
Install Assists
AttributedInstalls
Publisher
1Publisher 1
Installs
1Publisher 2
Publisher 3
1
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●Publisher 1 had a click 20 days ago and their attribution window is set to 14 days.
●Publisher 2 had a click 7 days ago and their attribution window is also set to 7 days.
●Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well.
●The install occurred today.
NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 3
Non-WindowedInstall Contributions
Install Assists
AttributedInstalls
Publisher
Publisher 1
Installs
Publisher 2
Publisher 3?
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●Publisher 1 had a click 20 days ago and their attribution window is set to 14 days.
●Publisher 2 had a click 7 days ago and their attribution window is also set to 7 days.
●Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well.
●The install occurred today.
NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 3
Non-WindowedInstall Contributions
Install Assists
AttributedInstalls
Publisher
1
1Publisher 1
Installs
1
Publisher 2
Publisher 3 1
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Normalizing Measurement of App Installs
How, from a measurement perspective, do you compare and credit your
various advertising partners if they are using various standards, e.g.
a different attribution length?
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Attribution Lengths
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Clicks 2000 2000
Attributed Installs 300 500
Cost 500 500
Install Rate 15% 25%
CPI $1.67 $1.00
AD PARTNER 1 AD PARTNER 2
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AD PARTNER 1 AD PARTNER 2
Clicks 2000 2000
Attributed Installs 300 500
Install Assists 10 10
Non-windowed Install Contributions 300 2
Total Contributions 610 512
Cost 500 500
Install Rate 15% 25%
CPI $0.82 $0.98
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SURVEY:
MAT Integrated Advertising Partner Attribution Lengths
50%
39%
17%
5%
28%
1 day 7 day 14 day 30
day
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Setting Your Attribution Windows
Identifier Attribution Window
The allowed period of time between click/impression and conversion to use the unique identifier matching method.
For each of your advertising partners you can set the
following windows for both click and impressions:
Re-engagement Window
The allowed period of time between a completed prior in-app event and the completion of the next in-app event.
Fingerprint Attribution Window
The allowed period of time between click/impression and conversion to use the device fingerprinting method.
Install Referrer Attribution Window
The allowed period of time between click/impression and conversion to use the Google Play Install Referrer method.
Click ID Attribution Window
The allowed period of time between click/impression and conversion to use the Open URL with click ID method.
Impression Attribution View Percentage (View-through Attribution setting must be toggled to On)
The percentage of a view/impression required before attribution will occur.
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Potential Downsides to Longer Attribution Lengths
The user downloaded the app but waited several days (e.g. 20
days) to open the app. Since third-party analytic providers can only
track installs on first app open (not on download), the install would
be tracked on the 20th day after the actual download.
The user had some other influence to download and install the app.
For example, an advertising partner shows an ad to a user and gets
them to click (in some cases mistakenly). 20 days later, a friend of
the user who uses the mobile app encourages them to download
and install the mobile app. When the user installs the app we have
no way of knowing about the friend’s persuasion and we would only
have record of the last click and the install would be attributed
accordingly.
There are two potential reasons that this
occurs:
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Calculate Total Contributions which is the sum
of Attributed Installs, Install Assists, and Non-
windowed Install Contributions.
Calculate Install (Conversion) Rates and CPI
(Cost per Install) using Total Contributions
which will allow you to compare apples to
apples within a 30 day period.
If you prefer to measure installs at a shorter
attribution length, then check with the
advertising partner to see if it can be
negotiated. Only some integrated advertising
partners can attribute on a custom length.
Please do not short-change your advertising
partner by setting a shorter length that is not
negotiated and/or agreed upon.
You can analyze your
advertising partners’ total
effectiveness and compare
them to each other
accurately by using a
normalized attribution
length. When analyzing
normalized installs and
determining attribution
lengths, remember the
following:
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Click Through vs View Through
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DEFINITIONS
7 days
View-through(Impression)
Click-through(Click)
Identifier Matching 0
7 daysGoogle Play Install Referrer N/A
1 dayDevice Fingerprinting 0
7 daysOpen URL w/Click ID N/A
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●Publisher 1 had an impression 1 day ago.
●The install occurred today.
Non-WindowedInstall Contributions
Install Assists
AttributedInstalls
Publisher
1Publisher 1
Installs
Is View-through
INSTALL SCENARIO
1
11
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●Publisher 1 had an impression 2 days ago.
●The install occurred today.
Non-WindowedInstall Contributions
Install Assists
AttributedInstalls
Publisher
1Publisher 1
Installs
Is View-through
INSTALL SCENARIO
2
1
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●Publisher 1 had an impression 1 day ago.
●Publisher 2 had a click 5 hours ago.
●The install occurred today.
Non-WindowedInstall Contributions
Install Assists
AttributedInstalls
Publisher
1
1
Publisher 1
Installs
Is View-through
1Publisher 2
INSTALL SCENARIO
3
1
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●Publisher 1 had a click 5 days ago and has their attribution window set to 7 days.
●Publisher 2 had a click 3 days ago and has their attribution window for impressions set to 7 days.
●The install occurred 2 days ago.
●Publisher 3 had an impression 1 day ago.
●Publisher 4 had a click today.
Non-WindowedInstall Contributions
Install Assists
AttributedInstalls
Publisher
Publisher 1
Installs
Is View-through
Publisher 2
Publisher 3
Publisher 4
INSTALL SCENARIO
4
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●Publisher 1 had a click 5 days ago and has their attribution window set to 7 days.
●Publisher 2 had a click 3 days ago and has their attribution window for impressions set to 7 days.
●The install occurred 2 days ago.
●Publisher 3 had an impression 1 day ago.
●Publisher 4 had a click today.
Non-WindowedInstall Contributions
Install Assists
AttributedInstalls
Publisher
1
1
Publisher 1
Installs
Is View-through
1Publisher 2
Publisher 3
Publisher 4
INSTALL SCENARIO
4
?
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● Attributed Installs vs Install Assists● Creating Awareness vs Driving
Conversions● Install rates vs Conversions● Click Through vs View Through● Long Attribution lengths vs Short
Attribution Lengths
What we’re talking about today:
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THANK YOU!