In order to reduce churn, best practice is to implement an “AIR” Model. Mobile attribution, in combination with the “AIR” Model approach allows mobile marketers to establish metrics that are much more granular than a simple “install tracking”.

1. Best Practices, Mobile App Attribution:
Engagement and Monetization
Presented By: Drew Thachuk, National Account Executive, Technical Sales Lead

2. Our mandate for this presentation is to educate agencies, clients and
vendors about mobile attribution best practices, as opposed to
providing a sales presentation. We are not pitching, we are educating.
The feedback and workflows are based on applied learnings from
working with some of Canada’s largest app developers and agencies.
Also, we would love to hear feedback and generate an open
discussion upon completion, therefore we can potentially change
some content to help accommodate IAB members.
IMPORTANT: This is a living document and we are 100% focused on
taking an agile approach to mobile attribution based on feedback from
IAB Members.

3. Attributing App Installs and Engagement
Vs. Attributing Web Conversions and Engagement
If tracking updates are required, app store
updates are required.
Linking to a specific section of an application
requires something called “deep linking”.
App tracking requires custom event tracking, in
order to obtain engagement levels.
Tracking is dynamic and can be updated in
real time.
Linking to a specific section of a website
simply requires a URL.
Pixel tracking is as simple as placing tags
within headers of specific pages.

4. Workflow - App Attribution

5. App Dev Occurs
(by Agency,
Internally or by
Dev Shop)
Mobile App Marketing
Required
Agency, client and
vendors tasked with
obtaining users and
implementing a user
acquisition strategy
Acquisition strategy is
created and technical
implementation of
attribution is required.
Attribution
Tracking and
Testing Communication with Dev is required
Mobile Install + Engagement Campaigns are Trafficked
Workflows

6. Brief vendors and
internal stakeholders
during early stages of
campaign
development, in order
to allow for lead time
and tracking.
Define 3-5 events
within the mobile
application that are
considered key
performance
indicators. (Installs,
Opens, Sign-ups,
Section Visited etc).
Determine if any 3rd
party mobile analytics
tracking has been
installed during the
development stages,
and if vendors are able
to “piggy back” off of
tracking.
Best Practices - Based on Workflow

7. Measuring Engagement via Cohorts

8. Churn Metrics - Mobile Applications

9. In order to reduce churn, best practice is to implement an “AIR” Model. Mobile
attribution, in combination with the “AIR” Model approach allows mobile
marketers to establish metrics that are much more granular than
simple “install tracking”.
A I R
Acquisi'on Increased
Usage
Re-­‐engagement
The “AIR” Model

10. Acquisition
Utilize an “always on” in-app and in-game strategy to obtain mass acquisition
Obtain unique device ID’s, therefore paid media is only being delivered to users who have not
installed the app. Also, UDID records help increase quality and ad fraud detection.
“A”
“A” = Acquistion

11. Increased Usage
Implement an “increased usage” strategy, by activating users through tactical push notifications and
contextual messaging based on in-app usage. Provide a deeplink to a particular feature or function
of a mobile application in order to deliver contextual “in app” content.
“I”
“I” = Increased Usage

12. Re-engagement
Create a data pool (and even data lakes) of users based on opportunity and risk and
deliver contextual push notifications to the data pool of users in order to re-engage, prompt action or
increase usage.
Deliver “paid” in-app media to a pool of users, based on opportunity and risk, in order to re-engage,
prompt action or increase usage
“R”
“R” = Re-engagement

13. Optimizing Toward Engagement
based on Cohort Analysis

14. OPPORTUNITY))
AT)RISK) ENGAGED)
ENGAGED)NOT)
CONVERTED)
NEWLY)
ACQUIRED))
How do you define an opportunity?
How do you define an engaged user?
How do you define a user who is engaged, but not converted?
How do you define an at risk user?
Cohort Analysis - Establishing Pre Defined Cohorts
Do newly acquired users have high
engagement levels?

15. No Open within 10 days
Opens 3 times Daily,
has Signed Up
Opens Weekly,
has Signed Up
Opens, Weekly
At RiskOpportunity Engaged
Engaged,
Not Converted
Examples - Pre Defined Cohorts

16. Media Tactic #1
Media Tactic #2
Media Tactic #3
36% 24% 38% 2%
52%38%
2%38% 36%24%
3% 7%
Newly Acquired Users,
Last 7 Days
Newly Acquired Users,
Last 7 Days
Newly Acquired Users,
Last 7 Days
Why is this cohort analysis important?

17. Media Tactic #1
Media Tactic #2
Media Tactic #3
$4 $7 $6 $1
$40$32$25 $28
Newly Acquired Users,
Last 7 Days
Newly Acquired Users,
Last 7 Days
Newly Acquired Users,
Last 7 Days
$6 $4 $7 $1
Why is this cohort analysis important?

18. Monetization and Customer Lifetime Value

19. Ad Mediation Purchase Data Monetization
Implementing a granular
cohort strategy will allow for
granular ad mediation.
Targeting “Auto Intenders
based on app usage”.
Attributing a media tactic,
back to an Average
Revenue Per User, will
allow for scalable media
spend optimizations.
Monetization by creating
cohorts of UDID’s that are
considered high value,
therefore providing an
opportunity to broker the
data through a DMP
market place.
For example, an Auto App that
schedules reminders of auto service,
could potentially broker data through a
marketplace, that classifies certain
cohorts as “Auto Service Intenders”
Monetization Tactics

20. Lifetime Value Modelling
Cohort Measurement is implemented
Lifetime value measurement can be established if:
Cohorts are attributed back to revenue (ad mediation, purchase, or data
monetization)
A cost per acquisition is attributed to a specific Cohort, therefore classifying
acquisition benchmarks.

21. Concluding Remarks

22. A properly implemented app acquisition and attribution model that measures
engagement, opportunities and risks will:
Increase media efficiencies by attributing media inefficiencies
Reduce ad fraud, due to engagement measurement attributed back to a media tactic, therefore allowing
marketers to drop media tactics that have been deemed inefficient.
Reduce churn, by implementing tactics to help increase app usage, and re-engage existing users
therefore resulting in an optimized customer lifetime value.
Customer lifetime value can be implemented if cohort analysis is attributed acquisitions costs and back
revenue, therefore allowing for cost vs. revenue modelling.

23. Drew Thachuk
National Account Executive, Tech Lead
drew@connectedinteractive.com
I encourage everyone to reach out on LinkedIn, if we
are not already connected. It’s a great way to facilitate
industry related content discovery.