AppMetrica – Case Study for Smart Campaign Optimization and Product Insights (White Nights Conference Helsinki 2016)

2. Run experiments and UX Concepts testing
App Analytics
Study your audience and watch project KPIs -
AU, retention, engagement, target events
Improve user experience

3. Ad Tracking
Track traffic sources and build reports on user
acquisition campaigns
Optimize CPI,CPA campaigns

4. Crash Reporting
Watch app stability
Allow for quick updates on new issues and how
to reproduce and fix them

5. One platform to rule them all
Crash ReportingAd TrackingApp Analytics

6. Things to know
Real-time reports
Unlimited data - no quotas on audience and custom events
Access to raw data - all data attributes including device IDs
Free

7. AppMetrica Benefits
Save up to 10% of marketing budget
No data fragmentation
Single SDK
Extended integration capabilities

8. MAU
Connection Type
WAU
Jailbreak
Session Length
Geo
Platform
Platform Version
Application Version
DAU
Network Provider
Traffic Source
Device
Screen Resolution
SessionsGender
Age
New Users
Returning Users
Crash Logs
Retention
Rolling Retention
Goals Completions
Analyze Everything

9. Accurate tracking for all kinds of sources
Device Identifier Matching
Referrer Matching
Fingerprint Matching (heuristics)
S2S integration is supported
Ad Click
App Install
Events
App Open
Postbacks
Redirect Service
AppMetrica
Ad Partner AppMetrica SDK
Advertising
API
In-app ads, mobile web and organic

10. Custom parameters in tracking URL
Ad networks has data about the user - retrieve this data. How?
1. Find macros supported by the ad network
2. Put it to the tracking URL which you’re going to use for campaign
3. Get the data for reports and segmentation

11. Custom parameters in tracking URL
Ad networks has data about the user - retrieve this data. Why?
1. Use it for new insights in product analytics
2. Utilize the data to build better user experience
3. Understand the audience and invent new approaches for user acquisition

12. Case #1 - Search Ads + Yandex.Market
Yandex.Market - one of the most popular e-commerce apps in
Russia.
understand user interests and intention
build most relevant showcase and goods feed

13. Case #1 - Search Ads + Yandex.Market
Yandex.Direct (search context ads) provides data on search term
which brought user to install app from advertising.
Install
Click
collect user’s search term
use for reports segmentation
pull out and use in your
business logic

14. Case #1 - Search Ads + Yandex.Market
Segment cohort report with search term
values to understand the engagement
and retention for users with specific
interests and intention.
Understand how to improve it
Find out the ways to optimize ad campaigns

15. Yandex.Launcher - android shell with smart app recommendations
understand user interests and intention
show most relevant app offers
Case #2 - Social Ads + Yandex.Launcher

16. Case #2 - Social Ads + Yandex.Launcher
MyTarget provides accurate data on user’s gender and age.
collect demographics data
use for reports segmentation
pull out to improve
recommendation engine
Install
Click

17. Case #2 - Social Ads + Yandex.Launcher
Segment Events report with gender and
age data to understand your app
perception by different types of the users
Understand how to improve it
Find out the ways to optimize ad campaigns

18. Dynamic Deeplinks
Use deeplink in tracker - open application if already installed

19. Dynamic Deeplinks
Smooth user experience web-to-app and app-to-app

20. Case #3 - App to app
Subway routing app Yandex.Metro to ride hailing Yandex.Taxi application

21. Case #3 - App to app
User builds a route from station to station in Yandex.Metro

22. Case #3 - App to app
User is offered a discount ride on Yandex.Taxi if the last is installed

23. Case #3 - App to app
Smooth Transition to one-click Yandex.Taxi order
deeplink invocation
route start/end are passed

24. Case #4 - Remarketing
User haven’t ordered a ride for 1 month though had been a loyal customer
before. Let’s make a special offer for him to bring back.
Yandex.Taxi $5 voucher
Activate now

25. Case #4 - Remarketing
User haven’t ordered a ride for 1 month though had been a loyal customer
before. Let’s make a special offer for him to bring back.
deeplink invocation
voucher secret code
voucher secret code is
generated for each impression Activate $5 voucher

26. Dynamic Deeplinks - how it works
AppMetrica allows building deeplinks on the fly
…?voucher_code=1234567890tracking URL -

27. AppMetrica allows building deeplinks on the fly
…?voucher_code=1234567890tracking URL -
deeplink template - yandextaxi://promo_code={voucher_code}
Dynamic Deeplinks - how it works

28. AppMetrica allows building deeplinks on the fly
tracking URL -
deeplink template -
Dynamic Deeplinks - how it works
…?voucher_code=1234567890
yandextaxi://promo_code={voucher_code}

29. AppMetrica allows building deeplinks on the fly
tracking URL -
deeplink template -
Dynamic Deeplinks - how it works
…?voucher_code=1234567890
yandextaxi://promo_code={voucher_code}
deeplink - yandextaxi://promo_code=1234567890

30. Post click landing
Reach your users even when interaction is complete
Ad Click
App Install
App Open
Redirect Service
AppMetrica
Advertising
Returns to Browser
Browser
Advertising
Browser Redirect to postclick
landing page

31. Post click landing
your mobile site
some contextual promo or offer
applications offer wall
Redirect user to
Conversions
7-13% of users reach post click landing
1% from the previous step complete goal action

32. Multiple Postbacks
Ad Click
App Install
Events
App Open
Postbacks
Redirect Service
AppMetrica
Ad Partner AppMetrica SDK
Advertising
API
Fully customizable postbacks - use all
of AppMetrica data to pass in
postback
Pass parameters from tracking URL
Fire postback by install or event
https://clck.ru/9bDHh

33. Multiple Postbacks
CPI Postback
AppMetrica
Ad Partner
AppMetrica allows to setup up to 5
postbacks for a single tracker
Ad Partner
CPA Postback
Retargeting
Partner
Event Postback

34. Multiple Postbacks
AppMetrica
In-house
analytics
Integration with in-house analytics via postbacks
Application
backend
device identifierdevice identifier
traffic source data user actions and data

35. Free install attribution and mobile analytics platform
Sign up and try demo at appmetrica.yandex.com
lookin@yandex-team.com