This document provides an overview of strategies for mobile user acquisition and retention. It discusses the importance of mobile attribution and analytics to inform user acquisition decisions. It outlines challenges in mobile user acquisition like fragmented landscapes and fraud. It also discusses strategic budgeting approaches and key criteria. Additionally, it covers optimizing paid media campaigns, types of app install ad formats, and using attribution data to optimize campaigns. Lastly, it discusses strategies for engaging users post-install through retargeting and bringing users back to the app.

1. Learn the Growth Secrets
of Top Mobile Brands
In association with

2. Define your mobile acquisition strategy for today

3. You’ll learn about…
Deep linking, providing
a seamless user
experience, and Ad
fraud prevention
Optimizing CAC:LTV,
and the acquisition to
retention flywheel
Leveraging data to
execute acquisition
campaigns

4. Our Speakers
Niranjan has been with Tata CLiQ since the inception and
has played various roles as the business scaled up
from 0 to 1000 Crores over 3 years.
https://www.linkedin.com/in/niranjansane/
SREELAKSHMI
Sales Manager
Sreelakshmi works as a Sales Manager in AppsFlyer
providing custom solutions for Indian marketers for their
mobile attribution and analytics requirements.
https://www.linkedin.com/in/slakshmi/
NIRANJAN SANE
Head of Customer Retention

5. Q1 / 2019
Sree Lakshmi
06 / 2020
Reimagining
Mobile Growth
Why Mobile Attribution Is A Mobile Marketing Must-
Have for Effective User Acquisition

6. Agenda
User acquisition and its challenges
Mobile attribution and marketing
analytics
Strategic budgeting for user
acquisition
Where to connect with
new users
Using attribution data to optimise UA
campaigns
Types of app install ad
formats
Bring users back to your
app

7. Let’s Dive In

8. Mobile Attribution And
Marketing Analytics

9. To Attribute Or Not Attribute...

10. Reason 1: Inform UA Decisions With Attribution
Data
Multiple
Channels
App
Stores
Value-Driven
In-App Activity
Marketing Touch Install
Connect value back to acquiring channel & optimize

11. Partners
Agencies
UsersAdvertisers
Reason 2: One Universal SDK

12. User Acquisition And Its
Challenges

13. Challenge 1: Complicated And Fragmented Landscape
Multiple identifiers ...Fragmented environments ...
Device ID
Google Advertising ID
Apple IDFA
Microsoft Advertising ID
Mobile web Mobile app

14. Challenge 2: Fraud
Fraud Rate for Non-Organic Installs (Global, Jan 2019 - May 2020)

15. Challenge 3: Churn Burns
App Retention Rates (Global, Overall, YoY)

16. Strategic Budgeting For
UA

17. UA Budget Planning Strategies
BUDGETING
TOP-DOWN BOTTOM-UP
Fixed Sum Proposed estimates
● Approved total
● Safety margins
● Product performance
● Adjustment risks
● Market
● Partner
● Campaign
Allocations
Reinvestment ratio

18. Key Criteria For UA Budget Planning
Risk Appetite Opportunity Costs UA Sense

19. ● Arrive at the right budgeting approach for your
organization and growth goals.
● Come up with a reasonable estimate that is grounded
in caution.
● Be rigorous in validating your potential budget against
existing market conditions.
How To Plan Your Budget
Key Principles for Planning
a UA Budget
Define
Parameters
Goals Draft
Budget
Validation
Proposed
Budget
Execution Feedback

20. Where To Connect With
New Users

21. Organic Share Is Declining
Organic vs Non-Organic Installs (Global, Overall, YoY)

22. Optimize Your Paid Media Campaigns
US Total Media Ad Spending Share, by Media - 2018 vs 2022 (Forecasted)
Source: eMarketer, June 2020

23. Sources To Find New Users

24. Self Attributing Platforms: Paid Media’s Most Prominent
UA Channels

25. Other Sources Of User Acquisition
● Ad-Networks - Premium SDK networks,
Affiliate Networks
● Demand Side Platforms (DSPs)
● Out-of-store/ Pre-installs/ Pre-Burns
● Owned media marketing - Emails, SMS,
Referrals, M-site, QR codes
Source: eMarketer, November 2019
How do App Marketers Worldwide Allocate Their Mobile
Acquisition Marketing Spending?

26. Selecting Media Partners

27. How Many Media Partners Should You Work
With?

28. One Size Does Not Fit All
App Group Low Spenders Medium Spenders High Spenders
News and Entertainment 1 5 15
Finance 3 8 19
Food & Drink 3 9 19
Gaming 2 6 17
Shopping 4 11 23
Travel 3 8 16
Utilities 1 3 10
App Group Low Spenders Medium Spenders High Spenders
News and Entertainment 1 5 15
Finance 3 8 19
Food & Drink 3 9 19
Gaming 2 6 17
Shopping 4 11 23
Travel 3 8 16
Utilities 1 3 10
Average Number of Media Partners by Category (2020)

29. Types Of App
Install Ad Formats

30. Banner Ads Interstitial Ads

31. Native Ads Carousel Ads

32. How To Measure The Performance Of Your
Ad Creative
A/B testing is paramount to your success. You’ll
conduct A/B tests by concurrently running two
versions of each ad, where a single variable such as
your icon, headline, description, color palette,
layout or visual differs.
Following are other things you can test for your ad
creatives:
● Image ad vs. video ad
● Square video ad vs. portrait version
● Video ad vs. a carousel ad with two videos
● Install now call to action vs. a download call to
action

33. Use Attribution Data To
Optimize UA Campaigns
hem Back to Your App!

34. Performance Metrics
Campaign Cost
Impressions
Clicks
Installs
Engagement & Revenue
Loyalty
Uninstalls
Organic Keywords (Google Play)
Marketing KPIs
CPM
Conversion Rate
CPI (cost per install)
CPA (cost per action)
LTV (lifetime value)
ROI / RoAS
Mobile
Attribution
Detailed Insights Across
Every Media Source

35. EXCLUSIVE!Advanced Cohort & Retention Reports
The most critical reports for Gaming, Travel and eCommerce
Flexible Grouping
Examine trends specific to users who
engaged with your app via the same ad,
campaign, media source, country, and
much more.
Holistic Performance View
Get insights on user acquisition
campaigns, retargeting campaigns, or
both. Examine data on an app-level or
account-level at once.
Measure all KPIs
Choose from the industry’s largest
selection of filters and dimensions.
Measure ROAS to compare performance
of media channels, keywords, and much
more.

36. in Action
Deliver the Right User Experience for Every User
Deep Linking
Deferred Deep
Linking
App Installed?
App not
Installed?
At launch, users are
sent to the optimal
in-app destination

37. Media Partners Tech Stack Partners
Social | Ad Networks | DSPs | Publishers | Retargeting Networks Product Analytics | Marketing Automation | Marketing Cloud
TV | OTT | DMP | CDP | ESP | Data Warehousing | BI Tools
Integrated
Partners
AppsFlyer’s Universal SDK
6,200+ Integrated Partners

38. But Wait....

39. Bring Users Back To
Your App

40. INSTALL
ACQUISITION
The Engagement Revolution
POST-INSTALL
ENGAGEMENT

41. Retention Rates Are Low
Non-Organic Retention Rates (Global, Overall, YoY) Organic Retention Rates (Global, Overall, YoY)

42. Social
Media
Smart
Acquisition
EmailRetargeting
Post-Install Engagement
Push
Product

43. EXCLUSIVE!Smarter Segmentation
Booked a ride
Installed the app
Don’t have the app
Target new users with App Install Ads
Identify Your
Audiences
Create Event-Based
Segmentations
Push to Networks
Segment current users & build lookalike
audiences
Retarget your high-value user segments
based on events & rich in app attributes
Booked a ride Installed the app
Don’t have the app
Universal API’s
Database
Split audiences across different networks for
A/B Testing & incremental analysis

44. Mobile = crowded, competitive, and demanding
The Bottom Line
Marketers need to rely on attribution data and retargeting campaigns to bring users
to their apps and keep them there!

45. Mobile Acquisition and
Retention Strategy
Head of Customer Retention
NIRANJAN SANE

46. Why focus on Mobile App?
Mobile App outperforms Web on all customer metrics
4-7x
Engagement Rates
380%
Higher Lifetime Value
5x
Higher Brand recall
4-7x
Engagement Rates
2.5x
Higher Frequency
of Shopping
188%
Better Exploration
45%
Less likely to do price
comparison
280%
Higher Advocacy
(1/2)

47. Why focus on Mobile App? (2/2)
Marketing costs are
lower by 40-50%
Opportunities to engage
regularly with the customer
Pseudo Loyalty and
active consideration
Smoother customer
journey and experience
Natural hooks like referrals,
sharing can be deployed
Sticky customer base, can drive
LTV outcome on CAC investments

48. Acquisition - Methods & Metrics
• Balance between lower funnel and mid or
upper funnel acquisition
• Need of strong onboarding campaigns, using
automated orchestration and multi-channel
marketing
Creatives, Brand driven
Product Ads,
Shopping driven
Customer Acquisition Cost (CAC)
(All variable costs towards acquisition)
(Total Customers Acquired)

49. Mobile App Acquisition - Channels
& Strategies
Reaching Potential
Customers
CPM, CPC, CPV, CPI, CPA… Social Networks Search, Discovery Other Networks
Mobile App
Activation
> > >
App Install Exploration Cart Addition Shopping
Lookalike
Audiences Basis
Loyal Shoppers
>
Seed Audience
1. Custom Audience
2. Facebook page
3. CRM Data

50. Deep-Linking - Seamless & Superior UX
• Major break in customer journey comes post
app-install, as customer reaches the homepage
• Deep-linking – Directs customers to the exact
product that was shown in the ad removes
friction
• Deferred-deep link (DDL) – Checks for app; if
absent, then installs; launches desired screen
• Dynamic Deferred Deep Link – Identifies the
page on mobile site; redirects to app install;
same screen as m-site launches; customer
journey continues seamlessly
Ad seen
Customer
has App
Yes
No
Customer is directed to
App Store for install
Desired
screen opens
In the app
2-3x
Lift in Conversion
Rates
35-40%
Reduction in CAC

51. Managing engagement on your
Mobile App
• Use case of your business depends on the
sector and features provided
• Customers need reasons other than the
primary use case to regularly engage with the
brand
• Reactivating dormant customers also becomes
a cyclical task
• Optimizing notification frequency is critical to
retention
Source: https://andrewchen.co/dau-mau-is-an-important-metric-but-heres-where-it-fails/

52. From Acquisition to Retention -
The Flywheel
Non-Shoppers
(Installed or Browsed web, not
shopped)
Trialist
(Only 1 order)
Adopter
(2-4 orders)
Loyalist
(5+ orders)
UNDESIRED CUSTOMER COHORT
Deal seekers, Category Shoppers etc. who will never turn
profitable for business
MARKETING COSTS
(Variable Mktg, Discounts)
PROFIT PER CUSTOMER
The Recipe:
1. Turn customer cohorts PROFITABLE
2. These cohorts generate a positive and
sustainable cashflow
3. Use the cash to acquire more customers
4. Incentivize ‘desired behaviours’

53. Thank You!
marketing@clevertap.com