More than half of mobile app users today lose interest or uninstall within a week. In such a transient environment, the onus is on the app developer to ensure that active users continue to engage and dormant users re-engage with the app. But what steps do you need to take to achieve this? Well, the good thing is that mobile is one of the most measurable ecosystems in the world! Going beyond just app installs, deep dive into your in-app user data to measure and optimize for maximizing retention. Download this slide to learn: 1. Importance of Mobile Retention 2. Insights into retention rates across different app categories in India 3. How to leverage tracking and attribution partners to boost user retention 4. Evolution of mobile retention from last click attribution to multi-touch attribution

1. Boost Retention on Mobile and
Keep Users Coming Back for More!
Nov. 22, 2016
A Joint AppsFlyer-InMobi Webinar

2. PRESENTORS
Shani Rosenfelder Mansi Jain
Content Marketing Lead
AppsFlyer
Director, Commerce
InMobi

3. #1
Global market leader
in mobile attribution
& marketing analytics
250B
Mobile actions
measured globally
per month
2x
Growth in traffic
in India (2016 vs. 2015)
8-12 (by year’s end)
Staff in India:
• CSM
• Support
• Partner development
• Sales
300+
Customers in India

4. The
Challenge
–
No Room
to Breath

5. App Stores Are Completely Flooded
2M2.2M

6. Install Numbers Are Dropping
Source: Deloitte
Number of Apps Average User Downloads Per Month (SEA)

7. …But Only For A
Handful of Apps
Almost half of time spent
on communication apps (India)
Time spent in-app
since Q1 2014 (India)
2X+
Usage is
Skyrocketing!

8. For the Rest It’s A Battle…
Especially on Android

9. For Gaming Apps

10. For Shopping Apps

11. For Travel Apps

12. It’s Tough Out There…
28%
Uninstall rate
35%Non-organic

13. It’s Tough Out There…

14. appsflyer.com/library

16. Mobile Is the Most Measurable
Ecosystem Ever Created

17. Go Beyond the Install –
Ride The Engagement Wave
3rd WAVE
ROI
2nd WAVE
Engagement
Post install
1st WAVE
Acquisition
Installs
App Opens
Purchases
Revenue
LTV

18. Dive Deep Into Retention Data

19. Dive Deep Into Retention Data

20. Dive Deep Into Retention Data

21. Retention
How many users keep using your app
Cohort
How users are using your app
The Power Combo

22. Avg.SessionsPerUser
Run
retargeting
starting here
Increase
budget
Reduce
budget
Drop itDay 14Day 1
Cohort Report

23. Define In-App Events For Funnel Optimization
Category
Product
Add-to-cart
Registration
Purchase
2nd Purchase
Uninstall
Tutorial completion
FB Connect (registration)
Level passed
Achievement unlocked
In-app purchase
2nd in-app purchase
Uninstall

24. Post-Install Impact / Shopping

25. Post-Install Impact / Gaming

26. Enrich In-App Events
Basic In-App Event Rich In-App Event
Add to Cart
Content type (tablets)
Content ID (433)
Price (299)
Currency (USD)
Customer User ID (N/A)
Date (2/12)

27. Utilize Rich In-App Events
For Smart Acquisition
Tutorial completed
Level 10 cleared
Achievement 1 unlocked
Registration method = FB
“Loyalists”Network 3
Campaign
22
Publisher 11
Identify your most
loyal users
Pinpoint best
acquisition sources

28. Utilize Rich In-App Events
For Smart Acquisition
Run lookalike
targeting to find
more loyalists
Tutorial completed
Level 10 cleared
Achievement 1 unlocked
Registration method = FB
“Loyalists”
Identify your most
loyal users

29. Cart Abandoners
• Electronics
• $100+
• Existing
customers
SEGMENTATION
TARGETING
Retargeting
Email
Push
Pinpoint best
re-engagement sources
Retargeting network 4
Email campaign 7
Push campaign 2
Publisher 9
Utilize Rich In-App Events
For Smart Re-engagement
Boost relevancy with user or
segment-specific creative

30. Offer Superb UX with Deeplinking
If the user has the app,
it opens the right page
-Deeplinking-
And then - the
perfect welcome!
-Deferred
Deeplinking-
If not... or

31. Media Source-Attribution Provider Data Exchange
a.k.a. Postback
Install Postback
Non-organic
install recognized
Postback with
attribution data sent
to integrated media
source in real time
Media source and advertiser
see same install numbers
Enables media source to optimize
its volume of installs

32. Media Source-Attribution Provider Data Exchange
a.k.a. Postback
In-App Event Postback
IAP tracking implemented
by advertiser via
attribution SDK
Attribution provider records
events as they happen
Attribution provider enables*
advertiser to send IAP data to
media source in real time

33. Media Source-Attribution Provider Data Exchange
a.k.a. Postback
Optimize for quality
Run personalized retargeting campaigns
Send media source IAP data of all users to drive RT scale
*Your Choice
Pass app open event
(predefined so you don’t have to configure in SDK)
Pass relevant events
(standard or rich)

34. How can you leverage mobile
measurement?

35. E-Commerce
Install
App open
PDP View
Add to cart
Purchase
InMobi CRM platform is using various different events, received in real time through partners like AppsFlyer
The role that attribution partners play in helping
on this Mobile CRM journey
Gaming
Install
App open
Registration
Level
Purchase
Taxi Sharing
Install
App open
Sign-up
First ride
Repeat Rides
Entertainment
Install
App open
Registration
Subscription
Session time

36. InMobi Dynamic Audience Builder can accurately track and target users
based on their ever-changing states in the consumer lifecycle on mobile

37. InMobi DCO further leverages information from the mobile tracking
partners to personalize every impression for the user
Dynamic
Personalized
Creatives
User Context
Signals
Advanced Ad FormatsReal-time product/offer
selections

38. Case Study
Driving first transaction and re-activations
for a leading e-commerce player in Indonesia
•Drive activations: Re-engage with users who have installed the app but not
made the first purchase within the first 7 days
•Re-activate dormant users: Retarget users who have not engaged with the app
for the last 30 days
Objective of
the campaign
InMobi +
AppsFlyer
Solution
Results
•Real time events through AppsFlyer: Merchant is sending all key post-install
events to AppsFlyer in real time (app open, pdp view, add to cart, purchase)
•InMobi to target users in real-time using these events: InMobi’s dynamic
audience builder segmented a user in the above two cohorts in real time based
on the post backs received from AppsFlyer
•InMobi is one of the largest remarketing partners for the merchant currently
•Activating multiple users and driving more than 500 first transactions daily at a CPFT of $2.5
•Drive transactions at scale for dormant users at $1.5 CPT

39. •Last Click
•View Through
•Multi Touch
How attribution around retention is evolving

40. Max Retention or Get Left Behind!

41. Q & A
shani@appsflyer.com mansi.jain@inmobi.com