Mobile technology moves at such a fast pace that advertisers and marketers often don't know what is real and what is just hype. This session will cover the essentials of what mobile marketers need to know to stay ahead of the curve.

1. Data or it didn’t
happen:
Mobile App Measurement
Essentials
Seattle Interactive Conference 2014 #MakeTools
Jennifer Wong, Director of Marketing, TUNE

2. Hi
Jennifer Wong
Director of Marketing | TUNE
@Jenerationy

5. In the next 45 minutes ...
● Why mobile apps?
● How to measure mobile
● The mobile data you need to measure
● How to make the mobile data
actionable

6. The state of mobile

7. 80% of smartphone usage is "in-app"

8. Media consumption:
Mobile apps vs internet and TV

9. Mobile has become addictive

10. Mobile is 45% of digital advertising spend
Predicted at $14.97 Billion in 2014

11. Who are the big spenders today?

12. The up and comers.

13. Why isn’t every marketer investing in
mobile?
Every marketer today is a data-driven marketer.
But not all marketers know how measure mobile.

14. The world of mobile app
measurement

15. How do you
measure mobile?

16. Mobile app marketing process

17. It’s not like measuring desktop ads

18. Mobile App Attribution

19. Mobile App Attribution

20. Mobile App Attribution

21. Mobile App Attribution

22. Mobile App Attribution

23. Mobile App Attribution

24. Mobile App Attribution

25. What is an SDK?
A software development kit (SDK or
"devkit") is typically a set of software
development tools that allows for the
creation of applications for a certain
software package, software framework,
hardware platform, computer system,
video game console, operating system,
or similar development platform.

26. What is an SDK?
Lets try that again in English:
Lines of code that are installed in the
application to allow one the ability to use
an outside service inside an application.

27. Why do you need
proper attribution?

28. Prevent duplicate attributions
Concurrent tracking methods – one user could be attributed
to different channels, depending on who you ask and when!
• Multiple networks take credit for the same install
• Advertising partners use different click-to-install look back
periods

29. EXAMPLE 1
One Advertising Source
Click of Ad Download
Inmobi App Store App
Publisher 1 SDK notifies them of the install

30. EXAMPLE 2
Multiple Advertising Sources
3 days ago
App Store
Download
1 day ago
Fyber Click of Ad
Publisher 1 SDK notifies them of the install
Inmobi
App
Click of Ad
Publisher 2 SDK notifies them of the install

31. Inmobi
3 days ago
App Store
Download
1 day ago
Fyber Click of Ad
If we did not attribute the install to the publisher of the ad that was clicked last, then:
• The advertiser would be paying 2x plus for a single install of just once (if charging advertiser on CPI).
• If the publisher is charging CPC or CPM, they still generally use install attribution for optimization; so their
optimization would be based off inaccurate information.
App
Click of Ad
Attribution technology notifies Publisher 2 of the install
Attribution
technology
attributes
install
Unbiased Attribution

32. Prevent Inaccurate Metrics
Publishers know top of line metrics only, not
ROI
• Many publishers support a real-time feedback loop to
optimize campaigns based on app installs
• Ad networks and publishers use different look back periods

33. What you need to measure

34. Measurement depends on your
marketing campaign and goal
Multi-touch
Re-engagement
Cross-device

35. Measurement for multi-touch
Multi-touch
Measurement

36. Insight into multi-touch attribution empowers you to:
Dive deep into the relationships between your
multiple advertising partners and their
interactions with your audience.
Make better marketing decisions based
on a more complete picture of an
advertising partner’s full impact.
And let’s not forget, prevent you from paying
for duplicate conversions!

37. 1. Attributed
Installs
2. Install Assists

38. Install
Contributions
498
Install Assists
47
You were
Last-click
Attributed
Installs
451
Your
Click
65760
You were
not
Last-click
Install
Contributions
Install
Assists
Attributed
Installs
47
Clicks
Unique
Contributions
Rate
Assist
Rate
Clicks
Mobile
App
iPhone 65752 54233 0.83% 0.09% 498 0.92%

39. INSTALL SCENARIO 1
● Publisher 1 had a click 6 days ago.
● The install occurred today.
Publisher Attributed Installs Install Assists Publisher Install Contributions
Publisher 1 1 1

40. INSTALL SCENARIO 2
● Publisher 1 had a click 6 days ago.
● Publisher 2 had a click 5 days ago.
● The install occurred today.
Publisher Attributed Installs Install Assists Publisher Install Contributions
Publisher 1 1 1
Publisher 2 1 1

41. INSTALL SCENARIO 3
● Publisher 1 had a click 6 days ago.
● Publisher 2 had a click 5 days ago.
● Publisher 3 had a click 1 day ago.
● The install occurred today.
Publisher Attributed Installs Install Assists Publisher Install Contributions
Publisher 1 1 1
Publisher 2 1 1
Publisher 3 1 1

42. 3. Total install
contributions

43. A more holistic metric on a channel’s
impact
Attributed Installs Install Assists Publisher Install Contributions
Ad Partner 1 100 10 110
Ad Partner 2 200 50 250
Ad Partner 3 100 400 500
Total 400 460 860

44. 4. Install
interactions

45. Install assist quantity – Is more better?
1. Manage
2. Applifier
3. Vungle
4. Ampush
5. RevMob
6. PlayHaven
7. Millennial
8. InMobi
Install Assists
Rank
Advertising
Partner

46. The importance of analyzing install
interactions
Analyzing Install Assists can provide insight on:
● Uniqueness of advertising partner’s traffic
sources
● Whether an advertising partner is missing out on
credit for installs due to last-click attribution
● Focus of advertising partners’ campaigns on
awareness vs. direct response
● Full impact of advertising partners’ campaigns

47. Relationship Between the install and the
assist
Attributed
Install Assists
Installs
OVERLAP
UNIQUE

48. Evaluate different campaign goals:
Awareness vs. Direct Response
An advertising partner great at direct
response would have a ratio like this:
100 Attributed Installs / 10 Install Assists = 1000%
An advertising partner great at awareness would have a
ratio like this:
100 Attributed Installs / 400 Install Assists = 25%

49. 5. Attribution
window
6. Non-window
attribution

50. Attribution window
Publisher’s Attribution Window
DAY 0 DAY 14 DAY 30
Inside the attribution Outside the attribution window
window

51. Non-windowed install contributions
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 window
OR

52. DAY 0 DAY 14 DAY 30
Non-Windowed
Publisher’s Attribution Window
Install Assists Install Contributions
Attributed
Installs

53. DRAWBRIDGE TWITTER
Attributed
Installs
Non-Windowed
Install Contributions
30 Day
Install Contributions
100 150
60 5
160 155

54. NON-WINDOWED INSTALL
CONTRIBUTION SCENARIO 1
● 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 Contributions
Attributed Install Assists
Installs
Publisher Installs
Publisher 1 1

55. NON-WINDOWED INSTALL
CONTRIBUTION SCENARIO 2
● 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 Contributions
Attributed Install Assists
Publisher Installs
Publisher 1 1
1
Installs
Publisher 2
Publisher 3 1
1

56. Normalizing measurement of app installs
AD PARTNER 1 AD PARTNER 2
Clicks 2000 2000
Attributed Installs 300 500
Cost 500 500
Install Rate 15% 25%
CPI $1.67 $1.00

57. 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

58. Survey: Advertising partner
attribution lengths
50%
39%
28%
17%
5%
1 day 7 day 14 day 30 day

59. Debate Between 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.

60. Measurement for
Re-engagement

61. Re-engaging customers
Every time a user opens the app -
attribution must happen again!

63. Attributing
in-app events
back to
source
What events do you
need to measure?
• Open
• Registration
• Subscription
• Login
• Purchase
• Add to cart
• Add to wishlist
• Add payment method
• Level achieved
• Reservation

64. + Macros around those events
● Login: user id, user email, username, gender, age
● Add to cart: items added to cart, product SKU, unit price,
quantity, revenue, currency code
● Reservation: time of check in, time of check out, count of
guests, potential revenue, currency code, reservation order ID
● Spent credits: number of spent credits
● Achievement unlocked: name or ID of achievement
● Search: currency code of revenue, search term or keywords,
quantity, top search results
● Share: content name or ID

65. Flow of sharing attribution

66. Flow of sharing attribution

67. Measurement for
Cross-device

68. Attribution methods for cross-device
user email - The email of the user defined by the
advertiser.
user id - The ID of the user defined by the advertiser.
username - The username of the user defined by the
advertiser.
social ID - social one-click login

70. Cross-device attribution for user
acquisition campaigns

72. Cross device attribution for re-engagement

74. What else is there to measure?
What else is there
to measure?

75. App store

77. ASO - App Store Optimization
● Search rankings
● Keyword volume and difficulty
● App ranking
● Ranking against competitors
● Download volume
● Download velocity

78. Making the data actionable

79. App store analytics report
How are users finding
your app within the
app stores?

80. Funnel report
What are the
important flows and
goals in your app that
you want users to
follow and complete?

81. Cohort report
Are there data patterns
with groups of users?

82. What is the length
of engagement of
your users over
time?
Retention report

83. Loyalty report
How frequently
are users
coming back to
your app?

84. Lifetime value report
What value are
users contributing
to your bottom
line?

85. What to look for in mobile measurement
technology?
You own
the data.
Reconciliation
for duplicate
installs
Attributes
to the last
click
Supports all
advertising
partners
Provides
insight into
multi-touch
Allows you to
easily add new
advertising
channels
Event
tracking (for
re-engagement)
Real-time and
deep data
reporting.

86. Let’s talk about DATA.

87. Data is more important on mobile
All customer/user level data belongs to you, the advertiser. The data
you collect with an unbiased platform falls inline with your own
privacy policy. You decide who you share information with and how.

88. Thank You
Jennifer Wong | TUNE | @Jenerationy