Improving your team’s competence in campaign measurement is central to overall marketing success. This is even more critical in 2024.
Only 54% of today’s marketers claim confidence in return on investment (ROI) measurement across digital channels. From search, online, connected TV (CTV), social media to mobile, and more, can your marketing team prove the ROI of their efforts on these channels? We have compiled the 6 best measurement tactics to increase your team’s skills and knowledge to maximize the results of your campaigns from Başak Zerman, Middle East, Türkiye, and Africa Sales Director of Adjust.
Article: Başak Zerman – Middle East, Turkey, and Africa Sales Director of Adjust
1. Set goals that make sense for your app business
While there are specific app KPIs for each industry, none of the apps are the same. Take a close look at your app’s user journey to see which KPIs you should be tracking. Some may be more business-specific than others, and narrowing down the unique metrics you need to track could be the key to increasing your app’s user acquisition.
Example: Monitor your custom events
Jazeera Paints, a giant paint manufacturer, had a mobile app that it wanted to track specific events to understand app usage better. These specific events included a user selecting or purchasing a paint color, visiting a specific brand, or requesting a service. By tracking these events with Correct, Jazeera Paints saw an 86% increase in in-app transactions and a 28% increase in revenue from ad spend (ROAS).
2. Go from manual monitoring to automated smart alerts
As a growth marketer, you’re no doubt familiar with the often time-consuming task of combing through campaign data for an hour or more to track your campaigns and their most important key performance indicators (KPIs). But with today’s Campaign Automation tools, marketers can automate this process and create intelligent alerts to track key KPIs and budgets.
Benefits of smart alerts for growth marketers:
- It saves you time by monitoring multiple campaigns at the same time
- Eliminates human error so you don’t miss crucial insights
- Detects data anomalies
- Monitors KPIs to help you optimize campaigns faster
Level up with Adjust’s smart alerts solution, Pulse
Pulse, Adjust’s time- and cost-saving intelligent alerting solution, provides marketers with all of the above benefits, plus some. For example, with Pulse, marketers can easily set customizable alerts and have them sent via Slack or email. They can also create alerts based on any timeframe comparison (comparing this Monday to the previous Monday, or October 2023 to October 2022, etc.).
Marketers can also choose from templates of common alert usage scenarios to create alerts even faster. Additionally, one of Pulse’s most unique features is the ability for marketers to use historical data to show how often an alert has been triggered in the past to visualize the usefulness of a potential alert.
Smart alert use cases
Review the following real-life use cases of how marketers are using Pulse to improve their marketing measurement strategies.
Examples of how different teams can use smart alerts
Check out these real-life examples of how different teams can benefit from Pulse’s intelligent alerts.
Development: Test updates and detect potential bugs.
- Receive a notification if App B has less than 10 installations in a 24-hour period.
Product: Detect user experience issues.
- On Day 7, receive a ping if the retention decreased by 10% compared to the previous week.
- Receive a notification if the registration completion rate decreases by 50% compared to the same day a week ago.
- Bir oyun uygulaması için özel metrik oluşturun: “Seviye 3″e ulaşan kullanıcı sayısı günde 100’den azsa.
User Acquisition: Monitor retention, budget, and fraud.
- Receive an alert when Day 7 retention in LATAM increases by 30% compared to the previous week and the number of installs exceeds 1,000.
- Get an alert when the rejected install rate increases 30% over the day before.
- Be notified when the cost per registration rises above US$1.00.
Marketing: Keep track of KPIs and ensure campaigns are running smoothly.
- Get a ping when creative X hits key click-through rate (CTR) targets, such as 5,000 or 10,000.
- Get notified when the “Add to Cart” custom metric increases by 30% compared to last week.
- Receive a warning when an anomaly is detected in installs from channel Y.
Leverage the power of marketing automation for your entire organization. Always be on the lookout for tools that can jointly help marketing and your partner teams. Get more value across the organization from the tools you have access to.
3. Don’t forget to scrutinize ad spend
Retention rates, session lengths, and engagement are all important KPIs. However, make sure to pay attention to ad spend, too. As app marketers navigate the current economic downturn, likely dealing with smaller teams and budgets, there’s less money allocated to ad spend, making each dollar count all the more.
Immediately knowing which of your campaigns aren’t performing well and being able to redistribute the ad spend from these to the campaigns that are will make a significant difference in your team’s ability to grow ROI.
Example: Focus on budget efficiency
Astrology app GaneshaSpeaks needed to reduce campaigns with negative ROI and scale campaigns with positive ROI. The app used Adjust to analyze 90 days of ROI data by ad group to optimize ad campaigns effectively. As a result, GaneshaSpeaks increased its ROAS by 25% and improved budget efficiency by 20%.
4. Unify your measurement tools
Centralizing your marketing data was one of the five points shared by Katie Madding, Chief Product Officer at Adjust, in her article How to Stay on Top of Your App Campaigns. Nielsen’s research also reports that multiple measurement tools can undermine marketers’ confidence in acting on the analytics they receive.
As the number of channels and campaigns run by marketing teams grows, so does the need to have a single place to measure, analyze, and act on marketing data across devices. To manage multiple campaigns simultaneously, brands need an analytics platform that provides clean, accurate data from all marketing sources.
Example 3: Unite your marketing data and measurement tools
Mobile game developer and publisher Widogame needed to look at all its attribution campaigns in one place to understand where to increase ad spend and what to optimize. The company turned to Adjust’s analytics solution, Datascape, to create custom dashboards to display all user acquisition data in one place. Doing so allowed Widogame to expand from one to 10 advertising channels and increase revenue by 2200 percent.
5. Don’t be afraid to dive into SKAN attribution
Understanding and acting on SKAdNetwork (SKAN) attribution data is a must for iOS marketers today. Since Apple introduced the App Tracking Transparency (ATT) framework, many marketing teams have struggled to make sense of SKAN data for iOS campaigns. Don’t let SKAN intimidate you; partner with a mobile measurement partner (MMP) who can help you navigate SKAN by providing support in collecting and analyzing aggregated SKAN data and leveraging flexible and transparent conversion value mapping.
Need a SKAdNetwork expert? Adjust is here for you!
Did you know Adjust’s SDK for SKAN 4 was first-to-market? That’s right; Adjust is the leader among MMPs for SKAN. We work hard to stay ahead of the SKAN curve so our clients can easily adapt to any changes in this area.
Whether it’s switching from SKAN 3 to SKAN 4, or wanting an easy-to-implement conversion value strategy setup as offered via Adjust’s Conversion Hub —Smart setup or Advanced setup— Adjust is here to help marketers succeed in measuring and improving their iOS campaigns performance.
6. Consider media mix modeling
Media mix modeling (MMM) provides marketers with a macro-level view of marketing performance, in which marketers can ascertain if factors like seasonality, press, and out-of-home marketing efforts impact a company’s total revenue. Additionally, a major attraction of utilizing an MMM framework is that it can forecast sales and predict how successful different combinations of marketing efforts will be.
In short, marketers can get an overview of their marketing activities from an MMM and then use a mobile measurement and analytics suite like Adjust to zoom in to see how campaigns perform at a channel or creative level. Note that Adjust is developing an MMM solution as part of our next-gen solutions so marketers can have everything they need in one platform. To better understand what media mix modeling is, check out Adjust’s guide on MMM.