How AppsFlyer’s Network Setup and Integration Can Take Campaign Performance to the Next Level
AppsFlyer is offering its network partners the fastest, yet at the same time, the most comprehensive integration so advertisers can rapidly launch campaigns and networks can immediately start monetizing.
Our goal is to enable advertisers to get a campaign up and running in no time, while ensuring that it can meet its full potential so everyone wins. Here’s how we do it.
Pre-configuration: Getting Things Right from the Get Go
First things first: A new integration with a network always begins with a conversation. We want to understand exactly which data should pass between us in both directions to make the most of a campaign. This includes the data you want to receive, and the data we recommend sending to us during a click event. Once decided, we’ll pre-configure a global postback that will capture all this information for all future campaigns.
We are able to send an install postback that can inform of every conversation that was attributed to your traffic. In addition, we can also send an additional postback informing you of every non-attributed install. Whereas the former is obvious, the latter is not. However, it can provide great value especially for exclusion purposes. After all, wasting impressions or clicks on users who already converted is the last thing you want to do.
We can also send an in-app event postback, and if you support it, a postback with rich in-app event data as well (more on that ahead).
When it comes to data flowing in the other direction, we strongly recommend to send us the following data during a click event:
1) Device ID: This will enable us to match a click and an install using the most accurate method. If you are unable to provide it, don’t panic! We can use our advanced fingerprinting technology instead.
2) Publisher ID: Allows you and the advertiser to dive deeper into the data from a network comparison to a far granular publisher comparison which will take your optimization to a whole other level. The list of publishers can also be in numeric form or any other value if you’d rather not reveal specific publisher names.
3) Cost: With data on ROI per install, you and the advertiser can break it down and pinpoint which publishers or campaigns deliver the highest return.
Easy as Pie
Our mission in this complex space is to simplify things. For you and the advertiser.
With other attribution providers, the advertiser has to manually configure each and every link based on the specific data you need to receive. This leads to a massive waste of time as tech teams from both sides go back and forth until they get it right (assuming they did indeed get it right and there were no configuration errors which are much more likely in such a process…).
AppsFlyer, on the other hand, is offering a much more streamlined process as we’ve already pre-configured everything (remember the first step above?). That means there’s nothing to configure – not by the advertiser nor by the network. It’s a simple copy paste.
Here is all the advertiser need to do in order to start a campaign:
1) Click on the media source configuration page
2) Choose the network
3) Copy paste the attribution link
Making life simple also involves the process of how an advertiser defines in-app events in our dashboard. There’s no configuration only mapping via a drop-down menu or a free text box (whichever you prefer).
Option 1: Drop-down menu
Option 2: Open text box
Once mapped, we’ll use the pre-defined in-app event postback to send you the data you require. If and when you want to change the definitions, the fact that the logic comes from our server rather than the SDK enables us to immediately make good on your request, completely eliminating the need for the complicated process of updating and re-integrating the SDK every time a change is required.
In-App Event Configuration – Setting the Path to Optimization Uplift
Measuring user activities in-app is broken down into two:
1) Standard in-app events are actions users take in-app, which are often limited to a name value. For example, users who booked a flight. With this data coming to you in the postback from us you will be able to understand what the user is doing in the app, and optimize your campaign to meet the advertiser’s goals.
It will also enable you to easily run segmented retargeting campaigns through a real time data transfer so you’ll be notified of every action a user takes as it happens. If you don’t support this functionality, the advertiser can always download raw data from the AppsFlyer dashboard and then send you a manual list of say IDFAs of users who added a product to cart.
2) Rich in-app events offer a much deeper layer of data in which we measure unique pre-configured events defined per vertical that are enriched with all but unlimited parameters, not merely the name parameter. For example, an add to cart event for a retailer can be further broken down by price, currency, quantity, content type, content ID, customer user ID, etc. Or for game developers a level achieved event can get level and score parameters. Ultimately, rich in-app data sets the path towards granular segmentation and optimization uplift.
Aside from the clear cut benefits to advertisers, networks can also enjoy this goldmine of data from AppsFlyer – pending advertiser consent – by supporting our real time data transfer of these rich in-app events – and then using that data not only for optimization purposes, but also as an enabler of personalized retargeting campaigns (aka segment of one).
By receiving rich in-app events from us, you will be able to show a specific retargeting creative with product 1234 and relevant messaging to a user who viewed that same product but didn’t book it. As a result, you’ll significantly improve the chances of engagement and keep your advertisers happy by delivering the results they expect.
Direct Access to Raw Data Reports
As part of our commitment to transparency, we provide networks (and advertisers for that matter) with log-in access to our dashboard where you can easily download raw data reports with all the logs. This will enable you to conduct in-depth investigations into the data, especially when there is a measurement problem that leads to discrepancies.