丰富的应用内广告 | AppsFlyer

丰富的应用内事件

了解并同步您的用户互动

Marketers need to understand how their users engage with their apps in order to market them effectively. Marketers use this in-app analytics data to understand which users are engaging with their app, how they are engaging, who have completed purchases or upgrades and how much revenue they have generated. Access to this in-app attribution and analytics data is essential to campaign targeting, retargeting, LTV and ROI measurement and marketing optimization.

AppsFlyer 提供了一系列具有增强参数的富应用内事件。此处的 丰富 富应用内事件可以收集更多的附加参数。例如,尽管知道哪些用户已经完成购买是有帮助的,但富数据参数会报告他们以什么价格购买了哪些物品以及哪个互动营销活动促成了此次购买。

富应用内事件可帮助营销人员进行营销活动定位并评估营销效果。AppsFlyer 让营销人员能够通过我们的平台监测数量无限的富应用内事件。

与广告平台同步丰富的应用内事件

AppsFlyer 几乎与世界上所有主流媒体渠道进行了深度整合,可以自动将富应用内事件与所选择广告平台进行同步。这些预配置的整合自动实时共享您选择的富应用内事件数据,让媒体渠道可以构建有效的同类定位和访客找回。这些深度整合使营销人员可以轻松添加新的媒体渠道并同步其现有数据,无需为应用添加新的 SDK。然后,该定位数据可以由广告平台在应用内广告、移动媒体广告和所有其他付费媒体展示位上使用。

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那么,营销人员如何知道自己应该接入哪些富应用内事件呢?

很多移动营销新手一开始要么忽略了富应用内事件(这个错误代价很高,但通常很容易得到解决);要么添加了大量的富应用内事件,导致数据过载。我们推荐营销人员首先考虑 KPI思考哪些数据最终会帮助您实现目标。第一次使用时,我们还建议考虑您垂直领域里广受欢迎的应用内事件,综合考虑应用内典型用户的使用路径,监测用户互动。在协助确定用户使用路径和富应用内事件监测需求方面,应用产品团队也可以提供很大的帮助。监测正确的富应用内事件将会带来优质有用数据,对后面的工作大有裨益。

垂直行业的富应用内事件

除了应用具体的监测需求外,还有许多富应用内事件已成为特定领域的行业标准事件。定位和访客找回广告平台(如 Facebook、Google 和 Criteo)均使用这些行业标准的富应用内事件。

Gaming marketers typically use rich in-app events related to player progress, in-game performance (e.g. the user’s score and achievements), social invites and in-app purchases. Marketers typically also collect metadata (rich parameters) with user-specific information including the user ID, login method, use of coins, etc.

总而言之,这些数据可让营销人员监测每个用户的互动情况和用户路径,其中包括:

  • 来源
  • 他们在游戏中的活跃度
  • 邀请朋友的时间/方式
  • 购买和互动资料(如大 R 级用户——根据他们的应用内购买事件)

The above data points help marketing fine-tune their campaigns and optimize their targeting. For instance, marketers will want to retarget high-value players who suddenly stopped playing or uninstalled the app to reactivate the user. Creative incentives such as in-game bonuses (e.g. coins) have proven effective at reactivating lapsed and uninstalled users.

eCommerce marketers from both traditional brick-and-mortar stores with mobile apps as well as digital and mobile-first companies typically measure user activity across the purchase funnel, from browsing and searching through shopping cart growth, checkout and upsell. This data can be used to directly improve performance. Users who have not completed their purchases are often targeted with tailored campaigns to drive final purchase activity. These retargeting campaigns rely on rich data parameters such as shopping cart items and values to send the right creative and messages to the right users at the right time. Parameters around user age, gender, and in-app browsing history are often used to segment users for seasonal marketing campaigns. Furthermore, location data provides a strong signal for geo-specific and cross-channel (e.g. pick up in-store or retail coupon) campaigns.

Travel marketers have become particularly innovative when measuring in-app events in their travel apps. Unlike gaming apps that enjoy regular usage, trip planning is often a seasonal or occasional activity. Rich in-app events are key to understanding and segmenting travel app users. For example, measuring which destinations users are researching can help inform retargeting efforts for users who did not complete a purchase. Some important in-app events to consider are search events, content viewed, check-out and booking, as well as upsell performance. As with many other verticals, marketers enhanced these events with rich data parameters. Popular rich-data parameters include the user ID, currency, content type, dates, single-trip or roundtrip among others. Remember, marketers can only optimize based on what they measure, so it’s important that the right data be collected.

您可以无限自定义应用内事件。通过有效地使用这些应用内分析信息,营销人员可确保他们有效地投资和优化营销活动和客户体验,以实现目标并提高基本的投资回报。

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