AppsFlyer introduces first Ad Revenue Attribution solution for mobile apps
Empowers marketers to drive greater campaign success by providing full picture of in-app purchase and ad revenue
SAN FRANCISCO – December 14, 2016
AppsFlyer, the global leader in mobile attribution and marketing analytics, today announced its new Ad Revenue Attribution solution. This first-to-market attribution solution enables mobile marketers to attribute their in-app advertising revenue to specific marketing campaigns, creating a full picture of a consumer’s in-app behavior and overall lifetime value (LTV). With in-app advertising playing an increasingly important role for businesses and their mobile app strategies, marketers now have the ability to quantify and improve their business growth by connecting the mobile revenues created by in-app advertising to the campaigns that attracted app users. At launch, Ad Revenue Attribution is available across several key in-app advertising providers, including: AdColony, AdMob, AppLovin, Chartboost, ironSource and Unity Ads. The product is now out of beta and available for AppsFlyer customers worldwide.
“AppsFlyer’s ad revenue attribution supports all of the ad networks we work with to monetize our app and as such, this was the final piece needed in our revenue puzzle,” said Camilo Fitzgerald, Games Analyst at FuturePlay, and one of the first to test the product. “To date, our games have accumulated more than two million monthly active users and have served over 150 million ads. Our marketing teams are accessing even more comprehensive revenue data now, providing a strong advantage in a highly competitive space.”
In-app advertising revenue is on the rise and marketers need to factor in this revenue to understand the true ROI of each user. App Annie’s recent App Monetization Report forecasted that in-app advertising revenue will reach over $50 billion this year and will grow to over $70 billion by 2020 marking an increase in share of revenue from 58 percent to 62 percent from 2015 to 2020. As such, Ad Revenue Attribution will be of increasing importance in the future, particularly among gaming, utility and lifestyle app publishers whose business models rely heavily on ad revenue.
“Mobile publishers want a 360-degree view of their marketing, and it’s crucial to measure the impact in-app advertising plays in driving user engagement and publisher monetization. With the right mix, acquisition and monetization should be complementary, and it’s critical to see which partners are delivering the strongest results,” said Bryan Buskas, Chief Customer Officer, AdColony. “The opportunity to inform better targeting, smarter user acquisition and more effective monetization through ad revenue measurement support is a step forward for both publishers and the overall ecosystem.“
By matching in-app ad revenues with marketing activities, Ad Revenue Attribution solves one of the biggest pain points of in-app advertising, providing marketers with timely access to revenue data. These insights inform decisions about campaign optimization and user segmentation without having to set-up or train the team on a separate, overly complex real-time business intelligence system. AppsFlyer customers can enable Ad Revenue Attribution in a matter of minutes by providing a few pieces of information when they’re logged into the platform like their Account ID Ð once they’ve saved the information, the ad revenue data will begin syncing automatically, as in-app events already do.
“Previously, only the most advanced marketers were able to include ad revenue in their LTV calculations as this required setting up a number of custom integrations in a third-party business intelligence platform, which is both challenging and time consuming. As a result, many marketers were left to optimize their campaigns based on an incomplete LTV calculation,” said Matan Tessler, Head of Product at AppsFlyer. “Ad Revenue Attribution will eliminate this problem moving forward so marketers will be well informed and able to make campaign decisions that will maximize their ROI.“
“For the past few years, most marketers have been optimizing based on an incomplete calculation of their customers’ LTV. Marketers optimized their campaigns and initiatives based on looking at an LTV that showed only half of the picture,” said Yevgeny Peres, VP Growth, Developer Solutions at ironSource. “Our goal at ironSource is to simplify complex processes for developers to empower them to run their app businesses more successfully. Adding ad monetization revenue data to the equation will not only help mobile marketers make the leap to full ROI-based media planning, but adds a valuable level of sophistication to the entire app marketing ecosystem.“
AppsFlyer, the global attribution and marketing analytics leader, empowers marketers to grow their business and innovate with a suite of comprehensive measurement solutions. Built around privacy by design, AppsFlyer takes a customer-centric approach to help 12,000+ brands and its marketplace of 8,000+ technology partners make better business decisions every day, while delighting their end-users.