モバイルのすべてを、シンプルに、簡単に測定。
アプリインストールを特定のマーケティングキャンペーンに紐づけます
アプリエンゲージメントを測定して、マーケティングROIを確認
One holistic view of the customer journey
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Data-driven, enterprise-grade fraud protection
Turn web traffic into highly engaged app users
Build, manage & amplify your audiences in one place
5,000以上の連携パートナーとデータを同期
Following the strictest requirements in a post-GDPR era
The Lifeline of App Marketing
LTV（顧客生涯価値）は、アプリマーケティングの中心にあるKPIです。ユーザーが生涯にわたって生成した収益を正確に把握することで、ユーザー獲得、エンゲージメント、リテンションにおけるマーケティング投資を判断できます。LTVはまた、マーケティング投資がプラスのROIをもたらす度合いを測定するために不可欠です。
There are several ways to calculate LTV but regardless of the exact formula, there are three factors at play: revenue, retention and organic – all of which are provided by AppsFlyer for analysis, so marketers can measure and improve their performance. Let’s break this down.
AppsFlyer uses rich in-app events to determine how much revenue the app has generated and which sources can be credited with having driven this revenue. Armed with knowledge, marketers can optimize their efforts and investments to deliver the strongest revenue.
Measuring incoming revenue is easy with AppsFlyer. Simply define the following post-install revenue events:
アプリ内購入が行われるタイミングを知り、これらのユーザー獲得またはリエンゲージメントに成功したキャンペーンにこの収益を紐づけることで、購入イベントをより促すマーケティング施策へと最適化が可能です。
収益の最適化を最大化するには、より深いレベルのデータが必要です。AppsFlyerは、マーケターが複数のパラメーターを用いた標準収益イベントの強化を可能にします。これらのリッチパラメーターは、購入されたことだけでなく、何が、どの価格で、どのユーザーによって購入されたかがレポートされます。
AppsFlyer is the only mobile attribution platform to measure and attribute in-app advertising revenues back to the channel and campaign that drove each install. So you can optimize your campaigns to deliver user with the strongest total mobile LTV for the optimal ROI.
アプリがこれらの収益モデルを使用する場合は、カスタムAppsFlyer収益イベントは、このタイプのアプリストア駆動型収益を測定します。収入源がより予測可能であるため、有料アプリと定期購読アプリのためのLTVモデリングは、多くの場合簡単です。
In today’s omni-channel reality, app users often complete purchases via other channels (both online and offline). This activity significantly alters LTV calculations and must be measured. To keep all performance data synched, marketers connect out-of-app revenue events with their app marketing data, and their app marketing data with their omni-channel business analytics platforms.
For more information, see our dedicated page on Omni-Channel Attribution and Measurement.
The AppsFlyer platform attributes any revenue event to the install source, regardless of how much time has passed since the initial install occurred. Our default retargeting (re-engagement) attribution window (for revenue events) is 30 days, and this is fully configurable (as desired).
次の図を例に考えてみましょう：
この場合、リエンゲージメントキャンペーン（ユーザーがクリックしてアプリを開いた後）が成果と見なされます。LTV計算の場合、以下に基づいてユーザ獲得とリエンゲージメントの間に明確な区別があります。
重複を防ぐために、マーケターは、「プライマリ」としてリエンゲージメント期間内に発生するすべてのイベントにマークを付けるだけで、重複排除機能を有効にすることができます。
It is often said that it cost far more to attract a new customer than to keep an existing one. Continued, ongoing retention is often a leading indicator of ongoing revenue and monetization, making retention a key component in LTV calculations. However, in an extremely competitive marketplace, retention rates have been dropping significantly. To combat churn, AppsFlyer’s advanced retention and cohort reports help marketers understand what drives app usage at a granular level.
User acquisition and engagement managers often pay close attention to their organic multiplier. The organic multiplier is the number of new organic installs for each paid install. Over the past two years, the organic multiplier has dropped precipitously. Despite this trend, organic lift is still an important metric for many app marketers and can have a strong impact on an app’s average user LTV, while reducing the eCPI and can be a key component in turning the positive ROI corner.
The AppsFlyer dashboard provides deep insights into organic data, including the number of organic installs and the lifetime revenue they generated. With our advanced cohort reports, marketers can define and measure organic cohorts to understand what characterizes organic users, what kind of activities they perform in-app and under which circumstances. And our dynamic, custom dashboards allow marketers to compare and analyze their organic performance alongside their paid media or specific paid media sources.
認定されたFacebookとTwitterのMMPだけが、エコシステム内の上位2つのソースを出所とするオーガニックトラフィックまたは非オーガニックトラフィックを正確に区別できます。
Determine which GEOs, platforms, channels and types of non-paid promotions deliver the highest number of invites (and which do not) – it’s all part of our powerful OneLink solution.
Google検索とGoogle Playで各インストールを誘導したキーワードを判定し、キーワード最適化の取り組みに情報を提供する貴重なインサイトを取得します。
