Marketers rely on AppsFlyer as their centralized attribution platform and the single source of truth for attribution, measurement, and reporting.
Since the beginning, it’s been part of AppsFlyer’s core mission to work with all the global partners, serving as an unbiased mobile attribution platform. As such, it has always been a top priority for our team to provide advertisers with the tools they need to deep dive into advanced data management.
For the past three years, AppsFlyer has had extensive integration with monetization networks providing ad revenue attribution based on aggregate revenue data. It has become clearer that the Industry must take a step forward toward providing more accurate data for advanced marketers.
That’s why we are ecstatic to announce the NEW granular, ad revenue integrations with ironSource, MoPub (a Twitter company), MAX by AppLovin, and Appodeal, together with additional integrated partners for Ad Revenue Attribution via API Integration for aggregated revenue data: Pangle (from ByteDance), Mintegral, and Voodoo Ads.
No matter what monetization strategy advertisers choose: In-app ads, in-app purchases, subscription models, freemium or premium options; they must be able to measure the performance coming from all of their different revenue streams.
In today’s highly competitive world, where marketers are battling for eyeballs, and ad real-estate is increasingly expensive, app owners are looking to expand ways of generating revenue. One way to do so is by tapping into other forms of ad real estate, for example by running ads within their app!
The challenge, however, is that mediation networks hold different data points regarding how users interact with these in-app ads.
Further complicating things, some networks pass revenue data on the averaged, aggregated total, by simply dividing the total revenue generated on a specific ad placement by the number of users that clicked or saw that ad. With that being the case, the true LTV or ARPU can be calculated only to a certain extent.
Though in-app ads could potentially be a major source of revenue for an app, without understanding the engagement behind the revenue, how could advertisers optimize performance and scale?
Considering that the number of advertisers who are generating revenue from in-app ads is only growing, the task of measuring granular revenue is more important than ever.
With that in mind, mediation platforms realized the enormous value of sharing granular data and are now providing accurate user-level data down to the device ID, in the case of ironSource and MAX by AppLovin and impression-level revenue data in the case of MoPub and MAX by AppLovin.
This is allowing attribution providers to tie revenue data back accurately to the true attributed source and makes understanding user-level behavior and user-value possible, which in turn allows for better optimization, and for advertisers to tap into potentially lucrative revenue streams for their business – a win/win for all!
What’s the solution?
We are happy to see that more partners are adopting the industry-accepted approach for exposing both user-level (ironSource, Appodeal, and MAX, by AppLovin) and impression-level (MoPub and MAX by AppLovin) revenue data by the leading mediation networks.
By fully integrating with mediation platforms such as MoPub, ironSource, Appodeal, Fyber and MAX, by AppLovin, AppsFlyer is able to collect revenue data segmented by different attributes and also report on a granular level, so that true LTV, ARPU, and ROI metrics can be confidently calculated.
Yevgeny Peres, VP Growth, Developer Solutions at ironSource, had a few words regarding the news:
“The next evolution of mobile growth requires closing the monetization and marketing loop to gain a holistic picture of app business health and achieve complete optimization. As one of the pioneers in making ad revenue measurement data as granular, accessible and actionable as IAP data, we’re excited to see this integration with AppsFlyer enable our mutual partners to better understand the true cohorted ARPU and ROAS of their campaigns and ultimately accelerate app growth.”
Ad Revenue Attribution: Now with new connected Partners
Today advertisers can head over to the overview dashboard to analyze their revenue generated from in-app ads. In addition, they can further understand their ROI in the cohort report where they can separate their in-app ads revenue from other revenue streams, such as in-app purchases.
David Gregson, Product Manager at MoPub, noted:
“Acquiring new users has never been more competitive – and providing publishers with revenue data at the impression-level, in real-time, is critical to optimizing user acquisition and monetization. For publishers who want to grow ad revenue, it is practically running blind without having insights on the most basic ad event – the impression. Making impression-level revenue data available to attribution providers like AppsFlyer will provide greater granularity to our mutual customers, allowing them to turn this data into actionable insights and offer the holistic view needed to propel their business to the next level.”
Data is only useful if you have a good way to view it, analyze it and use it.
Being able to collect your ad revenue across different sources, at any granularity, and funneled it into a coherent, centralized view is AppsFlyer’s ultimate goal, and we have more in store to ensure that becomes a reality for our advertisers.