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1、Gaining visibility with view-through attributionEBOOKA mobile marketers playbookWith insights from:Gaining visibility with view-through attribution2ContentsIntroduction:All eyes on view-through attribution 3 The methodology 3Part 1:A positive outlook for mobile marketers 4 The VTA adoption rate land
2、scape 4 VTA stats we cant take our eyes off of 6 The benefits of VTA for mobile app marketers 7 Three key VTA use cases 8Part 2:Under the lens:VTA facts,charts,and figures 9 A drop in clicks doesnt(necessarily)lead to a drop in installs 9 Scanning click and impression share 11 The time interval brea
3、kdown 14Part 3:Snapshots of VTA in action 15 Common ad types marketers utilize VTA to measure 15 Our perspective:5 VTA best practices 16 Industry benchmark VTA windows 18 Hot take:Utilize VTA for holistic CTV ad measurement 19Conclusion 23Gaining visibility with view-through attribution3View-through
4、 attribution(VTA),also known as impression tracking,is highly relevant to app marketers looking for insightful ways to continue driving growth in 2023s complex economic environment.As opposed to click-through-attribution(last-or multi-touch),VTA gives credit to impressions that occurred within a cer
5、tain time frame after the user saw an ad.Because the attribution provided is less concrete,the attribution window is usually kept shorter,and while some ambiguity will always exist,VTA is crucial to measuring and comprehensively understanding overall campaign performance If VTA is ignored in favor o
6、f click-through-only attribution,advertisers can falsely reach the conclusion that a specific channel or ad isnt converting,or that the attributed channel is doing all the heavy lifting on its own.Were diving into VTA to demonstrate the value of this form of attribution and to provide insights,bench
7、marks,and trends to help inform your strategies for the remainder of 2023 and beyond.INTRODUCTION All eyes on view-through attributionTHE METHODOLOGY DATE RANGE:August 2022-February 2023DATA SET:The data represented is based on all Adjust apps with view-through attribution settings enabled Time inte
8、rvals refer to the difference between the engagement occurring and the install,organized into hourly bucketsGaining visibility with view-through attributionPART 1 A positive outlook for mobile marketersOverall,view-through attribution adoption is at a consistently high level but with ample room left
9、 to grow,sitting at an average of 58%globally.Broken down regionally,Japan leads the way at 60%,followed by southern Europe and the U.K.and Ireland,all at 59%.Several app verticals boast particularly high VTA adoption rates.Health&fitness comes in first place with a rate of 76%,followed by publicati
10、ons at 75%,food&drink at 70%,and education at 68%.VTA adoption rates by regionVTA adoption rates by verticalE-commerceEducationGlobalFintechEntertainmentDACH&NordicsGamesU.K.&IrelandFood&drinkFrance&BeneluxUtilitiesU.S.&Canada0%0%10%10%20%20%30%30%40%40%50%50%60%60%70%70%80%80%90%90%100%100%Lifestyl
11、eMENAPublicationsINSEAShoppingJapanSocialSouth KoreaTravelLATAMHealth&fitnessSouthern EuropeVTA onVTA onVTA offVTA off4Gaining visibility with view-through attributionThe VTA adoption rate landscape“Engagement on TikTok is about more than just clicks or conversions.Its about building a community,fos
12、tering conversation,and viewing content that resonates with users in a meaningful way.Short-form video ads on TikTok can be very impactful,as theyre designed to quickly capture users attention and convey a message in a short amount of time.About 60%of revenue on TikTok is driven through view through
13、 attribution.This allows advertisers to measure the impact of these ads beyond just clicks,and can help them optimize their campaigns for maximum effectiveness.”Chen-Lin LeeDirector-Global Ad-Tech Partnerships5Gaining visibility with view-through attribution17%15-30%31%9/10Ad impressions on social m
14、edia platforms are on the upQ3 2022 saw a 31%boost YoY 9 out of 10 TikTok users take action after viewing ads on the platform A complete picture of the customer journey can result in as much as a 17%increase in revenue within just one month Attribution across multiple marketing channels can provide
15、efficiency gains of 15-30%Marketers enabling CTA+VTA models can see a 79%higher conversion rate 6Gaining visibility with view-through attribution79%VTA stats we cant take our eyes off Proof:Uplift and multi-channel campaign views matter In a recent study,Adjust found that out of 2.7 billion installs
16、 over 2 months,791 million(29%)were“assisted,”or helped,by another channel.Pretty powerful,right?With VTA,marketers can:See which impressions are driving installs directly and indirectly.Get a holistic view of which channels are providing brand uplift and assisting power.Access the information neede
17、d to effectively assess upper-and mid-funnel performance.Tap into broad and then more granular overviews of the user journey.Feel empowered to increase budgets on certain channels to drive ROI and ROAS.The benefits of VTA for mobile app marketers7Gaining visibility with view-through attribution8“Vie
18、w-through attribution is a fantastic way to expand your mobile attribution overview in 2023.It helps app marketers identify lift onor fromplatforms like Facebook,Instagram,TikTok,Snapchat,and Twitch by looking at purchase intent,brand awareness,and favorability.In light of greater privacy measures s
19、uch as Apples iOS 14.5 and Googles upcoming Privacy Sandbox on Android,every little bit of insight into the user journey countsincluding the insights gleaned via VTA.Bottom line,its great to attribute an install to a click,but its even more powerful to know if more clicks,and ultimately conversions,
20、occur after impressions have been served on a specific channel.”Reggie SinghDirector of Partnerships8Measuring video ads:VTA tracks and attributes installs and clicks that are a delayed result of viewing video ads,so you can fully understand the impact on the final conversion.Understanding partner p
21、erformance:If a partner appears to have poor CPA,VTA will reveal if their impression impact is generating broader campaign uplift.Testing creatives:VTA helps to determine which creatives perform best at all campaign stages.This means you can make more precise predictions and test the impact of creat
22、ives throughout the entire funnel.Three key VTA use casesGaining visibility with view-through attribution1239PART 2 Under the lens:VTA facts,charts,and figuresWhen looking at the relationship between the total number of clicks,total number of impressions,and total number of installs occurring over t
23、ime,its clear that a drop in clicks does not correlate with a drop in installs.To gain a fuller overview of this trend,and to show how successful VTA can be at driving installs over time,we expanded our date range to October 2021 to February 2023.Globally,for example,February 2022 saw a click decrea
24、se of 16%compared to the previous month,which correlates to a drop in installs(21%).Still,throughout the following months,clicks recovered by a few percentage points,while installs increased by 10%.By May 2022,installs attributed to impressions were 19%up on the February dip,despite clicks having on
25、ly bounced back 11%.By analyzing this relationship over time,its clear that the fluctuations dont always go hand-in-hand,and that a spike in impressions can also pull the number of clicks up with itwhich we see from December 2022 to January 2023and that a drop in clicks does not always lead to a dec
26、rease in installs.Total impressionsTotal clicksTotal clicks vs.impressions October 2021-February 2023NOV 21OCT 21NOV 22OCT 22SEP 22AUG 22JUL 22JUN 22MAY 22APR 22MAR 22FEB 22JAN 22DEC 21JAN 23FEB 23DEC 22Gaining visibility with view-through attribution9A drop in clicks doesnt(necessarily)lead to a dr
27、op in installs“Snapchatters open the app more than 30 times a day on average,and are frequently influenced by their friends and creators while making decisions on their next purchase.The high level of engagement,high-impact ad formats,and the credibility of the content shared by the community they t
28、rust highly influences purchase decisions.However,when exposed to ads,many users dont want to click out of that experience,and in most cases,they complete the purchase later.”Youmna BorgholHead of Marketing Science10Gaining visibility with view-through attributionGaining visibility with view-through
29、 attribution11Impression based installsClick based installsGlobally and for all verticals as an average,the share of impression-based installs is relatively low.Over the six months analyzed,August 2022 demonstrated the highest percentage of installs attributed to impressions,at 10.1%.Hovering betwee
30、n 9%and 10%for the following four months,February 2023 saw a slight spike,coming in at 9.7%.The drop in share seen throughout Q4 2022 can largely be attributed to the higher-than-average number of click-focused,fast-revenue-driving campaigns created for the festive season.Examining the numbers by pl
31、atform,we see a considerable difference in the share of installs.In keeping with the global standard,Androids average share sits at 9.2%.iOS,on the other hand,is significantly higher at 14.1%.The primary reason for this is that the app categories/verticals that are most commonly downloaded on iOS ar
32、e often more VTA-friendly.Android drives a much larger proportion of mobile game downloads (often from high-intent,click-centric campaigns)than iOS,which has a larger number of installs from the impressions-friendly e-commerce,food and drink,and lifestyle apps.Percentage of impression-attributed ins
33、talls August 2022-February 2023Share of impression vs.click based installs by platformScanning click and impression shareAug 22Sep 22Oct 22Nov 22Dec 22Feb 23Jan 2310.1%9.4%9.7%9.4%9.0%9.7%9.3%0%10%20%30%40%50%60%70%80%90%100%Gaining visibility with view-through attribution12The share by vertical unl
34、ocks further insight into the differences seen based on app type and user type.Food and drink apps have the highest proportion of impression-based installs globally,at 43%,followed by fintech apps at 36%,travel apps at 30%,and e-commerce apps at 24%.The lowest share of impressions is seen by gaming
35、apps at 5%,and entertainment and social apps,which both sit at 11%.This makes sense when considering that verticals like games traditionally have a click-based attribution methodology,but it also demonstrates a significant opportunity for less impressions-focused marketers to dip into a potential sw
36、athe of new users that perform better when exposed to a longer journey to install.Share of impression vs.click based installs by app verticalBusinessE-commerceEducationEntertainmentFinanceFood&DrinkGamesHealth&FitnessLifestylePublicationsShoppingSocialTravelUnknownUtilitiesImpression based installsC
37、lick based installs10%20%30%40%50%60%70%80%90%100%0%13Gaining visibility with view-through attributionShare of impression vs.click based installs by regionGlobalDACH&NordicsFrance&BeneluxU.K.&IrelandSouthern EuropeMENAINSEAJapanSouth KoreaLATAMU.S.&Canada10%20%30%40%50%60%70%80%90%100%0%At the regio
38、nal level,the numbers are less variable but do chart notable differences.The highest share of impression-based installs can be seen in Japan at 17%,followed by France and Benelux at 13.7%,MENA at 11.3%,and INSEA at 10.2%.The region with the lowest share is LATAM at 7.6%.The U.K.and Ireland,and U.S.a
39、nd Canada are the next lowest,at 8.6%and 9.1%,respectively.While the regions with lower shares have ample opportunity to increase their VTA efforts,the platform types and most prominent verticals also need to be considered strategically.A multi-touch strategy that emphasizes impressions in an Androi
40、d-forward,gaming-centric market likely wont yield the same results as,say,food and drink in a market with a high proportion of iOS users.Impression based installsClick based installsGaining visibility with view-through attribution14Another VTA factor that sheds light on user behavior around clicks v
41、s.impressions is time intervals.In this context,time intervals can be explained as how long after the engagement that an install took place.On the impressions pie,we see that 35%of installs attributed take place within the first half an hour,the next 19%up until the second hour,and another 9%between
42、 three and four hours.Pivoting to clicks,an enormous 65%of click attributions take place in the first half an hour,with the next 16%coming through between hours one to two.With the impressions breakdown somewhat more varied,the value of turning VTA on in the first placeor perhaps extending the windo
43、wis demonstrated.With a click-only approach,youll get clear,crucial information on the click,but its highly likely that you wont have the full overview,as the impression attributions can take a bit longer to flow in.Of the 65%of attributions you get for the first 30 minutes,youre actually only getti
44、ng one(albeit very important)piece of information.For example,by continuing with a last-click model and subsequently having VTA turned on,you can gain the complete picture of exactly how impressions are driving cross-platform campaign success,and how they are influencing,lifting,or assisting the fin
45、al clicks,while still attributing the platform that drove it.19%6%7%4%4%6%9%35%1%9%Impression-based install time intervalsClick-based install time intervalsTime in hours0324+The time interval breakdown 16%65%2%1%2%1%1%2%7%3%Gaining visibility with view-through attribution15PART
46、 3 Snapshots of VTA in actionBanner:This ad type is rectangular in form,existing either in the top or the bottom of a mobile screen,and is either static or animated via rich media.Although banner ads are the most popular mobile ad type,users are used to seeing them often and can develop“banner blind
47、ness”.To determine if impressions of banner ads are effective in driving conversion on other channels or later in the user journey,marketers can utilize VTA.Video ads:The drop-off noted for VTA for video ads is usually more gradual than for interstitial display ads,as statistically,video ads are bet
48、ter at capturing and engaging users attention.When VTA is combined with click-through attribution,marketers can gain a fairly accurate picture of the strength of their video ads.Common ad types marketers utilize VTA to measurePlayable and interactive video ads:Interactive and playable video ads beho
49、ld a 7x higher engagement rate than standard banner ads.Because these ads often have low click-through rates but can significantly impact a users actions later,they are a top use case for measuring VTA.When a user sees a playable ad,they might not be ready to hit a CTA but the immersive nature of a
50、playable ad increases ad recall and the likelihood of users returning organically and completing an in-app action.Interstitial ads:These are full-screen ads that cover the interface of their host app,typically appearing between content or gameplay.Once shown to a user,the user has the option to eith
51、er tap the ad or close it.While a user often must interact with the ad by tapping it to close or to learn more,the CTR is often misguiding.Using VTA,marketers can see if impressions of an interstitial ad favorably impact a campaign.Gaining visibility with view-through attribution16UNDERSTAND THE VTA
52、 MODELThis starts with mapping the full customer/user journey specific to your app.For instance,if a user first sees an ad on TikTok but later clicks and installs on another platform,its correct to attribute the install to the click.But confirming the role TikTok played in driving the install is cru
53、cial to thorough campaign measurement.Think about it this way:With a click-only model,you might see 50 conversion events for one partner.When you turn on VTA,you may see this number increase to 150.This would mean that the 100“extra”conversions were likely previously being attributed to organic but
54、were at least influenced by ads.Our perspective:5 VTA best practices123DETERMINE YOUR IDEAL VTA WINDOWStart with the industry average VTA window length of 24 hours and iterate from there.Below,we have some industry benchmarks by vertical for your reference as well.We recommend experimenting with a l
55、onger window as its likely youll capture more attribution insights.If you make your window too short,theres a good chance your paid efforts will go uncredited.Note that strategies will vary by vertical,target audience,geography,and campaign.Examine the impact of your other marketing activities(both
56、online and offline),your apps brand awareness,and the strength of your campaigns creatives to determine the best VTA window for specific campaigns.For example,if youre utilizing an interactive ad format,test lengthening your VTA window as these ads tend to have greater recall.TEST YOUR SKADNETWORK S
57、ETUPSince the update of SKAdNetwork(SKAN)2.2 in 2021,SKAN has supported VTA for advertising formats,including audio,video,and interactive ads.Before publishing your VTA retargeting campaigns,first,make sure the ad exchanges you work with have made the needed changes to their SDKs to support VTA.Next
58、,test your SKAN conversion value mapping setup to ensure its optimized.If you need help with this,Adjust supports all our clients via Conversion Hub and our wider SKAN and iOS Solutions.Once these two steps are completed,youre ready to measure VTA on your iOS campaigns.COMBINE VTA WITH CTAMonitoring
59、 clicks on call-to-actions(CTAs)is important,and marketers would do well not to take a“VTA vs.CTA”approach but rather a“VTA with CTA”approach to more holistically measure ad performance.For example,marketers can utilize CTAs to attribute installs from a user viewing an ad and then clicking on the ad
60、s CTA.Then,to further monitor lift,marketers can set a specific period after an ads initial exposure and use VTA to track installs and clicks linked to that exposure.UTILIZE A COMPREHENSIVE MEASUREMENT SOLUTIONVTA does not replace last-click attribution,but a last-click-only model will not provide h
61、olistic or all-encompassing insights into true campaign performance.By understanding how channels and campaigns interplay,you will see the full value of VTA.You also dont miss out on any insights due to human error while manually tracking your VTA results.Instead,partner with a mobile measurement pa
62、rtner to ensure your attribution data is accurate,to easily spot trends,and to automate campaign management.With Adjusts end-to-end mobile measurement and analytics suite,marketers can define their attribution windows on any impression and separate click-based and impression-based installs for easy
63、analysis.4517Gaining visibility with view-through attribution“Todays CTV landscape has reached maturity and influencing viewers to drive downloads,grow subscriptions,and increase time spent in app is exceedingly difficult.This is where view-through attribution comes into play.Samsung Ads sees intrin
64、sic value in measuring the ability of an ad to influence conversion,whether thats from CTV to mobile or CTV to CTV.The ability to influence the conversion is Samsung Ads current focus.By ingesting the attributed and unattributed events from our advertisers in partnership with their preferred measure
65、ment partnerslike Adjust we are able to feed this information into our Smart Outcomes performance models which focus on specific KPIs,such as CTV app install.The true impact of VTA for CTV can be realized when marketers marry this event data with our powerful solution.This empowers marketers to not
66、only deliver results using VTA but to continue improving their advertising over time.”Aubriana LopezData Strategy Product MarketingIndustry benchmark VTA windowsVTA window lengths vary across industries,verticals,business models,and campaigns.The key thing to keep in mind is the consideration phase
67、and its role in the path to conversion;i.e.,how long we determine that users need to make relevant purchases.We suggest these windows as a jumping off point for key verticals to begin testing.ALL VERTICALSFINTECHE-COMMERCE24 hours32.5 hours30 hoursGAMING APPS(NON HYPER CASUAL)24 hoursENTERTAINMENT28
68、 hours18Gaining visibility with view-through attributionGaining visibility with view-through attribution19Connected TV(CTV)ads have higher visibility and greater ad tolerance than ads viewed on mobile devices.However,many marketers overlook CTV due to its lower click rates.Using VTA,marketers can ob
69、tain more accurate performance measurement of their CTV ad campaigns as well as identify the uplift they provide on their other channels.Plus,CTV is our most recommended“new channel”for marketers looking to diversify their advertising mix in 2023,so its a win-win.Hot take:Utilize VTA for holistic CT
70、V ad measurementWhy CTV is worth your efforts:2 PEOPLE REMEMBER ADS ON CTV BETTERSource:MNTN46%33%12%9%recall CTV adsrecall social media adsrecall mobile game adsrecall website ads1 MORE PEOPLE THAN EVER ARE STREAMING VIA CTVU.S.viewers consuming video content 202382%Gaining visibility with view-thr
71、ough attribution20HOUR 0 User views a mobile adHOUR 4 User views ad on CTVHOUR 8 User clicks on mobile adGijsbert Pols,PhDDirector of Connected TV and New ChannelsHOW TO MONITOR CTV CAMPAIGNS WITH VTA?EXAMPLE:AD VIEWS ON TIKTOK DRIVE MORE AND LONGER STREAMING VIEWERSHIPTV tech company,Samba TV,found
72、 that 97%of TikTok campaigns led to a viewership uplift in streaming platforms of 159%.And,those who were exposed to the ads on TikTok streamed for 26%longer than those who werent exposed.Not bad,right?“Track the average number of assisting engagements per conversion.In other words,see how many ads
73、your audience needs to see in order to convert to another channel,such as search.”CTV COMES IN FOR THE ASSIST3 VTA PROVIDES INSIGHT ON THE IMPACT OF A CTV ADGaining visibility with view-through attribution21AppAllLast 7 daysCompare toNo comparisonCountryAllAssisted channelAllAttribution typeAllAssis
74、ted installsCTV Partner WaspCTV Partner XackCTV Partner YolkCTV Partner ZipsTop 5FilterPartner ASelf attributing NetworkPartner BCTV impressions assisting other channels00.1M0.2M0.3M0.4M0.5M0.6M0.7M0.8M0.9M1MMonitor CTV assists(VTA)with Adjusts CTV AdVisionArthur QuerouCEO&Co-Founder“Adjusts Assists
75、 Dashboard is the best answer to measuring TV advertising efficiency out there.”“A recent study found that in 2023,more than 80 percent of viewers will watch video content via connected TV apps.CTV advertising presents a significant area of opportunity for app marketers,but because the journey from
76、CTV to mobile isnt necessarily immediate,the right view-through attribution approach is required to fully capitalize on the effectiveness of this channel.Measuring and optimizing VTA on CTV ads can effectively follow viewers from the top of the funnel through the purchase path to real outcomes and s
77、hould not be underestimated.Today,marketers must ensure they have the right tools and partners in their tech stack.For example,tvScientific simplifies and automates CTV buying and optimization,while Adjust helps marketers to analyze the performance of their CTV ads alongside other performance channe
78、lsincluding view-through attribution.In short,marketers,dont miss out this year on leveraging VTA for your CTV ads.”David KoyeCo-Founder and CPO22Gaining visibility with view-through attributionGaining visibility with view-through attribution23Re-examine the user journeyUnderstand where impressions
79、or“assists”may be providing uplift throughout the user journey.Set up your VTA modelBased on your apps vertical,geography,and ad type,create your VTA model.Build a holistic measurement strategyBecause VTA can touch your other channels,you must work from a comprehensive overview of your marketing cam
80、paigns.Test and optimizeFinding the ideal windows and channels for your specific campaigns can only be achieved through rigorous testing.However,when done well,it can lead to exponential growth!In short,while VTA does not impact your click-based or last-touch attribution models,it does elevate and a
81、dd granularity to campaign and performance measurement.This is critical,as 53%of marketers declare“minimal understanding”is the biggest challenge of effective marketing attribution.You dont have to be one of them.By taking all ads that were served to your end user into account with VTA,you can compr
82、ehensively understand which impressions influenced installs and conversions,where uplift has been provided,and which campaigns,ads,platforms,and channels assist each other.Marketing teams can then leverage these insights to decrease CPA and drive higher ROIBottom line:Theres no reason not to add VTA
83、 to your marketing strategy.Use VTA to piece together the full user story,examine the full-funnel impact of your marketing channels,and make better-informed decisions for optimization strategies.CONCLUSION Put VTA in your field of visionADJUSTS STEPS FOR VTA SUCCESS1234Gaining visibility with view-t
84、hrough attribution24Adjust is trusted by marketers around the world to measure and grow their apps across platforms,from mobile to CTV and beyond.Adjust works with companies at every stage of the app marketing journey,from fast-growing digital brands to brick-and-mortar companies launching their first apps.Adjusts powerful measurement and analytics suite provides visibility,insights and essential tools that drive better results.Adjust is owned by AppLovin(NASDAQ:APP),and is headquartered in Berlin,Germany.ABOUT ADJUSTadjustcomadjustcomLearn more about Adjust at:wwwadjustcom