New guide details best practices and use cases
for impression tracking so app marketers can gain campaign
visibility to better measure and optimize overall
performance
SAN FRANCISCO, June 13, 2023 /PRNewswire/ -- The measurement and
analytics suite Adjust today released "A Mobile Marketer's
Playbook for View-Through Attribution", detailing best
practices for implementing this trending attribution method.
View-Through Attribution (VTA), commonly known as impression
tracking, helps marketers better analyze and optimize campaign
performance, increase ROI and ultimately drive more revenue. Adjust
analyzed apps globally with VTA settings enabled to better
understand the relationship between clicks, impressions and
installs over time, and found that fluctuations don't always go
hand-in-hand.
A spike in impressions can also pull the number of clicks up
with it, and, conversely, a decrease in clicks does not always lead
to a decrease in installs. For example, February 2022 saw a click decrease of 16%
globally compared to the previous month, which correlated 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 only bounced back 11%.
"VTA is crucial to measuring and understanding overall campaign
performance strategically and holistically," said Reggie Singh, Adjust Director of Partnerships.
"In light of greater privacy measures, such as Apple's iOS 14.5 and
Google's upcoming Privacy Sandbox on Android, every little bit of
insight into the user journey counts. It's great to attribute an
install to a click, but it's even more powerful to know if more
clicks, and ultimately conversions, occur after impressions have
been served on a specific channel."
VTA helps app marketers identify lift on or from platforms like
Facebook, Instagram, TikTok, Snapchat, and Twitch by looking at
purchase intent, brand awareness and favorability. Snap Inc.'s Head
of Marketing Science, Youmna
Borghol, noted that, "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.
However, when exposed to ads, many users don't want to click out of
that experience, and in most cases, they complete the purchase
later."
Among a host of key insights, the guide explores:
- Share of VTA-based installs globally and by
vertical. The top-five regions with the highest shares of
impression-based installs are Japan (17%), France and Benelux (14%), MENA (11%), INSEA
(10%) and the U.S. at nearly 9%. Food and drink apps have the
highest proportion of impression-based installs globally, at 43%,
followed by fintech (36%), travel (30%), e-commerce (24%),
entertainment and social apps (both 11%) and gaming (5%).
- Industry VTA window benchmarks. As VTA window
lengths vary across industries, verticals, business models and
campaigns, Adjust recommends setting vertical-specific windows when
kick-starting VTA efforts, spanning from 24 hours for gaming to
32.5 hours for fintech apps.
- Difference in install share by operating
system. Android's average share sits at 9.2%. iOS is
significantly higher at 14.1%. This is largely because the app
categories most commonly downloaded on iOS, such as e-commerce,
food and drink, and lifestyle, are often more VTA-friendly. Android
drives a much larger proportion of mobile game downloads, which are
often from high-intent, click-centric campaigns.
- VTA for holistic CTV ad measurement. With ad recall at
46% on CTV vs. 9% on website ads, CTV is the most recommended
channel for marketers looking to diversify their advertising
mix.
For additional findings, download the full ebook here.
About Adjust
Adjust 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.
Adjust's 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.
Media Contact
Joshua
Grandy
pr@adjust.com
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