How to come up with a robust tracking concept? Learn more about how to pick the right sources for different data and set KPIs that move the business forward. This presentation was a part of Mobile Spree Berlin 2019 organised by Adjust.

1. Rethinking Your Mobile
Tracking Strategy
Ekaterina Petrakova
June 2019

2. Index 01 The Challenge
02 From KPIs to Tracking Concept
03 Building A Tracking Concept
04 Case Study

3. 3
INCUBATION INVESTMENT GROWTH
Rocket Internet incubates and invests in internet and technology companies globally. We provide deep operational support to entrepreneurs and help
them build market-leading companies.
Source: https://www.rocket-internet.com/

4. 01 The Challenge
4
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
ANALYSIS
ENGAGEMENT
CRO
ASO Distribution
Attribution
Monetization
Conversion Funnel
CPA
Activation
Customer Lifecycle
A/B Testing
Deep Linking

5. 5
Acquisition + Retention = Growth
01 The Challenge
Source: Christian Vigne, Mobile Product Expert, Google

6. 01 The Challenge
6
Personalization
Volumes
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
ANALYSIS
ENGAGEMENT
CRO

7. 01 The Challenge
7
Toolset / Channels
Cost / Budget
PRE-LAUNCH
MARKETING DECISIONS
TRACKING
ANALYSIS
ENGAGEMENT
CRO
Stakeholders

8. 01 The Challenge
8
Source: blog.stackadapt.com
The Founder
20% MoM Growth in Sales / Revenue

9. 01 The Challenge
9
Source: blog.stackadapt.com
Mobile Marketing Manager
CPA = $50

10. 01 The Challenge
10
Source: blog.stackadapt.com

11. 11
STRATEGY OPERATIONS
Cost
Revenue
Growth YoY
Sales
Customers
Budget
CPA
Bounce Rate
Conversions
MAU / DAU
CTR
etc.
etc.
02 From KPIs to Tracking Concept
CHANNELS
Push Notifications
Email
Social Networks
In-App Messaging
Search
Offline Channels
etc.

12. 12
Cost
Revenue
Sales
CTR
CPA
Conversions by Placement
CR
Conversions by Territory
etc.
02 From KPIs to Tracking Concept
Social Networks
(e.g. Facebook)
STRATEGY OPERATIONS

13. 02 From KPIs to Tracking Concept
13
DATA
Facebook
Source: Tale About Data by Lior Barak, MED, 29.05.2019
Google GDN Google SEA
Google
Analytics
MMP etc.
Cost etc.AttributionPerformance
Marketing Finance Product

14. 02 From KPIs to Tracking Concept
14
DATA
Facebook
API
Source: Tale About Data by Lior Barak, MED, 29.05.2019
Google
Analytics API
Adjust API
Cost AttributionPerformance
Marketing Finance Product

15. 02 From KPIs to Tracking Concept
15
KPIs Should Simplify Decision-Making Process
at Operational and Strategic Levels

16. Social Networks
(e.g. Facebook)
02 From KPIs to Tracking Concept
16
Facebook API
OPERATIONSSTRATEGY
Adjust API
Google Analytics API
Costs etc. etc.Audience Details
CTAs Performance
Revenue Events
Bounce Rate
Behaviour Flow
Conversions
Revenue etc.Acquired Users
Revenue MAU
etc.
etc.

17. 02 From KPIs to Tracking Concept
17
Audiences In-App Events
Social Networks
(e.g. Facebook)
Facebook API
Adjust API
Purchase Steps
Revenue Event
Revenue
SignupsAudience 1
Audience 2 etc.
etc.

18. 02 From KPIs to Tracking Concept
18
A Good Tracking Concept Enables Targeting the
Right Audience and Optimisation on In-App
Events that Matter

19. CROSS-CHANNEL
03 Building A Tracking Concept
TOOLSET & DATA SOURCES EVENT + CUSTOM PARAMETERS
19
via what channels are we
acquiring users? where do we
pull the data from?
E.G. ACQUISITION

20. CROSS-CHANNEL
03 Building A Tracking Concept
TOOLSET & DATA SOURCES EVENT + CUSTOM PARAMETERS
20
split the KPIs for actionable
and high-level / strategic
reporting.
INVOLVE ALL STAKEHOLDERS

21. CROSS-CHANNEL
03 Building A Tracking Concept
TOOLSET & DATA SOURCES EVENT + CUSTOM PARAMETERS
21
define callbacks and custom
parameters to track as much
information as possible.
FOR TARGETING & SEGMENTATION

22. 04 Case Study
22
Remarketing Channels
Acquisition Channels
UAC
Offline
Organic
Facebook
Website
In-App Messages
Facebook Push
Example: MovingaNow iOS App

23. 04 Case Study
23
Event Name
app_launch
Everytime a user interacts with
the app. Either the app was
freshly launched
Trigger Attributes
language : en
location : Berlin, Germany
locationCity : Berlin
locationCountry : Germany
appVersion : 1.1
deviceModel : iPhone6
deviceType : phone
deviceOS : iOS10
user_id : abc123
sign_in_completed
Everytime a user interacts with
the app. Either the app was
brought to the foreground from
the background
language : en
location : Berlin, Germany
locationCity : Berlin
locationCountry : Germany
locationPostcode : 10243
userName : Ekaterina
userSurname : Petrakova
phoneNumber ; +4917672731783
appVersion : 1.1
deviceModel : iPhone6
deviceType : phone
deviceOS : iOS10
user_id : abc1234
Adjust Events & Attributes

24. 04 Case Study
24
Adjust Events & Attributes
Event Attributes
Event Name Trigger defaultAttributes locationPostcode userName userSurname phoneNumber dropoffCountry dropoffCity etc.
app_launch Everytime a user interacts with the app. Either the app was freshly launched x
app_resume Everytime a user interacts with the app. Either the app was brought to the
foreground from the background
x
log_in User log-in to the app via the main screen or from the menu. x x x x
log_out User log-out. x x
sign_in_started User click on Create Account on the homescreen. x
sign_in_completed
User finishes the account creation process (i.e. filled in all required information
including private and legal address). x x x x x
address_pickup User add the pick up address. x x x x
address_dropoff User add the pick up address. x x x x x x
time_pickup User add the pick up time. x x x x
order_estimate User is o the price estimate screen and every time he edits it on this screen.
x
x x x x x
page_view To be triggered when a user go to a certain page in the app. x x x x
order_review User visit the page with full order details. x x x x x x
order_booked To be triggered when a user books the order (schedule delivery). x x x x x x
voucher_applied User successfully add voucher to the order. x x x x
order_cancel User cancels the order (click "Cancel Order"). x x x x x x
order_complete To be triggered when user sees the screen delivery completed. x x x x x x
customer User makes the first order and the order is complete. x x x x x x
order_edit To be triggered when a user edit the order. x x x x x x
nodate_available User add the pick up time and there's no time slot available x x x x

25. 04 Case Study
25
Tracker Impressions CTR Clicks Installs
Limit Ad Tracking
Installs
Limit Ad
Tracking Rate
Conversion
Rate Sessions Rev. Events
Revenue
(Cohort) € Revenue € Avg. DAUs Avg. WAUs Avg. MAUs
sing_in_complete
d
Organic 38 3 0.0789 73 6 129.98 362.04 16 97 367 13
Facebook 110358 0.0054 595 21 1 0.0476 0.0353 28 7 41 77 1
SEM 12695 0.0028 35 7 0.2 13 3 21 40 7
UAC 4 101 23 177 2018
Website 338 0.1243 42 1 1 1 0.0238 1 2 129.98 129.98 2 6
Instagram 2283 0.0009 2 1
email 1300 0.0008 1
etc. 99
Total 126974 0.0061 780 72 5 0.0694 0.0923 225 9 259.96 527.01 50 344 2517 23
Tracker page_view revenue
revenue
(revenue) € order_estimate
address_
dropoff
order_
cancel order_complete nodate_available log_out
order_b
ooked order_review app_resume app_launch log_in
sing_in_
started address_pickup
Organic 305 6 362.04 79 12 2 2 8 5 2 3 146 69 1 13 13
Facebook 49 27 2 37 33 3 2
SEM 107 40 7 3 2 2 22 16 1 7 7
UAC 41 3 123 118 1
Website 73 2 129.98 13 2 4 1 1 23 1 1 2
Instagram
email
etc.
Total 660 9 527.01 187 26 2 6 15 7 4 9 375 247 3 25 33
Adjust Deliverables

26. 04 Case Study
26
Tracker Impressions CTR Clicks Installs
Limit Ad Tracking
Installs
Limit Ad
Tracking Rate
Conversion
Rate Sessions Rev. Events
Revenue
(Cohort) € Revenue € Avg. DAUs Avg. WAUs Avg. MAUs
sing_in_complete
d
Organic 38 3 0.0789 73 6 129.98 362.04 16 97 367 13
Facebook 110358 0.0054 595 21 1 0.0476 0.0353 28 7 41 77 1
SEM 12695 0.0028 35 7 0.2 13 3 21 40 7
UAC 4 101 23 177 2018
Website 338 0.1243 42 1 1 1 0.0238 1 2 129.98 129.98 2 6
Instagram 2283 0.0009 2 1
email 1300 0.0008 1
etc. 99
Total 126974 0.0061 780 72 5 0.0694 0.0923 225 9 259.96 527.01 50 344 2517 23
Tracker page_view revenue
revenue
(revenue) € order_estimate
address_
dropoff
order_
cancel order_complete nodate_available log_out
order_b
ooked order_review app_resume app_launch log_in
sing_in_
started address_pickup
Organic 305 6 362.04 79 12 2 2 8 5 2 3 146 69 1 13 13
Facebook 49 27 2 37 33 3 2
SEM 107 40 7 3 2 2 22 16 1 7 7
UAC 41 3 123 118 1
Website 73 2 129.98 13 2 4 1 1 23 1 1 2
Instagram
email
etc.
Total 660 9 527.01 187 26 2 6 15 7 4 9 375 247 3 25 33
Adjust Deliverables
Retargeting
Opportunities
Retargeting
KPI
Retargeting
Opportunities
Retargeting
KPI
Retargeting
KPI
Acquisition
KPI
Acquisition
KPI
Acquisition
KPI
Acquisition
KPI
Acquisition
KPI
Acquisition
KPI
Retargeting
Opportunities

27. 04 Case Study
27
order_cancel event
have a screen in an app
use events and custom
parameters for targeting
create a retargeting event
(MMP)
track results

28. ADJ order_cancel -
19:40:02
{
“callback_params” : {
“language” : “EN”,
“location” : “Berlin, Germany”,
“locationCity” : “Berlin”,
“locationCountry” : “Germany”,
“locationPostcode” : “10969”,
“pickupCountry” : “Germany”,
“pickupCity” : “Berlin”,
“pickupStreet” : “Charlottenstrasse”,
“pickupPostcode” : “10969”
“pickupHouse” : 4”,
“datePickup” : “30/01/2019”,
“dayPickup” : “Wednesday”,
“timePickup” : “11:30am_12:00pm”,
“dropoffCountry” : “Germany”,
“dropoffCity” : “Berlin”,
“dropoffStreet” : “Charlottenstrasse”,
“dropoffPostcode” : “10969”,
“dropoffHouse” : “4”,
“transportType” : “S”,
“helpersNumber” : “1”,
“timeFrame” : “1h”,
“priceEstimate” : “89.90”,
“currencyCode” : “EUR”,
“basketSize” : “-89.90”,
“voucherCode” : “123xyz”,
“userName” : “Ekaterina”,
“userSurname” : “Petrakova”,
etc.
},
“partner_params” : {
04 Case Study
28
callbacks are sending data to you
have a screen in an app
callbacks you are sending to
your partner (e.g. FB)
create a retargeting event
(MMP)
choose parameters that define your
audience
use events and custom
parameters for targeting
track results

29. 04 Case Study
29
create a retargeting event
(MMP)
use events and custom
parameters for targeting
have a screen in an app
track results
conversion event

30. 04 Case Study
30
create a retargeting event
(MMP)
use events and custom
parameters for targeting
have a screen in an app
track results
conversion event

31. 04 Case Study
31
create a retargeting event
(MMP)
have a screen in an app
use events and custom
parameters for targeting
track results Tracker
Clic
ks
Rev.
Events
Revenue
(Cohort) € Revenue € revenue
revenue
(revenue) €
order_com
plete
Facebook 34 6 129.98 362.04 6 362.04 2

32. CUSTOM EVENTS + ATTRIBUTES
04 Case Study
DEFAULT KPIS CHANNEL REQUIREMENTS
UNIQUE KPIS PER CHANNEL
32
- impressions
- voucher applied
- customer
- events: revenue, revenue
event, signup
- custom attributes: product
category, city, first name
- clicks
- installs
- sessions
- MAU / DAU / WAU
FOR TARGETING & SEGMENTATIONALWAYS TRACKED

33. Ekaterina Petrakova
June 2019
Thank you

34. © 2019 Rocket Internet SE. All rights reserved.