کارگاه آموزشی ابزارهای بهینه سازی تبلیغات دیجیتال توسط باهره همراز در چهارمین همایش آینده وب و موبایل

1. Digital Advertising
Campaign Optimization
Bahereh Hamraz
Senior Product Specialist

2. Review
Publishers
offer
inventory and
data on users
Ad Tech helps
manage and
optimize
Agencies craft
messaging
and plan
media
channels
Brands need
to influence
customers
#FOWM#FOWM

3. Today we’re going to focus on
APPLICATIONS as our product
#FOWM#FOWM

4. Take care of these 2
simultaneously
Marketing AnalysisIn-app Analysis
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5. In-App Analytics: Appsee
• Conversion Funnel
Reveal the reasoning for the success or failure of your specific in-app goal
#FOWM#FOWM

6. Conversion Funnel
1. Funnels  Create Your First Funnel
2. Put a name for your funnel (e.g. Registration)
3. Select the device type
4. Step type: Screen View/Screen Action/a Custom Event/a Session Start
5. Add steps
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7. Conversion Funnel
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8. Conversion Funnel
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9. In-App Analytics: Appsee
• Conversion Funnel
Reveal the reasoning for the success or failure of your specific in-app goal
• User Retention
User retention feature enables you to understand how often your users return to use your
app in a given time frame
#FOWM#FOWM

10. User Retention
• The information presented through cohort analysis
 It needs a time frame and a date bucket. E.g. 30 days-Weekly
• Check to see how your app optimization efforts impact user retention
#FOWM#FOWM

11. User Retention, Analysis
• Retention Stats
• Session Frequency
#FOWM#FOWM

12. User Retention, Analysis
• Retention Cohort Analysis
#FOWM#FOWM

13. In-App Analytics: Appsee
• Conversion Funnel
Reveal the reasoning for the success or failure of your specific in-app goal
• User Retention
User retention feature enables you to understand how often your users return to use your
app in a given time frame
• Action Cohort
Action cohorts enables you to understand how often your users return to the app and
perform certain actions in a given time frame.
#FOWM#FOWM

14. Action Cohort
1. Conversions  Action Cohorts  Create Your First Cohort
2. Name your cohort – a relevant process you’d like to measure
3. Select the time frame you’d like to include data from. E.g. include session from 1 month ago
4. Select the fist action
5. Select the second action
You will then see how many of the users that performed the first action, came back and
performed the second action.
For example: Users that have started a session and then came back and visited a screen
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15. Action Cohort
When a user performs the second action, it is counted for every first action that was
performed in the timeframe, not just the latest one.
#FOWM#FOWM

16. Take care of these 2
simultaneously
Marketing AnalysisIn-app Analysis
#FOWM#FOWM

17. Marketing Analysis
What is Attribution?
Attribution is the process of identifying a set of user actions (“events”) across screens and
touch points that contribute in some manner to a desired outcome, and then assigning
value to each of these events.
Methodologies
Single
Event
Attribution
Multiple
Event
Attribution
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18. #FOWM#FOWM

19. Identifying Users Across Screens
• Deterministic Approaches
Relies on personally identifiable information
(PII)
- Like an email address, a phone number,
credit card information
When a user logs in at any point across
multiple device, PII can associate those
device IDs in a device graph.
Identify or target the same user across
multiple screens.
• Probabilistic approaches
Relies on anonymous data points.
- Like device type, OS, location data, time,
IP
Based on these signals, probabilistic
techniques attempt to determine the
devices that are likely being used by the
same person.
#FOWM#FOWM

20. Third Party User Identification
• Device Matching
- Attribution window
• Fingerprinting
- Attribution window
• Reattribution
- Inactivity period
- Reattribution window
#FOWM#FOWM

21. What is Callback?
Callback or Postback is a predefined ping made by your 3rd party tracking servers to
your servers when certain events are triggered.
 predefined callback vs. custom callback?
#FOWM#FOWM

22. Mobile Ad Fraud
Eats your UA budget Hides your best channels Ruins your data accuracy Wastes your team’s time
You won’t know
which channels
deliver high-quality
traffic
You pay for fake
installs that don’t
belong to real users
You focus on
incorrect statistics
You don’t see data
patterns that help
you spend smarter
#FOWM#FOWM

23. Mobile Ad Fraud
We can group all types of fraud in two categories:
1. When a fraudster spoof ad engagements, like view or clicks  Spoofed Attribution
2. When a fraudster spoof app activities, like installs, sessions and events  Spoofed
Users
Spoofed
Attribution
Real Traffic
Spoofed
User
Spoofed
User
AppActivity
Ad Engagement
Real
RealSpoofed
Spoofed
#FOWM#FOWM

24. Spoofed Attribution
• Methods:
- Click Spamming:
Gaining attribution for users by randomly matching device IDs or fingerprints.
- Click Injection:
Create fake clicks during the download of an app, claiming attribution with
an impossible to beat ‘last click’.
#FOWM#FOWM

25. Spoofed Users
• Methods:
- Simulators:
Simulators on cloud computing services running Android apps that were pretending
to be real users.
- Device Farms:
where real devices and actual humans created non-genuine app activities.
- SDK Spoofing:
Faking the requests made from an app to servers of attribution companies and app
publishers, instead of actually running the app. By broken encryptions and hashed
signatures.
#FOWM#FOWM

26. What’s the Solution?
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27. How to Detect Click Injection
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28. How to Detect Click Injection
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29. How to Detect Click Injection
#FOWM#FOWM
Click on
Ad Media
App Store
Redirect
App Download
Initialized
CLICK INJECTION:
content provider exploit
Install Finished
On Device
Action_Package_Added
Broadcast
CLICK INJECTION:
Referrer Broadcast
First Open:
SDK Initialisation
Google play new Referrer API helps!

30. Device Ranking
#FOWM#FOWM
• It’s a BAD idea!!
Why?
- It’s useless to prevent even the simplest approaches to fraud.
- It rejects legitimate organic conversions.
- It’s an intrusion into users’ privacy.
So?

31. Attribution Tracking Partners
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32. Attribution Tracking Partners
#FOWM#FOWM

33. Hamraz@sabacell.ir
+98-9102261431