This document discusses the three waves of mobile app marketing: acquisition, engagement, and ROI. It argues that most marketers start with acquisition-focused install metrics but that engagement and ROI waves provide more meaningful metrics like retention, in-app events, and linkable revenue. The ROI wave incorporates robust measurement of cost, fraud prevention, and linking user acquisition channels to lifetime value. Mastering all three waves is positioned as allowing marketers to make the most informed decisions.

1. The 3 Waves of
Measure Yourself:
Which Wave Are You Riding?
App Marketing
Daniel Junowicz - Managing Director Latam @ AppsFlyer
Twitter: danieljunowicz
Gustavo Victorica - Co-Founder & COO @ Recargapay

2. #1
Global market leader
in mobile attribution
& marketing analytics
250B
Mobile actions
measured globally
per month
3x
Growth in traffic
in LATAM (2015 vs. 2016)
3 + 3
Staff in LATAM:
• CSM
• Support
• Partner development
• Sales
70+
Customers in LATAM

4. Machine Zone CEO
Gabe Leydon
IS CONCERNED…

6. From MEDIA
COMPANIES
From
MARKETERS
Lack of
Transparency
Lack of
Progress/Awareness

7. What’s the solution?
The emergence of the
sophisticated buyer

9. Channel 1 delivers 60% less installs But generates 2.5X more PURCHASES!
Purchases > Installs
Not all installs are created equal
Source: RecargaPay & AppsFlyer

10. It All Boils Down To
MeasurementData Actionable
Insights

11. The 3 Waves of App Marketing
3rd WAVE
ROI
2nd WAVE
Engagement
1st WAVE
Acquisition
Installs

12. So the only
question is,
which wave are
you riding?

13. The Acquisition Wave
Important milestone in
the funnel
BUT…

14. You can’t go to the bank
with installs

15. And Retention Rates Are...

16. Not much to
ride on
anymore...

17. The Engagement Wave
Guess Who Just Jumped on This Wave?

18. Basic In-App Events
Click /
View
Multiple Channels
Install
App Stores
App Launches
-> Retention
Connect value back to acquiring channel & optimize
Specific
App Activity

19. ✓ Tutorial completion
✓ Facebook registration
✓ Achievement unlocked
✓ Level passed
✓ In-App Purchase
Gaming Travel
✓ Hotel/flight/package
searched/viewed
✓ Registration
✓ Initiated flight checkout
✓ Booking
✓ Product viewed /
added to cart
✓ Registration
✓ Logged-In
✓ Purchase
eCommerce
Vertical Specific In-App Events

20. Rich In-App Events
Basic In-App Event Rich In-App Event
Add to Cart Add to Cart
Content type (tablets)
Content ID (433)
Price (299)
Currency (USD)
Customer User ID (123456)
Date (2/12)

21. Meet specific business goals
Acquire target audience; e.g. moms with
young kids
Pinpoint top media sources to
pinpoint future investment
Network 3
Campaign 1
Publisher 12
Creative 6
delivered moms in their 30s
Rich In-App Events

22. Create Targeted Lists for
Effective Retargeting
Segment-Driven
Retargeting
Viewed Dresses
Price > $100
Personalized
Retargeting
Consumer ID 8888
Items viewed 3434, 4545

23. Create YOUR retargeting model
Know your customer, know your product and
On average each PUSH increases LTV by 0.3%
10 Days Month 1 Month 2 Month 3
Recarga
Bilhete
Unico
Pagamento
de contas
New User

24. Uninstalls
This Happens in LATAM…
A Lot...

25. The Data
Has Spoken

26. Raw Uninstall Data
Analyze uninstalls per device
or user characteristics
Build an audience for retargeting

27. Downloads ≠ Growth
Not a race to burn through your budget
+Retention = + Engagement Opportunities
Channel Installs Monthly
Retention
30 Days
Channel 1 39,000 20% 31%
Channel 2 131,000 2.23% 12%
Channel 3 40,000 15% 56%

28. Feels great riding
the engagement
wave doesn't it?

29. But Are
You Up for
the
Ultimate
Wave?

30. Afraid to Catch
The ROI Wave?
67%Don’t/Can’t Measure the ROI of
their mobile marketing
forrester

31. Chief mobile officer, Mark Connon
One of the biggest myths in mobile advertising is the
perceived lack of data around in-app measurement. This is
a misperception, but a growing number of marketers cite
attribution transparency as mobile’s biggest challenge. The
misunderstanding is born out of the industry’s reliance on
cookies. Obviously, mobile is a cookie-less channel. But
mobile’s measurement capabilities are as good and even
better than those for desktop.
“
“

32. Measure Revenue

33. The Missing Piece in the
Attribution Puzzle

34. Measure Cost
Quantity of Networks
Quality of Networks
CPI, CPA & CPM Support

35. Combating Fraud
IP Filtering &
Bad User Agents
Data/Distribution
Modeling
Raw Data Deep-Dive
& Anomaly Detection
Receipt & Install
Validation

36. The Basics Are All Important Measures
But More is Missing…
Combating Fraud

37. Device-Level, Cross-
Publisher,
Cross-Network
Protection
Combating Fraud

38. You’ve Got the ROI Wave
Congrats! You’re a Measurement Master
The bottom line is that
I know my bottom line

39. Our Business Model is LTV First
All steps of the conversion funnel matter, but ROI beats
all
Channel CPA LTV
Channel 1 $2 $3
Channel 2 $5 $18
Channel 3 $6 $25
Source: RecargaPay & AppsFlyer
LTV Drives All Our User Acquisition Efforts

40. MOBILE IS ACTUALLY THE
MOST MEASURABLE
ECOSYSTEM EVER CREATED

41. UNLEASH
THE SOPHISTICATED
BUYER WITHIN YOU

43. THANKS!
dany@appsflyer.com