Marketing performance articles tend to focus on apps focused on IAP and subscription revenue. Apps that have a meaningful amount of revenue earned by in-app advertising face different sets of challenges. We aim to add clarity and provide feedback on some successful methods for managing campaigns on ad-supported apps.
Many of our customers tap the AdLibertas platform to build custom KPIs to monitor their app’s performance, and the one constant we see is an absolute variety of metrics that app developers use to track their app’s performance.
Since one of the early questions we get with new customers is “which KPIs would you recommend” we thought it important to write up some of the findings we’ve seen, taught to us by our customers.
“First-party data” often gets a bad rap, and has become just another synonym for data onboarding and lookalike audience targeting. This means the term now comes with plenty of baggage, often including hugely negative connotations around shady data marketplaces and invasions of user privacy.
But what does “first-party” really mean?
When onboarding new customers, one of the most common questions we get is “how reliable are predicted LTVs? Put another way, this becomes the single biggest question that every marketer faces: how confident should I be in the projected success of my campaigns?
We share some of our expertise in how you can shortcut gaining confidence in your predicted LTVs by relying on historical predictions.
We’ve learned to be beneficial, data needs to be easily available, understandable, and actionable. Applied correctly data is a tool to make team’s lives easier and help them achieve their goals and drive forward KPIs. Applied incorrectly it becomes a tool no one knows how to use and will be ignored.
We cover how teams use data effectively, and those who don’t.