Getting the complete picture of your monetization was easier when the app economy was dominated by IAPs. Back then, app publishers were able to attribute the revenue to users directly when an in-app purchase occurred.
As the global app economy continues to grow and mobile advertising leads the way as the most popular and profitable revenue model, access to granular ad revenue data becomes increasingly important. The best part is that now it’s possible to capture ad revenue at user-level.
With such a deep level of detail, bringing in users that you can actually monetize is no longer a guess attempt as you gain the ability to identify ad whales.
And guess what? Libring can help you with all of this! Our Events API gives you quick access to user ID level information. One of the many things you can do is create reports to track your acquisition campaigns performance and tie them to your monetization efforts at the lowest level of granularity. You can also use Libring as a single place to combine data coming from your SSPs, DSPs and attribution partners of choice.
What’s a better place to generate any kind of report than Libring? Want to take a look? Here is how we piece things together to help you connect the dots and spot ROI per user acquisition campaign in order to speed up the time-to-profit:
1. Select the Right Metrics, Dimensions and Reports
First things first: carefully select the metrics and dimensions that provide you with the information you want to see.
Next, we need to choose the right report from each partner. That is the one where the selected metrics and dimensions are made available in the same API call. Sometimes choosing the right data set requires some digging, as a partner can provide different reports with multiple combinations of dimensions and metrics.
Libring also takes the extra step to align timezones from each report so you get a snapshot that compares “apples to apples”.
Now, before your blood pressure spikes, we know reporting is not easy. There are many tasks you have to fulfill in order to finally have clean data to perform your analysis. But we take care of them all for you.
2. Aggregate Data
Once you’ve mapped the metrics and dimensions for each connection, we automatically
collect, aggregate and normalize all your reports so you can see them organized under one roof. Then we can start building the interactions between the different data sets.
3. Map Your User’s Journey
Now we build a data foundation layer to help you extract insights about your user’s journey. Forget math! Our solution gives you access to calculated metrics (such as DAU, Churn, LTV, ROI, etc) and generate all the reports you need to measure your app performance at user level around any dimension you need.
4. Gain Insights: Optimize your UA spend, boost monetization, increase and speed up ROI, and identify whales
Having access to a holistic view of your app performance at user-level makes connecting the dots possible. Imagine a defined line between how much money you are spending on acquisition and how much money new users are bringing in to your app. This way you can increase the spend on the channels that are are more valuable to try to acquire additional similar users.
Let’s take a look at an example (image below): we can see the ROI for 4 different campaigns in D0, D3 and D7. On average the users of this specific app churn by Day 7. Time is an important component here! Having a clear view on how to speed up time-to-profit makes a huge difference. After all, why would you keep spending your UA budget on campaigns that don’t perform well? Take that money and put it where it matters!
Campaigns Tracking and Reporting
In this case, each of the 4 campaigns performed differently. This grid visualization enables you to easily spot which campaigns are falling behind, so you can make informed decisions to boost performance.
The first campaign (FB_Android_57) kicked-off with a good ROI that has improved on D3. This is marked as a positive campaign and highlighted in green.
The second campaign (FB_iOS_43) had a good start but its performance stalled on D3, which is marked in yellow. You should keep an eye on campaigns like these, as they can turn into a negative campaign quickly. Consider pausing it and allocating that money to the first campaign instead.
The third campaign (FB_iOS_27) had a rough start, with D0 already highlighted in red, but has recovered slowly to the yellow range. In this case, you should wait and see how it performs on D7 before you make any decision.
And, finally you see the fourth campaign (FB_Android_35) that has shown no improvement from D0 to D3, remaining in the red the entire time. This campaign should absolutely be paused and funds reallocated to either the third or first campaigns.
This is just one of the many examples of what you can do with Libring’s Events API; it has the capability of processing user-level data from a whole variety of sources.
Setups like this are an ongoing process that enables you to optimize your UA spend and select the partners that are more valuable to you, boost your monetization, increase and speed up ROI, and identify whales (see report below).
Let’s face it: making more money is the end goal. It comes at no surprise that data and analytics play essential roles when you need to make strategic decisions. With Libring, you get accurate data on a daily basis to run any report you need to help your decision making process.
Want to give Libring a go? Request a 7-day free trial now!