AppsFlyer, a mobile attribution and marketing analytics company, announced its new Ad Revenue Attribution solution. This first-to-market solution enables mobile publishers to take all sources of revenue — including advertising — into consideration when assessing the overall lifetime value (LTV) of their users. This allows for a holistic approach when optimizing their user acquisition efforts. At launch, Ad Revenue Attribution is available across several key in-app advertising providers, including: AdColony, AdMob, AppLovin, Chartboost, ironSource and Unity Ads. The product is now out of beta and available for AppsFlyer customers worldwide.
“Previously, only the most advanced marketers were able to include ad revenue in their LTV calculations as this required setting up a number of custom integrations in a third-party business intelligence platform, which is both challenging and time consuming. As a result, many marketers were left to optimize their campaigns based on an incomplete LTV calculation,” said Matan Tessler, Head of Product at AppsFlyer (pictured top left). “Ad Revenue Attribution will eliminate this problem moving forward so marketers will be well informed and able to make campaign decisions that will maximize their ROI.”
App Annie’s recent App Monetization Report forecasted that in-app advertising revenue will reach over $50 billion this year and will grow to over $70 billion by 2020 — marking an increase in share of total app revenue from 58 percent to 62 percent from 2015 to 2020. As such, Ad Revenue Attribution will be of increasing importance in the future, particularly among gaming, utility and lifestyle app publishers whose business models rely heavily on ad revenue.
“Mobile publishers want a 360-degree view of their marketing, and it’s crucial to measure the impact in-app advertising plays in driving user engagement and publisher monetization. With the right mix, acquisition and monetization should be complementary, and it’s critical to see which partners are delivering the strongest results,” said Bryan Buskas, Chief Customer Officer, AdColony. “The opportunity to inform better targeting, smarter user acquisition and more effective monetization through ad revenue tracking support is a step forward for both publishers and the overall ecosystem.”
By matching in-app ad revenues with marketing activities, Ad Revenue Attribution provides marketers with timely access to revenue data. These insights inform decisions about campaign optimization, retargeting and user segmentation without having to set-up or train the team on a separate, overly complex real-time business intelligence system. AppsFlyer customers can enable Ad Revenue Attribution in a matter of minutes by providing a few pieces of information when they’re logged into the platform like their Account ID — once they’ve saved the information, the ad revenue data will begin syncing automatically, as in-app events already do.
“For the past few years, most marketers have been optimizing based on an incomplete calculation of their customers’ LTV. Marketers optimized their campaigns and initiatives based on looking at an LTV that showed only half of the picture,” said Yevgeny Peres, VP Growth, Developer Solutions at ironSource. “Our goal at ironSource is to simplify complex processes for developers to empower them to run their app businesses more successfully. Adding ad monetization revenue data to the equation will not only help mobile marketers make the leap to full ROI-based media planning, but adds a valuable level of sophistication to the entire app marketing ecosystem.”