After the deprecation of Apple’s IDFA and Google following suit with GAID in the near future, user-level tracking isn’t what it used to be. Where we once were able to use unique device identifiers to track the user journey on iOS, we have now had to combine metrics from different sources to make the best educated guesses. That is until we launched Audiencelab.
Audiencelab tackles tracking from a different perspective. There is no going back to the same kind of user-level tracking as we had with IDFA. Instead, we do it on a creative level. Audiencelab brings back visibility from the creative to the app store page all the way to in-app events. With real-time data on hand, you can optimize and adjust your UA campaigns effectively and double down on the best-performing creatives.
Optimized creative performance
Not all ads are created equal, and what resonates with one user might not work for another. By tracking in-app events such as purchases, level completions, or tutorial completions—segmented by the specific ad creative that brought the user in, you can identify which creatives drive the highest quality users. This goes beyond click-through and install rates, offering insights into which creatives lead to long-term engagement and in-app conversions.
For example, an ad focusing on the gameplay mechanics of a mobile game might attract more dedicated players, whereas an ad highlighting the storyline might appeal to users who churn quickly. Knowing this allows you to optimize your ad spend towards creatives that drive high-value actions within the app.
Enhanced retention strategies
Retention is one of the most critical metrics for any mobile app or game, as it directly impacts revenue and growth potential. By tracking retention by ad creative, you can understand which campaigns bring in users who stick around longer.
For instance, if users acquired through a specific creative have a higher Day 7 retention rate, you can use this information to inform your user acquisition strategies. It’s also possible to use these insights to refine creatives, aligning them more closely with the attributes of your most loyal users.
Personalized user experience
Tracking in-app events by ad creative enables a more personalized user experience. When you know which creative a user interacted with, you can tailor in-app messages, promotions, and even the onboarding process to align with the themes or promises made in the ad.
For example, if an ad highlighted a particular feature of the app, ensuring that new users are guided towards this feature first can create a seamless experience, increasing the likelihood of retention and engagement.
Improved user segmentation
Segmenting users based on the ad creative they interacted with allows for more refined audience targeting. You can create user segments not only based on demographics or device but also on the psychological triggers that prompted them to install the app.
These segments can then be used for re-engagement campaigns or personalized in-app content, improving the overall user experience and increasing the likelihood of conversions. For example, users attracted by an ad highlighting premium features can be targeted with in-app offers for a premium subscription.
Data-driven decision making
One of the core benefits of creative-level attribution is the ability to make data-driven decisions. This granular level of tracking allows you to understand the full customer journey, from the first ad impression to the user’s lifetime value (LTV).
With this information, you can allocate budget more effectively, choosing to invest in creatives that not only drive installs but also lead to long-term revenue. This helps in optimizing both user acquisition costs and return on investment (ROI).
Creative testing and iteration
Knowing which creatives perform well in terms of in-app events and retention allows for better creative testing and iteration. If you find that certain themes or messages resonate better with high-retention users, you can refine these elements in new creatives.
This process of continuous testing and optimization is crucial for staying competitive, especially in industries like mobile gaming, where user preferences can shift rapidly.
Conclusion
The benefits of creative-level attribution are undeniable. Tracking in-app events and retention by ad creative is a strategic tool that bridges user acquisition and in-app events. It enables marketers to understand not only which creatives attract users but also which ones retain them, ultimately driving better business outcomes. By leveraging these insights, you can optimize your ad spend, enhance user experience, and make more informed decisions that propel your app to success.
Now is your chance to get insights with Audiencelab. If you want to learn more, reach out to us 💌
