Race car drivers know optimal engine performance depends on the quality of oil they use. Mobile attribution and measurement work similarly based on the quality of data signal sent and received. The richer and cleaner the signal sent by media partners to the Kochava attribution engine—the more accurate the attribution and ability to analyze trends, and optimize marketing channels. Signal clarity is an assessment of the integrity, reliability, and breadth of the data stream flowing between a media partner and a mobile measurement provider (MMP). Every part of the signal is important for optimization, from creative IDs to in-app events.
Rich data from media partners to MMPsFor the attribution engine to work best, it needs good campaign data from partners so the MMP can attribute and in turn provide solid data for measurement and analytics. Data sent from media partners to an MMP come in the form of impression and/or click records that describe the serving of an ad (impression) and a user’s engagement with that ad (click). Within these impression and click records, partners can pass valuable data elements which facilitate optimization and deeper attribution insights. The key elements that contribute to a good signal include:
- Impression stream: device ID, site ID, creative ID
- Click stream: device ID, site ID, click ID, creative ID
- Are they sending clicks only, or impressions and clicks?
- Do they report site IDs to help optimize on the publishers that are driving the best traffic?
- Can they pass creative IDs to facilitate efficient A/B testing?
Rich data from MMPs to media partnersData sent from MMPs to media partners are postbacks that report installs and/or in-app events that occurred as a result of the ads served by the media partner. These give partners real-time feedback for campaign optimization, machine learning, partner reporting, and other functions. Not all media partners can receive the same type of postbacks, and it’s important to know what data they are capable of sending to and receiving from MMPs. Questions to ask your media partners about data they receive:
- Can they receive installs and in-app events?
- Installs are an indicator of successful acquisition, but knowing which users converted through in-app events tells a broader story of how valuable those acquired users are. In-app events inform marketers on CPA (cost per action) models based on campaign goals and also perform auto-optimization (app event optimization) of certain events based on inventory.
- Can they observe a percentage of users delivered by a particular segment of inventory from a publisher?
- Marketers can see which users completed an event and use the information to allocate ad spend to a particular channel. They can also apply the information to suppress certain audiences for reengagement of certain users.