User engagement can be a challenging task. Users install an app and then go dormant for a number of reasons. For example, a travel app may serve its purpose and then not be launched until the next trip. While Kochava deduplicates users in perpetuity, other partners drop your data after 90 days, meaning you could be paying for the same user when they re-engage with the app after an extended period of time.<\/p>\r\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”9912″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_top=”50″ margin_bottom=”50″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”right” bottom_margin=”30″ column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][vc_column_text]When marketing to connected devices, the \u201cmarketing\u201d details are often not entirely understood. There is so much that happens behind the scenes to facilitate accurate targeting and measuring of mobile campaigns. Too often a marketer doesn\u2019t take the time to look under the hood and understand what factors are impacting marketing efforts. One of these key factors which is often overlooked is data retention.<\/p>\r\n
Data retention affects a marketer\u2019s user acquisition, and their ad spend can balloon if device IDs are not deduplicated. When data isn\u2019t retained in perpetuity, lapsed users returning to the app are counted as new ones, providing an inaccurate view of acquisition efforts and resulting in unnecessary payments to media publishers. Some measurement providers purge their records in as few as 90 days.<\/p>\r\n
When analyzing a user acquisition campaign, it\u2019s important to consider returning users. Mobile users frequently install an app and then go dormant for an extended period of time. Others uninstall apps only to re-install again at a later date. Many apps are use-specific and users only install them to serve a temporary need. Travel and dating apps fall into this category where users may re-engage or re-install at a much later date to use a service again.<\/p>\r\n
For many analytics providers, a returning user who re-engages gets counted as a newly acquired one. The reason for this is data retention limitations. Many providers do not retain records for more than 90 days\u2014any re-engagement beyond that looks new to them and is reattributed. If your measurement provider doesn\u2019t have long-term deduplication capabilities, you\u2019re likely paying for users multiple times over.<\/p>\r\n