The recent Dentsu Aegis Network Digital Report states that in India, the digital advertising market size is approx. ₹10.8 Cr wherein, the estimated CAGR growth will reach up to 31.98%. Also, it is expected that the market will also expand to ₹24.9 Cr since 2019. This shows that the growth of mobile digital ad spend has accelerated at pace. Therefore, with a rapid growth seen in the digital advertising & marketing, expenditures are also expected to shift towards the MarTech beholding a quality marketing efficiency. In such scenarios, app marketers seek a better understanding of the ad spends, campaign optimization and everything that helps in unlocking the mobile marketing KPIs.
Where User Acquisition is an important aspect for an app, its practice is performed based on some set KPIs which can be analysed from the attribution platform through the reports. Wherein, the attribution platform completely understands the pain point of app marketers in optimizing the marketing campaign. This means that app marketers need to target the user based on set KPI. However, an attribution platform can send custom postback events based on the KPIs set by app marketers to keep an accurate and real-time count of all those users on the publisher’s end.
What is a Postback?
A postback states that how a mobile measurement platform notifies the app marketers about the originating installs and in-app events in real-time.
Moreover, a mobile measurement platform helps in measuring and analysing the KPIs as prescribed and set by the app marketer and assists them in understanding the generated potential revenue and derived ROAS.
Let’s know the concept in-depth with the help of an example:
Suppose, there is a video streaming app wherein, there are multiple categories to view such as dance, music, movies, documentaries, etc. App Marketer wants that his users must watch at least 2 videos in a day and spends at least 5 minutes on an app, then a Custom Postback URL can help the app marketer to understand that who all users have viewed at least 2 videos and have spent at least 5 minutes on an app.
Therefore, in managing both the budget and generated potential revenue, an app marketer would be assisted via the mobile attribution platform wherein, he would be easily able to come across his quality publishers and continue with them in achieving his desired KPIs that meet business objectives and targets. Also, based on optimizing the marketing campaigns, the app marketer becomes enabled to enhance more of his offerings and can also engage more of the existing users to a better extent.
Current System Drawbacks with KPI based Campaigns
Undoubtedly, both the App Marketer as well as Publisher face many challenges in meeting the campaign’s objectives. This is so because the publisher only gets paid if he meets the marketer’s objective based on the campaign. Wherein, the app marketer wants quality user acquisition and engagement as well. However, it is also important to note that, KPI is based and set on the type or genre of an app. For instance, it can be in the following ways:
- For Gaming Apps: It can be set on level completion, in-app purchases, some coins or points to attain, some amenities to be unlocked, etc.
- For an E-Commerce App: It can be based on Registration, Transaction/ Purchased, etc.
- For a video-streaming app: It can be on some count of videos to be watched/ views etc.
And there is ’n’ number of ways to set and achieve the KPIs depending on the app’s sort.
Thus, to know the performance of the marketing campaign, for an app marketer, it is completely based on the attribution reports. On the other hand, similar fundamental applies to the publishers as well that whatever achievements he has made are entirely based on the decided KPIs. Thus, this process is uncertain and sometimes also has hidden challenges for both the app marketer and publisher.
Therefore, a mobile measurement platform strives its best in performing as a mediator amongst both the ends so that the app marketer may invest his potential budget on the valuable publishers, and they may get paid as per their achievements. Also, the concept of Custom PostBack URL is new and unique in the marketing industry wherein, it helps the marketers to initiate the postback only for KPI based users in real-time. Thus, it also helps the publisher to know the exact performance to make a timely appropriate action. Also, the users who do not fulfil the KPI, the postback doesn’t get initiated for them.
Now, Next Comes to Custom Postback…
The Custom Postback from the server automatically gets generated and is sent to the publisher whenever any activity from the set of KPI is performed. Custom Postbacks get hit only for legit and righteous events which are KPI’s driven. This keeps the publisher updated on real numbers and saves his tracking costs as well.
As defined above, it’s all based on the KPIs prescribed by the app marketers. Therefore, a Mobile Measurement platform facilitates the marketers in determining & measuring his app’s performance, including his ad spends, budget and derived ROAS as well.
Process in detail:
Assume that a campaign has been run by an app marketer in CPT mode wherein, its KPI says that
Install →Registration →Transaction
KPI: Install to Transaction must be done within 10 days of attribution window (based on above-mentioned series)
Result: If the above-mentioned process happens within the same duration then, the triggered event would be considered as a legit event and a publisher would lie under the cost-funding layout.
As the above example has explained the process of triggering Multiple Events in real-time whilst achieving the KPI. Similarly, AdGyde — a mobile measurement platform that has different forms of options for Custom Postbacks based on the triggered events. Some of them have enlightened below:
- Value-based Transaction / Revenue Events: A postback will be fired based on some specified amount of transaction as prescribed and expected by the marketer. Suppose, a marketer wants a transaction of minimum ₹ 15 then, a postback will be fired when a transaction of at least ₹ 15 and above happens by a user.
- Install to Event — Specific Days or Time-bound Events: In such scenarios, a duration of some ’n’ number of days is set. Herein, an app marketer specifies the number of days till which a postback is required to be fired.
Henceforth, being an app marketer, it becomes essential in steering your advertising and marketing strategy whilst optimizing the marketing campaigns. So, understanding all such concerns and essential components, the AdGyde Mobile Measurement Platform facilitates the app marketers in the best possible ways to better upsell your offerings as well as an understanding of the generated potential revenue and derived ROAS.