Attribution data and in-app analytics are key to understanding user behaviour and ensuring growth. When it comes to app installs, competition is fierce, and today’s consumers have a combined total of close to five million apps to choose from in the Google Play and Apple app store.

That’s why it’s essential to work with an attribution platform where you can measure every channel to find out where your users come from, discover which channels perform best, and which campaign creatives convert.

From there, you can move to spend from underperforming campaigns and creatives to those that are driving results.

When it comes to attracting more users, we always recommend using the data you have from your existing users to segment and target, so you can deliver the right message to the right people at the right time.

If you do that, you’ll be spending less and getting more users, and they will be far more likely to commit to using your app long term and converting to paying customers.

Churn is an unavoidable part of having an app, but understanding when and why users uninstall can give you new insights into the consumer lifecycle. If many users churn during the on boarding process, for example, you might need to re-evaluate your sign-up process.

Likewise, if the majority of your users churn at the 14-day mark, start thinking about how to keep your users engaged just before they would usually drop off.

While the mobile industry is fast-moving and somewhat unpredictable, one thing is certain: apps are on the rise and will continue to evolve over the years. We want Adjust to be the backbone of this extensive and lucrative mobile ecosystem – providing marketers with a single platform for all their needs.

For many brands, this year has been a good time to market their app. In the first two quarters of the year, we saw many clients increase their app marketing budgets.

As people spent more time at home, and more time on their phones looking for entertainment, ad inventory grew and prices went down – meaning marketers could attract more users at a better price. What’s important now is that businesses work on retaining the new users they gained during the first half of the year.

By analysing their data, marketers can start to understand the user journey and the common drop off points – ie, where users get bored with the app and stop opening it.

Marketers can then implement several strategies to draw users back in. This could include incentivising users – for example, a gaming app could offer new lives or coins to come back to the game.

For a food delivery app, a simple push notification highlighting new restaurants on offer could be just as effective, and e-commerce brands could offer promotions or a discount to persuade users to return to the app and fulfil their purchase.

Ad fraud is a pitfall in what is otherwise a very dynamic and successful industry. The threat isn’t only due to the monetary value lost, but also because fraudulent (and therefore inaccurate) data sets can influence marketers’ decisions.

We’ve seen some evidence that fraud rates in the e-commerce vertical go up towards the “golden quarter”, which include big shopping holidays such as 11/11 and Cyber Monday. This makes sense when you consider how much ad spend increases to promote these sales, meaning there’s more for fraudsters to profit from.

It’s also important to note that the fastest-growing regions such as SEA can be especially attractive to fraudsters, as fraud prevention tools usually aren’t as commonplace. In SEA as a whole, Adjust has rejected around 10.5 million fake installs between January and August 2020.

The only way to prevent fraud from reaching your ad budgets or data sets is to work with a fraud prevention filter. These make fraud financially unsustainable –meaning it actually costs far more time and resources for fraudsters to find workarounds to filters than it is to make money.

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