How we make our partnerships really work
Senior Content Manager
May 30, 2018
There are so many mobile networks out there, but the majority of them aren’t being used to their full potential.
After all, many mobile marketers (particularly those just starting out) will only ever put their trust into one or two networks to power the bulk of their mobile marketing campaigns. And we think that should change.
It’s well known that Adjust integrates with over one thousand networks (and growing!) and we believe that as 2018 rolls on, the need to diversify your campaigns with a multitude of our partners will become increasingly important. If you’d ever want to try retargeting, for instance, there are a range of specialized companies to work with who could deliver the results you’re after - pending a little experimentation.
This short guide will help you understand what networks are, how we work with them, and how we talk about them. Read on to see what you could be missing out on.
What are partners?
Partners (known independently as advertising networks) are an essential part of the marketing ecosystem. They sell the ad space which businesses can buy for use. In mobile, networks own in-app advertising space, which apps themselves often sell. The more integrations, the larger the network, and the more space (known as inventory) they can sell.
How partner integrations with Adjust really work
There are many things our partnerships with networks can offer. First of all, using Adjust means having your trackers all in one place. Many of our clients use Adjust to simply centralize this aspect of their work - making links for campaigns without having to create individual trackers for everyone. Once setup is complete, clients receive information in the dashboard about campaign performance, such as clicks, impressions and installs. They will also see the cost of acquisition and lifetime value of such users coming in from different networks. This is essentially the central need of attribution.
For clients who’ve stepped up their game and have been working with Adjust’s Campaign Wizard, they can customize tracker level attribution settings down to the ad group level, which means that clients could run different behaviors on the same tracker. For example, if a client would like one campaign to set impression tracking off, but on another campaign for it to be switched on with a 24-hour impression attribution window with the same tracker, this is now possible.
How to decide if a network is providing success
There are many different metrics to consider, but perhaps the biggest one beyond installs in lifetime value (known as LTV). As such, retention rates matter. Network A may drive thousands of installs, but in-app store performance might not be optimal, with only 10% of users purchasing an item. Network B might bring far fewer users to your app, but those users could perform 110% more in-app purchases than network A. How to define success is up to how you value your users, but there are some issues with making accurate calculations.
Lifetime value is a shifting, dynamic metric. As churn rate rises or falls, so does LTV - which makes it difficult to predict. It’s also challenging to attribute value to individual users. When you’re in your dashboard, it isn’t enough to just be able to look at installs and re-attributions. Users who install your app and are later retargeted are re-attributed away from their first attribution source (along with all of their in-app activity). Instead of trying to work this out on your own, Adjust’s Native LTV can help.
Native LTV works by consolidating users who were once split into either ‘installs’ or ‘re-attributions’. It then allows you to view a user’s in-app activity, and where the user came from, regardless of how many times they are reattributed. If the users you’re looking at are reattributed, you have the option to see the LTV of their original acquisition source - the one that led them to install. This means that you can see which placements are worth more over the lifetime of the user.
With Native LTV, Adjust gives you the option to view your users’ in-app activity as either ‘first source’ – where all in-app activity is attributed to their original user acquisition source – or as ‘dynamic source’, which allows you to see all of the sources to which they were reattributed via your re-engagement and retargeting campaigns.
How we talk about our partners
In the past, we’ve used various terms for partners - ‘special partners’, ‘integrated partners’, ‘API partners’ and so on. They differ depending on the kind of function they perform. We spoke to Kristina Grimmer, Senior Solution Engineer, about the current terminology:
Currently, our different terms for partners causes some confusion, so we want to set the record straight on what they each mean. We have four categories, including:
- ‘Technology Partners’ - the overall term for all partners that are integrated with Adjust.
- ‘Dynamic Integration Partners’ - the vast majority of those on our partner’s page, who integrate with us on a relatively simple level. A client can set up campaigns in the Adjust dashboard and provide partners with trackers to dynamically integrate with Adjust.
- ‘Module Partners’ - a group of partners that benefit from extended integration due to the services they provide to our clients. Clients are in full control if they want to send additional data to the partner or not.
- ‘Self-Attributing Network Partners (SAN)’ - this includes network partners integrated via API. We send conversion data to these partners and they respond back to Adjust with their claim.
Soon, we’ll be deprecating the terms, and rolling them all under one, ‘Technology Partners’. Older names might appear on our website, but the intention is to remove some potential confusion around differing terminology.
Our new partner’s page
We’ve recently released a new page which can be used by anyone to identify the partners that you’d like to work with. It was quite an overhaul, and our new search functionality and browsing features give you the chance to easily identify the partners you need to find.
For instance, say you want to perform retargeting campaigns in South America. In two clicks, you can find a range of partners filtered by your needs, and then set up campaigns with them within your dashboard.
For new partners, you can also sign up with us. And, if you’re just getting started integrating with us, read the blog from Marius, Adjust’s Integrations Team Lead, to make set up a whole lot easier.