Switching between attribution providers can look difficult, but at Adjust we make the process easy. To find out how, we spoke to Yagiz Öztol, one of Adjust’s Sales Engineers who’s responsible for handling the details of moving a new client from one platform to another. He revealed the migration, and how he helps ensure a successful transition.
The function of Adjust’s Sales Engineers is to onboard new clients while making sure that a transfer from one attribution provider to another happens without any problems. When switching we focus on two areas; the technical setup and the marketing strategy. We make sure that engineers install Adjust’s SDK without a hitch, and help mobile marketers to get going as soon as possible.
The migration process is handled with a lot of care as it can be tricky to navigate, depending on different systems, setups and communications between departments. We have experienced this migration many times over, for every type of app from gaming to e-commerce, to financial services, and so on.
All attribution providers work a bit differently, and our aim is to provide the smoothest possible onboarding which starts from in-depth demos and workshops. The content of these helps clients understand the differences between partners, and about how attribution really works - our Adjust 101, let’s say. This happens just before we really get down to work on the migration.
Migration tip #1
One big part of any migration is to do with ingesting data to make sure that existing users don’t appear as though they are new. If an app did not first launch in the stores with our SDK then there’s potential that (without a migration plan) those existing users who update the app will be tracked as new users by Adjust once the app is updated with our SDK. We work closely with clients to ensure that the datasets match, to make sure the data is clear.
The five steps of migration
The most important ingredient for a successful migration is actually collaboration. We work with clients to create a plan that provides a tailored solution based on a ‘wish list’ as well as overall marketing objectives. Before we even get to the first step, we agree on a due date for the migration, as this forms the basis of all our plans moving forward.
The actual migration itself consists of five steps. The very first step is to create and set up the mobile app in our dashboard. At this stage a secret key is provided for the client to integrate into the SDK, which allows the SDK to communicate with our backend for that specific app.
The second step seeks to understand the needs of clients based on their strategy, and we look at events based on those KPIs to figure out what would work best. Here it's more like a consultation, because some clients might not know how much they can achieve with their attribution partners, and there’s typically a lot more that they can do. Education here is really important, so we show what’s possible, and how we can make their strategy clearer, and stronger.
Migration tip #2
Another obstacle that sometimes arises is around repopulating tracking links. Almost all app businesses will have tracking links set up on their website, in emails and in other active marketing campaigns. These links need to be changed to use our ‘trackers’, instead of previous vendors’. Making this process simple, we have Campaign Wizard. With just a few clicks new clients can maintain their existing campaign structure while receiving the same depth of source data as before.
The third step focuses on historical data migration, and it’s the most important of all. Here, all we need is historical data provided to us within a specific format - and we have created extensive documentation to make sure new clients know how to put their data into that format. While we discuss the marketing strategies and the ideal setup in step two, we log past historical data to our backend. By the time all the data is ingested, we’re nearly ready to go.
The fourth step starts with a call to the client’s engineering team. Going back to the step one, we talk at length with the marketing team to be able to better understand their marketing needs. When we talk with the developer team, we define all the solutions that we have in the SDK, and educate the team on how they can adapt our tracking platform to their tracking design.
In the fifth step, it’s time to set up callbacks. Adjust’s service doesn’t log any user level data - so this step is all about giving clients direct access to their own data to be able to play around, sync to other CRM systems, and analyze it on their own terms. If the client has their own business intelligence servers, we jump on a call with their BI team to make things clearer, and show them how they can get all the granular data they need from our side.
After our SDK is integrated, it’s time to submit the updated app to a store. Clients might also get in contact with our partners, such as Facebook, Twitter, Google, DoubleClick and Yahoo to let them know about the change.
Once the app is live, my job is essentially complete, and I hand off the account to our Technical Account Management team - they’re responsible for ongoing support and training.