App Marketing

Leveraging in-app data - an overview

Simon Kendall
Head of Communications

You pay good cash to bring content to your users. You’ve got an engine going, attribution in place, and it’s humming along nicely with the occasional optimization under the hood. The next logical step is to use that data in real-time - in the app.

The second your new user opens the app, you can pull data on the source they came from. Through November, I’ll be going through some use cases of this minor but powerful feature of our SDK.

The integration is simple. adjust’s open-source SDK allows the app to register a callback function, which is fired every time the SDK receives a server response. The callback function receives a data object containing information on the users’ original source parameters - i.e. the tracker, which you can freely structure and set up, to fit in whatever data you may need from the source. The app will receive a server response every time the server finishes processing an event, an install and so on, within half a second of the event transmission.

This is a raw data outlet that gives you anything that you’ve put into the source assignment. The kicker is, since you’re able to tie in whatever data with our attribution algorithm, and send that further to the SDK and back, this interface allows you to connect any type of acquisiton at any point in the users’ lifetime.

Magic referrals

Re-engagement campaign with discount coupons? Check: just state in the name of the campaign what sort of coupon you’d like to offer, and we’ll let your app know as soon as it’s opened.

Social referrals? Sure, just transmit the referral code to the attribution, and you no longer need to ask the user. Your app already knows.

Special tweets, video streams, blog posts or your run-of-the-mill ad campaigns - what have you. This offers you a data conduit that, with minimal requirements on the original channel, allows you to tie together your entire online and mobile presence.

Users love this stuff. There’s still an expectation - a culture of how some things work - and the expectation is that most software on mobile is completely sandboxed. People are used to filling in coupon codes and typing in friends’ nicknames to give them a referral bonus. Deep linking is slowly taking hold, but full contextuality hasn’t really hit home yet. This kind of controlled customization still gives rise to a fresh ‘whoa’.


We’ll be publishing some more data and case studies as we go along through November. Next week, we’ll dig deeper and tell you about a method to onboard users with this kind of in-app data and the differences it can make when pitching a user in the purchase conversion stage.