What is Targeting?
Targeting is the process through which an advertiser identifies users that they would like to reach and then advertises to them through various channels.
By constructing the right user persona, understanding user habits and finding the platforms to reach them, an advertiser uses targeting to improve the performance of their campaigns.
Why is Targeting Important?
Targeting improves advertising performance across the user acquisition cycle. While targeting is seen as a way of increasing interaction rates with adverts, it should also improve other metrics further down the funnel, like retention and monetization.
This has a number of positive effects for an app business. It increases the likelihood that the right types of users for a particular app will install it, and that they will perform in a way that you want them to. It also makes it more likely that other benefits of a positive user experience (such as word-of-mouth recommendations) occur.
While targeting might principally take place when an advertiser sets up a campaign, the true benefit of taking targeting seriously should be felt across the whole of the business.
Targeting and Adjust
Targeting is essential to the success of any mobile advertising or marketing campaign. To do it well, advertisers need to avoid the temptation of simply looking at campaign performance metrics to guide targeting.
If the benefits of successful targeting are to be felt across a whole business, the secret is to look at the performance of the app. Identifying and analyzing segments of an app’s user base (cohort analysis) is necessary for successful targeting, as this will help pinpoint the kinds of users that an advertiser needs to pursue.
Adjust helps advertisers and marketers identify who to target with the aid of our analytical tools. Our mobile app attribution tools and our mobile app analytics offering help advertisers measure the effectiveness of campaigns and how acquired users behave.
Adjust also provides the technology and the documentation to support proper cohort analysis - helping app businesses to successfully segment and analyze incoming users.