MAU Vegas 2016 — How to Build a UA Infrastructure to Maximize Your Time and Efficiency
- 2. Company Background
» Founders came from the executive team of Onavo, a mobile analytics
company that was acquired by Facebook in 2013.
» Company launched in June 2014, with funding from blue chip investor,
General Catalyst
» Headquartered in SF, with offices in Tel Aviv and London
» Working with 40 of the Top 50 Grossing Apps in the App Store
» Captured over $1.5 Billion in ad spend in less than 2 years
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Cross-Platform Support
While we started out as a mobile-first company, we have recently
expanded our coverage to desktop/web channels
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Our Customers
Trusted by the leading marketers across the world
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» We aggregate all your campaigns cost in one place
» We support pulling data from your Partners using:
› API or Dashboard Access
› Mail Reports
› GDrive, Dropbox folders
Collect ALL Your Marketing Spend!
Campaign Impressions Cost
iOS US CHICAGO 23,644,175 $1,300
Android US NYC ST 13,877,142 $800
Admob vertical 10,981,942 $400
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Super Easy Setup – NO SDK!
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Attribution + Collected Ad Spend = True ROI
The ONLY Solution to Uncover True ROI
All data shown has been randomized and is used for demo purposes only
- 12. COPYRIGHT © 2016 SINGULAR LABS. PROPRIETARY AND CONFIDENTIAL.
Not only are we the most powerful marketing analytics solution, but we also
provide the highest level of data granularity
» Data granularity levels available:
› Campaign level ROI
› Creative level ROI
› Publisher level ROI
› Flexible cohorts
› User-level Cost
» Auto detection when attribution links are not created properly
» Auto detection when campaigns are running without tracking
Highest Level of Data Granularity
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Flexible Reporting Query
» Pivot across any campaign / targeting dimension
» Save and customize report views for different user profiles
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» Analyze and identify best performing creatives across all networks
» Data can be broken out by Revenue, ROI, Post-Install Events, other KPIs
Creative Reporting
All data shown has been randomized and is used for demo purposes only
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» Optimizing for more than just CVR and CTR!
» Identify the creative units that yield the highest quality users (ROI)
Creative ROI
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» Define goals and track them to make data-driven decisions based on your
past performance and your evaluation criteria
Goal and Budget Planning
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» Set alerts to be notified whenever a specific KPI or threshold is met
» Example: Email me whenever my CPI goes above $5
Workflow Automation: Alerts
- 19. Introduction
Match Group
• Home to a global online dating portfolio that comprises over 45 brands, including
leading properties such as Match, OkCupid, Tinder, and PlentyOfFish
▫ 59M monthly active users across 190 countries
▫ IPO (NASDAQ:MTCH) in November 2015
James Peng, Head of Mobile UA
• App distribution strategy and infrastructure across dating portfolio
• 3 years as Head of UA at mobile gaming publisher Storm8
▫ Implemented tracking, automated reporting, in-house analytics
• 4 years investment banking and private equity
- 20. Importance of a Well-Architected Backend
• SDK overload: hundreds of analytics, tracking,
reporting, publisher, advertiser, push SDKs
o Tedious to set up, and even more time consuming
to fix when there are discrepancies or errors
• Testing/switching service providers is costly
and time consuming
• Prepare for the future: enable easy access to
historical user data, the ability to pivot it
however you want, and to ship it wherever
you’d like
• Focus today: high level tips for connecting
your tracking, reporting, and other 3rd party
tools
APP
SERVER
TRACKING
ANALYTICS
CRM
AD TECH
SSP
AD NETWORKS
- 21. Tracking Setup Tips
• App event calls: pass all key events that you potentially want to pass to
vendors (i.e. tutorial completion, payment, etc)
o Select events that reflect product team’s POV of key milestones in the user funnel
o SDK vs. S2S events: recommend server calls where possible, keep consistent with other instances
• Attribution windows: configure settings consistent with your business goals
o There are standards, but ultimately it needs to make sense for your business
• Own your data: establish your own view of installs and event attribution
o Internal view of all organic installs, use tracking provider to flag paid installs
- 22. Cost Reporting Tips
• Non-standardized world: some vendors report through API, CSV email reports, manual reports
o Many lack ability to report on granular levels: geo, sub-publisher, device level
• Manual reporting sucks: not scalable and prone to error, multiple APIs are difficult to manage
o Automate by reducing your inputs, ideally a single API
• Set up for long-term scale: Report on the most granular level, pivot costs however you'd like
VENDOR VENDOR VENDOR VENDOR VENDOR VENDOR
Manual
Reports
Email
Reports
Manual
Reports
Email
Reports
Reportin
g
API
STANDARDIZE
D DATA
DATABASE
Reportin
g
API
Standardized,
Automated, Audited API
reporting
DATABASE
VENDOR VENDOR VENDOR VENDOR VENDOR VENDOR
Manual
Reports
Email
Reports
Manual
Reports
Email
Reports
Reportin
g
API
Reportin
g
API
Standard Reporting Streamlined Reporting
- 23. General Best Practices
• Build vs. buy? Rule of thumb - if it's scalable or proprietary, most likely build it yourself
o If not scalable and requires continuous maintenance, good chance that there's a
3rd party solution for it (i.e. tracking, API reporting)
• Standardize client or S2S calls: define your own events and communicate them
uniformly in order to align with your internal views
• Minimize calls: more calls = more loss/discrepancy
• Minimize SDK load: avoid
integrating unnecessary SDKs,
consolidate when possible