Measurement 2.0 (White Nights Conference St. Petersburg 2017) The official conference website — http://wnconf.com

1. The Mobile Measurement Company
BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI
SYDNEY • PARIS SINGAPORE • NEW YORK • SAO PAULO • LONDON
JAKARTA • SEOUL • MOSCOW

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The New Look

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Russian Mobile Market, Q1 2017

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Games — Q1 2017, Retention Rate, Day 1 / 7 / 30
Organic Paid Organic Paid
Day 1
Russia 42,97 34,08 Russia 41,37 34,08
Day 1
EMEA 39,24 34,69 EMEA 40,99 40,28
APAC 39,33 32,20 APAC 40,17 38,85
US / CA 33,25 19,43 US / CA 39,19 40,97
Day 7
Russia 22,57 18,43 Russia 20,87 20,17
Day 7
EMEA 21,28 18,24 EMEA 21,97 21,13
APAC 19,37 14,85 APAC 21,13 20,16
US / CA 17,64 19,43 US / CA 21,31 22,40
Day 30
Russia 12,92 11,85 Russia 9,78 10,30
Day 30
EMEA 11,27 9,47 EMEA 10,40 10,18
APAC 8,49 7,29 APAC 10,05 9,57
US / CA 8,90 9,39 US / CA 10,47 10,98
Android Retention Rate, %
%
iOS Retention Rate, %%

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History of Measurement

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SDK SDK SDK SDK
Your App
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Ad
Network
Ad
Network
Ad
Network
Ad
Network
Ad
Network
Ad
Network
Problem that we had in 2011:
+ Network conversion tracking duplicated & inconsistent
+ Metric definitions dependent on network

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Your App
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Adjust SDK
Ad
Network
Ad
Network
Ad
Network
Ad
Network
Ad
Network
Ad
Network
Initial Adjust offering:
Collect conversion tracking into a single SDK
Consistent, independent measurement – fair to all parties

9. The Mobile Measurement Company
Your App
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Adjust SDK
Ad
Network
Third
Party
BI
Platform
Larger datasets (including organics or
other non-conversions), more event detail,
revenue data – all increasingly requested
by partners.
— Where did that data go?
— How was it used?
Ad
Network
Analysis
Provider
Ad
Network

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‣ Segmentation
‣ Deep Links
‣ Push Notifications
‣ In-App Messaging
The market is
moving beyond
just installs
Boost Re-engagement
with
EVOLUTION OF METRIC FOR MOBILE
Engagement
Installs
Clicks
2010 2012 2013 2017
Retargeting
Re-
Engagement

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Fraud Prevention
vs
Fraud Detection 👎

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The three different types of fraud
Click
Spam
Simulated
Devices
Servers Faking
SDK Traffic/Installs
that never happened
Some App
*emarketer data
Risk for Mobile Ad fraud
Mobile Ad benchmarks worldwide: Share of attempted ad fraud, by
app vertical, 2016*

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+ Servers pretend to be apps and talk to
analytics platforms. You can fake server calls
by sniffing out the connections your device is
making using free tools like Wireshark.
Fraud
+ Analytics SDK with SSL encryption
+ Shared secret
Prevention
Faking HTTP calls to trigger
false installs
+ Publishers are paid for fake installs
+ Too many installs counted
+ Retention rates very low
Effect

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Simulated installs & behaviour
+ Exclude all IPs from known data centers, proxies,
Tor exit nodes or cloud providers from attribution.
Fraud
Solution
+ Devices are simulated with full OS stack or are
triggered by "mechanical turks" to create legit install
requests.
Effect
+ Installs (and events) attributed to fraudulent publishers
+ Geo spoofing
+ Undercounted retention rates

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+ Limit number of clicks
considered for
fingerprinting from
single IPs.
+ Detect extremely low
yielding campaigns
and deliver landing
pages with Javascript
to create redirects and
stop crawlers.
Fraud
Solution
Background clicks (Click spamming & Preloading)
+ Apps that, without the users
interaction, crawl ads and click
through any URL they find to spam
fingerprinting and claim organic
traffic.
Effect
+ Organic users are attributed to
publishers
+ Ads show very strong in-app retention
& engagement (organic)
+ Very low conversion rates

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How to Segment Your Audience &
Control Your Data

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“But why?”
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Gain control over your ad delivery
‣ improve targeting
‣ make fraud much harder with defined users as target
‣ control ad exposure across multiple networks/campaigns
‣ decrease startup times for new campaigns (retargeting/exclusion)
‣ save money
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‣ trackers – which campaign a user is
attributed to;
‣ install date;
‣ device type;
‣ OS version;
‣ users' country, region, or language;
‣ previously executed events;
‣ revenue and LTV;
‣ time spent in the app;
‣ last activity time;
‣ installed app version;
‣ any campaign data.

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Leonid Eletskikh
HEAD OF SALES, EE & RUSSIA
leonid@adjust.com
Moscow
White Nights 2017
Booth G15