MAU Vegas 2016 — The Secret Sauce in ROI Calculation

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Mobile Apps Unlocked Vegas 2016 Thursday, May 5 Acquisition Breakout Session — 11:00am - 11:20am At the end of the day, return on investment is your final and most important KPI. Yet it's also one of the most difficult things to measure - given the long list of other metrics that have to be considered and accurately calculated. Paul H Müller, Adjust's CTO, has spent a lot of time thinking about how to implement this for the analytics' company's clients and will be sharing their calculations, from end to end, in this session. — Measuring the right revenues - and detecting the wrong ones — How to attribute cost data to the right ad campaign cohorts — How to weigh income against expense and find your ROI Paul H. Müller, CTO / Co-Founder @ Adjust

Mobile

We make data
work for you
Revenue: “How much is enough?”

We make data
work for you 4
• e-commerce
• profit vs. revenue vs. return rate
• attribute cross channel
• in-app purchases
• verification, verification, verification
• growth
• value user invites, social sharing
Step 1: Revenue

We make data
work for you
Cost: “It’s not about money. It’s about sending a message.”

We make data
work for you 6
• media vs. opportunity cost
• getting media cost
• APIs vs. manual scrapping
• consolidating and understanding
cost
Step 2: Cost

We make data
work for you
Attribution: “There are no coincidences, only the illusion of coincidences.”

We make data
work for you 8
• understanding attribution models
• user based vs. event based
• attribution windows
• re-engagement definitions
• pitfalls
• over-attribution
• double claiming
• fraud
Step 3: Attribution

We make data
work for you
Math: “It’s not your fault.”

We make data
work for you 10
• cohorts
• click date vs. install date
• cashflow vs. LTV
Step 4: Math

We make data
work for you 11
CO-FOUNDER & CTO
Paul H. Müller
paul@adjust.com
adjust HQ
BERLIN
Saarbrücker Strasse 38a 
10405 Berlin 
Germany
BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI • SYDNEY • PARIS www.adjust.com

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MAU Vegas 2016 — The Secret Sauce in ROI Calculation

1. We make data work for you 1 MOBILE ATTRIBUTION ANALYTICS BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI • SYDNEY • PARIS 2016

2. We make data work for you Do you even ROI? understanding return on invest in mobile apps

3. We make data work for you Revenue: “How much is enough?”

4. We make data work for you 4 • e-commerce • profit vs. revenue vs. return rate • attribute cross channel • in-app purchases • verification, verification, verification • growth • value user invites, social sharing Step 1: Revenue

5. We make data work for you Cost: “It’s not about money. It’s about sending a message.”

6. We make data work for you 6 • media vs. opportunity cost • getting media cost • APIs vs. manual scrapping • consolidating and understanding cost Step 2: Cost

7. We make data work for you Attribution: “There are no coincidences, only the illusion of coincidences.”

8. We make data work for you 8 • understanding attribution models • user based vs. event based • attribution windows • re-engagement definitions • pitfalls • over-attribution • double claiming • fraud Step 3: Attribution

9. We make data work for you Math: “It’s not your fault.”

10. We make data work for you 10 • cohorts • click date vs. install date • cashflow vs. LTV Step 4: Math

11. We make data work for you 11 CO-FOUNDER & CTO Paul H. Müller paul@adjust.com adjust HQ BERLIN Saarbrücker Strasse 38a  10405 Berlin  Germany BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI • SYDNEY • PARIS www.adjust.com

MAU Vegas 2016 — The Secret Sauce in ROI Calculation

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