Why attribution matters for a successful game

[Music] [Music] hi everyone um thank you so much for being here today I see Chris so if I have the attendance of Chris James master of ceremony yeah thank you so much for having me here yeah we did it you want to talk you don't actually talk thank you so much Chris thank you thank you for being here today I'm Fred I'm leading EMEA for kochava Coachella is a leader in measurement we stand between supply and demand in the ad tech to make sure that what you pay

when you're spending on advertising is given to the right partner so we are kind of referee in the industry and we help you to track every single impression clicks install and persons to event who is actually doing games here or apps and and and running attribution anyone concerned by attribution at this stage yeah one at least one thank you our business is is quite complex in the way that we are working with zillions of URLs at a fraction of a second even if and you know how complex is the ecosystem you know that there is a especially when it comes to routing and measurement options for links every every options are confusing between the platforms between the different standards available I won't bother you with that when you start to build

reporting in terms of measurements you may also like to make sure that you're not spending time playing with Excel sheets which is definitely not useful from a user point of view you'd like also to make sure that you manage risk meaning you don't use you're able to stop running a campaign when it's not relevant let's say you don't want to have installs in Philippine if you are targeting Germany for example this is typically a kind of of case we are facing editor and you want to make sure so that your data are variable for you to perform good testing so what you basically need is to have a good analytics in place to help you to visualize billions of data points from the impression to the click to the install and also to any post install

events you want to track into your game you want to make sure that everything is relevant and it's not doubled you won't also may may lie to limit the views of user journey so and everyone in your studio and your team understand exactly what's going on with the user journey whatever the platform is and whatever the user has been brought from meaning paid or organic traffic had to be compared exactly similarly and you deserve that so for that your analytics is definitely what you would need for and what we do recommend is that you implement configurable attribution configurable attribution is for you to understand exactly what role is playing any paid or earned media any paid or earned traffic in your campaign for

acquiring users contributing to any single impression single click install and post install events that may be clear of that let's say you're running a campaign on three different networks a mobile ad video network Facebook and potentially a real engagement campaign and and a small local network with removable partners maybe it will be Facebook who will claim the install and say hey I am the one who is winning the click I've generated this install so please pay me whatever the CPI or the CP actually the CPI is for this install what you may also like to know to know is has my mobile network or even my local ad in this site at the local level been influencing is flick this this Facebook click and this is what we really recommend you to do to understand that sometimes small investments in

small parts of the media world can be more relevant than a big an attribution to with an existing network and don't get me wrong kochava is number one in the world in terms of tracking any Facebook ads so we know in terms of volumes with the biggest volumes of ads track by phase on Facebook is done by kochava in the measurement world but still we really recommend you to make sure you are able to arbitrage all the time which network which is influencing which click to which percentage thanks to a free configurable way to attribute those clicks and and and for sure you'd like to start building up understanding your lifetime value so which clicks is generating which installs which is contributing best to your lifetime value [Applause]

when it comes to gaming your engagement is crucial one acquired users is more precious than any kind of user you can have so what you may like also to do is to understand that you need to trigger events as long as you understand the user journey and build trackers according to real engagement criterias so which events are relevant for me to reengage my user on have they been actually going into adding anything to card I've ever been visiting the coin store have you been to the certain level when I see a drop-down can i get alerted that there is a drop of users after this level so I can start to engage in this very level and can also make sure that the links are correctly configured to redirect the user to this to this to this level to ring edge directly and

this with one single goal is to make sure you can increase your overall LTV along the game so let's quickly sit here and have a quick look to the cycle of my app marketing and now you need to use data to to measure and reengage users your analytics is feeding your marketing and your attribution is feeding your analytics so the the attribution is the starting point of building analytics because as soon as you want to understand and compare a media paid or earned is my organic traffic as important of what I'm paying to Facebook or any other networks Annika how can i balance that then I can start building my analytics and then of course I can I will be able to build better marketing and a B test any kind of creative any kind of campaigns so we are actually as I said we are leader in the measurement space there are four three competitors

now globally two in Europe and one in u.s. we tend to serve the top tier of the market with a product called kochava unified audience platform but we announced a year ago the free version of kochava which is called free app analytics com so it's enterprise grade measurement tool with let's say 15% features which are deactivated for the free version but same SDK and the deal is that you share usage data with us and we monetize those data into a targeting product called collectives so we don't sell media we are referee we serve top brands in the market but we also serve early stage developers with attribution with this product called free app and a tix.com our SDKs of course fully flexible it can be adapted to any any platform and once

again in the lifestyle of your game once once you decide not to share your data anymore it's still the same SDK you can use so very quickly what to look for when you're looking for for an attribution partner first you know you need to make sure that there is DK you're implementing in your game it's tiny enough not to alter the performance of your game so our SDK for example is I want a 50k and on on android and 1.8 on iOS but can be deep if you don't implement it can be smaller if you don't implement other libraries it should be very easy to install and especially you more importantly as soon as you as you need to do anything in the way you are tracking any events in that game you may like also not to to do a new release of the SDK so all those features should be

activated server-side and not on the client side of course you need technical support in terms of out I built that all right I build the tracker so I make sure that I'm tracking any kind of cross-promotion within my games on the same I'm tracking an in YouTube influencer for this game on the same way I'm tracking the Facebook campaign or an Apple search campaign and last but not least it's important that you are able to share analytics whether you are you have some investors wherever you have stakeholders well you have partners in terms of running media into able to share those and ethics we are in an open world and and stop doing screenshots but just send links is the best way for for making sure that all your partners are helping you understanding the performance of your game [Applause] second point what to look for an

attribution partners make sure we it's it's a certified partner so you know that Facebook Google and other partners around the world and other big media partners around the world are certifying the partners in terms of measurement it's very important because it shows the level and the quality and it's also shows that they are allowed to do what we do kochava is of course a certified partner we are also certifying our very own partners we also have our very own program of certification what does that mean it means that 3,000 media partner across the globe czar track in real time on the Coursera platform for every single impression click install and post install event and we are certified according to the level and the quality of information which is exchanged in on the platform this is important because

it has to make sure that when you send a post back is someone does someone know where that post back is ya know a post back is actually basically the technical element which will help you to track from an impression and a click on an ad who is the network was ready we was able to claim that it it has generated this click in this if you are on that supported game for example a casual game and free app analytics is very well known in the casual gaming ad-supported world because it's free and it provides ad LTV analysis so you can check which ad network is bringing in the most revenue in my ad support game it's important that you track a Dell TV at the most granular level adèle TV is crucial

where is it implemented where is the other permit it where is it generating drop-off into my game for example this is something you can easily identify with a measurement partner and this only if your configuration is is the same across all partners and if you can actually copy paste all become the same configuration whether the partners which whatever the partners are activated last but not least fraud is very significant so we estimate that at least within the last 90 days 15% of the clicks across all the ad industry is for the alfred or 15% is fraudulent and 5% of the installs is fatherland of course there are very high discrepancies between platforms so Android tend to be more fragile entire than iOS and developed countries are also attending to to be more fraudulent

then then then then established countries but don't get me wrong this is vary depending on your campaign under the objectives of your traffic and actually the news is really helping me today I'm sure if you're seen the news then the number one mobile advertiser and the world called uber has been a issue in its urgency on furthering clicks so fraud is everywhere and don't get fooled make sure that your measurement partner is able to track that there are multiple methods of fraud the globe basically it is a pirate code ingested into a site or an app which is going into an ad network generating either further and clicks of further and installs many many different techniques around so from the very first basic kick spoofing so when an advertiser as is seen investing networks are ingesting

clicks massively to generate some app store open page automatically without any action from the from the end user this is an example another very famous example of AD of mobile ad fraud is the so called ad stacking if you are an ad supported game you should consider that especially with your media partner because even if you are running media from a renown ad network if they can be subject subject to fraud so ad stacking is basically you have an ad which is you are printing one single ad in your game but behind that the network which is sending this serving this ad is actually serving X thousand of actors behind so it's not when there is one click on this ad generating 2,000 click it's all the ads behind are stacked and we are generating clicks and therefore vagine generating payments for those clicks and you need to track that and you need to

make sure so that your network is tracking that there are also lots of fraud about non non verified installs non verified purchase we track all that with kochava and and we have 12 methods of tracking fraud in real time once again what's important is that you need to make sure that when you are running whether it's organic or if it's paid traffic you need to get alerted in real time that this is fraud running on your campaign and you can stop the traffic the traffic gets not attributed you do not get built and you don't see that on your Facebook Ads manager or on the build your network or your agent 90 days data storage is the minimum and what we also recommend is that you keep your data forever why is that because if you consider attribute to a click only for 90 days and if you're running multiple campaigns

during the year you may then face the fact that those user will be attributed multiple times so you will pay multiple times for the same user with multiple campaigns you should keep your data Alta all day long or all year long then you will find this user and you will not have to real cute it and pay twice to your network on your major partner for that and then most of the time when you start to get sophisticated you have you are starting to implement a bi interview into your organization this this bi tool may require not to use the user interface of your analytics provider but may require just to send any data and syndicate any data collected from the SDK directly to some endpoint into your system and for that you need also to make sure that there is a robust API recommendation specification and help on

that so that's pretty much it I'd like to sum up by saying that attribution is before analytics so don't consider building up a marketing stack seriously without looking for an attribution partner whether it's the service is free or whether it's it's a premium service but I strongly recommend you get an attribution partner in place it will feed your analytics tags and then help you to make marketing decision we've got to collect insights Chris you have a question [Music] [Music]