Adjust Releases Next Gen Attribution Solutions

Jul 13, 2017

Adjust, an app analytics and attribution company, announced the next generation of its attribution solutions. The new features give advertisers direct control over their campaign logic, with deeper insights into the actual customer lifetime value (LTV) of their user base.
According to Adjust, up to 95% of newly acquired users churn within a few months, and marketers must rely on re-engagement campaigns to drive these users back into their app. Being able to measure the LTV of a user who is being re-engaged multiple times is not something easily done, and typically requires heavy analysis of data outside of a typical analytics platform.
Marketers measure LTV to gain insight into how efficient their targeting is, which of their marketing channels perform the best, and ultimately to determine the return on their marketing investment. Determining the return on ad spend, or return on investment, is only possible if you’re able to accurately measure the LTV of users regardless of their customer journey after install.
Adjust unveiled a host of new attribution capabilities previously unavailable in the industry to mobile marketers for solving these attribution challenges.
Key new capabilities available on a rolling release:

  • Campaign Wizard: marketers have control over the attribution rules they put in place with the networks and publishers they work with to find their users; they can change attribution windows for different campaigns down three levels of granularity, all with the same partner. They can also turn fingerprinting on or off, expand or retract inactive user definitions for retargeting, and send or receive cost information.
  • Native LTV: marketers will finally be able to see the complete lifetime value (LTV) of the original marketing source that drove an install, regardless whether the user is also re-engaged through other sources, as well as the LTV of any new re-engagement source.
  • Dynamic Attribution: marketers can assign the amount of time a user can be attributed or re-attributed to an advertising source, giving them more control over their internal logic on how they calculate and measure LTV and and customer acquisition costs.