Bidalgo Launches Post Attribution Asset-Level Data for Google App Campaigns to Give App Marketers Greater Accuracy, Transparency and Control

Apr 30, 2019


Bidalgo, a provider of ad automation software and services for app marketers, announced the launch of post attribution asset-level data (Asset HD) and enhanced AI-powered automation for Google App Campaigns. Now, for the first time since Google transitioned all app install campaigns to Google App Campaigns (previously Google UAC) in October of 2017, app marketers have access to accurate reporting data down to the asset level, so that they can analyze creative performance and optimize campaigns accordingly.

Google App Campaigns run optimized install campaigns on inventory across all relevant Google properties, including Google Play, Search, YouTube, and the Google Display Network. Currently, Measurement Partners don’t have transparency to asset-level data, leading to a lack of accurate, post attribution data throughout the industry. On top of that, Google provides marketers with approximated reporting on basic, pre-attribution data such as impressions, clicks, and conversions but the numbers are often difficult to interpret and take action on. Bidalgo’s algorithm for asset-level heuristic data (Asset HD) relies on user funnel, pre-attribution data and other inputs to provide highly accurate information about the post-install performance of each asset as it affects revenue, payers, transactions and more.

Bidalgo improves Google App Campaigns by providing:

  • Asset HD – While Google only provides pre-attribution, campaign-level data for metrics such as impressions, clicks, and installs, Bidalgo provides Asset Heuristic Data (Asset HD). We use a data science-driven heuristic technique to calculate asset-level performance, including Return On Ad Spend (ROAS), based on post-install attribution data from leading mobile measurement partners. This enables the breakdown of performance for assets including text, video, display image and HTML5 playable units. Until now, these assets were only looked at collectively.  
  • AI-Powered Automation – Bidalgo’s proprietary AI algorithms create a campaign using smart asset selection by looking at the assets’ historical data. Once the best assets have been determined, it analyzes their performance and adds or removes as needed. Marketers can now build campaigns based on the best-performing assets and optimize campaigns automatically based on that data.

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