Mobile messaging allows marketers an unprecedented channel for communicating with their app audience. Reaching the right audience with the right message is what separates good messaging from great mobile engagement. If not done right, deletion rates can be high, with 70% of users never coming back to the app within 30 days of download. That’s why discovering and identifying your highest traffic sources that create high value users is key to retention.
Partnering to Increase Retention
At Airship, we’ve developed a robust segmentation solution that makes reaching the right person easier. Now with the Airship integration from AppsFlyer, a leading mobile attribution and marketing analytics solution, marketers are able to use the attribution data captured by AppsFlyer in Airship’s segmentation tools. Using AppsFlyer’s mobile marketing analytics and attribution platform, marketers can pinpoint their targeting, optimize their marketing campaigns and boost their ROI.
For example, a marketer can target all of the users who had first opened the app in the last seven days, and had installed the app from a particular campaign or media source (AppsFlyer data as Airship Attributes). This is also useful for tracking user’s app lifecycle. A marketer can track a user’s actions: tags added, events triggered, uninstalled, etc., and use this to help determine their most valuable marketing and user acquisition channels. Airship and AppsFlyer together provide the tools needed to spend marketing dollars wisely.
How It Works
The Airship Channel ID (Airship’s unique device identifier) is passed to AppsFlyer, via code in the app. AppsFlyer then passes the following attribution data to Airship via the API as attributes for every organic, and nonorganic install:
- Media Source
- Campaign name
- Campaign ID
- Attributed Ad ID
- Attributed Adgroup
These attributes can then be combined with other segmentation attributes in Airship’s platform to send timely, targeted messages to users as well as personalize the text of messages. This allows data from AppsFlyer to be combined with data from other sources (device, CRM, POS, etc.) without requiring complex nomenclature.
The result is a cleaner data set, allowing for easier segmentation and more targeted messaging. Because this is done on a per-device basis, and because it uses Apple’s IDFV instead of IDFA, it maintains the utmost in consumer privacy and security.
Benefit from Richer Reporting
With Airship Performance Analytics, you can measure valuable engagement and retention metrics to measure “user quality.” You can also measure conversion over time to determine user lifetime value. This allows you to re-allocate your acquisition spend to the ad channels that perform best.
To start using AppsFlyer attributes to improve your messaging performance contact your account manager, or review AppsFlyer’s documentation. To learn more about AppsFlyer’s solutions visit their website or check out their blog.
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