In our latest State of Re-engagement and Rising Developments webinar, Liftoff Gross sales Engineering Supervisor Jackie Nguyen was joined by Cell Hero Iain Russell, Head of Efficiency Advertising and marketing at Moneyhub, and Niv Klein, Product Group Lead at AppsFlyer, to debate the evolving panorama of re-engagement for Android and iOS.
Throughout this session, they coated a number of essential matters, together with methods for Android and the affect of ATT on iOS re-engagement. We additionally explored unified UA and re-engagement setups and tailor-made approaches particularly designed for non-gaming apps. When you missed it, you may catch the complete webinar right here, however should you’re quick on time, we’ve additionally picked out 10 key takeaways. Let’s leap in.
1: We’ve largely recovered from the rollout of ATT
Klein has been paying shut consideration to advertisers’ conduct post-ATT (App Monitoring Transparency) throughout their time at AppsFlyer and has seen some stunning outcomes. One notable change is extra advertisers are retargeting right this moment than earlier than ATT’s launch three years in the past.
This wasn’t the case initially—proper after the change occurred, re-engagement noticed a major drop, nevertheless it has steadily recovered and begun to extend. Earlier than ATT, Klein recorded that re-engagement was round 36%, nevertheless it’s now at about 39%. This can be associated to Apple’s enhancements to attribution, with iOS now providing a number of methods to measure the affect of campaigns.
It’s an identical story relating to person acquisition. After the introduction of ATT, conversions ensuing from advertisements proven to new customers fell by a large 70%. Since then, the market has largely recovered, with AppsFlyer knowledge displaying that, as a complete, we’re at round 70% of what we have been beforehand. Sure verticals have additionally proven an enchancment in conversions, reminiscent of gaming, which is now round 122% of what it was earlier than ATT.
2. Customers are prepared to share their knowledge
The largest problem ATT launched was person consent. Beforehand, advertisers have been free to focus on any person who visited their app, whereas now, they need to ask customers for permission earlier than accessing their knowledge. This generally is a onerous promote: many customers will discover it intimidating being requested to permit an app they simply downloaded to research their conduct and monitor them throughout apps and web sites.
Surprisingly, although, many customers are prepared to do that, with Klein’s knowledge displaying that round 50% of customers opt-in when prompted. Klein identified that some apps have applied further steps to encourage customers to consent, like displaying an introductory pop-up earlier than the ATT immediate that clarifies its goal. Nonetheless, they did observe that sure customers won’t ever decide in as a result of their units have been restricted, reminiscent of in circumstances the place parental permissions are in place.
3. Advertisers ought to allow reattribution on their UA campaigns
Earlier than ATT, machine identifiers weren’t simply used for focusing on—they have been additionally used for exclusion. Advert platforms operating large-scale UA campaigns used to obtain lists of customers who already had their app. These lists meant that even when an algorithm advised an current person was a first-rate candidate for an advert, that person could possibly be excluded to align with the marketing campaign’s acquisition-only aim.
Nonetheless, following ATT, it’s way more difficult for advert platforms to determine who already has their app. Throughout the webinar, Klein mentioned that a great way to beat that is to measure efficiency and take one among two actions: if the marketing campaign is performing nicely, incorporate re-engagement, because it might positively affect the underside line. If tendencies point out that focusing on is off, a minimum of you’ll have visibility on what’s working and what isn’t. For instance, you would possibly uncover that one focusing on methodology brings again extra lapsed customers than one other.
4. Get forward of the AdAttributionKit by partnering with an MMP
One of many massive reveals from WWDC 24 earlier this yr was that Apple seems to have changed its SkAdNetwork (or SKAN 5) in favor of the AdAttributionKit. The announcement caught the attention of efficiency entrepreneurs, as the brand new framework contains the power to trace conversions from advertisements clicked by customers who’ve already put in the app. The one catch is that this function is just accessible in iOS 17.4 and above. Fortunately, there are some things entrepreneurs can do proper now to start out enhancing re-engagement.
Russell mentioned that a kind of is having a cellular measure associate (MMP) in place, which you’ll refer again to as an impartial supply of data. Most MMPs may even collate your info right into a cohesive dashboard that will help you higher perceive the success of your campaigns. So, say you had an promoting marketing campaign with Liftoff. You possibly can use an MMP to see all of the indicators in a single place, alter them the place wanted, and perceive the full affect of your advertising and marketing over a single marketing campaign and even particular companions.
5. Prize attracts are an incredible engagement technique
When you’re on the lookout for methods to spice up engagement extra typically, one technique Russell has discovered to be actually efficient is operating a month-to-month prize draw that customers enter in one among two methods.
One is to easily be lively within the app, so encouraging customers to do no matter they’d usually do—whether or not that’s taking part in a degree in a cellular recreation, swiping via profiles in a relationship app, recording a run in a health app, you identify it. Two is for customers to even have an lively connection, reminiscent of to a different account (like social media) or associated app.
On the finish of the month, the entries are picked at random to determine the winner who takes house the prize (this could possibly be money or one thing you realize appeals to your particular viewers). Understanding there’s an opportunity to win one thing retains the app on the prime of customers’ minds and pushes them to maintain interacting along with your app.
6. Determine the perfect time to reactive lapsed customers
One other useful piece of recommendation is to think about constructing your technique round reactivating inactive customers. Klein talked about that almost each app has a “magic quantity”—the particular variety of days after which a person is least more likely to return to the app, which will be gauged via a easy evaluation. As soon as you realize the “magic quantity,” focusing on this particular group with devoted campaigns can assist lengthen your person’s lifecycle.
When you have been to take grocery purchasing apps for instance, most customers will in all probability use them round as soon as every week. That might imply that should you get a person who hasn’t logged in for round eight or 9 days, there’s an excellent probability that they may by no means return. Nonetheless, should you have been to succeed in them at that time with a small low cost or particular promotion, you would possibly pull them again in.
Advertisers might also need to concentrate on the onboarding course of, which entails getting customers to make their first buy or subscription. The most effective place to start out is by taking a look at what indicators a “good” person early on, which could embrace viewing a number of product pages, checking the pricing plan, or participating with out instantly leaving. After these actions, you may give customers time to transform on their very own.
7. Take a look at in-app occasions and customized product pages
Russell felt two key areas associated to re-engagement ought to be extra utilized on iOS: in-app occasions and customized product pages. Each have the choice to be particularly focused to current customers searching the App Retailer. When you’ve got somebody who downloaded your app however has not used it for some time, you may attain out and allow them to find out about new options and enhancements.
For the time being, each in-app occasions and customized product pages are simple to make use of and fully free, so there’s no purpose to hesitate. Nonetheless, on condition that Apple absolutely should need to get extra apps utilizing these instruments and populating the App Retailer with totally different graphics and visible kinds, there’s an excellent probability that in some unspecified time in the future these will turn into a part of Apple Search Advertisements.
8. Use CRM instruments to steadiness re-engagement campaigns
Creating any cellular advertising and marketing marketing campaign is at all times a difficult balancing act. Push the person too onerous, and also you run the danger of them dismissing your app fully. Push the person too little, and also you would possibly simply miss out on a conversion. However in response to MoneyHub’s Russell, it doesn’t need to be such a problem—virtually any first rate CRM instrument ought to have the ability to cease a marketing campaign from changing into too intrusive.
He mentioned: “I’ve arrange world guidelines to keep up a balanced communication technique. For instance, I make sure that no multiple advertising and marketing push notification is distributed out inside a 48-hour interval and not more than three emails are despatched inside every week. I perceive what’s acceptable can differ throughout merchandise and industries, however with a finance app, the place delicate info is concerned, this steadiness works greatest for us.”
9. Advertisers measure the affect of re-engagement utilizing incrementality
It’s not sufficient simply to have a profitable app—you want to have the ability to demonstrably show that it’s a results of your advert campaigns. Nonetheless, measuring the affect of re-engagement will be difficult—how are you going to say for certain whether or not or not somebody wouldn’t have reopened the app anyway should you’d simply waited?
That’s the place incrementality is available in, primarily a check versus management experiment. First, you’re taking an viewers that has been inactive for a notable time frame and ought to be focused with a re-engagement marketing campaign. However earlier than you hit the launch button, you break up mentioned group into two. One half shall be uncovered to the advertisements, whereas the opposite shall be left alone. By evaluating the efficiency of every group, you’ll see the precise causal affect of the marketing campaign.
Clearly, that’s loads of work, and for a few years, this privilege has been afforded solely to giant corporations with the capability to handle it. Nonetheless, right this moment, it’s a lot simpler for anybody to have a look at incrementality attributable to developments in know-how provided by cellular analytics suppliers like AppsFlyer. These platforms make it fairly simple to run a few exams, perceive the affect, and optimize for incremental worth.
10. What’s subsequent for Google Privateness Sandbox
Simply as cellular entrepreneurs get better from Apple’s modifications to the cellular advertising and marketing panorama, Google appears shut behind. That being mentioned, exactly what these modifications will seem like is up within the air. Earlier this yr, the corporate introduced its intentions to reverse its cookie deprecation plans, main many to marvel what that may imply for the much more difficult Privateness Sandbox.
When you’re involved about operating into the identical scramble led to by ATT, the perfect factor to do is put some preparations in place. Do any of Google’s present bulletins current any alternatives for you and even any dangers you could must implement? Are you aware what modifications you want to make in case your Google promoting ID goes away? It might be worthwhile having the solutions to those questions sooner quite than later.
