In our latest State of Re-engagement and Rising Tendencies 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 lined a number of necessary matters, together with methods for Android and the influence 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. In case you missed it, you’ll be able to 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 shocking outcomes. One notable change is extra advertisers are retargeting right now 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 big 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 influence of campaigns.
It’s the same story in the case of consumer acquisition. After the introduction of ATT, conversions ensuing from adverts proven to new customers fell by a large 70%. Since then, the market has largely recovered, with AppsFlyer information exhibiting that, as a complete, we’re at round 70% of what we had been beforehand. Sure verticals have additionally proven an enchancment in conversions, akin to gaming, which is now round 122% of what it was earlier than ATT.
2. Customers are prepared to share their information
The largest problem ATT launched was consumer consent. Beforehand, advertisers had been free to focus on any consumer who visited their app, whereas now, they should ask customers for permission earlier than accessing their information. This generally is a exhausting promote: many customers will discover it intimidating being requested to permit an app they only 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 information exhibiting that round 50% of customers opt-in when prompted. Klein identified that some apps have applied further steps to encourage customers to consent, like exhibiting an introductory pop-up earlier than the ATT immediate that clarifies its goal. Nevertheless, they did be aware that sure customers won’t ever choose in as a result of their gadgets have been restricted, akin to 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 concentrating on—they had been additionally used for exclusion. Advert platforms working 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 present consumer was a first-rate candidate for an advert, that consumer might be excluded to align with the marketing campaign’s acquisition-only purpose.
Nevertheless, following ATT, it’s far more difficult for advert platforms to establish who already has their app. In the course of the webinar, Klein stated that a great way to beat that is to measure efficiency and take one in every of two actions: if the marketing campaign is performing nicely, incorporate re-engagement, because it may positively influence the underside line. If traits point out that concentrating on is off, at the very least you’ll have visibility on what’s working and what isn’t. For instance, you may uncover that one concentrating on technique brings again extra lapsed customers than one other.
4. Get forward of the AdAttributionKit by partnering with an MMP
One of many huge reveals from WWDC 24 earlier this 12 months 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 flexibility to trace conversions from adverts clicked by customers who’ve already put in the app. The one catch is that this function is barely obtainable in iOS 17.4 and above. Fortunately, there are some things entrepreneurs can do proper now to start out bettering re-engagement.
Russell stated that a type of is having a cell measure associate (MMP) in place, which you’ll be able to refer again to as an unbiased supply of data. Most MMPs can 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 influence of your advertising over a single marketing campaign and even particular companions.
5. Prize attracts are an excellent engagement technique
In case you’re in search of methods to spice up engagement extra typically, one technique Russell has discovered to be actually efficient is working a month-to-month prize draw that customers enter in one in every of two methods.
One is to easily be lively within the app, so encouraging customers to do no matter they might usually do—whether or not that’s enjoying a stage in a cell sport, swiping via profiles in a courting app, recording a run in a health app, you identify it. Two is for customers to even have an lively connection, akin to to a different account (like social media) or associated app.
On the finish of the month, the entries are picked at random to establish the winner who takes house the prize (this might be money or one thing you recognize appeals to your particular viewers). Figuring out 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. Establish the perfect time to reactive lapsed customers
One other useful piece of recommendation is to contemplate 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 consumer is least prone to return to the app, which might be gauged via a easy evaluation. As soon as you recognize the “magic quantity,” concentrating on this particular group with devoted campaigns will help lengthen your consumer’s lifecycle.
In case you had 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 consumer who hasn’t logged in for round eight or 9 days, there’s a very good probability that they may by no means return. Nevertheless, should you had been to succeed in them at that time with a small low cost or particular promotion, you may pull them again in.
Advertisers may additionally wish to concentrate on the onboarding course of, which includes getting customers to make their first buy or subscription. One of the best place to start out is by what indicators a “good” consumer early on, which could embody viewing a number of product pages, checking the pricing plan, or partaking with out instantly leaving. After these actions, you can provide 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 needs to be extra utilized on iOS: in-app occasions and customized product pages. Each have the choice to be particularly focused to present customers shopping the App Retailer. When you’ve got somebody who downloaded your app however has not used it for some time, you’ll be able to attain out and allow them to learn about new options and enhancements.
In the meanwhile, each in-app occasions and customized product pages are simple to make use of and fully free, so there’s no motive to hesitate. Nevertheless, on condition that Apple certainly should wish to get extra apps utilizing these instruments and populating the App Retailer with totally different graphics and visible types, there’s a very good probability that sooner or later these will develop into a part of Apple Search Adverts.
8. Use CRM instruments to stability re-engagement campaigns
Creating any cell advertising marketing campaign is all the time a difficult balancing act. Push the consumer too exhausting, and also you run the danger of them dismissing your app fully. Push the consumer too little, and also you may simply miss out on a conversion. However in keeping with MoneyHub’s Russell, it doesn’t should be such a problem—virtually any respectable CRM instrument ought to be capable to cease a marketing campaign from changing into too intrusive.
He stated: “I’ve arrange international guidelines to take care of a balanced communication technique. For instance, I be certain that no a couple of advertising push notification is shipped 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 stability works greatest for us.”
9. Advertisers measure the influence 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. Nevertheless, measuring the influence of re-engagement might 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, basically a check versus management experiment. First, you are taking an viewers that has been inactive for a notable time frame and needs to be focused with a re-engagement marketing campaign. However earlier than you hit the launch button, you break up stated group into two. One half can be uncovered to the adverts, whereas the opposite can be left alone. By evaluating the efficiency of every group, you’ll see the precise causal influence of the marketing campaign.
Clearly, that’s plenty of work, and for a few years, this privilege has been afforded solely to giant firms with the capability to handle it. Nevertheless, right now, it’s a lot simpler for anybody to have a look at incrementality resulting from developments in expertise provided by cell analytics suppliers like AppsFlyer. These platforms make it fairly simple to run a few assessments, perceive the influence, and optimize for incremental worth.
10. What’s subsequent for Google Privateness Sandbox
Simply as cell entrepreneurs get well from Apple’s adjustments to the cell advertising panorama, Google appears shut behind. That being stated, exactly what these adjustments will appear like is up within the air. Earlier this 12 months, the corporate introduced its intentions to reverse its cookie deprecation plans, main many to surprise what that may imply for the way more sophisticated Privateness Sandbox.
In case you’re involved about working into the identical scramble caused 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 have to implement? Have you learnt what adjustments that you must make in case your Google promoting ID goes away? It might be worthwhile having the solutions to those questions sooner somewhat than later.
In case you loved this weblog submit and wish to be taught extra, you’ll be able to watch the State of Re-engagement and Rising Tendencies webinar in its entirety right here →