Optimize your marketing measurement strategy for 2024 and beyond

2. Go from manual monitoring to automated smart alerts

As a growth marketer, you’re undoubtedly familiar with the often time-consuming task of monitoring your campaigns and top key performance indicators (KPIs) by scanning campaign data for an hour or more. However, with today’s Campaign Automation tools, marketers can automate this process and set up smart alerts to track key KPIs and budgets.

Benefits of smart alerts for growth marketers:

• Frees up time by monitoring multiple campaigns simultaneously for you
• Removes human error so you don’t miss crucial insights
• Spots data anomalies
• Tracks KPIs to help you optimize campaigns faster

Level up with Adjust’s smart alerts solution, Pulse

Adjust’s time- and cost-saving smart alerts solution, Pulse, provides marketers with all the benefits above and then some. For example, with Pulse, marketers can easily set customizable alerts and have them sent via Slack or email. They can also create alerts based on any time period comparison (such as comparing this Monday to the previous Monday or October 2023 to October 2022, etc.).

Marketers can also choose from templates of common alert use cases so marketers can create alerts even faster. Additionally, one of the most unique features of Pulse is its ability to utilize marketers’ historical data to show how often an alert would have been triggered in the past to visualize the usefulness of a potential alert.

Smart alert use cases

See the following real-life use cases of how marketers use Pulse to enhance their marketing measurement strategies.

Examples of how different teams can use smart alerts

Check out these real-life examples of how different teams can benefit from smart alerts from Pulse.

Development: Test updates and spot potential bugs.

• Get notifications if App B has less than 10 installs in a 24-hour period.

Product: Spot user experience issues.

• Receive a ping if the Day 7 retention rate decreases by 10% compared to the previous week.
• Get notified if the registration completion rate decreases by 50% compared to the same day one week prior.
• Create custom metric for a gaming app: If users reaching “Level 3” is less than 100 in a day.

User Acquisition: Monitor retention, budget, and fraud.

• Receive an alert when the Day 7 retention rate in LATAM increases by 30% from the previous week and installs are above 1000.
• Get an alert when the rejected install rate increases  30% over the day before.
• Be notified when the cost per registration rises above US$1.00.

Marketing: Keep track of KPIs and ensure campaigns are running smoothly.

• Get a ping when creative X hits key click-through rate (CTR) targets, such as 5,000 or 10,000.
• Receive a notification when the custom metric, “Add to Cart”, increases 30% over last week.
• Get alerted when an anomaly is detected with installs from Channel Y.

Leverage the power of marketing automation for your entire company. Always be on the lookout for tools that can jointly help marketing and your partner teams. Get more value company-wide from the tools to which you have access.

3. Don’t forget to scrutinize ad spend

Retention rates, session lengths, and engagement are all important KPIs. However, make sure to pay attention to ad spend too. As app marketers navigate the current economic downturn, likely dealing with smaller teams and budgets, there’s less money allocated to ad spend, making each dollar count all the more.

Immediately knowing which of your campaigns aren’t performing well and being able to redistribute the ad spend from these to the campaigns that are will make a significant difference in your team’s ability to grow ROI.

4. Unify your measurement tools

Centralizing your marketing data was one of the five points shared by Adjust’s Chief Product Officer, Katie Madding, in her article How to stay on top of your app campaigns. Nielsen’s research further reports that multiple measurement tools could be hurting marketers’ confidence to act on the insights they receive.

As the number of channels and campaigns that marketing teams run expands, so does their need to have one place to measure, analyze, and act on their marketing data across devices. Brands need an analytics platform that provides them with clean, accurate data from all of their marketing sources to oversee multiple campaigns simultaneously.

5. Don’t be afraid to dive into SKAN attribution

Understanding and being able to act on SKAdNetwork (SKAN) attribution data is a must for today’s iOS marketers. Since Apple introduced its App Tracking Transparency (ATT) framework, many marketing teams have struggled to make sense of SKAN data for their iOS campaigns. Don’t let SKAN intimidate you; partner with a mobile measurement partner (MMP) that can help you navigate SKAN by providing support in collecting and analyzing aggregated SKAN data, and employing flexible and transparent conversion value mapping.

6. Consider media mix modeling

Media mix modeling (MMM) provides marketers with a macro-level view of marketing performance, in which marketers can ascertain if factors like seasonality, press, and out-of-home marketing efforts impact a company’s total revenue. Additionally, a major attraction of utilizing an MMM framework is that it can forecast sales and predict how successful different combinations of marketing efforts will be.

In short, marketers can get an overview of their marketing activities from an MMM and then use a mobile measurement and analytics suite like Adjust to zoom in to see how campaigns perform at a channel or creative level. Note that Adjust is developing an MMM solution as part of our next-gen solutions so marketers can have everything they need in one platform. To better understand what media mix modeling is, check out our guide on MMM.