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What Is Incrementality?

by | Feb 19, 2021 | Uncategorized

How do you know if your mobile marketing is effective? Well, the best way to ensure that is by adopting incremental measurement. View our SlideShare below to get a better understanding of incrementality.  We’d love to hear your feedback.  Schedule a demo or submit your comments and questions below.

Are you ready to get started before the lights go out post-IDFA? Request a demo below of the ONLY incremental measurement solution that does NOT depend on IDFA or GAID. We look forward to helping you ensure that your marketing is truly effective in the post-IDFA era.

Work as if the date [for iOS14] is tomorrow.

by | Jan 12, 2021 | AppsFlyer, Future, IDFA, iOS14, Measurement, Product, Tinuiti, UA Strategy, Webinar

This was one of the key take-aways from an informative webinar hosted today by Tinuiti, with guests from Liftoff and AppsFlyer.  As Liz Emery, Snr. Director of Mobile Strategy at Tinuiti put it, “We work as if the date [for iOS14] is tomorrow”.  The urgency cannot be stressed any more than this. If you don’t yet have a plan for post-IDFA measurement, then start immediately.  Stop looking for loopholes.  If you’ve not heeded the earlier warnings during 2020 from leading analysts such as John Koetsier when he said, “The IDFA is going the way of the Dodo bird.” then do it now before it is too late.  If you are not yet aware of the severe limitations of SKAdNetwork then contact us below to schedule a conversation.

Credit: Tinuiti Webinars: How IDFA Changes Will Impact All Marketers

Devices will be going dark in terms of tracking from Day 1 of IDFA deprecation. The immediate areas that will be impacted include retargeting, death of measurement in its current form, and the severely hampered SKAdNetwork becoming the de facto standard. In terms of marketing, the lights will go out! 

As Alex Dohrmann (Snr. Sales Engineer, Liftoff) reminded us, “Now is the time to get your data in place.”. MetricWorks can help you do that to keep the lights on with the ONLY future-proof measurement solution that is rich, accurate, granular and incremental. We’ll even let you test drive it for FREE. 

Here are a few things you should start doing today and how MetricWorks can help:

  1. If you haven’t yet, test SKAdNetwork now.
  2. Test drive our incremental measurement solution for FREE while you still have precious time before IDFA deprecation.
  3. Compare your results from parallel testing our incremental measurement solution AND SKAdNetwork to develop your post-IDFA measurement strategy.
  4. Then, look to the future and ask yourself: Do you really want to start building your long term measurement strategy after the lights have already gone out and the risk to your business is critical? Of course not. Prepare for IDFA deprecation now so that you are thriving while your competition is floundering. We can definitely help you do that.

Submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Are you part of the 75% that are NOT prepared for iOS14/IDFA updates?

by | Dec 15, 2020 | Benefits, Future, IDFA, iOS14, Measurement, UA Strategy, Uncategorized, Webinar

According to a recent poll on an interesting webinar by JoyPac, 75% of respondents said that they are NOT well enough prepared for IDFA changes. The webinar hosted by  of JoyPac, featured Ioana Hreninciuc (GameAnalytics) and Christopher Farm () underscores “the need for more data science” and an “understanding of statistical methods” to make sense of the new signals. 

The good news is that we can help you get prepared in the short time that you have left before IDFA deprecation.  Our top-down incremental measurement is packed with these statistical methods to help you quickly get prepared for post-IDFA. The best part is that you can take it for a spin for FREE. 

As a reminder, measurement granularity is a major gap within SKAdNetwork and we’re glad to see JoyPac, GameAnalytics and Tenjin draw attention to this issue. Developers will need to prioritize investments in data science and statistical analysis in order to process more signals post-IDFA.  Acquiring these skill sets can be expensive. With our DSaaS (Data-Science-as-a-Service) solution, you can inexpensively and easily achieve the accurate, granular measurement that you need to successfully operate post-IDFA.  The full webinar is available below. 

Keep in mind that our top-down incrementality measurement solution which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork: 

  1. SKAdNetwork will leave marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations.

If you suspect that your measurement plan does not address the above gaps,  contact us today to discuss.  Time is running out and the competition is breathing down your neck. Our measurement solution can put you in a stronger position post-IDFA and ahead of your competition.


Please submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Video: How to use econometric models to supplement SKAdNetwork for mobile measurement

by | Dec 8, 2020 | Benefits, Future, IDFA, iOS14, Measurement, Podcast, UA Strategy, Uncategorized, Webinar

Marketers & Data Scientists: Rather than hoping for the best outcome with the limited SKAdNetwork, why not try out a superior measurement approach that is granular, accurate and incremental?  Watch Anthony Cross, Shamanth M. Rao & Brian Krebs discuss this approach that Shamanth describes as “what might be the smartest way to approach an inherently messy paradigm”. Full video recording available below.

Thanks again to Shamanth Rao (CEO of Rocketship HQ) for hosting MetricWorks’ CEO, Brian Krebs on The Mobile User Acquisition Show and thanks to Anthony Cross (Fmr. VP of UA, Data Science & Product at Big Fish Games) for participating in this conversation.  This is a valuable episode that explains why SKAdNetwork is NOT enough for successful post-IDFA measurement and describes how one can easily supplement SKAdNetwork with econometric modeling and interrupted time series (ITS) to arrive at a robust future-proof measurement apparatus. MetricWorks’ measurement solution makes it easy for you to accomplish this.   It requires really low effort on your part. We invite you to test drive it for FREE. 

Measurement granularity is a major gap within SKAdNetwork and we’re glad to see The Mobile User Acquisition Show draw attention to this major issue. Our top-down incrementality measurement solution which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork:

  1. SKAdNetwork will leave marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations.

Does your measurement plan address the above gaps?  Time is running out and the competition is breathing down your neck. Why not make sure that your post-IDFA measurement plan is foolproof?  Contact us today to discuss how our measurement solution can put you in a stronger position post-IDFA and ahead of your competition.

Instead of focusing on “fingerprinting” or probabilistic modeling which Apple has already stated in their current terms will NOT be allowed, apply your precious cycles to quickly testing our top-down incremental approach which is the ONLY future-proof measurement solution available today.  

You can also listen to the full podcast on iTunes or view the episode notes at The Mobile User Acquisition Show.  Please submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Podcast: How to use econometric models to supplement SKAdNetwork for mobile measurement in iOS 14

by | Dec 1, 2020 | Benefits, Future, IDFA, iOS14, Measurement, Podcast, UA Strategy, Uncategorized, Webinar

Thanks to Shamanth Rao (CEO of Rocketship HQ) for hosting MetricWorks’ CEO, Brian Krebs on The Mobile User Acquisition Show and thanks to Anthony Cross (Fmr. VP of UA, Data Science & Product at Big Fish Games) for participating in the conversation.  It is an informative podcast explaining why SKAdNetwork is NOT enough for successful post-IDFA measurement and describes how one can easily supplement SKAdNetwork with econometric modeling and interrupted time series (ITS) to arrive at a robust future-proof measurement apparatus. MetricWorks’ measurement solution makes it easy for you to accomplish this.   It requires really low effort on your part. We invite you to test drive it for FREE. 

Retention Masterclass By John Koetsier & Peggy Salz

Measurement granularity is a major gap within SKAdNetwork and we’re glad to see The Mobile User Acquisition Show draw attention to this major issue. Our top-down incrementality measurement solution which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork:

  1. SKAdNetwork will leave marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, will disappear and be replaced by a single conversion value with its own significant limitations.

Does your measurement plan address the above gaps?  Time is running out and the competition is breathing down your neck. Why not make sure your post-IDFA measurement plan is foolproof?  Contact us today to discuss how our measurement solution can put you in a stronger position post-IDFA.

Instead of focusing on “fingerprinting” or probabilistic modeling which Apple has already stated in their current terms will NOT be allowed, apply your precious cycles to quickly testing our top-down incremental approach which is the ONLY future-proof measurement solution available today.  

You can listen to the full podcast on iTunes or view the episode notes at The Mobile User Acquisition Show.  Please submit your questions below.  We look forward to answering them and making the future of your measurement brighter!