MetricWorks
Login

Why do you need an incrementality MMP?

by | Jun 23, 2021 | Apple, Benefits, Facebook, Features, Future, IDFA, Incrementality, iOS14, Measurement, MMP, Product, UA Strategy, Uncategorized

By now, you would have certainly encountered the deficiencies and frustration of last touch, and SKAdNetwork in particular.  While the scars from those encounters make for great conversation starters, they are also important reminders that it is time to embrace change and re-examine your idea of the ideal measurement stack.

You see, as marketers, for the longest time, we’ve become too comfortable with the simplicity and convenience of last touch.  In an attempt to cling to that comfort, we’ve even accepted a very impaired remnant of last touch, SKAdNetwork and the ecosystem that supports it.  In doing so, we have forsaken any attempt at realizing true marketing visibility and effectiveness.  As a reminder, and please don’t flinch, here are the glaring issues with SKAdNetwork:  

  1. SKAdNetwork leaves 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that are foundational to your mobile growth strategy (like retention, revenue, LTV, and ROAS) have disappeared and have been replaced by a single conversion value with its own significant limitations.

Now, fortunately in order to just survive and function in a “SKAdNetwork world”, you have last touch MMPs that try to piece the fragments of this last touch signal together.  While keeping your last touch MMP makes sense, it still does NOT address the glaring gap that decimates your marketing strategy.  That is where an incrementality MMP comes in due to the following reasons:

  1. An incrementality MMP is fully compliant with Apple’s privacy policy because it doesn’t depend on device IDs (IDFA or GAID).
  2. Does NOT require any changes to your marketing processes, KPIs or methods of use.
  3. Provides you the very same KPIs (cohorted by install date) that you have grown to cherish.
  4. The data that Polaris needs will always be around and doesn’t require any form of attribution.
  5. Can provide side-by-side comparisons of last touch vs incrementality data.

     

    Which is why we built Polaris, a privacy-centric incrementality MMP that does NOT need IDFAs or GAIDs.  It offers the “MMP experience”, but built for incrementality, in order to overcome the deficiencies of last touch MMPs.  More info about Polaris can be found here.

    We know that change is difficult, but fear not, because we have built Polaris to be quick and easy for you to adopt. So easy in fact, that it is a turnkey drop-in replacement for last touch. No migrations, no extra SDKs, and no heavy implementation lift. Polaris even integrates directly with your last touch MMP to get the data it needs.  

    After having helped many leading mobile gaming companies, we are confident that we can get you started with Polaris in 24 hours. We are here for you. If you are trying to close the gaps in your measurement stack, we are offering a chance to run a POC to compare incrementality measurement to last touch.  You will be astounded at how much better Polaris performs.  Contact us today to get started.

Submit a demo request to hear about the powerful features of Polaris incrementality MMP.  We look forward to helping you.

The MetricWorks Team

SKAdNetwork Is Not Enough. Add Polaris Incrementality Measurement.

by | May 18, 2021 | Apple, Benefits, Future, IDFA, Incrementality, iOS14, Measurement, MMP, Product, UA Strategy, Uncategorized

By now, you should have realized that SKAdNetwork is not enough for true marketing effectiveness!  There is a clear gaping hole in your measurement apparatus.  You’ve already invested a great deal of resources in SKAdNetwork with little to show in returns.  So what should you do now?

The first thing we should clarify is that SKAdNetwork is a very limited remnant of last touch and last touch does not allow you to realize true marketing visibility and effectiveness.  In order to surmount this challenge, you will need to adopt incremental measurement and here’s why:

  1. Incremental measurement is fully compliant with Apple’s privacy policy because it doesn’t depend on device IDs (IDFA or GAID).
  2. Our incremental measurement solution, Polaris does NOT require any changes to your marketing processes.
  3. Polaris provides you the very same KPIs that you have grown to cherish.
  4. Polaris uses the same app events and marketing data that you used before IDFA deprecation.


    We all know that change is difficult but fear not because we have built Polaris to be quick and easy for you to adopt. So easy in fact, that it is a turnkey drop-in replacement for last touch.  After having helped many leading mobile gaming companies, we know that we can get you started with incremental measurement in 24 hours.

    We, at MetricWorks, are here for you. If you are trying to close the gaps in your post-IDFA measurement apparatus, we are offering a chance to run a POC to compare incremental measurement to last touch.  You will be astounded at how much better incremental measurement performs.  Contact us today to get started.

To learn more, submit a demo request or visit our Polaris product page.

Not only does Polaris help resolve your post-IDFA challenges, it is designed to help you achieve true marketing effectiveness. Contact us today to hear:

  • How Polaris is a ready-to-use, turnkey, drop-in replacement for last touch
  • How Polaris involves zero change to your marketing or UA processes
  • How you can take advantage of special Polaris subscription deals to get you started quickly even before IDFA deprecates

Submit a demo request to hear about the powerful features of Polaris including that it does NOT need IDFA or GAID and can still provide you the following favorite KPIs, DAILY, in incremental form at the source by country level:

  1. Revenue
  2. Installs
  3. ROAS
  4. LTV
  5. Retention
  6. Any other KPI we have data for that matters to your team.

We’re here for you to ensure that you have the right measurement apparatus for the post-IDFA era.  We look forward to helping you.

The MetricWorks Team

 

 

Day 1 of iOS14.5

by | Apr 27, 2021 | Apple, Benefits, Features, Future, IDFA, Incrementality, iOS14, Measurement, Product, UA Strategy, Uncategorized

Well, iOS14.5 finally released yesterday.  Day 1 has been filled with surprise, confusion, frustration and doubt.  We’ve heard from UA leaders around the globe about how difficult and frustrating Day 1 has been due to the lack of preparedness across the advertising ecosystem. Many people were even told by trusted partners that Apple was going to allow fingerprinting, that Apple would relax their policies, and that they would be ready. Clearly that is NOT the case. We, at MetricWorks, feel sorry for anyone who’s been misled, or told that their partner would be ATT compliant or ready at the least. As our Chief Growth Officer, Chris Hoyt has said on LinkedIn, “I want to offer you a safe haven. With top-down incremental measurement, you don’t need last touch data or device IDs. Nothing Apple or Google, or the MMPs or the ad networks do, will complicate your ability to measure daily granular incremental KPIs (ROAS, LTV, retention, installs, revenue, etc.). Don’t be a victim in this process. Take control of your UA and UA measurement. We, at MetricWorks, are here for you when you are ready.”

To help those that are trying to close the gaps in their post-IDFA measurement apparatus, we are offering them a chance to run a POC to compare incremental measurement to last touch.  You will be astounded at how much better incremental measurement performs.  Contact us today to get started.

Polaris is the perfect measurement solution for the post-IDFA storm as it does NOT need IDFA or GAID.  Just like the star after which it is named, Polaris will serve as the true north for marketers now that we are in Day 1 of the lights going out with iOS14.5. Polaris will allow gaming studios to utilize incrementality to deliver daily measurement, all at the same granularity that you have always relied upon to make informed marketing decisions.  To learn more, submit a demo request or visit our Polaris product page.

Not only does Polaris help resolve your post-IDFA challenges, it is designed to help you achieve true marketing effectiveness. Contact us today to hear:

  • How Polaris is a ready-to-use, turnkey, drop-in replacement for last touch
  • How Polaris involves zero change to your marketing or UA processes
  • How you can take advantage of special Polaris subscription deals to get you started quickly even before IDFA deprecates

Submit a demo request to hear about the powerful features of Polaris including that it does NOT need IDFA or GAID and can still provide you the following favorite KPIs, DAILY, in incremental form at the source by country level:

  1. Revenue
  2. Installs
  3. ROAS
  4. LTV
  5. Retention
  6. Any other KPI we have data for that matters to your team.

We’re here for you to ensure that you have the right measurement apparatus for the post-IDFA era.  We look forward to helping you.

The MetricWorks Team

 

 

T-6 days from iOS14.5

by | Apr 21, 2021 | Apple, Future, GamesBeat, IDFA, Incrementality, iOS14, Measurement, Product, UA Strategy, Uncategorized

Apple finally dropped a hint about iOS14.5 yesterday as part of a group of product announcements.  If Apple’s fine print for AirTag is to be trusted, then we are less than six days away from the post-IDFA era.  If you haven’t yet, do read GamesBeat’s latest article by Dean Takahashi.  Dean does a great job of capturing the range of reactions across the mobile gaming industry to Apple’s announcement.   Thank you Dean for including MetricWorks and our CEO, Brian Krebs in your article.  MetricWorks is primed and ready for the post-IDFA storm.  Our incremental measurement solution, Polaris which launched last month, has been rigorously tested, enhanced and tested even further through an extensive and highly successful beta program, as well as a series of comprehensive pilots with mobile gaming leaders.  Submit a demo request today to see how Polaris is the perfect complement to your SKAdNetwork implementation to realize true marketing effectiveness.

 

Polaris is the best privacy-compliant measurement solution for the post-IDFA storm as it does NOT need IDFAs or GAIDs.  Just like the star after which it is named, Polaris will serve as the true north for marketers when the lights go out soon with iOS14.5. Polaris will allow gaming studios to utilize incrementality to deliver daily measurement, all at the same granularity that you have always relied upon to make informed marketing decisions.  To learn more, submit a demo request or visit our Polaris product page.  Not only does Polaris help resolve your post-IDFA challenges, it is designed to help you achieve true marketing effectiveness. Contact us today to hear:

  • How Polaris is a ready-to-use, turnkey, drop-in replacement for last touch
  • How Polaris involves zero change to your marketing or UA processes
  • How you can take advantage of special Polaris subscription deals to get you started quickly even before IDFA deprecates

Reliable measurement is the cornerstone of decision making and our team has worked tirelessly to deliver a solution that will future-proof your UA (without needing IDFA or GAID), and provide true incremental measurement that allows you to dramatically increase the effectiveness of your budget. In case you missed it earlier, here’s a link to our What Is Incrementality? deck.

We have also put together amazing subscription deals that allow you to commence with incremental measurement even before IDFA finally deprecates. Rather than wait for next week, Polaris will allow you to seamlessly transition from the outdated systems of today into the new world of measurement truth and accuracy from Day One of the post-IDFA storm.

Submit a demo request today to hear about the powerful features of Polaris including that it can still provide you the following favorite KPIs, DAILY, in incremental form at the source by country level:

  1. Revenue
  2. Installs
  3. ROAS
  4. LTV
  5. Retention
  6. Any other KPI we have data for that matters to your team.

The world is quickly approaching a watershed moment. You have only six days to prepare.  Do you have the right measurement apparatus for the post-IDFA storm? 

Introducing Polaris: your true north measurement for the post-IDFA storm

by | Mar 16, 2021 | Apple, AppsFlyer, Benefits, Features, Future, IDFA, Incrementality, iOS14, Measurement, Product, UA Strategy, Uncategorized

Today represents a major milestone in our mission to make the lives of marketers much easier.  Following an extensive and highly successful beta program, we are proud to announce that our incremental measurement solution, Polaris, is now live.  Thank you to our clients, partners, advisors and our dedicated team who made this possible.  Polaris is the perfect measurement solution for the post-IDFA storm as it does NOT need IDFA or GAID.  Just like the star after which it is named, Polaris will serve as the true north for marketers when the lights go out soon with iOS14.5. Polaris will allow gaming studios to utilize incrementality to deliver daily measurement, all at the same granularity that you have always relied upon to make informed marketing decisions.  To learn more, submit a demo request or visit our Polaris product page.

Not only does Polaris help resolve your post-IDFA challenges, it is designed to help you achieve true marketing effectiveness. Contact us today to hear:

  • How Polaris is a ready-to-use, turnkey, drop-in replacement for last touch
  • How Polaris involves zero change to your marketing or UA processes
  • How you can take advantage of special Polaris subscription deals to get you started quickly even before IDFA deprecates

Reliable measurement is the cornerstone of decision making and our team has worked tirelessly to deliver a solution that will future-proof your UA (without needing IDFA or GAID), and provide true incremental measurement that allows you to dramatically increase the effectiveness of your budget. In case you missed it earlier, here’s a link to our What Is Incrementality? deck.

We have also put together amazing subscription deals that allow you to commence with incremental measurement even before IDFA finally deprecates. Rather than waiting for the inevitable chaos, Polaris will allow you to seamlessly transition from the outdated systems of today into the new world of measurement truth and accuracy from Day One of the post-IDFA storm.

Submit a demo request to hear about the powerful features of Polaris including that it does NOT need IDFA or GAID and can still provide you the following favorite KPIs, DAILY, in incremental form at the source by country level:

  1. Revenue
  2. Installs
  3. ROAS
  4. LTV
  5. Retention
  6. Any other KPI we have data for that matters to your team.

The world is quickly approaching a watershed moment. Do you have the right measurement for the post-IDFA storm?  

Best,

Brian
CEO of MetricWorks

 

 

Incrementality & Truth In UA

by | Mar 10, 2021 | Apple, Benefits, Future, IDFA, Incrementality, iOS14, Measurement, UA Strategy, Uncategorized, Whitepaper

iOS14 has certainly provided us an opportunity to re-examine last touch and how well it delivers truth in user acquisition.   The cold, hard truth is that last touch doesn’t deliver truth and it is an entrenched approach to which mobile marketers have become addicted.  Big thanks to Gamesforum’s John Speakman for exploring this topic with MetricWorks CEO, Brian Krebs.   Visit Gamesforum Online to view this recording as well as webinars on other relevant topics.

Credit: MobileDevMemo's UA Automation Level 3 by Eric Seufert


In this webinar, we challenge the general perceptions of marketing effectiveness under last touch including its bias to SANs (self-attributing networks) and high engagement ad formats.  As Brian points out, at the macro level, there has been a significant growth in the number of ad channels for marketing spend.  With that, there has also been a greater overlap in audiences across these channels.  Consequently, marketers are often paying twice to reach the same subset of eyeballs. Now that IDFA will be deprecating soon, it is time to adopt a new form of measurement, namely, incrementality to understand the true value of your media spend. The take-away is that iOS14 can actually be the driver to pursue a new opportunity in the form of measurement that is grounded in data science and most importantly, in truth.

Submit your questions below. You can also request a demo to learn more about MetricWorks incremental measurement solution that is a ready-to-use, turnkey, drop-in replacement for last touch. It involves no change to your marketing or UA processes.  We look forward to helping you ensure that your marketing is truly effective in the post-IDFA era.

Best,

The MetricWorks Team