Introducing global-first Cross-Device, Cross-Platform ROI analytics

How do you grow ROI while maintaining CPA and scale?

This is a question marketers face every day. And answering this question has become more complex as they advertise on more platforms across more devices than ever before. When conversions happen, it’s a struggle to connect the dots and understand what caused them.

Back when Singular was founded in 2014, we focused on solving this challenge first for the complex, highly fragmented, mobile ecosystem: providing a single solution that automatically collects and combines spend data and conversion data to expose mobile marketing performance, including ROI, at unrivaled levels of granularity.

That is powerful. And we quickly became the de facto solution for unifying campaign analytics and mobile attribution to expose ROI.

But in 2019, the game is different

Top brands advertise over a wide range of platforms to users on multiple devices. A customer may see an advertisement for a product on her desktop, and later buy that product on her mobile app. With today’s analytics, it’s hard to connect the two experiences and measure the customer journey accurately.

For mobile-first brands, this often leads to two separate teams, one web, one mobile app, using different tools, and even different metrics, to measure the customer journey. For web-first brands, it results in limited investment in mobile apps, preventing them from diversifying their marketing efforts to bring in incremental users, leaving untapped growth potential on the line.

Moreover, inaccurate measurement leads to misguided decision-making. Matter of fact, poor data quality costs brands an average of $15 million annually, according to Gartner. Making an investment and creative decisions with inaccurate and incomplete datasets is just plain costly.

In true Singular spirit, we sought to solve this new challenge for our customers so they can drive growth more effectively and efficiently in this multichannel world. And I’m happy to say that we have leveraged our vast experience in attribution and marketing analytics to do just that.

Cross-device, cross-platform attribution

Today, Singular is announcing the first-ever cross-platform and cross-device ROI analytics solution for growth marketers.

With the release of Cross-Device Attribution, Singular’s Marketing Intelligence Platform connects marketing spend data to conversion results across devices and platforms. First, we ingest granular spend and marketing data from thousands of sources. Then we connect it with attribution data from our easy-to-implement in-app and web SDKs as well as direct integrations with customer data platforms, analytics solutions, and internal BI systems, bringing the full customer journey into a single view. Finally, we match the two datasets.

 

The result is the most accurate cohort ROI and CPA metrics available to marketers, at the deepest levels of granularity including campaign, publisher and even creative.

That’s ground-breaking. It’s revolutionary.

But bringing cross-device and cross-platform ROI into Singular and measuring it accurately, at granular levels, is only the beginning to driving impactful growth.

Granular data for growth

Marketers can now access granular ROI cohort reporting that is more accurate than ever, as you can get clear, combined revenue for users across all devices. This is critical to achieving profitable growth and only possible with Singular – a complete platform that innovates beyond a single attribution solution.

Moreover, marketers can also utilize the wide set of capabilities that Singular’s Marketing Intelligence Platform offers to make smarter decisions and optimize their growth efforts with additional cross-device visibility; plus, they have more visibility into essential context such as the exact creative customers engaged with and the audience segments they belong to.

For example, you may find that a web channel’s impact is much higher than expected for specific types of customers. And now you can analyze the impact of the same creative across mobile and web.

In fact, we won’t be surprised if marketers start shifting investments with this new level of clarity. We are excited to see how growth strategists are going to rise above the crowd using this new solution to become part of the future wave of sophisticated marketers. Gone are the days of attribution feature wars – Marketing Intelligence has arrived.

Launching Cross-Device Attribution is just another step towards achieving our goal: to be every marketer’s indispensable tool in driving growth. We keep working not only to ensure that you can innovate your growth processes and have access to the highest data accuracy but also to ensure that we bring you the right insights at the right time to help you make timely strategic and operational decisions.

Are you ready to take part in the future of growth?

Find out what Singular can do for you

How to become a top 10% marketer: Snap’s Brendan Lyall on scaling mobile growth

How do you become a top 10% marketer?

Simple: you achieve top 10% results.

Of course, that’s where the challenge lies. And doing it is not nearly as easy as saying it. But, as we’ve seen in our Scaling Mobile Growth report, top marketers get more and spend less, helping their companies achieve breakthrough growth.

A great product is a necessity, a great team helps, and a great offer is important, but great marketers know that to maximize their results, they also have have to successfully manipulate four key levers: creative, media sources, bids, and budgets.

Get them right consistently, and you win.

Screw up any one of them, and you risk blowing budget, wasting time, and killing credibility.

Brendan Lyall

Brendan Lyall knows more than most about being a top 10% marketer. He was a growth marketer at RockYou! and Storm8, then built businesses in mobile marketing: Grow Mobile, which was acquired Perion Networks, and Downstream.ai.

He’s currently helping Snap build out its ad solutions for marketers.

I spent some time with him recently to talk about marketing, growth, and moving beyond what is safe and known in order to achieve outsized results.

Essentially: how to become a top 10% marketer.

Koetsier: There’s a comfort level for digital marketers in using ad partners they’ve always worked with before. But what’s the risk in that?

Lyall: I’ve been a marketer and I’ve been on the ad network side too.

It is always risky for marketers to get too complacent or comfortable with their current ad vendors. The ad ecosystem is a constantly changing landscape of ad partners and that also includes ever-changing performance of ad partner inventory quality and install value.

There are also inward changing variables that app marketers need to keep in mind to keep they their UA campaigns running efficiently. As many mobile apps evolve, so do their user bases, features, monetization strategies and a countless number of other variables, and this can directly impact the app’s ad campaign performance.

One common scenario is, your ad partner breakdown at one stage in your mobile app lifecycle might be a great fit and provide excellent yield, making the ad partner choice and reliability appropriate, but as the app transitions to another lifecycle phase this can result in certain ad partners being no longer effective or the best choice for a marketer’s ad partner stack. Active and savvy marketers should always consider and test new partners and track the performance fluctuations in correlation to the changes to the app.

It’s important to never allow ad partners to run unsupervised with no or minimal optimization. A marketer’s comfort can lead to complacency and while we all know building a efficient and ROAS-rich strategy is not accomplished overnight. Always stay on top of your marketing campaigns and constantly validate and iterate your ad partner prioritization.

All of the quality ad partners in the mobile ecosystem have evolving products, ad units, optimization algorithms and publishers, so continue to stay up to date on your ad partner’s product offerings and how they benefit your marketing strategy. Marketers should test new channels continually and optimize their campaigns to ensure that their ad partners remain relevant throughout their app’s lifecycle.

Koetsier: The same applies to old versus new ad formats. What have you seen happen when marketers try new ad formats?

Lyall: This is something that has been a constant struggle for a lot of marketers. New formats are really exciting, but can be challenging if you don’t have the resources. Creative and ad formats are often the one of the most crucial part of a performance marketing campaign and can often get overlooked.

Quantitative optimization often takes the front seat for obvious campaign changes since they can be most closely A/B tested and correlated to certain results. Creative and ad formats are the hardest to optimize effectively and to quantify accurately.

One thing that Snap has been very conscious of is user experience and how different brands mesh with that quality standard. As mobile users we are constantly finding ways to subliminally block out ads, this brings up the importance for both marketers and ad partners to constantly iterate on ad units and formats. Testing new creatives is something we encourage our marketers to do frequently. Snap ads are a full-screen experience and this is a unique and immersive way to interact with an app or a brand, and when people spend time with them, they demonstrate high levels of intent.

It’s no surprise that ad solutions that allow for strong customization for natural and native experiences perform the best. For marketers who do not have the luxury to do high production ad formats, it’s important to iterate and test the formats that are within reasonable scale to your budget and resources.

We often see marketers test Snapchat Ads for the first time get impressive results. With thoughtful optimization and iteration within our Snap Publisher Tool, they have been really pleased with the new segment of users coming from Snapchat through the immersive ad units. User experience is very important to Snapchat which is why the ads team has continually iterated on new ad formats that resonate best with Snapchat’s audience of users while also presenting relevant ads for them to interact with.

Ultimately, new kinds of ad types have created new opportunities for stronger adoption and better performance.

Koetsier: What’s working best on Snap right now? What kinds of campaigns for what kinds of brands?

Lyall: From a performance perspective, we see a lot of scale when it comes to gaming and commerce. We’ve also had very significant scale in dating and travel.

Many of these are very performance-driven campaigns, and we see a lot of advertisers who have very specific downstream metrics and post-install events being able to scale very well with Snap. In commerce, deeplinking has been very successful for specific sales, either to another app or an external website.

Koetsier: What are the common characteristics of the best marketers — top 10% marketers — that you’ve seen?

Lyall: The Snapchat Ads self serve ads manager tool is used by a wide range of marketers and advertisers based on budget size, business category and needs.

To speak more towards the relevancy of this blog post, app advertisers have shown really significant adoption and success in the ads manager’s short history. Our most successful UA managers who generate app installs from Snapchat exemplify a heavy quantitative and non-biased approach towards their ad partners and constantly iterate and test on a wide range of campaign variables.

They also are able to understand that while the quantitative optimization is one piece of the puzzle, the creatives and ad formats are much more difficult to quantify and take a scientific approach to how they evaluate creatives and ad units. Overall, a tireless effort from UA advertisers who are willing to get their hands dirty and optimize campaigns and constantly iterate and test.

Koetsier: Thank you for your time!

. . .

. . .

To learn more about becoming a top 10% marketer, get a copy of our Scaling Mobile Growth report. We analyzed over $10B in ad spend and a trillion ad impressions to learn what the best marketers are doing, and are sharing the insights with you.

How LinkedIn, Lyft, Poshmark, and Calm align teams for maximum ROI

In some fantasy world, growth marketers have all the cash, corporate support, creative assets, and analytics they need, and can do their jobs in splendid isolation. In the real world? No marketer is an island, every team is an integrated component of the overall organization, and marketing alignment is a tough challenge.

Which means that kindergarten lessons still apply.

And marketers need to play nice with others … for their own good.

Marketing alignment in fast-growing companies

That’s exactly what we recently discussed with key executives at fast-growing Lyft, LinkedIn, Poshmark, and Calm during our recent UNIFY conference.

Specifically, we asked them how marketers should align internal teams to achieve ROI.

On the panel: Esther Hwang, Director of Growth at Poshmark, Ben Shanken, Director of Product and Growth at Lyft, Jake Bailey, Senior Manager, Digital Marketing and Strategy at LinkedIn, and Dun Wang, VP of Product and Growth at Calm. Fabien-Pierre Nicolas, Head of Marketing at SmartNews, moderated.

Fabien-Pierre Nicolas, SmartNews; Esther Hwang, Poshmark; Ben Shanken, Lyft; Jake Bailey, LinkedIn; Dun Wang, Calm.

Here’s a summary of their insights.

Aligning with executive teams

Aligning with the executive can be challenging. Most CxOs don’t know growth marketing, and they may also have a different time-frame for decision-making than campaign-driven marketers. Achieving marketing alignment requires tight coordination.

“At Calm we have three KPIs,” says Calm VP Dun Wang. “It’s purchase conversion, subscriber engagement, and subscriber renewals, so all of the conversations come back to those three metrics.”

That simplifies conversations, because those three key performance indicators are identical all the way up and all the way down the organization. Every decision can be weighed by how it contributes to at least one, and hopefully multiple of the top KPIs.

At Lyft, with 1,600 employees, alignment requires structural thinking.

“We actually invest a lot in building a structure for how we think, and disseminating that structure across the whole company, so that people can be in line with how we think,” says Ben Shanken, Director of Product and Growth.

But it’s also about investment, and investment carries risk.

And that’s something else to consider at the executive level.

“We think about things in terms of how much risk we want to take in terms of learning,” says Shanken.

Aligning with finance teams

Marketing alignment with finance and the CFO matters too. And it’s often not without some history.

“Historically the relationship between finance and marketing has been kind of contentious, because one is the money-spender and one is the money-protector,” says Poshmark Director of Growth Esther Hwang.

That means marketers need to educate finance.

Finance teams typically don’t understand growth activity or marketing, and nuance escapes them. For example, when one channel is killing it, finance might think: invest all your dollars there. Growth marketers, on the other hand, might know that channel, understand its capacity, and understand that there is not enough scale there to withstand doubling or tripling the budget.

But finance often sees things that marketers don’t.

“At the same time the finance team is a really great ally,” says Hwang. “From their vantage point they have a really great way of looking at certain blind spots that the marketing team might have. For example, at Poshmark it was the finance team that pointed out to us the difference in very long LTV for our male users versus our female users … which the growth team, operating much more short-term, weren’t keeping as close an eye on.”

That’s relevant at LinkedIn too:

“From a finance perspective we have to understand the full evolution of a user,” says Jake Bailey, Senior Manager, Digital Marketing and Strategy at LinkedIn. “We have finance partners that are very baked into our everyday engagement.”

Lyft does the same thing: add a finance executive to the marketing and user acquisition group, says Ben Shanken. It’s easier to run the numbers on LTV and budget allocations — and ensure tight feedback loops — when finance has a seat at the table.

Aligning with engineering teams

Science and art. Data and creativity. Marketing and engineering.

Sometimes it seems like marketing and engineering are oil and water. One promises, and the other has to deliver; one builds, and the other has to market. And they don’t always speak the same language.

That’s not the case in the world’s best companies, however.

“We’re fortunate to have very commercially minded engineers,” says Calm’s VP Dun Wang. “They want to know … if they’re going to spend a week working on a feature, how does that affect the user experience and how does that tie back to more revenue for Calm? So we’re super-transparent with that.”

For Poshmark, it’s all about the relationships.

“Our VP of Growth is an ex-engineer … who has a lot of personal relationships [with engineers],” Director Esther Hwang says. “He still makes it a habit to set up unstructured time with engineers … and that’s proven to be very helpful.”

Just one example: Poshmark has set up car pool routes that intentionally mix staff members across departments. In one case, a growth marketer complained to an engineer about the cost of marketing on Facebook. The engineer brainstormed a solution that involved using Facebook social logins as part of the registration flow. It was super-easy to implement, and had a significant benefit.

“That low-hanging fruit improved our registration conversion rate by about five points,” Hwang says.

Lyft engineers collaboration right into standard workflow and employee organization, says Director of Product and Growth Ben Shanken.

“We have a social pod which is an engineer, a data scientist, a program manager, and a marketer,” he says. “We want the engineer to be a channel manager [and] we want the manager to be a marketer.”

The result?

First of all, Lyft has changed the career path of engineers from building technology to making an impact. And secondly, they’ve empowered engineers with ownership of metrics.

Marketing alignment … with other marketing teams

It may sound silly, but marketing does need to align with marketing. Growth marketers have different imperatives, techniques, technologies, and budgets than brand marketers. Performance marketers and user acquisition marketers look at the world differently. Creative teams are not always aligned with marketing managers.

It’s about size.

“As you scale you’re going to run into these more siloed teams in the marketing space,” says LinkedIn’s Jake Bailey. “You have to find a way to bring those together.”

One way LinkedIn has done it is by creating an internal digital agency.

The agency is horizontal, and flows across silos. It leverages what is working in one team with the others, and derives a whole-company number for ROAS, return on ad spend.

“[This] allows us to work together to grow the business as a whole,” Bailey says.

Lyft has a different way of solving a similar problem, and it involves sometimes intentionally building inefficiencies into the system. It sounds paradoxical — or nonsensical — but it’s actually necessary.

“We have huge brand dollars that we do not control,” says Ben Shanken, Lyft’s Director of Product and Growth. “We can try to align our roadmaps … but every time we do that it sort of fails. It all comes down to agreeing on goals … if you do that, then it becomes easier to sequence how we do things.”

One example: brand marketers tend to like the most efficient ways of buying brand: national advertising. But, if you want to be great at measurement, local spend is the way to go.

The solution: sometimes being less efficient at one goal (in this case, brand advertising) to enable long-term efficiencies in another goal (in this case, local performance-oriented advertising).

Aligning with creative teams

Mistakes are great teachers, and Lyft saw this first-hand.

“We did a really bad thing … we gave the marketing team and the creative team a goal to replace all creative within four weeks with winning creative,” says Shanken. “They started cranking out huge amounts of creative, but the downside was they were cutting a lot of corners on analyzing this stuff … and rolling out creatives that weren’t that amazing.”

https://pixabay.com/en/paint-makeup-girl-cosmetics-color-2985569/

Lyft adjusted team OKRs (objectives and key results) and fixed the problem.

But this isn’t easy, as Calm also learned.

“For us it was really hard to align creative and UA,” says Dun Wang. “[There were] too many opinions on what ads we should launch and why … most of it not founded on data.”

What helped Calm move faster was empowering user acquisition directors to lead creative as well. Each UA team received design resources … and UA managers were given some leeway in marketing.

“We’re not so precious about the brand,” Wang says.

Aligning with BI/Analytics

Growth marketers live and die by the numbers. So it’s no surprise that the best marketers want super-tight relationships with business intelligence and analytics pros.

“Incorporating biz analytics into your process early is the key to success,” says LinkedIn’s Bailey. “Include them early and include them often. For us, they are the core of the team … without them nothing else would exist.”

Lyft’s Ben Shanken agrees:

“Data science is hugely important to each channel for us, especially as we start to automate and build programmatic,” Shanken says. “Because they’re building the models … they are arguably the most important part of the pod. They are the person making the actual model and algorithm working with the engineer and the marketer to translate logic into model.”

The same is true at Poshmark and Calm, where Wang says that data analysts work on every project and with every team.

Summing up

It’s not often that you can get some of the world’s top marketing experts and user acquisition leaders to open up about the core challenges of their jobs. Watch the whole video to get every last detail.

And one more thing:

Go deeper: check out how top marketers use Singular to get the data-driven insights they need to accelerate their growth.

Ad Monetization Reporting & True ROI Made Easy

Since launching Singular 4 years ago, we’ve worked tirelessly to become the de-facto Marketing Data Platform for the top mobile brands around the world. Our clients use Singular to unify their core marketing data sets into a single source of truth. And we take pride in helping them sort through the complexities of the ecosystem and uncover insights to help grow their business.

Singular is dedicated to helping marketers uncover ROI across their entire customer journey. A lot of marketers have a single source of revenue, in the form of in-app purchases, but many others have an additional source of revenue called “Ad Revenue” (similar to how a little company named Facebook makes their money 😉). As a result, ROI shouldn’t solely factor “App Revenue”, but must also “Ad Revenue”.

At Singular’s first annual growth marketing summit, UNIFY, our CEO Gadi Elishav announced the launch of our Ad Monetization Reporting. This product addition is in direct alignment with our vision is to help marketers uncover their business’ unique customer journey and understand every touch point within that journey.

Singular’s Ad Monetization Reporting collects, aggregates and standardizes your ad revenue data from all of your monetization partners into a single reporting view. We’ve taken the same approach and technology that Singular is known for with our new Ad Monetization Reporting. For customers who also use Singular attribution – we will soon provide deeper insights into granular ROI, accounting for both Ad Revenue and In-App Purchases, commonly referred to in the industry as True ROI. We’ve already integrated the most popular monetization partners, and are consistently adding new partners.

 

This is a game-changer for User Acquisition and Monetization teams alike:

  • User Acquisition teams can finally account for Ad Revenue in their ROI formula.
  • With the ability to see the true ROI figures – User Acquisition Managers will be able to make better decisions about the actual performance of their campaigns and channels and scale their marketing efforts efficiently and more intelligently. Channels and campaigns that you thought had a specific ROI could look completely different once we factor Ad Revenue into the ROI calculation.
  • A centralized snapshot of all your Ad Revenue enables better insights and scaling app ad revenue down to the placement level.
  • Streamline work with finance, and have a true end-to-end view of your marketing profit and loss.

Are you interested in next-level Ad Monetization Reporting and analyzing more accurate ROIs? Let’s connect! Reach out to your Customer Success Manager today or contact us.

Why Marketing ROI Is The Most Important Yet Least Understood Metric in UA

It is perhaps the most dysfunctional metric in digital marketing.

Marketing return on investment, or marketing ROI, is frequently talked about, but frequently misstated, misunderstood, or just plain inaccurate.

Simply put, marketing ROI is a way of measuring the return on investment from the amount a company spends on marketing. It can be used to assess the return of a company’s overall marketing mix, or a specific marketing program.

The calculation for marketing ROI might seem relatively straightforward: Revenue divided by Marketing Cost. Yet arriving at fast, granular and reliable ROI data is by no means a straightforward process.

ROI calculation is particularly challenging for marketers who seek detailed levels of reporting to inform their optimizations. For instance, marketers may want to see the ROI of a specific campaign, publisher, keyword, geography or user — and the more granular a marketer wants to get, the more difficult it is to calculate ROI.

But before we delve the into the challenges of calculating ROI, let’s dive into why marketers consider ROI to be such an important metric.

Critical to Securing Marketing Budget

Marketing is a significant expense and leaders want to know exactly what they’re getting for it. In a recent study commissioned by Google, marketers identified ROI as the most valuable metric for securing additional budget for their marketing programs and media campaigns.

The study, which surveyed 150 marketing decision-makers at U.S. companies, found that consistently achieving ROI goals allowed marketers to prove the value of their initiatives to the greater organization and ultimately gain resources from executives to expand their efforts.

Deciding Where to Spend

Marketers often calculate ROI at the channel or campaign level to determine which efforts have a higher return and therefore deserve additional investment. When experimenting with a new ad network or marketing channel, a crucial first step for marketers is setting up analytics such that marketing teams can measure ROI and determine if the network or channel is driving performance.

Smarter Optimizations

In the process of determining the effectiveness of an ad network or channel, marketers optimize ongoing campaigns on the fly to maximize performance. Effective optimizations require digging deeper into spend and performance data to achieve more granular levels of reporting.

For instance, ad networks consist of numerous websites and apps, known individually as “publishers”, where marketers’ ads run. By monitoring the ROI of specific publishers within an ad network, marketers can determine which publishers drive the best performance. In turn, marketers are able to increase spending on high-performing publishers and shut off or “blacklist” under-performing publishers in order to increase the overall ROI of an ad network.

Marketers might also seek to inform their optimizations with ROI analysis at the Campaign, Creative, Keyword, Geographic or User level — or any combination of these dimensions. For instance, a marketer may want to see how one creative performs in a specific geography in a campaign which targets a specific demographic of users.

ROI Drives Integrated Marketing Analytics

This kind of precision analysis requires a particularly advanced set of analytics tools to collect, clean and combine data streamed from multiple sources, not to mention powerful database technologies to process flexible queries on large volumes of data.

The ROI metric in particular requires combining data from multiple sources — namely cost, revenue and event data. The most accurate and granular cost data comes from direct marketing channel integrations, which often require constant maintenance. Meanwhile, revenue and event data is typically extracted from tracking links, before it is combined with cost data to produce ROI and other “full-funnel” metrics like Cost per Event.

By focusing on ROI, marketing teams can galvanize their teams around building marketing analytics systems that leverage a host of well-integrated tools to deliver intuitive and flexible reporting. Google’s study showed that marketers with measurement stacks that rely on five or more marketing analytics tools are 39% more likely to see improvements in the overall performance of their marketing programs. They are also able to realize reduced marketing expenses and improved marketing efficiency than their less sophisticated counterparts in other organizations.

The Challenges of Calculating ROI

Google’s study showed that marketers are not confident in their ability to reliably measure ROI. While a majority felt capable of accurately measuring the performance of efforts like email campaigns as well as traffic to their site or app, only 13 percent of marketers were confident in their ability to measure marketing ROI and only 14 percent were very confident that they understood the contribution of marketing programs to business revenue.

The number one reason marketers gave for why they have such a hard time exposing ROI is a lack of integration between their marketing analytics tools.

In the study, only 26 percent of marketers believed that their marketing analytics tools were well integrated, while one-third of marketers believed their tools don’t work together efficiently at all.

Download The Singular ROI Index to see the world’s first ranking of ad networks by app ROI.

Make Your Team an Efficiency Powerhouse

Marketing Workflow Automation may not save lives, but it definitely saves marketers and businesses valuable resources! In fact, 55% of marketers find lack of resources a barrier to doing more with native advertising. That’s one reason why 91% of the most successful users agree that marketing workflow automation is “very important” to the overall success of their marketing across channels.

As a business marketing manager running user acquisition campaigns, it is likely you are spending the majority of your time monitoring, analyzing and reporting on campaigns across at least 5 to 10 different networks on a daily basis. With aggressive goals for ROI, LTV, and installs, it is crucial to ensure your data is accurate, fraud free and tracked properly.

If you are spending the majority of your time and resources on manual work when you could otherwise focus on strategy and optimization, you are inevitably losing to competitors who are working smarter and faster. What you need is process re-engineering to streamline business process. In other words, proven approaches to automate workflow.

Workflow Automation Makes a Difference

Mobile gaming company Backflip Studios is a company that has a great example of a successful, strategic marketing team. They continuously run ad campaigns across 20+ mobile ad networks and leverage Singular’s Workflow Automation to keep track of CTR, CVR and CPI when evaluating campaigns and creative, receiving notifications that trigger actions when metrics go above or below certain thresholds.

When CVRs are too low or CPIs are too high we have actionable decisions to change creatives, blacklist poor performing publishers, reallocate budgets of campaigns and more,” says Jason Conger, Senior UA Manager at Backflip.

Here are a few other ways business UA managers use marketing workflow automation from Singular for their daily tasks:

Monitor ROI. Every campaign has a lifecycle and there is always a point of diminishing return. Know when that point is with an alert that notifies you when ROI has dropped 40% in the last 7 days so you can refresh your campaign.

Cap CPI: Auctions such as Facebook require constant optimization, which is impossible for anyone to stay on top of when you are running hundreds of ads. Make sure you never exceed your CPI goal by setting an alert such as if CPI > $5 for Facebook Campaign XYZ_iOS.

Prevent Fraud: Suddenly, your campaign receives an unusual spike in clicks. You’re running your budget dry until you happen to check that campaign and see the unexpected engagement with your ads. With an alert that notifies you when clicks increased 50% day/day, you know immediately that those ads may need to be paused.

Identify Missing Tracking: There are a number of different reasons why your tracking might go missing from your campaign. The important part is recognizing when that happens so you don’t lose data. Set an alert that notifies you when your conversions are 0% day/day as a likely signal of your campaign not being tracked.

The Singular Marketing Workflow Automation Difference

We want our already busy customers to do more with less and focus on exceeding their goals, rather than spending hours on manual tasks. Marketing Workflow Automation makes marketing teams an efficiency powerhouse, enabling marketers to set rule-based actions based on their performance metrics.

Bringing marketing workflow automation to our platform is a very exciting milestone to offer a complete solution for marketers to discover actionable insights,” says Susan Kuo, COO and Co-founder of Singular. “Our first focus was to unify data and reporting is a single platform. Now we are automating workflow and campaign management, enabling marketers to take quick, strategic decisioning to the next level.

To learn more about how you can improve workflow efficiency with Singular, contact your customer success manager or request a demo today.

Download The Singular ROI Index to see the world’s first ranking of ad networks by app ROI.