How to scale user acquisition from $100 to $250,000/day

Have you ever scaled mobile user acquisition from $100/day to $250,000/day?

I’m guessing very, very, very few people can say yes to that question. Maybe fewer than 1,000 on the entire planet. So if you’re trying to grow — and grow aggressively — it makes a lot of sense to listen to someone who can answer with a yes.

Last week our CEO Gadi Eliashiv shared two articles by UserAcquisition.com’s Dave Riggs in one of Singular’s Slack channels. In them, Riggs talks from personal experience about the tech marketers need when they start scaling user acquisition for hyper-growth.

The most important point?

World-class measurement: something that our very best clients (and the best marketers in the world) whole-heartedly agree with.

The key differentiator between okay UA, good UA, and great UA comes down to data and measurement. Invest in it. The very best UA teams have sophisticated technology setups that allow them to slice and dice any data by any segment imaginable.

– Dave Riggs

That starts with an MMP, Riggs says: a mobile measurement platform. But it extends far beyond just an MMP. To do a world-class job of scaling user acquisition, you need five critical components in your marketing technology stack, he says.

  1. Attribution (an MMP)
  2. A cost data solution (could be same as #1)
  3. A database/data warehouse
  4. A BI platform
  5. A real-time visualization tool

Obviously, Singular plays in both slot #1 and slot #2. And Riggs has some high praise for Singular:

If you want a provider that offers both cost and attribution tracking, I recommend Singular. There’s nothing better.

– Dave Riggs

That’s pretty exciting for us to see here at Singular. But even more exciting are the reasons Riggs provides:

  1. Extreme accuracy
  2. “Far more network integrations than competitors”
  3. All your tracking in one place
  4. No gaps in reporting

Those are great reasons. Even greater, however, is how scaling user acquisition successfully at such extremes feels when you have the right tools: safe.

Let me repeat that: safe.

This is extremely important. After all, you’ve gone from $100/day, or $36,500/year to an almost unimaginable $250,000/day. If you kept your foot on the gas pedal all year at that rate — unlikely unless you’re achieving the most rarified heights of mobile success — that’s an astounding $91.25 million/year.

Some of Singular’s clients spend twice that. And more.

Feeling safe at such extremes of spending is almost more important than words can convey. (And actually being safe is even more critical.) Mistakes at this kind of spend velocity run into the millions of dollars very quickly.

So how do you scale your user acquisition spend 2,500 times? With the right technology … including Singular.

And how does that make you feel?

Picture it.

An expanse of open road appears before you. You accelerate and feel yourself pulled deeper into the plush leather. Your heart beats faster. Meanwhile, you appreciate the sweet complexity and design that holds you in perfect equilibrium, while the world around you flies past at breakneck speed. Thanks to world-class engineering, you know you’re perfectly safe, even as you accelerate. You’re blaring your horn and laughing like Cruella DeVil, as you ride up on the shoulder, leaving all the basic and intermediate fools in your dust.

– Dave Riggs

If you need that feeling today, let’s talk. Contact us, or request a demo. You deserve to feel safe. And if you need more info, here are the links to Dave’s articles again.

 

Singular & Segment: New partnership integration allowing for frictionless customer onboarding

I’m extremely happy to announce that Singular is now an official integration partner of Segment.

Segment is a customer data platform that many companies use to collect and action their customers’ data. When new relevant data comes from any source that a publisher has connected to Segment, they can now push real-time data streams from Segment to Singular.

That could include information such as customer purchases and revenue, mobile events like push notifications, or custom events that developers define for themselves.

Integration: easier than easy?

The integration also enables Segment customers to immediately adopt Singular attribution with almost zero migration effort.

Using Singular attribution is the best way to measure ROI from the campaign level all the way down to the creative level. It also allows you to benefit from Singular’s fraud protection and audience management solutions to boost and optimize your marketing.

The new integration capability is server-to-server, which means that mobile app developers do not need to add code or Singular’s SDK to their mobile apps. In other words, it can be instantly available.

That’s critically important to many customers because it means no switching costs and no engineering work. Not having to put an extra SDK in your app can also help slim down your install size, shield you from security and privacy concerns, and make your app more stable.

Capabilities: what can you do?

What can Singular customers do with this integration?

In just one example, advertisers can now receive real-time data about purchases that mobile users make via other platforms. That allows Singular to combine this data with details about customer acquisition cost, marketing campaigns, and ad creatives to provide continually updated ROI and customer acquisition cost data for customers, campaigns, and ads.

In much the same way, brands can track results from push notifications such as opens, actions taken after opening, and determine both cost and return of messaging.

And, of course, brands can attribute mobile app installs using Singular’s industry-leading attribution, fraud detection, and audience management tools.

Singular: first mobile attribution company

Singular is one of the first partners for this new integration program, and we couldn’t be happier to offer it to our customers.

For Singular, this is yet another way for us to unify accurate marketing data from an important partner in the mobile ecosystem, which gives marketers more visibility into what they’re doing, and what impact it is driving.

“Our goal at Segment is to allow our customer to quickly and painlessly connect all their data,” says Segment CTO Calvin French-Owen. “Singular is the first mobile attribution company to custom-build their integration using our Developer Center, and we expect great results for Segment customers and Singular customers.”

We’re very happy to be the first to offer this new integration method and are looking forward to ensuring our customers have a successful and simple integration.

If you have any questions about this, please feel free to contact your customer success manager.

Or, if you’re not a Singular customer yet, talk to us about getting a demo.

Mobile attribution webinar: Your Top 27 ‘No BS’ questions answered

We know, it’s sad. You missed our mobile attribution webinar last week. We missed you too!

But we have a solution. Two of them, in fact.

First, if you missed our “No BS Mobile Attribution Webinar” last week, it is still available on-demand. We had fun doing the webinar, and we think you’ll enjoy listening to it as well. But second, if you don’t have 30 minutes to spare, it might be faster to read the answers we provided here.

First, a quick recap: content & speakers

Mobile attribution can be confusing, and it can seem pretty detailed and technical sometimes. That’s why we hosted the attribution webinar with friends from Vungle and Liftoff. And we had three experts, who are also providing the answers you see here …

Barbara Mighdoll
Senior Director of Marketing
Singular

David Bennett
Sales Engineer
Liftoff

Rina Matsumoto
Performance Optimization Lead, US
Vungle

OK. The mobile attribution webinar questions (and answers)

1) What is mobile attribution?

Rina: Mobile attribution is the way mobile marketers understand from which marketing channels their app users are acquired.

It’s incredibly important to know which traffic sources are bringing not only users but high LTV users into your app. This will allow you to invest your marketing budget in the right sources.

2) From Andrew at Flipboard: “Can you please touch on challenges and capabilities for tracking attribution from a mobile app?”

Barbara: Well, this is a fairly broad question that could be taken in so many directions, and since we are just starting the discussion I’ll keep this high-level.

Mobile attribution at the core is the bridging together of advertising and mobile technologies. The challenge to attribution is being able to keep up with this constantly evolving technology, and I’ll also add the constantly evolving ecosystem threats like fraud. However, when done right, the insights from mobile attribution allow marketers to execute and evaluate their mobile marketing campaigns with proper app conversion metrics.

2) What are tracking links? How do they work?

David: There are multiple types of tracking links, impression tracking links and click tracking links. These links are used to gather data around what partners are driving impressions and clicks for you. They also allow us to track what users are downloading your app after seeing an ad.

This helps you assign attribution.

The tracking links also help us route users to the App Store, the Google Play store, or other app marketplaces. In the case of re-engagement or retargeting campaigns they can also be setup to route users directly to your app. In general, they make data collection for digital marketing possible.

As for how they work, they send information to your MMP when impressions are shown or when ads are clicked. The information that they send contains device data as well as a few other key pieces of information. Since they contain device data it allows you to track when users are installing your app because of your advertising efforts and what actions they are taking in your app because of your advertising efforts.

3) What is deep-linking? Why does it matter?

David: Deep-linking is a technology that allows you to link to your app directly from your ads [editor’s note: whether in an app or on the mobile web]. For re-engagement campaigns this means a smoother user experience.

This is important because it allows you to minimize the number of steps that your users have to complete in order to reach the desired event. This usually leads to better performance and increased ROI.

Barbara: Just to add a quick comment here, I think this technology has become a pretty standard part of an attribution stack, and because of that most users now expect when they click on an ad with a particular CTA, the app will open in the correct location.

3) What are postbacks? Should I be getting them?

Rina: Postbacks are the way networks receive in-app data from clients, whether that’s installs or post-install events like in-app purchase or tutorial completion.

These postbacks will be key depending on your network’s buying model or optimization methodology. So it’s important to consult your network partners on what postbacks they’ll be needing.

David: This enables you to share user behavior with your advertising partners.

4) What is a SAN?

David: Self attributing networks such as Facebook, Google, and Twitter inform your attribution partners which installs and actions they drove.

5) What is granularity? Why do marketers need granularity?

Barbara: Granularity describes how deep a marketer is able to analyze their data.

For example, basic granularity usually includes drilling down to the app & source level, while sophisticated marketers are able to go deeper into the campaign, publisher, keyword and even creative levels. With this level of detail, marketers can decide when they should shift budget. They also can better inform how to spend their time optimizing – and know exactly where to optimize.

Advanced marketers who have been able to achieve scale and see massive growth are the ones who are able to optimize at deep levels of granularity. For example, as part of our Marketing Intelligence Platform we offer creative reporting where we are able to pull in your ad creative so you can easily match your data to your ads.

One of our customers who started utilizing these creative level insights saw ROI increase 40% within 2 months.

Rina: I agree with Barbara. Granularity helps you understand what types of users were acquired and how they were acquired. Are these users from iOS 11? Were they acquired from a specific type of creative?

It’ll also help in investigating any issues with discrepancies and potential campaign or fraud issues, by being able to drill down to specific parameters.

6) Why do marketers need to combine customer-level mobile attribution data and campaign-level marketing data?

Barbara: This is a great question, and one that we address frequently because the complexity of this is often misunderstood.

Before I jump into the why marketers need to combine this data, I first want to touch on why combining it is even a challenge.

Marketing data is only available in aggregate like ad spend, while attribution data is available at the user-level like app installs. By nature, aggregate and user-level data do not fit together – it’s like trying to assemble a puzzle with pieces from different sets.

This means that marketer’s datasets are often left incomplete and inaccurate. Left this way, marketers do not have the ability to dig into granular levels of insights. And this is a core problem Singular solves – we redefined how attribution data matches campaign data with the experience we’ve acquired over 4 years of mapping this ecosystem.

So to answer why marketers need to combine these two datasets, the answer is pretty simple: to unlock ROI at granular levels like the campaign, publisher, keyword and creative-levels.

Rina: User level data are data points like device type, OS version, and country. Campaign level data are data points like publisher and creative information. Only once you marry this data do you have a full understanding of your marketing campaigns.

7) Can I see where ad networks are running my ads? If so, how?

Rina: At Vungle, we try to provide as much transparency to our advertisers as possible. We share publisher site names with all of our clients to give full transparency into their campaigns.

This transparency allows advertisers to better understand their user base and buy more intelligently on our platform.

8) What are the most critical reporting needs in mobile attribution?

Barbara: First of all, discrepancy and transparency are critical. No matter how your attribution provider is getting install and cost data (i.e. via API or tracking links), there are bound to be discrepancies between your provider and your ad networks. Being able to analyze these discrepancies is extremely valuable to avoid making decisions based on incorrect data.

Shameless plug:
One of the advantages of using Singular, is we allow you to compare data sets side by side without having to toggle between dashboards. And using our transparency feature, marketers can select their preferred source for each metric, then easily locate discrepancies in their data, while even setting-up alerts when discrepancies exceed a threshold.

In addition, ROI (return on investment) is the single most important metric for mobile marketers. However, most attribution providers are only able to provide ROI insights at the source level because they are unable to reliably match cost and campaign data with user level data. True ROI data empowers you to optimize your advertising by the quality of users it’s driving, instead of just install and revenue data. It’s also a must-have if you want to scale your programs while maintaining or even improving efficiencies.

David: In my experience at Liftoff, when there are some discrepancies in between different reports the first two places that we would look are fraud and tracking issues. If the discrepancy is due to fraud we revamp what we are doing and work hard to protect our customers.

If the discrepancy is caused by tracking issues we work with our customers and their attribution providers to get tracking functioning as expected.

9) What kinds of ad fraud are most common? How can I avoid them?

Barbara: Today there are two main forms of fraud: fake users and attribution manipulation. Fake users involves bots, malware and install farms to emulate clicks, installs and in-app events, causing advertisers to pay for activity that is not completed by a real user.

Attribution manipulation is an especially dangerous form of fraud since it not only costs marketers their spend but also corrupts performance data, causing marketers to make misguided acquisition decisions. The two most common types are click injection and click spamming.

David: Click fraud is a major form of fraud that we are seeing right now. It can be anything from click farming to click spamming to click injection to ad stacking. These types of fraud are meant to drive a high number of clicks, reduce the CPC of a campaign and possibly steal attribution from users that could convert organically.

Another example of fraud would be install-fraud through something like install farming or click spamming to steal install credit. These types of fraud are done to drive a higher number of installs to reduce the CPIs of a campaign. In order to combat both click-fraud and install-fraud Liftoff recommends focusing campaigns on actions that users perform through CPA goals or KPIs or through setting ROAS goals or KPIs.

Other ways that we help our customers avoid fraud are blacklisting suspicious traffic, blacklisting traffic from suspicious sources, we even go so far as to reject anonymous traffic, or traffic that doesn’t have advertising IDs or IP addresses associated with the devices.

10) How can I avoid ad fraud?

Rina: Attribution partners and ad networks will have their own technology to prevent and detect fraud.

Something that you can do as an advertiser is take a look at ROAS data, which can be useful to spot install fraud or fake users. However, click fraud or attribution manipulation will typically snipe organic users that usually have high LTV.

At Vungle, we recommend marketers take a closer look at their CTR/CVR and click to install time distributions to find any anomalies. Any abnormally high CTR or low CVR can signal that the clicks aren’t real. A click-to-install time distribution that is skewed beyond the one hour mark is also an indicator that most users didn’t download after a real click that redirected them to the store.

11) Should I pay extra for fraud protection?

Barbara: The biggest mistake marketers can make is to think that fraud is a “nice to have” feature, or that they can “block fraud manually”. Even traffic that looks great i.e. good retention, high ROI can actually be fraud due to attribution manipulation. That’s why we at Singular offer fraud prevention for free.

Also be careful of the actual type of fraud prevention your provider has. With fraud costs so high and growing every year, you need to ensure that your attribution platform not only detects fraud but proactively prevents fraud in real-time.

And by this I mean some attribution providers do not offer actual prevention, but only detection. That means they offer “alerts.” where you then have to manually look at the data and fix it in retrospect. Be on the lookout for prevention types including IP blacklists, geographic outliers, hyper engagement, install validation, and time to install analysis – and the more included the better.

12) How can I ensure brand safety in my mobile advertising?

David: We have customers that worry about brand safety and focus on targeting specific verticals and avoiding others. This is done by setting up either blacklisting or whitelisting for specific types of apps. An example of this would be to blacklist violent apps.

13) Getting app installs is great, but it’s just the first step. What are the most important post-install events to measure?

David: App marketers need to determine which post-install events are the best indicators for future conversions and revenue. Once these events have been determined, these become the events that should be tracked and used to set goals for your campaigns.

These events might be adding an item to your cart or reaching level ten in a game. The idea is that these events indicate a high LTV.

Rina: Understanding short-term metrics as a proxy to determine long-term LTV is the key for performance marketing.

Often times ROAS in the short term is strong indicator of high LTV.

If users often monetize later in their user lifetime, looking at other benchmarks like level completions or retention could be the solution for campaign optimizations.

14) Data is critical to mobile marketing success. Why do I need API access to my attribution partner’s datastream? What kinds of data should I have access to?

Barbara: One of the critical elements to pay attention to if you are in the search for a new attribution provider is data accessibility. After all, your data is only valuable if it’s readily available and in a usable format. This is especially important for marketing organizations with centralized internal reporting.

Regarding what kinds of data you should have access to, there are two types:

  • Aggregate
    This includes LTV, retention, or other in-app KPIs grouped by any number of segments (app, media source, campaign, ad ID, etc).
  • User-level/device-level
    Why do you want this? Just one example: you may need to join that device-level data with offline or proprietary data and perform internal analysis on that combined dataset.

15) Do I have to use one attribution solution across all my apps?

David: The short answer is no … but the long answer is a lot more complicated but really comes down to how many tools you want to worry about integrating and how many tools you want your employees to have to learn.

The more attribution solutions you use across your portfolio the more complexity you add to your portfolio.

Barbara: Yes, complexity is the issue. Do you want to have multiple dashboards? Different workflows?

16) Measuring installs is great, but we do have attrition. How important is uninstall measurement?

Barbara: Uninstall measurement is a useful metric when it comes to understanding your users.

Uninstall data by itself is interesting, but its best used in conjunction with other lower-funnel events to understand the behavior of your users and of your marketing activities.

Aside from the insights, uninstall data can be provided to partners to be used in campaigns for retargeting audiences.

17) Can I use attribution to know how much ad revenue I’m generating from each mobile app user? Or from each network?

Rina: Analytics providers are starting to develop features to ingest ad revenue data to be able to track true LTV of acquired users. As ad revenue on the user level data becomes more readily available, I expect this feature will be widely used by developers.

Barbara: The short answer is yes. It’s a developing technology that we have some customers using right now. The best thing I can say is … talk to us!

Next steps: mobile attribution master class

Quick-witted readers may be wondering: How did 27 questions turn into 17? The answer: via the magic of multiple queries within each one.

But you may still have unanswered questions.

The solution: get a copy of our 7 things your mobile attribution tool doesn’t do (but should) report! Alternatively, get a full demo of Singular’s mobile attribution capabilities. 

Grow faster: How ‘Dual Integration’ unlocks vastly more value than vanilla mobile attribution

Peanut butter is just peanut butter. And chocolate is just chocolate. But if you have the creativity and insight to combine them, you create a magical mystery confection that makes your mouth cry out for joy and high-five your stomach. You get, perhaps, dual integration.

Imagine the peanut butter is marketing campaign data.

Imagine the chocolate is attribution.

Put them together, and the result is not magical and not mysterious: it’s marketing science that unlocks ever-increasing but previously hidden value. And that’s just one of the secrets revealed in our No Bullsh!t Guide to Mobile Attribution.

But what exactly is dual integration? And how does it work?

Dual integration technology

“Simplistically, dual integration technology is connecting marketing data with outcome data,” says Singular VP of Client Services Victor Savath. “On the marketing side, we’re talking about information on campaigns, publisher, creative, and sub-campaigns. On the outcome or attribution side, we’re talking about user or customer install and event data.”

Ultimately, you’re combining spend data with mobile attribution data.

But … at as granular a level as you implement your marketing spend.

That means every outcome, or attribution, is enriched with campaign information. Now you know not only that you acquired a new customer, or user, from Ad Partner XYZ. You also know what campaign it was from. Where the campaign and the customer intersected. And what specific creative cued the conversion.

When you combine these two datasets, you get true granular ROI, says Savath.

“It’s not about whether or not a network performs, it’s what is performing within a particular network,” Savath told me yesterday. “Sometimes we see that marketers are quick to dismiss performance marketing, or a particular ad network, because the results are all blended. But granularity highlights the pockets of value. For example, in one network … one specific set of creative might work very, very well, while another does not. With granularity, you know.”

Alternatively, some publishers or traffic sources that an ad network uses for your campaigns might be horrible: poor quality or even fraudulent. But other traffic sources are amazing. Seeing this close up means that marketers can optimize for the best-performing publishers within an ad network. That unlocks potential pockets of profitable growth.

The problem?

Most marketers aren’t able to get to that point.

Missing out on magic (or marketing science)

There are many different types of granularity: creative, publisher, network, campaign, region, with metrics from both the network and attribution side. But what matters the most is ROI granularity … which is inherently matched to your ability to tie both sides of the equation together.

The problem is that most marketers don’t have a tool that connects and aligns all the data properly.

And that means they’re making future resource allocation decisions based on limited information.

“For example, if you’re just using vanilla attribution data, you might say that a certain publisher is generating revenue for you,” Savath says. “The problem is, you’re not exactly clear at what specific cost you’ve achieved this revenue.”

Dual integration might show you that A, B, and E campaigns are really working well with a certain ad network, while C and D are not: they’re complete duds. That insight may mean the difference between writing off an ad network as a total loss versus optimizing your efforts with that partner.

And, of course, achieving much better results.

The big aggregated campaign picture alone has its own challenges, of course.

“Alternatively, if you’re just using spend data, you don’t understand your outcomes at all,” says Savath.

Magic isn’t hard. It’s science

The best part is that with Singular, dual integration isn’t any integration at all. At least, not on your part.

Singular does it for you. And it’s not a back-end thing, it’s a built-in thing.

Most attribution solutions provide tools to create tracking links, or make them in bulk, or allow marketers to import them. The problem is that most marketing managers build tracking links in a vacuum, without knowledge of how a partner will report spend back to you. With Singular, there’s no manual link building … Singular removes the whole element of manual creation of tracking URLs from the measurement workflow.

“Instead, Singular creates the links for you and automatically embeds campaign, creative, publisher, ad network, and other data into your tracking links,” says Savath. “Since our marketing data is informing what the link structure should be, you have automatic alignment between marketing data and attribution data. And thanks to Singular’s deep integrations to thousands of ad networks and marketing partners, your URLs will always have the right parameters and the right values.”

ROI versus IOR

Thanks to the performance-based nature of much of modern mobile marketing, marketers are not so much calculating return on investment as investment on return. In other words, they get the attributed results of their marketing and determine how spend and marketing activity relates to those results.

While there’s definitely a big place in performance marketing for spending based on results, only being able to look at marketing data this way creates serious challenges.

One of the biggest: data reconciliation problems.

“Singular’s approach is matching conversions to spend versus matching spend to conversions,” says Savath.

Get the full Guide for much more

The full No BullSh!t Guide to Attribution contains much more insight on how to do attribution right, focusing on seven core topics:

  1. Mobile Measurement Partners (MMPs)
  2. Data combining
  3. Granularity
  4. Reporting
  5. Fraud prevention
  6. Data retention & accessibility
  7. Pricing

Mobile ad fraud: 6 ways fraudsters win via dirty tricks, nasty scams, illegal tech, and cutting-edge camouflage

Ad fraud is a game where losing can look like winning, our Singular Fraud Index says. That’s why you need the latest intel — and the best fraud protection suite in the attribution industry — to protect you.

And understanding the enemy is the first step in winning the fraud war.

Or at least … not losing it.

At our recent UNIFY conference, IronSource’s Vice President for Growth Yevgeny Peres unpacked the science and data behind how fraudsters win. This was new intel to some of the world’s top digital marketers (not an easy task) and showed attendees how fraud was happening live in their campaigns right from the most innocuous, trustworthy, and high-quality apps.

Now we’re sharing the insights with you.

How fraudsters win: Outsourcing fake clicks to real people

“Assuming you have a phone and you’ve engaged with ads and you have some apps installed, fraudsters have access to your phone: your device ID,” says Peres. “And that device ID … once a fraudster has it, it’s not that complicated to start using it to manipulate attribution.”

Here’s how it works.

Peres demonstrated with a mobile app on a phone that he connected to desktop technology to read and display all internet traffic. The app, a household name and top-60 grossing app, is perfectly legitimate and aboveboard. It would look like a quality publisher and a quality traffic source to any advertiser.

But it happens to show banner ads.

And fraudsters have managed to get their banner ads displayed on the app.

One of them is running code in Javascript behind the image. That code contains a long list of click URLs and opens multiple iFrames: mini virtual web browser windows. The URLs are tracking links, potentially from multiple tracking and attribution vendors, but they’re wrapped links that obscure exactly what they are and where they’re going.

The result: many advertisers, including multiple UNIFY attendees, see potential customer activity on mobile web that turns out to be completely fake.

“This was in-app banner traffic that’s going to be reported by tracking companies as if it were mobile web,” says Peres. “[These were] various websites that were not open on the phone … you would assume you’re buying from these guys when actually it was driven from the app.”

In one fell swoop you have multiple forms of fraud:

  1. Ad stacking: multiple ads stacked where one appears
  2. Click spamming: 50 clicks fired for one banner view
  3. Domain spoofing: clicks are reported as coming from sites that no-one ever visited
  4. Fingerprint manipulation: device fingerprints are faked to look like real devices

“This looks like great quality … but there’s zero intent,” says Peres.

How the fraudsters win: SDK spoofing

“The first thing to understand about SDK spoofing is that it’s much bigger than you think,” says Peres.

SDK spoofing requires some serious technical chops. If fraudsters have access to real device IDs, they could simply engage in click spamming. But why wait for people to install an app or convert in a campaign randomly or organically?

In SDK spoofing, fraudsters employ code in one app to send fake install and conversion signals on behalf of another app: an advertiser’s app.

Fraudsters can vastly multiply their ill-gotten earnings by faking conversion events.

“If I know what the tracking company’s SDK reports on app open, I might as well intercept that, replace the device ID, play around with the other parameters, and send it again,” says Peres. “A couple minutes later, I can orchestrate a beautiful KPI curve … I can [even] inflate organics to make sure this channel [looks like it] has an organic uplift.”

How the fraudsters win: Click spamming

The good guys in adtech have access to hundreds of millions if not billions of device identifiers. The bad news: so do the bad guys.

That’s a problem.

“All we need to do is gain access to a campaign and start running a script and fire a click every morning, randomly,” says Peres, mimicking a fraudster’s thought process. “[You’re] hoping that one of these guys will generate a conversion … that’s probably a $50K income a day, just doing that.”

On an ad exchange, once you gain access to a device ID you can do whatever you want with it, technically speaking.

“Once you have access to it, anyone can report a click,” Peres says. “It’s how the design of our stats-serving ecosystem is … that’s the bad news.”

How the fraudsters win: No incrementality analysis

Fraudulent activity isn’t just something on top of your standard organic marketing results or even just your paid marketing campaigns.

Some fraudulent channels eat organics.

Some fraudulent channels eat other paid channels.

“It’s very important to understand the difference between channels that are incremental to you and channels that are not,” says Peres. “This is the biggest challenge for a marketer.”

Marketers may perceive fraud as a 20-30% problem, but much of it is not incremental. It’s cannibalistic. That means that marketers absolutely must test each channel for incrementality, ensuring that each channel really does independently drive business results.

How the fraudsters win: Fraud looks so juicy good

Some fraud has excellent camouflage. Here’s one example: check out the average revenue per user (ARPU) for these two campaigns.

Campaign 1 and 2 have identical cost per install (CPI) and near-identical impressions, plus near-identical real clicks. But campaign two is a video ad that is either auto-redirecting to the App Store or Google Play after every view.

“When you look at the funnel, the CTR is almost 100%,” Peres says. “This is by the design of their product where they report a click for every completed view … so once the video is over, they have to report a click because they redirect the user to the App Store.”

The ARPU looks great — better than a clean campaign — so it’s very tempting for marketers to keep spending there. Especially if they’re not closely checking the other parameters such as the impossibly-high click-through rate.

This is an example of something that completely breaks the mobile advertising model, says Peres.

“These channels … if they’re manipulating attribution, their media costs are very low,” he says. “Other DSPs are competing with these guys. You have a 1% CTR rate for playing a clean game; these guys on a single impression generate 50 clicks. That’s 5000X stronger. That’s something you cannot outbid no matter which data scientist you hire.”

How the fraudsters win: Marketers don’t monitor key indicators

There are many key indicators that marketers who care about limiting fraud need to pay attention to, says Peres. Here are some of them (watch the full video for the complete list).

Good ad fraud prevention enables you to see:

  1. Channel metrics versus attribution metrics (look for discrepancies)
  2. Percentage of clicks without a device/advertising ID (Android should be about 1%; iOS should be about 20%)
  3. Percentage of view-through attribution (VTA) versus click-through attribution (CTA) conversions
  4. Number of clicks per device ID (high is suspicious, shockingly)
  5. Number of views per device ID (again, high is suspicious)
  6. Percentage of clicks without a prior view … in some cases, 65% or more of clicks happen without a view: this is suspicious
  7. Very low eCPM
  8. Short, very regular, very long, or otherwise improbable or unnatural click to install times
  9. Attribution analytics versus iTune Connect and Google Developers Console numbers
  10. Incrementality

That’s not a small number to keep track of, but savvy marketers who don’t want to get burned by fraud will need to stay on top of these key indicators.

Summing up: One thing you must do

Fraudsters are smart, they’re technical, and they’re always working hard to separate you from your hard-earned ad dollars.

They also hide in plain sight, as sub-publishers and lower-tier ad networks or sources of supply.

You need a partner who stays on top of ad fraud for you.

“My single advice is … make sure you work with a tracking company that invests a lot on research,” Peres says. “Singular obviously invests a lot on research and has a lot of knowledge there … they update their SDK a lot, the security of their SDK. Make sure you have the latest version of the SDK and keep updating … it’s a must, every time it comes out.”

Our investment in mobile ad fraud prevention protects you from donating to organized crime … and shooting your paid promotion campaigns in the foot.

7 critical criteria to include in your mobile attribution RFP

According to eMarketer, mobile advertising in the United States is expected to reach over $70 billion this year and account for a whopping 75% of all digital ad spend.

As mobile advertising budgets continue to climb, so does the demand for tools and services to measure and optimize these investments. This surge in demand has led to a proliferation of mobile attribution companies and the commoditization of attribution technologies.

As a result, many mobile attribution providers rely heavily on inflated claims and marketing jargon as a means to differentiate themselves in an increasingly crowded market. Even if you’re an attribution expert, researching mobile measurement providers can be a confusing and frustrating experience for marketers.

To help you feel more confident re-evaluating your current provider or choosing a new one, we’ve written an attribution RFP guide to help you wade through the jargon and find the right provider.

Download our Guide to Mobile Attribution now.

Here’s a snapshot of the seven key criteria we cover in the guide to help you build the best mobile attribution RFP.

1. Mobile Measurement Partner (MMP)

A mobile attribution provider will only be effective if it’s integrated with the media sources you buy from, period. This is particularly crucial if you spend (and you most likely are) on any of the self-attributing networks (such as Facebook, Google, Snapchat, Twitter, and Apple).

2. Data combining

There are two main types of integrations marketers need to be aware of in order to understand the complexity of mapping their data. The first is an attribution integration (which delivers user-behavior data) and the second is an ad network integration (which delivers marketing data). To truly understand ROI across your mobile campaigns, creatives and publishers, you need to collect and combine both sets of data. However, the ability to do this is entirely dependent on the provider’s technological capabilities, and almost all providers (except Singular) cannot do both today. We’ll dig deeper into each data integration and demonstrate why it’s necessary for both to be connected.

3. Granularity

Ensuring accuracy and completeness when combining and connecting your data is the greatest challenge to granularity. No two sources are the same and even when it is accurate, complete, and attributed, you still need to ensure your marketing campaign data matches your user-level data to unlock ROI at the campaign, publisher, keyword, and creative-levels.

4. Reporting

Another area where attribution providers are heavily differentiated is reporting. While many providers will provide some way of accessing raw data, for the system to be truly impactful, the reporting interface must be designed in a way for insights to be derived quickly and efficiently. We’ll review a few report types that have proven to be indispensable to mobile marketers.

5. Fraud prevention

No matter where you advertise or how much you spend, your mobile campaigns will likely be impacted by fraud. Even if a provider says they offer “fraud protection,” make sure you read the fine print. Actual prevention, custom rules, reporting and insights, cost savings and alignment of incentives are a few specifics to pay attention to.

6. Data retention & accessibility

This is an area where this is a huge difference between providers, where some offer decent APIs, and some offer rather useless means to export your data, that will make the entire exercise extremely painful. We’ll dive into the four different options available for downloading and sharing more robust data with your internal teams and systems in this guide.

7. Pricing

While pricing may be one of the most obvious points of consideration when evaluating attribution providers, it’s far more useful to weigh value over price. Hidden costs and feature charges can add up quickly. So, before you are lured by a low-cost solution, make sure you know what you’re paying for.

We’ll help you understand the different pricing models in the attribution market today.

So what are you waiting for? Cut the bullsh!t and get the complete facts on mobile attribution providers now.

Apple Aims to Protect Data Privacy with SKAdNetwork

Wondering what Apple’s new privacy enhancements mean for you?
Watch our on-demand webinar iOS 14 & IDFA Changes: What you need to know

Quietly rolled out by Apple on March 29th, 2018 with their iOS 11.3 release, SKAdNetwork is an API that validates advertiser-driven mobile app installs. In Apple’s documentation, it’s stated that SKAdNetwork’s objective is to help marketers to measure the success of an ad campaign while maintaining user privacy.

What’s different about the SKAdNetwork API?

SKAdNetwork is a class that belongs to the StoreKit framework; Apple’s In-App Purchase Payment System that manages transactions for In-App Purchases. After installing the app, Apple shares only 5 items with the advertiser: ad network ID, transaction identification, ad campaign ID, app ID installed, and attribution code to link all.

Source: Apple Developer Documentation

There are two key postbacks associated with SKAdNetwork:

  • Initiating Install Validation: This Informs an ad network when users install and launch an app after viewing an ad. Ad networks initiate validation by providing signed information, including a campaign ID, when displaying the ad. Later, if the ad results in a conversion, Apple notifies the ad network with a postback that includes the same campaign ID.
  • Verifying an Ad Conversion: When a user installs and launches an app as a result of your ad, you receive a postback request that validates the installation. The request is sent to the ad network URL provided in registration.

What does this mean for advertisers?

It’s still too early to predict how SKAdNetwork will play out. Adding to the mystery, Apple has been very hush-hush about their motives and the rollout of SKAdNetwork. However, we think there are a few possible ways this could play out:

1. Apple doesn’t actively push SKAdNetwork, it doesn’t garner significant adoption, and nothing changes in the mobile marketing space.

One possible scenario could be that Apple doesn’t actively push SKAdNetwork to advertisers, resulting in minimal adoption. In this scenario, there wouldn’t be any significant change in the way that app marketers manage their attribution.

2. Apple pushes SKAdNetwork and Google follows suit with their own version.

Another scenario is that Google follows suit with its own version of the ad network API. This scenario could play out a few different ways:

  • Apple and Google don’t build out a robust attribution solution, which results in a lack of adoption by app marketers. Apple has made its mark in the world thanks to being an extraordinary and innovative hardware company, but they have never been accountable for providing analytics and insights to app marketers. If Apple and Google do not develop all the features that are necessary for an end-to-end attribution solution, (e.g. data extraction, all postback types, flexible attribution windows, easy BI integrations) then the industry will not adopt their solutions.
  • Apple and Google develop all the functionality needed for a robust attribution solution, leaving third-party mobile app attribution providers to potentially die-off in their current form. Who can compete with the operators of the mobile app stores we attribute from anyway? However, advertisers may still lose out in this scenario because they might encounter more complexities coming from running attribution on two separate platforms. The winners in this scenario would be third-party mobile app attribution providers that offer value-added services such as connecting multiple networks into a single view and aggregating all necessary features into a single API.

3. Apple pushes SKAdNetwork but Google does nothing.

In a third possible scenario, Apple could actively push SKAdnetwork to advertisers, while Google doesn’t follow suit with their own version. This would still result in complexities for advertisers who would need to manage attribution programs in silos across different OSs.

In this scenario, marketers would turn to attribution providers who could help them gather data from multiple sources, standardize it, and aggregate it into a single ROI dashboard.

So what’s going to happen?

It’s unfortunately too early to say, but one thing is clear: Apple wants to enhance users’ privacy. Apple has clearly positioned itself as a top privacy-conscious company and will continue to hold this stance as data privacy becomes more top-of-mind in the industry.

Frequently asked questions about the GDPR

The European Union General Data Protection Regulation — GDPR is top of mind for many businesses, especially for those that engage in online advertising. This new privacy-driven regulation requires that all companies collecting, accessing, and processing personal data for EU residents must comply with new standards that will be enforced starting May 25, 2018.

Understandably, we’ve been getting many questions related to the GDPR over the past few months. To help shed light on the questions you may have, we’ve compiled the top FAQs for the GDPR.

General GDPR FAQs

1. When is the GDPR coming into effect?
May 25th, 2018.

2. Who does the GDPR affect?
It applies to all companies processing and holding the personal data of European Union residents, regardless of the company’s location.

3. What constitutes personal data?
Any information that can be used to directly or indirectly identify a user. It can be anything from a name, a photo, an email address, bank details, posts on social networking websites, medical information, device IDs, or a computer IP address.

4. What are the penalties for non-compliance?
Organizations can be fined up to 4% of annual global turnover for breaching GDPR or €20 Million. This is the maximum fine that can be imposed for the most serious infringements (i.e. not having sufficient customer consent to process data or violating the core of Privacy by Design concepts). There is a tiered approach to fines; a company can be fined 2% for not having their records in order (article 28), not notifying the supervising authority and user about a breach or not conducting an impact assessment. It is important to note that these rules apply to both controllers and processors — meaning ‘clouds’ will not be exempt from GDPR enforcement.

5. What is the difference between a data processor and a data controller?
A controller is an entity that determines the purposes, conditions, and means of the processing of personal data, while the processor is an entity which processes personal data on behalf of the controller.

6. Do data processors need ‘explicit’ or ‘unambiguous’ data subject consent – and what is the difference?
Consent must be clear, unambiguous, and provided in an intelligible and easily accessible form, using clear language. It must be as easy to withdraw consent as it is to give it. Explicit consent is required only for processing sensitive personal data – in this context, nothing short of “opt-in” will suffice. However, for non-sensitive data, “unambiguous” consent will suffice.

7. What about users under the age of 16?
Parental consent will be required to process the personal data of children under the age of 16 for online services; member nations may legislate for a lower age of consent but this will not be below the age of 13.

8. Does my business need to appoint a Data Protection Officer (DPO)?
DPOs must be appointed in the case of (a) public authorities, (b) organizations that engage in large-scale systematic monitoring, or (c) organizations that engage in the large-scale processing of sensitive personal data (Art. 37). If your organization doesn’t fall into one of these categories, then you do not need to appoint a DPO.

9. How does the GDPR impact policy surrounding data breaches?
Proposed regulations surrounding data breaches primarily relate to the notification policies of companies that have been breached. Data breaches which may pose a risk to individuals must be notified to the Data Processing Addendum (DPA) within 72 hours and to affected individuals without undue delay.

10. Will the GDPR set up a one-stop-shop for data privacy regulation?
The discussions surrounding the one-stop-shop principle are among the most highly debated and are still unclear as the standing positions are highly varied. The Commission text has a fairly simple and concise ruling in favor of the principle, the Parliament also promotes a lead DPA and adds more involvement from other concerned DPAs, the Council’s view waters down the ability of the lead DPA even further. A more in-depth analysis of the one-stop-shop policy debate can be found here.

Source: https://www.eugdpr.org/gdpr-faqs.html

GDPR FAQS for Singular Users

1. Is Singular a Data Processor or Data Controller?
Singular is a Data Processor — we do not determine the purposes, conditions or scope of how data is collected. You, our customer, who will often determine these will be defined as a Data Controller under the GDPR, but you should consult with your legal team to make such a determination.

2. What data does Singular collect and is it affected by the GDPR?
When using Singular for mobile attribution, Singular will track device data such as advertising IDs, IP addresses, and other device identifiers. We may also collect user-level events that advertisers send us through the Singular SDK. Under the GDPR, all of the aforementioned data is deemed as personal data and will be treated appropriately per regulations set by the GDPR.

3. How does Singular use personal data?
We use the personal data identified above for two purposes: a) to determine the attributed network, campaign, etc. b) provide our customers with analytics and reports based on the data we collect for them such as retention, ROI, etc.

4. Does Singular transfer this personal data anywhere?
By nature of providing mobile attribution, we need to report attributed installs and events to the marketing channels you’re running with, per the agreement you, the advertiser, has with these marketing channels. As a Data Controller, you are always aware of what data Singular sends to said marketing channels, and can be assured that Singular will never share your data with any other entity.

5. What are common GDPR-related requests that advertisers may get from users?
Under the GDPR, data subjects have several rights that need to be honored:

  • Right to Access and Right to Data Portability – both of these rights speak to the user’s (data subject) ability to request all data that has been collected on them in an easily readable format.
  • Right to Erasure speaks to the user’s ability to ask for their data to be deleted and is also commonly referred to as Right to be Forgotten.
  • Right to Rectification speaks to the user’s ability to request for their data to be corrected or completed.

6. How does Singular allow Data Controllers to honor such requests?
To easily comply with requests related to the GDPR, we’ve built several new REST API endpoints to accept requests in a programmatic and scalable manner. The API documentation is provided in our Developers Portal.

7. Are you compatible with the OpenGDPR initiative?
Yes. We are fully compatible with OpenGDPR.

8. Is Singular’s SDK GDPR-compatible?
Yes, Singular’s SDK is GDPR compatible. We are also releasing an additional update soon to further support explicit methods for opt-in (for when a consent is explicitly provided), opt-out and unload options in the SDK to give you more control for user privacy.

9. I’m not using Singular for attribution or event tracking. Does GDPR apply here?
If Singular doesn’t collect personal (user level) data for your mobile app users, it is not technically a Data Processor in the GDPR context.

10. Do you have an updated Data Processing Agreement I can sign?
Yes, please reach out to your Customer Success Manager to get our latest DPA.

11. What else is Singular doing around the GDPR?
Built by security experts, Singular has always been security and privacy driven by design. We treat encryption, security, and privacy as core principles that determine how every new system is defined and built, and these are inherently embedded in the platform.

At Singular we welcome the EU’s initiative for increased transparency, ownership, and trust around personal data processing activity. We remain committed to these principles when working with our customers as their data processor. As such, we have made extensive investments to ensure that both Singular and our customers meet GDPR compliance standards, which you can read more about in our article “Hello GDPR: Stay Compliant with Singular”.

Disclaimer: The information provided by Singular is for informational purposes only and not for the purpose of providing legal advice. Please contact your attorney to obtain advice on specific issues or questions.

The different faces of mobile ad fraud

Digital ad fraud is estimated to have cost US marketers $6.5 billion in 2017 (Marketing Week 2017). Fraud prevention is not only a nice to have but a necessity nowadays.

Ad fraud is when an individual or group attempts to defraud advertisers, publishers or supply partners, by exploiting advertising technology with the objective of stealing from advertising budgets. It is particularly challenging for marketers to deal with because it comes in variable forms and it has the capacity to evolve and bypass the latest prevention methods.

Today, there are two forms of fraud in particular that app marketers are grappling with: Fake Users and Attribution Manipulation.

Fake Users

Fraudsters use bots, malware and install farms to emulate clicks, installs, and in-app events, causing advertisers to pay for an activity that is not completed by a real user.

Fake User fraud is most commonly perpetrated via:

Install farms, which consist of humans who are paid to manually install and engage with apps across a large number of devices.

Mobile device emulators that simulate a large number of unique device IDs used in fake installs.

Data centers that host scripts to generate fake installs and other types of events at massive scale.

Proxy servers that are used to reset IP addresses and spoof device-level information (like location, to emulate installs in other countries)

Attribution Manipulation

Fraudsters steal credit for installs by sending fraudulent clicks, which results in attribution systems recording sent clicks as the last engagement prior to the first time an app is opened, thus assigning credit to the fraudulent source and removing credit from an app’s organic or paid sources.

Attribution manipulation is a particularly harmful form of fraud because it not only costs marketers their spend, but it also corrupts performance data, causing marketers to make misguided acquisition decisions.

For example, the damage inflicted by a fraudulent source poaching organic users is twofold: an event reduces the number of organic users in a marketer’s analytics, as well as the perceived impact of organic user traffic on revenue growth. This can cause organizations to shift marketing away from efforts that target organic acquisition such as ASO or content marketing. Additionally, this can make a marketer invest more money in the fraudulent source, thereby diverting spend away from high-performing channels that drive legitimate traffic.

Attribution Manipulation is most commonly perpetrated via:

Click Injection

When fraudsters create apps that are legitimately downloaded by a user but, unbeknownst to the user, monitor the user’s device for installs and insert fake clicks before an app is first opened.

Click Spamming

This occurs when fraudsters send large numbers of fraudulent click reports with real device IDs in an attempt to poach organic users by delivering the last engagement prior to an install. Because attribution windows are typically limited to finite time periods, fraudsters often re-send fraudulent click reports in order to maintain their clicks as the last engagements within the attribution window.

While click injection is focused on sending clicks at the moment immediately before an app is first opened, click spamming is focused on sending clicks that contain a unique device ID in the hope that an ID matches that of an organic user who subsequently downloads the app. Compared to click spamming, click injection is a more sophisticated form of fraud that is easier for fraudsters to control and to hide. Because click injection receives signals that an app has been installed directly from a user’s device, click injection attacks are more targeted and therefore deliver better results for fraudsters.

Thankfully there are indicators to detect such scenarios. Since click injection generates a click after installation is complete, it tends to result in a short click-to-install time. Click spamming, on the other hand, results in abnormally long click install time, due to clicks lingering in the attribution system until a device with a matching ID organically installs the app. TTI analysis is one of the leading mechanisms to fight attribution manipulation and fraud in general.

Other forms of Attribution Manipulation also exist, including:

Network Click Fraud

Networks that report a click when only an impression occurred.

Fingerprinting Fraud

A technique that targets organic users for fraudsters to send clicks with no advertising IDs, causing attribution systems to fall back on fingerprinting — which relies on identifiers like IP address, device model, and OS version — to perform attribution. If an organic user on the same network installs the app, and other identifiers match up, the fraudulent source steals credit for the install from the organic source.

More info

Want to get the full scoop on mobile ad fraud prevention, including a list of the most secure ad networks for app marketers, and the most effective fraud prevention methods?

Check out the Singular Fraud Index; the first of its kind to utilize mobile fraud data collected from multiple attribution providers and fraud prevention tools.

Marketers are thinking about mobile attribution completely wrong

Why Singular is creating the new marketing data standard for mobile attribution

Since launching Singular 4 years ago, we’ve worked with some of the largest mobile apps, along with an expansive set of mobile marketing solutions to become the de-facto Marketing Data Platform. Singular provides a single source of truth for marketing campaign performance by merging three core datasets that historically existed in silos:

  1. Media sources:
    Ad spend, campaign information, creative performance, targeting options
  2. Attribution:
    Clicks, attributed app installs, tracking links, postbacks
  3. BI:
    Customer profiles, post-install events, predictive LTV, cross-platform revenue

We developed a technology unlike any in existence — instead of building another stand alone marketing solution (advertising channel, email service, re-engagement tool, etc.) — Singular built a platform that could connect data across all the different siloed solutions in the marketing stack, standardize it, and make it actionable for mobile marketers. Using Singular, the leading marketers easily get the analytics and insights they need to maximize ROI across their mobile campaigns.

While we initially set out to collect and connect every piece of marketing and attribution data in a single platform, customers were still challenged with combining these datasets together. We recognized that there are two very different types of data that marketers needed: certain data is only available in aggregate (i.e. ad spend), while other datasets are aggregated from user level data (i.e. app install attribution). Combining these is like trying to assemble a puzzle with pieces from different sets. It simply doesn’t work… the pieces are not built to fit together.

Today we want to talk about a mistreated piece of the marketing stack: Mobile Attribution.

We’ve witnessed an odd approach to Mobile Attribution throughout the years. Legacy mobile attribution providers defined this market in a silo with no understanding of how media sources actually deliver campaigns. While attribution providers built their products to gather the bare minimum data needed to attribute an app install, media sources have infinitely outpaced them in complexity and depth with campaigns using enhanced targeting and multiple variations of creatives. Instead of matching the sophistication of the sources to provide marketers with more insights to optimize on, legacy attribution providers focused on one-upping the other with marketing jargon-filled features lists and a race to be the cheapest solution out there.

The irony here, is this siloed approach to mobile attribution is the #1 reason massive gaps exist in datasets today, making it nearly impossible for marketers to trace the customer journey. We’ve often been asked to solve these gaps within Singular, but there was nothing we could do since the problem originates with the way legacy attribution platforms were built. So in 2017, we decided to kill the status quo.

Mid last year, we came across an opportunity to acquire Apsalar, an established mobile attribution provider and an exclusive Mobile Measurement Partner of Facebook, Google, Snapchat, Twitter and Pinterest. This was a big and bold decision, but we had a solid conviction that we needed to own the Mobile Attribution piece of the puzzle to fill the drastic data holes that had become standard for app marketers.

So how does our approach actually solve the data challenge?

1: We did not pursue “sufficient” attribution functionality or just reach industry parity – we built the best attribution product in existence, by any objective measure.

Recognizing Attribution as critical infrastructure, we utilized learnings from the entire mobile attribution ecosystem to build the industry’s best of breed attribution stack from the ground up. Just imagine if the legacy attribution providers could rebuild their platforms with today’s knowledge of partner integrations, fraud, data privacy regulations, real-time data processing, and data warehousing.

2: We’ve given marketers a dataset that is entirely complete, accurate and extremely granular spanning all of the tools and sources in their marketing stack.

We built attribution natively into Singular’s larger data platform, rather than patching in another siloed attribution stack. Using the knowledge acquired over 4 years of mapping the ecosystem to understand every datapoint reported by every source (and how to standardize it), we built Singular’s attribution to fit all of our proven workflows and data connectors.

3: We redefined how businesses consume marketing data.

Where previously BI teams struggled to assemble different datasets sourced from various APIs, exports and postbacks, we invented new streamlined APIs for easy access to all marketing data. Once-challenging BI projects are now completely trivial.

4: We provide a team of business strategists to help scale marketing in the best way possible.

In accordance with the Singular philosophy, we’ve focused on the customer experience. We provide 24/7 global support, in-region customer success teams and continued improvements on the product based on feedback.

And what can we provide that a siloed mobile attribution provider can’t?

Our customers now have unparalleled control over their data, standardized marketing and attribution datasets, the analytics on their marketing campaign performance at the most granular levels, the tools to further analyze this data in their own BI and most importantly, the ability to construct the full customer journey.

I’m proud to say our decision to create a new standard, the “Singular Standard,” for complete marketing data was one of the most important and successful decisions we’ve made in Singular’s history. Companies like Rovio, LinkedIn, Sam’s Club, N3TWORK, are among the pioneers of the future marketing stack, and they are being joined by the masses every quarter.

In fact, I’ll let the number speak for themselves:

If you’re ready to remove the data deficit in your stack caused by legacy attribution providers and bring on an innovative approach, we would be happy to talk to you.