Google’s Integrated Conversion Measurement opens a new chapter for mobile

Tighter privacy rules and disappearing device IDs have already rewritten mobile measurement. Google’s Integrated Conversion Measurement (ICM) pushes that transformation into overdrive. At Singular, we see Integrated Conversion Measurement as both evidence and catalyst of a broader reality: ID‑level attribution is giving way to privacy‑first, modeled measurement. Marketers who adapt now will compound learning and growth while everyone else plays catch‑up.

What is Google’s Integrated Conversion Measurement?

Integrated Conversion Measurement provides more real-time, comprehensive, and accurate attribution for your Google App campaigns in your third-party App Attribution Partner interfaces. It incorporates innovative technologies, such as on-device conversion measurement using event data, to improve measurement accuracy, all without compromising user privacy. The result is event‑level insight even when user‑level identifiers are missing.

It covers:

  • iOS 14.5+ users who declined App Tracking Transparency (ATT).
  • Android users in the European Economic Area (EEA).

Because Integrated Conversion Measurement feeds data through Google Ads directly into Mobile Measurement Partners (MMPs), you can surface richer conversion details without ripping up your stack.

Why Integrated Conversion Measurement deserves your attention

  1. Wider Device Coverage
    Integrated Conversion Measurement injects fresh event‑level signals from both Android and iOS where data used to be dark.
  2. Privacy‑First On-Device-Measurement
    Signals stay on‑device until aggregated, so you gain accuracy while upholding platform and regulatory standards.
  3. Fast Enablement
    If you’re already integrated with an Integrated Conversion Measurement‑ready MMP (that’s us), turning it on takes minutes…not months.

Singular and Integrated Conversion Measurement

Integrated Conversion Measurement will be available directly in your Singular dashboard.

Our advanced data analytics and optimization will feed Integrated Conversion Measurement signals into probabilistic and cross-device attribution, giving you even more granular insight and reporting; letting marketing teams act while competitors still refresh dashboards.

In June 2025, Integrated Conversion Measurement will be available directly in your Singular dashboard on iOS and Android.

To enable on iOS:

  • Implement on-device conversion measurement using event data, available June 2025 via the Google Analytics for Firebase iOS SDK v11.14.0+, or GoogleAdsOnDeviceConversion SDK (available via CocoaPods or Swift Package Manager).
  • Update to Singular iOS SDK version 12.7.0 or later.
  • Ensure the “Include Integrated Conversion Measurement Attributions” option is enabled in the Singular partner configuration for Google Ads (available June 2025).

To enable on Android:

  • Ensure the “Include Integrated Conversion Measurement Attributions” option is enabled in the Singular partner configuration for Google Ads (available June 2025).

Closing thoughts

Perfect data is a myth, but responsive, privacy‑aligned insight is a competitive moat. Google’s Integrated Conversion Measurement proves that attribution isn’t disappearing, it’s evolving.

With Singular, you can harness every new signal, optimize faster, and keep winning as the measurement chapter turns. Get in touch with a Singular representative to learn more about Integrated Conversion Measurement, and how Singular can deliver you smarter insights and faster growth.

Singular COO Susan Kuo nominated for Global Mobile Award by Mobile World Congress

We couldn’t be more happy to announce that Singular chief operating officer and cofounder Susan Kuo has been nominated for a Global Mobile Award from Mobile World Congress.

This is the 25th annual Global Mobile Awards ceremony.

Susan Kuo, COO of Singular
Singular co-founder and COO, Susan Kuo

That means that GLOMO has been handing out awards literally since the flip phone. (A flip phone  actually won one of the very first Global Mobile awards in 1995!)

Susan’s nomination is for outstanding achievement in the Women4Tech category.

Susan Kuo and women for tech

Not only has Susan been a long-time advocate and supporter of women in technology, this past year she spearheaded the launch of THRIVE. THRIVE builds community for women in tech and provides a forum for women to connect, share, learn, and grow together.

“There are more women in our industry today than ever before. Women are now holding roles as key decision-makers,” Susan Kuo says. “But there’s still room to grow.”

Typically, Susan is taking this picture of other female leaders at Singular and not actually in it.

That’s why THRIVE was born: a community where women can come together as technology executives and contributors. And, of course, help each other out through mentorship and knowledge sharing.

“I’m a firm believer that any successful business or venture in life starts first with drawing inspiration and establishing friendships with people in your community,” Susan says. “Without this core foundation, it makes the journey much more challenging and quite frankly, not as fun. My hope is to impart this collaboration and mentorship across of our larger industry. This will enable women to help each other to thrive both professionally and outside of work.”

“We are so proud of Susan and all that she has accomplished,” says Singular CEO Gadi Eliashiv. “Susan has been a key part of Singular from the very beginning. Without her we would never have achieved what we have. This nomination highlights that she’s had an impact not just here, but on our entire industry.”

Congratulations to all the nominees

The full list of nominees, ordered alphabetically, is:

  • Amdocs
  • Dr Athina Kanioura, Chief Analytics Officer and Global Lead for Applied Intelligence for Accenture
  • Elena Sinel, Founder for Teens In AI
  • Dialog Axiata for Ideamart for Women
  • Susan Kuo, COO for Singular

“I want to congratulate all the nominees,” Susan said. “It’s not about me or any one of us individually. It’s about what we’re trying to build together.”

Susan Kuo has an extensive background in mobile and marketing technology and is one of the early female pioneers in the gaming industry. Prior to Singular, she was the SVP of Sales & Business Development at Onavo, a market intelligence company that was acquired by Facebook in 2013. Throughout her career, Susan has been a senior leader in companies across the industry such as InMobi, Booyah, and Electronic Arts.

Susan participates in several communities focused on empowering women in tech and women in leadership.

On the weekends, you can find her running after her two rambunctious little kids or tackling one of her latest remodeling projects.

The award ceremony is at Mobile World Congress in Barcelona in February.

Singular wins 2019 Technology Innovation Award from Frost & Sullivan

We’re pleased to announce that Singular has won the 2019 Technology Innovation Award for marketing analytics in North America from Frost & Sullivan.

Past recipients of Frost & Sullivan awards include Google, Verizon, Cisco, and IBM. Frost & Sullivan is a global research consultancy. 98% of the Fortune 1000 are clients, and the company creates original research for dozens of industries and sectors.

Singular wins Technology Innovation Award

That research included investigating five key technology attributes including Industry Impact, Product Impact, Scalability, Visionary Innovation, and Application Diversity.

Frost & Sullivan’s study also examined five future business value criteria: Financial Performance, Customer Acquisition, Technology Licensing, Brand Loyalty, and Human Capital.

“Against the backdrop of extensive primary and secondary research across the entire value chain, Frost & Sullivan is quite pleased to recognize Singular as the Technology Innovation Leader in the marketing analytics industry,” David Frigstad, Chairman of Frost & Sullivan, wrote in a letter of congratulations.

“Achieving excellence in technology innovation is never an easy task, and it is made even more difficult considering today’s competitive intensity, customer volatility, and economic uncertainty—not to mention the difficulty of innovating in an environment of escalating challenges to intellectual property,” Frigstad wrote. “In this context, your selection as recipient of this Award signifies an even greater accomplishment.”

It’s important to note that this was an independent study. Singular did not pay for it to be produced; we did not request that this report be created, and we did not apply for a technology innovation award.

And all of which, of course, makes winning that much sweeter.

Global brands have lauded Singular’s marketing intelligence platform as one of the strongest and most irreplaceable tools in their arsenal that has helped them obtain a clearer picture of their marketing effectiveness and maximize their return on investment.

– Frost & Sullivan report

More than anything else, Singular is focused on the success of our customers — the best marketers in the world. That makes this external validation of our recent progress particularly gratifying.

[Singular] has been an integral partner to some of the most innovative companies worldwide that have achieved phenomenal success with their marketing efforts.

– Frost & Sullivan report

That’s precisely what we’re seeing with customers like Ilyon: growing 98% with a little help from Singular. And Postmates: decreasing cost per buyer 80% with unified marketing analytics. And LinkedIn, which established a single source of truth for marketing performance using Singular.

“We’re very excited to get this award from Frost & Sullivan,” says Singular CEO Gadi Eliashiv. “It confirms that the most important thing we’ve been working on over the last year — our customers’ growth and success — is actually happening.”

CEO insights: Why creative fatigue isn’t as simple as it sounds

CEO Insights is a new column by Singular CEO Gadi Eliashiv focusing on some of the most challenging issues in scientific marketing.

Most sophisticated growth organizations we’re working with are placing an enormous importance on creatives. These companies usually have in-house design teams dedicated for making creatives, plus processes and metrics around the production and launch process.

All of it is designed to ensure optimized results.

These companies understand the power of creative optimization and distribute shared responsibility for amazing creative throughout the organization. Designers have been educated about performance metrics, and they’re savvy enough to combine their art with science in the form of cold, hard metrics.

These top brands also have periodic meetings (bi-weekly or more) where the design team sits down with the marketing team. Together they carefully examine the performance of various assets, and find a balance between introducing new winning concepts, sustaining proven concepts, and eliminating bad ones.

More advanced marketers also apply particular conventions to how assets are managed and tagged, so that tens of thousands of creative variations can be grouped by a handful of key concepts, which helps identify key trends.

All of these workflows and analysis capabilities are available out of the box for our customers through Singular’s creative optimization suite, and it gives our customers an enormous edge.

So: what is the right process?

One area that was of interest to me was the pace at which companies swap out creative assets.

When asking various companies, I got a range of answers from: “we don’t have bandwidth for that at all” to “we have a constant refresh rate.” Some companies update on a fixed period of time (every two weeks or a month), while others update their creative “whenever design creates a new one.”

Obviously, not all creative costs the same to produce, and some creative is super expensive to produce in time and money like playables and videos. Other assets, however, can be produced quickly and efficiently, and when infused with time-specific context (such as a big concert, or a particular live event in a game) they can produce great results.

A common theme I’ve heard is the following way to run analysis on your creatives:

  • Cadence
    • Weekly or bi-weekly
  • Data input
    • Creative asset performance from all channels (Singular does that out of the box: check out our API)
    • Campaign targeting option data, particularly around the major self-attributing networks, to identify targeting methodology (value optimization, bid optimization, etc. …)
    • Channel, country, region, plus any other breakdowns that makes sense to you
    • Four weeks of data
      • Period A: first 2 weeks of data
      • Period B: second 2 weeks of data
  • Two simple data outputs
    • Check the trend of currently running creatives to detect big drops that might suggest these creatives should be cycled.
      • The drops could be in clicks, installs, eCPM, or any other metrics that make sense
      • For customers using Singular’s attribution, we enable ROI granularity all the way down to the creative level, so you can check for a drop in your main KPI (which is often what the ad engines optimize against)
    • Isolate the creatives that did not exist in Period A, but existed in Period B, and identify how they are trending. Learn from new concepts that are succeeding well, and some that are failing to ramp up.

One example:

Creative Period A Period B
  CTR     Conversions     eCPM     CTR     Conversions     eCPM  
Creative 1     3% 7,500 $9.50 1.5% 3,300 $11.75
Creative 2 n/a n/a n/a 3.5% 15,000 $11
Creative 3 n/a n/a n/a 1.5% 3,400 $9
Creative 4 1% 2,200 $3.40 2.3% 4,300 $4.23

Creative fatigue and time

As I look at all this data, the questions I keep asking myself are:

  • When is the right time to swap creatives?
  • Do companies know those times?
  • Can they even figure them out?

The answers to those questions, as I found out, are very complex. After dozens of talks with top tier marketers I got literally dozens of answers, and none of them was the silver bullet I was hoping for.

(Mostly likely, there isn’t any one single silver bullet. The techniques that work for one app are different than those that work for another brand.)

The one common thread in all these conversations was the favorite topic of creative fatigue detection. The formal definition of creative fatigue is that consumers/users/customers do not even see your ad anymore. They’ve become so used to it, that it is now just part of the default background for them.

Traditionally, the first thing people think about fatigue is that CTRs drop over time, because people have seen your ad again and again, and those who wanted to click have done that already.

But when I started researching some data, that naive assumption quickly surfaced as being incorrect.

When dealing with optimizing algorithms like Facebook’s and others, they will track the number of exposures each user had seen (frequency) and will cap that at a certain point, because their algorithm understands that it’ll be a waste of an impression, and also lead to a bad user experience.

So FB simply chooses another ad to show.

You can quickly see this phenomenon in the chart below.

In the first chart, CTR does not drop appreciably throughout the campaign. A campaign manager who looks only at this probably thinks that all is well with her ads.

But there is actually a significant problem.

What’s actually happening behind the scenes is that Facebook knows that it has exhausted your chosen audience, and the number of people it is showing the ad to has dropped precipitously:

It’s important to say ads will not always behave that way. That’s why when analyzing fatigue you need to not only know what assets you’re using, but also what ad channels you’re running on, what bidding methodology is being used, and what their algorithms do.

(For example: due to saturation, the algorithm could also start increasing the CPM bid to generate more impressions, which will decrease your ROAS).

In general, even if these algorithms are smart enough to avoid audience fatigue, it is still the responsibility of the marketer to identify it and remedy the situation. You can find new audiences, add new creatives, and so on.

But there can be more going on

Sometimes when you’re looking for creative fatigue you’ll see data that doesn’t make sense at first. For instance, you might have a click-through rate chart like this one, which shows creative gaining strength over time:

All looks well at first glance. But … if you check impressions, there’s clearly something else going on. The number of impressions is skyrocketing:

Something very different is going on here.

Hint: this behavior can be related to changes in bids and budgets … another key thing to think about when testing for creative fatigue. Changing the bid (even if it’s a CPI/CPA bid) will directly impact the amount of money you’re willing to spend on a certain impression, therefore creating more impressions that were not accessible before at your previous bid.

In short: creative fatigue is one of those concepts that seems easy to understand and easy to diagnose … but actually isn’t. To find out if creative fatigue is actually happening, you need to dig deeper into the data than most can or will.

Fortunately, that’s where Singular can help

What’s next

That’s it for this post. In the next post, I’ll look more at how bids and budgets impact click-through rates, impressions, and conversions.

 

Singular CEO Gadi Eliashiv on chief growth officers and the rise of marketing intelligence [video]

Over the past decade we’ve seen the rise of the marketing technologist, who has one foot in the marketing department and another in engineering. And we’ve seen the data scientist role jump from almost nonexistent to being one of the fastest-growing jobs in just a decade.

Increasingly, as marketing is changing, technology is central to how marketers perform. Growth is now a key unifying function in brands and enterprise, and we’re also seeing the rise of the Chief Growth Officer.

We’re releasing a report on that in about a month.

But … our CEO Gadi Eliashiv gave a sneak peak at some of the results recently at Mobile Apps Unlocked in Las Vegas.

The rise of chief growth officers

Ultimately, the way chief growth officers lead their organizations is by using data-driven insights. Some of the most successful leaders drive those insights via marketing intelligence platforms like Singular.

The primary function of a marketing intelligence platform?

To provide insights for growth by connecting effort with outcome at granular and aggregate levels.

Ultimately, that’s how CGOs and other growth leaders get the score. Understand if they’re winning or losing. And know at both as high level and as granular as they want: how successful are our marketing, our campaigns, our ads, our creative.

Knowing that — and getting smart insights for optimization — powers breakthrough improvement in conversions and ROI. And that’s exactly what most brands, enterprises, and companies need.

Finished the video?

Click here to get a demo. See how Singular enables unprecedented growth for the most sophisticated marketers on the planet.

Singular adds former Gartner, Adobe, IBM, Kenshoo exec Vince Cortese as new Chief Revenue Officer

SAN FRANCISCO — May 7, 2019 — Marketing intelligence platform Singular is pleased to announce the hire of Vince Cortese as the company’s new Chief Revenue Officer.

Singular helps 50% of the top 100 apps on the iOS App Store and Google Play accelerate growth. Its marketing intelligence platform unifies marketing data, automates key components of marketers’ growth cycle, and provides intelligent insights for future opportunities.

Singular CRO Vince Cortese

 

Cortese comes from Kenshoo, the adtech platform that manages over $6 billion in annual ad spend. Prior to that he led sales at various levels in the marketing analytics industry at companies such as Adobe, IBM, Gartner, and Brandcast.

“Singular is scaling faster right now than any time in our history,” says Gadi Eliashiv, Singular CEO. “We’re excited to see Vince help us accelerate even more as we grow with global brands like Disney, LinkedIn, Wish, and AirBnB.”

Cortese will lead Singular’s global sales team, with offices in San Francisco, Tel Aviv, Seoul, London, Tokyo, and Bangalore. He’ll help expand the sales force domestically and internationally, and he’ll join a Singular leadership team that includes COO Susan Kuo, CTO Eran Friedman, and another recent addition, CFO Sam Wolff.

“I couldn’t be more excited to join Singular at this time as we are at the forefront of innovation in the marketing intelligence space,” says Cortese. “Singular not only has the best in class solution to help growth marketers meet their top line growth goals but our focus on customer centricity has been a major contributor to accelerating growth over the last few years. I am excited to be part of the team and help build out the company globally.”

“The timing couldn’t be better to bring on a world-class executive like Vince here at Singular,” said Scott Beechuk, Partner at Norwest Venture Partners and Singular board member. “Our customers understand that driving top line growth has become a data intelligence and automation problem. Vince has the experience building top-performing global sales organizations in the marketing data industry, and with our new mobile and web unified product line, Singular is uniquely positioned to lead this rapidly expanding market.”

About Singular 
Singular is a Marketing Intelligence Platform that transforms marketing data into accurate, granular and actionable insights to drive growth. By unifying marketing campaign data with attribution data, marketers can measure ROI from every touchpoint across multiple channels for a single source of truth. Singular currently tracks over $10 billion in digital marketing spend to revenue and lifetime value across industries including retail, finance, travel, gaming, entertainment, media, and on-demand services. Singular customers include companies like Lyft, Yelp, Airbnb, LinkedIn, Symantec, Zynga, Match, and Twitter. Singular is backed by Norwest Venture Partners, General Catalyst, Thomvest Ventures, Method Capital, Translink Capital, DCM and Telstra Ventures. Visit www.singular.net to learn more.

Why Singular Is The Only MMP Integrated To Twitter’s Ads API

Intelligent data that drives insights for growth requires three key ingredients:

  1. Accuracy
  2. Granularity
  3. Actionability

In order to obtain all three ingredients, you need to ensure the reliability of API integrations with each of your marketing platforms. This is where you find the Singular difference. Singular is the only measurement partner to have two separate API integrations with Twitter, along with over 1,000 additional marketing platforms, providing you the most comprehensive solution for ROI down to the creative level.

This is what we call “dual integration.”

WTH is the Dual Integration approach?

Before you can understand the importance of API integrations (and dual integrations) you first should understand the type of data you need to collect in order to have anything meaningful for your campaign optimization efforts. Simply put, there are two key data sets you need to collect from your marketing platform, whether that is from Twitter, Snapchat, Pinterest, Facebook, Google, Vungle, Unity, Amazon: you name it.

First, you need your campaign analytics data (aka pre-install data) to answer questions like:

  • “How much did I spend on this campaign?”
  • “How many impressions did that creative get?”
  • “How many clicks came from each publisher?”

Second, you need your attribution data (aka post-install data) to answer questions like:

  • “How many installs did that campaign generate?”
  • “What was the revenue on this creative asset?”
  • “How many people went to level two as a result of this keyword?”

Only by combining these two datasets with a robust cost aggregation solution can you really know your ROI by campaign, by creative, by keyword, and by individual ad. This gives you the power to optimize at the most granular as well as aggregate levels, providing your best opportunity to maximize profitability.

To do this manually, you would need to standardize the hierarchies (some sources offer only campaign and ad level, while others go right down to the keyword) and the taxonomies (names and terms differ) across every source, and then calculate your ROI by each dimension … every single time you need it.

Sounds like a pain in the @$$?

Good thing Singular has already done it for you!

This is the dual integration approach

Singular has spent years building API integrations for both sides of the puzzle across over 1,000 additional marketing platforms, and automatically combines this data to show you ROI at the most granular levels.

Unlike other analytics platforms who are only accountable for your “pre-install data” or other attribution providers who are only accountable for your “post-install data,” Singular is accountable for both. Which is why we are the only Twitter measurement partner to have integrations that collect BOTH datasets, just as we do for hundreds of other marketing platforms: so we can do dual integration for you, out of the box.

Inherent flaws with tracking links

You might be asking: So why can’t I just use tracking links to collect this data? My attribution provider uses tracking links and says they can do campaign ROI.

Great question! While the tracking link is the easiest way to collect the necessary macros for a given network, this method has some inherent flaws.

  1. It is not retroactive
    You are only receiving data at the time of the click, therefore if the numbers reconcile after the time of the click, this will not be reflected in your reporting.
  2. Not all networks support passing all macros
    For example, you might be able to receive campaign cost and clicks, but you may not get site ID or publisher ID.
  3. No creative assets!
    Singular is the only solution on the market to provide you the most complete reporting of your creative asset ROI across the most visual networks. However, creative assets and their performance can only be reported by an API integration.
  4. Data loss and discrepancy is HIGH
    In a recent study, we compared a number of customers who were using Singular along with a third-party attribution provider. In observing their “campaign data” collected via our API integration against the same data set collected via the tracking link by the third-party attribution provider, we saw a 31% discrepancy … with the numbers reported from our API integration matching identically to the number on the final bill.

Of course, we too sometimes rely on the tracking link for those marketing platforms that do not offer an API to collect campaign analytics. However, in the rare case that we cannot collect data via an API, we will also rely on alternate integration methods to ensure accuracy of the data.

For example, a daily email report, or a CSV file upload to an S3 bucket.

We understand every marketer is different, and how you look at your data may be completely different from your competitors. We are flexible and here to ensure the data you see in Singular matches your internal systems.

Heck, we even have a bi-directional API to push and pull data to your source of truth.

To learn more about Singular’s “Dual Integration Approach” and the Singular difference, contact us to request a demo today.

Already a Singular customer and looking to take advantage of our dual integration with Twitter? Check out the help center for details on how to configure your Twitter integration.

Singular’s updated user permissions functionality: granular control for enterprise users

If you’re spending tens or hundreds of millions of dollars advertising your app, brand, or services annually, you’re not doing it alone. You’re doing it with a team of people.

More than that, you have a team of people looking over your shoulder.

And why not? You might be spending hundreds of thousands of dollars a day. It’s kind of a big deal.

That’s why Singular has extremely granular user permissions that you can tune exactly how you need to give stakeholders precisely the access to your data that they need — and no more. Without this kind of capability, you simply lack the ability to properly manage your team.

User permissions: three kinds of users

You can define three kinds of users for your Singular account:

  1. Admin users:
    User has stunning godlike powers (possible slight overstatement)
  2. Standard users:
    User can do everything but add and manage users
  3. Restricted users:
    User can only do what you allow them to do

You’ll probably have a couple of admins, a bunch of standard users for the user acquisition managers and marketing managers on your team, and a number of restricted users.

Maybe BI needs a window into spend and ROI. Maybe the CFO wants to see what’s going on. Maybe the creative team wants to be able to track clickthrough and ROI per image, or per ad or group of ads. Or maybe an engineer needs to set up a new integration, or data routing to Amazon or an on-prem database.

All of that is possible.

Restricted users: three kinds of restrictions

For restricted users, you’ll be able to limit capabilities and access in any of three ways:

  1. Metrics permissions
    User can only view the metrics you allow, even in saved reports or the dashboard
  2. Data permissions
    Users can only see the data you want them to, such as for a particular app or data source
  3. Feature permissions
    Users can only see the screens you want them to see

Now you can create users who can only see data from one or several apps, but not all your apps. Or you can create users who can only see data from search media sources, or data from only one ad partner.

Of course, it’s not always about restriction.

Sometimes it’s just about simplicity.

If there’s someone who needs access to just a small slice of data, offering the entire world of possibilities might be overwhelming. It might be counterproductive. In other words, simplifying what they see might be the best way to streamlining their workflow.

You’re enterprise. Your software should be too

If you’re growing fast and spending tens of millions on paid and organic growth, you’re enterprise. And your tools should be too. That’s why we have fine-grained, granular control over user permissions built into Singular.

Any questions?

Feel free to contact us or request a demo.

Why the most talented people in the world choose to work at Singular: Enterprise account exec Channing Berry

How do you scale a company that has the right product at the right time for the right problem? You hire the right people.

That’s easier said than done, which is why we have a stellar VP of People growing our team.

One of those “right people” is Channing Berry. A former LinkedIn, Sprint, Oracle, and Siebel sales leader, Channing has one of the more interesting stories of any recent Singular hire: being pitched by Serena Williams to join a different company … just before he made the call to say yes to Singular.

I interviewed Channing to learn a little more about him, why he chose Singular, and how he came to be pitched by probably the greatest player in women’s tennis history.

Koetsier: Who are you and what’s your background?

Berry: My name is Channing Berry and I am an Enterprise Account Executive at Singular. I grew up for the most part in Modesto, CA. I went to college at the University of Arkansas (after a short stint at the University of Wisconsin) where I was on a track scholarship where our teams won a couple of NCAA National Championships.

Koetsier: What’s your role, and what does it include?

Berry: I am an Enterprise Account Executive responsible for selling into the Enterprise marketplace.

Koetsier: You recently became one of Singular’s newest employees … and you apparently got pitched by someone famous to take a different offer.

Berry: Just to clarify, this person [Serena Williams] was on the board of one of the companies on my final list. She was definitely trying to get me to join their team. It was a great gesture by the company and her as she is someone I admire who is a great example for my daughters. I am paraphrasing, but she said she was proud of my accomplishments to date and she knows I have a tough choice but would love to have me a part of their team.

Koetsier: What are your passions, and how do they relate to your job?

Berry: My daughters, my family, sports, outdoors, connecting with people and working on living my best life.

Koetsier: What are the things that surprised you most about Singular in the first few weeks after joining?

Berry: Definitely, the outreach of support from all teams. They all made it clear they were open and willing to help at any time. This includes the founders, board members, Customer Support, Marketing, Sales Ops, and Sales Development. You get the point. I felt extremely welcomed and was able to establish connections quickly.

Koetsier: What’s the best part of your job?

Berry: I get to tackle the challenge of helping a growing start-up to provide an extremely valuable tool to marketers who tackle growth on a daily basis. The vision and future roadmap is extremely exciting

Koetsier: Anything you’d say to someone else getting an offer from Singular?

Berry: Yes, what they tell you during your interview process is true. They were very upfront with where they are where they want to go and where you fit in. If they are giving you an offer, it means they have carefully selected based on how you fit the culture of the company.

Koetsier: Finally, what do you think about the pets policy?

Berry: I love that pets are allowed in the building. I can get my dog fix since I don’t have one at home.

Koetsier: Thanks for your time!

Need a retention boost? Singular now supports Google App campaigns for engagement

Today, Google officially announced its latest solution for mobile app performance marketers with the release of App campaigns for engagement. Combined with Singular’s support of this new campaign type, marketers have all the insights they need to maximize revenue and the lifetime value of every single user.

In November of 2017 Google introduced its AI-powered solution for optimizing mobile app campaigns which provides huge improvements to conversion rates. However, the question remained: “now what to do with all those new users?”

ENGAGE!

Google App campaigns for re-engagement runs on the same powerful AI to help marketers re-engage with their customers and encourage them to take specific, in-app actions. The goal of App campaigns for engagement is to improve customer retention and long term revenue by increasing active users, generating sales, and reducing churn.

Have a group of high-value customers that you want to keep happy? Engage them with a customer loyalty offers. What happened to all those users who added something to their cart but never purchased? Target them with a discount to complete their order. What about all the users who you know downloaded your app but never opened? Message them with an incentive to check out “what’s inside”.

Getting started with Google App campaigns for engagement is simple.

Singular makes it easy to set up conversion tracking, create deep-links into the relevant points in your app, and measure the performance of every event from the first time a user engages with your campaign, to the last time they engaged with your app. Get more details from your Singular Help Center.

If you are as excited about Google App campaigns for engagement as we are, reach out to your Google account manager to apply to for the whitelist.

Still, have questions? Reach out to your Singular Customer Success Manager or email us at contact@singular.net for more information.