Jam City optimizes campaign performance and creative strategy with Singular

We got to sit down with Jam City’s VP of User Acquisition Marketing, Brian Sapp, to discuss how his team is using Singular to optimize campaign performance and improve their creative strategy. Watch our discussion on Jam City’s use of campaign analytics below!

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Transcription

Introduction

My name is Brian Sapp. I’m the VP of UA (User Acquisition) Marketing at Jam CityJam City is one of the leading mobile casual gaming developers in the West. We have a fairly large portfolio of games. Some of our tentpole games are Cookie Jam and Panda Pop. But recently we launched Harry Potter Hogwarts Mystery, [and] that game has been a big success.

Connecting fragmented marketing data

Singular right now we use to ingest data from all of our ad networks and as you can imagine, when we spend with over 40 networks, that’s a lot of data. The manpower it would take to go into each network and pull in that API, do the work, or pull it in manually, would be extremely time-consuming.

Singular solves that for us, solves it in a much faster time, and more efficiently than we could do it ourselves. And then, having that data in the dashboard, especially for someone like me who’s spending across 8-10 titles, we have a massive portfolio, the dashboard really gives us the ability to easily pivot that data whether it be by spend, by channel, by paid installs, by tracker installs, impressions, it’s very, very useful, as well as creative. Having all of the data, especially creative data, plus images, plus the data behind the creative, in one dashboard is extremely valuable for us.

Aligning with Creative Product Marketing

So we actually have a team called Creative Product Marketing that focused on our creative roadmap/creative strategy and they’re using Singular to look at our performance by game, by channel, and right now it’s the fastest, easiest way we have to do that across all the different data sources.

Next-level Performance Analytics

Singular collects a lot of the ad network data for us and we’re using that to look at CPI by campaign, CPI by geo, paid performance, scale, spend, organics versus paid installs. And so we’re also ingesting data from our attribution partner which allows us to kind of marry the two, and so we get very granular on Singular’s reporting for whatever questions we have.

I use it for executive reports, building massive pivot charts, visuals that I want to see across the portfolio. The combination of our internal tools plus Singular really gives me everything I need.

Ready to take your growth marketing to the next level? Let’s connect!

Nexon transforms marketing data into granular performance insights with Singular

We got the chance to catch up with Nexon‘s Director of Acquisition, Warren Woodward, and discuss how his team uses Singular to analyze and optimize the performance of their sophisticated user acquisition program. One topic we covered was how challenging it can be to analyze the performance of ad creatives, especially when advertising multiple titles across many ad partners. Thankfully, Nexon overcame this challenge. 😊Check out our discussion below!

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Transcription

Introduction

My name is Warren Woodward, and I’m with Nexon. I’m the Director of User Acquisition. Nexon is an international gaming company. We have games for PC and mobile across the world. We have a couple of major IPs, such as Maple Story, and the biggest video game series in China, Dungeon and Fighter.

How Singular fits in Nexon’s growth stack

At Nexon, we leverage Singular in a few different ways. We use it as our source of truth. We also use it as a way to join data from multiple sources for day-to-day campaign optimization. Singular for us is a great way to look at all that data in one place. And for me as Director to look in on everything that everyone is doing and see it all in an apples-to-apples comparison to understand how to best move budget around.

Reaching growth goals

Singular helps us reach our growth goals ultimately because it saves us time in any number of ways. With the number of titles that we’re buying for, we don’t have the time to go into every separate source, every separate title, and look at it all à la carte. So the ways that we can slice and dice, and stack rank what’s important to us to see what’s giving us the highest ROI… everything across the game, where are we spending the most, what’s bleeding, let’s us judge how we can use a finite number of hours in the day to get the most impact to our campaigns.

Singular let me see it all in one place, slice and dice it. If I just want to see all of the performance for any given country or OS, or maybe just dive really deep to a particular ad network. It’s nice to have one dashboard that can quickly make all these ad-hoc reports. And also to do a creative analysis and collaborate with the creative team.

Perfecting storytelling

So one of the ways that we use this on a daily basis is to get our creative team talking about performance, the same way that we do; to be looking at a creative level across the dozens of creatives who might have any given time for a game. Understand the trends that are working. It helps us identify what we want to make next, what’s really working, and we start seeing a better return on investment for the creatives themselves when we can see how they’ve been performing in the ecosystem.

Ready to take your growth marketing to the next level? Let’s connect!

N3TWORK optimizes marketing spend and aligns internal teams with Singular [Video]

We recently had the privilege of sitting down with Nebojsa Radovic, Director of Performance Marketing at N3TWORK, to talk about how his team is leveraging Singular’s Marketing Intelligence Platform to optimize marketing spend and align their internal teams with a single source of truth for marketing performance. Check out our discussion below!

Transcription

Introduction

Hi, my name is Nebojsa Radovic, but most people in the industry know me as Nebo. I’m a Director of Performance Marketing at a company called N3TWORK, which is the developer behind Legendary Game of Heroes.

How Singular fits in N3TWORK’s growth stack

We’re currently using Singular pretty much as our marketing stack. We’re using [Singular] as both an attribution and cost aggregation partner. We’re getting spend data from our ad partners and at the same time, we’re getting user-level data that tells us where the installs are coming from.

The importance of granular performance insights

Singular was very important for us simply because it unlocked certain opportunities that we were not having before. Think about optimizing at the publisher and creative level, combining those two, and trying to spend more dollars in the places where it makes sense. Without that data, it’s pretty much impossible to extrapolate manually and figure out what’s working and what’s not.

Let’s say if you’re trying to scale your spending from $100,000 a month to $10 million a month. You really need very granular, accurate data that comes in on time… When you’re spending a few thousand dollars a day, maybe you don’t need granular data. But if you’re trying to scale the spend across different channels and different geos you really need accurate and granular data to be able to do that. So thank you Singular!

Aligning internal teams with a single source of truth

Singular helped us a lot with aligning the Finance team with the User Acquisition team. And within the User Acquisition team, we have a media buying team, data analytics team and marketing creative [team]. All four teams, Finance and the three sub-teams of the marketing team are looking closely into the Singular data and trying to understand how to do their jobs better.

In particular, Finance is estimating what the spend is at the end of the month or week, whatever is that time period we’re looking at, and they’re estimating what the payback windows are going to be and the financial health of the company at a very high level. At the same time on the User Acquisition side, we’re just trying to make better buy decisions by using Singular data. This is crucial to do this job successfully.

Ready to take your growth marketing to the next level? Let’s connect!

The ‘No BS’ mobile attribution webinar: 27 questions answered (plus yours!)

You’ve heard about mobile attribution. You’ve wondered about mobile attribution. Maybe you even use mobile attribution. But you still have questions.

Like: Why?

Or: Who needs that?

And: Aren’t all mobile attribution solutions basically the same?

We get it. It can be confusing, and it can seem pretty detailed and technical sometimes. That’s why we’re hosting a webinar (with friends from Vungle and Liftoff) on November 6. And we’d like you to attend.

Why? Keep reading.

 

What you won’t get from this webinar

https://pixabay.com/en/communication-head-balloons-man-1991848/What we won’t do is feature talking heads making long droning speeches. We don’t like those kinds of webinars either.

We also won’t do a fancy sales pitch on Why Singular Rocks or How Singular Is The Total Best, Dude. That’s not our style, and we suspect that it’s not really yours, either.

What you will get from this webinar

Quick, to the point answers on key questions about mobile attribution.

Which questions? Keep scrolling …

(And yes, you can add one of your own. Or even two. Start by signing up here.)

Who you’ll get answers from

We’ve selected an attribution expert from Singular, an advertising expert from Vungle, and a mobile app install expert from Liftoff to provide all the answers.

They are:

Barbara Mighdoll
Senior Director of Marketing
Singular

David Bennett
Sales Engineer
Liftoff

Rina Matsumoto
Performance Optimization Lead, US
Vungle

And I’ll be moderating (John Koetsier, VP Insights, Singular.)

And finally, the mobile attribution questions

We have a lot of questions that we’ve seen people ask. Here’s a quick overview:

  1. What is mobile attribution?
  2. What are tracking links? How do they work?
  3. What are postbacks? Should I be getting them?
  4. What is granularity? Why do marketers need granularity?
  5. What is a SAN? Are SANs really self-reporting? What does that mean?
  6. Why do marketers need to combine customer-level attribution data and campaign-level marketing data?
  7. What are the most critical reporting needs in mobile attribution?
  8. What is server-side measurement? When does it make sense?
  9. What kinds of ad fraud are most common? How can I avoid them?
  10. Can I see where ad networks are running my ads? If so, how?
  11. How can I ensure brand safety?
  12. Should I pay extra for fraud protection? What about viewability tracking?
  13. Why do I need API access to my attribution partner’s datastream?
  14. What kinds of API access should I have?
  15. Do I need access to raw log files? Why?
  16. What are the most important post-install events to measure?
  17. Do I have to use one attribution solution across all my apps?

That is actually 27 separate questions, even though we’ve organized them into 17. But it’s pretty likely that there are some that we haven’t seen. Or thought of. And one of them might be yours.

Please ask it here. We’d love nothing more than to add it to the list.

Sign up for the webinar

Join us on November 6 by clicking here to sign up.

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

Get the full guide, for free, today.

Ad Monetization Reporting & True ROI Made Easy

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

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

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

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

 

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

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

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

Mobile Marketers Need Cross-Device Attribution To Expose True Marketing ROI

Mobile app marketers must track their users’ activity across all devices and platforms in order to measure the true performance of their marketing channels. Without cross-device attribution, companies risk investing (and divesting) in the wrong channels and campaigns.

For evidence, look no further than the example below.

As a mobile app marketer, if you were to measure the performance of your mobile marketing campaigns only against user behavior in-app, Campaign 2 would appear to be driving higher marketing ROI. But in reality, with desktop and mobile web activity taken into account, Campaign 1 is the better marketing investment.

All too often, such crucial data points go unnoticed by companies that don’t integrate cross-device data into their marketing analytics. Without cross-device insights, marketers aren’t equipped to accurately evaluate, measure and optimize performance across marketing channels — wasting spend, losing insights and simultaneously frustrating users with disjointed cross-device experiences.

And the cross-device challenge will only become more urgent. In today’s world, we are living with a multitude of devices, constantly switching from smartphone to tablet to computer throughout the day and throughout a typical conversion path. People are already using more devices than ever — owning about four on average.

Yet less than a third of marketers use mobile data to identify users across devices. As a result, when consumers engage with a brand across devices, user profiles become fragmented and marketers lose their ability to construct a full view of the buyer journey in order to understand the channels and campaigns driving their highest return.

Fortunately a single view of each customer can be created by deterministically matching an organization’s first-party data across all devices and tying it back to the individual customer in a privacy-safe way. This single-view approach can then be leveraged to optimize marketing more effectively. In fact, one study showed that marketers who are able to optimize campaigns based on cross-device attribution insights can reduce Cost Per Action (CPA) by 30-50 percent and increase app ROI by 50-100 percent.

And the benefits of optimizing campaigns based on cross-device insights extend beyond ROI measurement and ad spend decisions. Marketers automate retargeting campaigns using cross-device information to optimize their messaging — for instance, using desktop creatives that reflect a user’s browsing behavior in app.    

It’s worth noting that marketers who leverage cross-device analytics to optimize their marketing return should always aim to do so in a privacy-safe way. Cross-device data can be used to draw sensitive inferences from users and, if not handled securely, can lead to unexpected and unwelcome use of user data. Thus, one of the biggest challenges marketers face in generating cross-device insights to optimize their marketing channels is protecting user privacy.

That’s why Singular enables marketers to integrate cross-device attribution without an SDK and securely pass an identifier at the user-level during the attribution process via a server-to-server integration. In turn, marketers get a full view of their users – using every touchpoint in the conversion path to spot patterns, measure the true performance of their campaigns and, ultimately, hit their marketing goals.

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

How To Shrink Your Marketing Analytics Stack

For top mobile brands, marketing analytics has become dramatically more in important in recent years as the emergence of a multitude of tools to track advertising spend, attribution, creative performance and in-app analytics has advanced mobile app marketers’ ability to measure their UA efforts across channels and optimize their campaigns.  

Digital Marketing Analytics Are on the Rise — But “Utility” Is Stagnant

Despite the challenges digital marketing teams face in corralling and crunching performance data, they recognize the growing importance of marketing analytics in driving decision-making. A recent survey of CMOs commissioned by Deloitte and The American Marketing Association found that companies plan to increase their spending on marketing analytics by 376 percent in the next three years.

Yet while most companies have increased their focus (and budget) on their marketing analytics stack, and the sophistication of analysis tools has grown, for many companies, the investments are yet to pay off. According to data derived from the same survey of CMOs, the use of marketing analytics in decision-making has actually remained stagnant for the last five years.

Marketers surveyed in the study cited a lack qualified people who can utilize marketing analytics tools as well as a lack of data tools measuring “success” through analytics as the primary factors preventing their companies from using more marketing analytics.

Fragmentation Follies

A separate survey commissioned by Google found that only 13 percent of digital marketers were confident in their ability to measure marketing performance data. The number one reason marketers gave for why they have such a hard time exposing marketing performance data is a lack of integration between their marketing analytics tools.

Fragmentation in the modern-day marketing stack creates workflow inefficiencies as well as holes in performance data. Simple tasks like aggregating performance data across channels often require marketers to toggle between multiple dashboards and manually update metrics in unwieldy Excel files. The process is particularly painful for marketers who wish to analyze their performance data not merely by click-through rates or raw install metrics but rather by the actual quality of those users, as measured by ROI.

Hence, Singular’s name serves as a constant reminder of our mission: To build a single marketing analytics platform that unites all your disparate data feeds, enabling marketers to do their jobs more efficiently and more effectively.

In essence, when your marketing analytics are centralized under one single source of truth, your stack’s output becomes smaller and more manageable, making reporting, analyzing and optimizing performance across channels less error-prone and time-consuming.

Take cross-device attribution, for instance. In the past, we’ve seen marketers make investments in the wrong marketing campaigns because cross-device data was not properly integrated into their marketing analytics. This highlights the fact that just because a campaign drives high performance metrics on one device or platform, doesn’t mean it drives high performance metrics on other devices or platforms. When user engagement data across devices and platforms is taken into account, marketers are able to expose the true ROI metrics of their campaigns to drive better spending decisions and optimizations.

Analytics-Driven Experimentation, Without the Data Deluge

At the core of effective UA strategies is experimentation. As new channels, media formats and targeting strategies emerge, they can lead to outsized returns for marketers, especially in their early days. For example, when they first launched in 2016, Apple’s auction-based Search Ads drove low CPIs and high conversion rates as demand for Search Ads remained relatively low and curious users noticed the new ad slots.

Thus, the advantage of testing new channels and media formats is clear – but marketers must do so in a way that is deeply integrated with existing analytics systems. Yet due to the lack of standardization among ad networks, extracting detailed data from partners for analysis often requires custom integrations and constant maintenance. This can add layers of complexity to your analytics stack — which is why outsourcing partner integrations to a third-party analytics and attribution provider will allow for smarter testing and analysis without the data deluge.

Using this approach, one Singular customer says their team dedicates roughly 20 percent of their time to experimentation with new partners that they think could be promising, including BD, relationship management, media buying and testing. The remaining 80 percent of their time is spent investing in larger platforms they know well. In both cases, Singular serves as the analytics backbone, providing the most detailed and flexible performance data across nearly 2000 networks, thereby allowing the team’s stack to stay small, nimble and powerful.

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

3 App Attribution “Gotchas” To Watch Out For

Mobile app attribution is one of the cornerstones for growth-oriented apps and a critical layer in the mobile marketing stack. Roughly 80 percent of the Top 500 mobile apps on iOS have implemented an attribution solution, according to a study by mobile app analytics software Mobbo.

In short, mobile app attribution allows you track the source of incoming app installs or engagements. To identify the channels of user acquisition that work best in the long-term, attribution also covers in-app events that occur after the download, also known as post-install events.

Yet when it comes to mobile app attribution, there are “gotchas” that can trip up even the most seasoned digital marketers, leading to wasted time, skewed or opaque analytics and under-performing campaigns.

App Opens vs. App Installs

Marketers must keep in mind that mobile app attribution systems define an “install” as the first time the app is opened on a user’s mobile device. In fact, a mobile app open is the earliest time a third-party attribution platform can track a new user, so they take this first open and call it an install. The reality is that the only systems that know about actual installs are the app store owners, Google Play and Apple iTunes.

As a result, discrepancies often exist between the statistics in your attribution platform and App Store dashboards. For instance, a user might have installed the mobile app on Tuesday, but launched it a few days later on Friday. The App Store dashboard would attribute the install to Tuesday, while the attribution platform would attribute the install to Friday. Or if a user installed the app, but never launched it — attribution platforms wouldn’t register the download, while App Store dashboards would.

While marketers should seek to reduce mobile app install data discrepancies wherever possible, it’s important to recognize that a host of reasons make minor data discrepancies inevitable. Marketers, then, are tasked with identifying thresholds for acceptable levels of discrepancies. When a discrepancy between two data sources — for instance, your attribution platform and your network dashboard — exceeds a certain threshold, it usually means something is wrong and needs fixing.

What’s my App Attribution Window?

The Attribution Window is the amount of time that can pass between a user’s click or view of an ad and their install. Consider the example of a user who clicked a mobile ad on the 10th of December, but didn’t install the app until the 13th of December. If the attribution window is set for 3 days or more, the install will be attributed to the ad. But if the attribution window is set for only 1 day, the install will not be attributed to the ad.

Data discrepancies can arise when the attribution window in your attribution platform is not aligned with the attribution window in your network. In many cases, networks will set as a default an attribution window that is different than the attribution window in your attribution platform. It is advisable, first, to work with an attribution platform that allows you to customize your attribution window and, second, to ensure that you have the same attribution window set up in your ad network and attribution platform.

Who’s Click Is It Anyway?

Advertising networks don’t know about user interactions with ads on other ad networks. As a result, the same mobile install might be attributed to two or more ad networks.

Consider the following example: yesterday the same user clicked on a Facebook ad and then a Google AdWords ad before installing the mobile app today. In this instance, Facebook will take credit for the install in the Facebook dashboard, while AdWords will also take credit for the install in the AdWords dashboard.

Attribution platforms that operate according to a “last click” attribution model will “de-duplicate” the conversion and attribute the install to AdWords activity. In turn, a discrepancy can arise in the number of Facebook-driven installs that appear in your Attribution platform and the number of installs that appear in your Facebook dashboard.

To monitor such discrepancies, marketers should seek to work with attribution providers like Singular – which displays both figures, the statistics reported by the network and the statistics reported by your third-party attribution solution, alongside each other, instead of marketers having to toggle back-and-forth between their attribution platform and their network dashboards. In addition, using Singular, marketers can customize which source they want to use as the source of truth and set alerts when discrepancies between sources exceed a given threshold.

In sum, mobile attribution is complex – with a host of “gotchas” that can create major headaches when performing data analysis and performing optimizations based on inaccurate or misleading data. In order to succeed, marketers must stay cognizant of the intricacies and leverage partner tools that are both transparent and make it easy on marketers to spot broken campaigns and illegitimate data.

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