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

How do you grow ROI while maintaining CPA and scale?

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

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

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

But in 2019, the game is different

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

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

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

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

Cross-device, cross-platform attribution

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

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

 

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

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

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

Granular data for growth

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

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

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

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

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

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

Find out what Singular can do for you

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.