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

Singular <3 Quora: The latest partnership to maximize your ROI

Today, Singular is excited to announce a new partnership to improve the ROI of your user acquisition strategy.

Quora, a platform for people to ask questions and read insightful answers, offers advertisers an opportunity to influence people during the consideration phase of their purchase process. Now, through Singular’s integration with the new Quora API, advertisers can accurately attribute user behavior and measure the true performance of their Quora campaigns all within the same Singular dashboard.

Luno, a power user of Singular and active advertiser on Quora, can attest to the power of bringing the two platforms together.

“Luno provides a safe and easy way to buy, store and learn about digital currencies. Advertising on Quora allows us to target people actively looking for more information on Bitcoin and Ethereum, and now with our data available in Singular we are able to uncover new insights and more effectively ensure the performance of our campaigns,” says Charlie Jobson, Growth Manager at Luno.

Quora has a worldwide audience of 200 million monthly unique visitors. The Quora advertising platform offers marketers the ability to target high intent audiences who are reading relevant questions and answers. Quora allows advertisers to target based on particular topics and then records metrics in the Singular dashboard at the campaign and sub-campaign level so you can measure ROI with granularity.

Adding Quora as a data source for campaign analytics in Singular is easy.

  1. Once you log in to your dashboard, simply navigate to the “Settings” tab and click “Data Sources.”
  2. From there, search for Quora and enter your Quora credentials.
  3. Within 24 hours you will see your data populated in your reporting.  

For more information on how to get started on Quora and how to include this data in your Singular dashboard, please reach out to your Customer Success Manager.

About Quora

Quora is a place to gain and share knowledge. It’s a platform to ask questions and connect with people who contribute unique insights and quality answers. This empowers people to learn from each other and to better understand the world. Since its founding in 2010, Quora has grown to more than 200 million monthly unique visitors. The product is currently available in English, Spanish, French, German, Italian, Japanese, Hindi, Portuguese and Indonesian. Quora launched its advertising platform in May 2017 and has more than 1,000 active advertisers across a spectrum of categories. Marketers can run text or image ads and access a range of strategic targeting options.

About Singular

Singular is a marketing intelligence platform that unifies marketing analytics, giving marketers actionable insights from previously siloed data. By connecting upper funnel marketing data with lower-funnel attribution data, marketers can measure ROI from every touchpoint across multiple channels and optimize spend down to the most granular levels. Singular currently tracks over $10 billion in digital marketing spend to revenue and lifetime value across industries including commerce, 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.

 

Singular’s ROI Index Ranks the Top Mobile Media Sources

We’re excited to announce the second edition of the The Singular ROI Index, ranking the top-performing ad channels driving the highest quality ROI for mobile marketers on iOS and Android. This is the largest study of its kind with over $1B in revenue, 315M installs, 1.7K+ apps, and 1.2K+ mobile media partners analyzed. The rankings account for three factors:

  • Quality Factor (based on ROI or revenue divided by cost)
  • Scale Factor (total ad spend)
  • Fraud Factor (penalty based on the percentage of fraudulent installs driven by a media source)

You asked, we answered: We’re bringing you even more granular insights. This year’s edition includes vertical and regional breakdowns of the Top 15 ranking mobile media sources. Singular is uniquely positioned to offer the most comprehensive set of ROI data as the leading mobile attribution and campaign analytics platform used by top marketers at Lyft, Yelp, Rovio, Postmates, Airbnb, and Blizzard.

Comparing Singular’s ROI Index 2016 to 2017, many movers and shakers appeared. In terms of platform ROI, iOS held its lead for the Gaming category; however, Android made significant headway in closing the gap. A number of other players achieved considerable growth in both volume and return as newcomers burst onto the scene, big names increased their game, and video-focused media sources continued to climb the ranks.

Movers and shakers include:

  • Snapchat Enters the Scene on iOS: Snapchat debuts in the rankings as marketers increased their spend on iOS driving the 6th highest ROI for the Non-Gaming category and the 15th highest ROI across all verticals
  • Apple Search Ads Accelerates into the Top 5: Apple Search Ads captured a larger share of digital marketing budgets, rising from the 23rd rank to the 6th highest-volume media source on iOS from 2016 to 2017
  • AdWords Takes Back the Top Spot on Android: While Facebook surged to the top spot in 2016, AdWords took back control as the top leader on Android in 2017
  • Facebook Edges Out AdWords in EMEA: AdWords held the top spot in Americas and APAC on Android, but Facebook beat out AdWords in EMEA
  • Twitter on the Rise: Twitter delivered the 2nd highest ROI across both Android and iOS in the Non-Gaming category
  • Top Video Media Sources Keep Climbing: Video media sources – Vungle, Unity Ads and AdColony – climb into the Top 5 on Android and iOS
  • iOS Dominates in Gaming: iOS drove 1.2X higher ROI in the Gaming category, however Android is quickly closing that gap driving 8% annual growth in ROI

For the complete list of rankings including the Top 15 on Android vs. iOS, download The Singular ROI Index now.

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.

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

It is perhaps the most dysfunctional metric in digital marketing.

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

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

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

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

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

Critical to Securing Marketing Budget

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

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

Deciding Where to Spend

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

Smarter Optimizations

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

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

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

ROI Drives Integrated Marketing Analytics

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

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

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

The Challenges of Calculating ROI

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

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

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

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