Custom Dimensions: How to easily customize marketing analytics to your unique business

Recently, Singular updated the flexibility of our Custom Dimensions functionality, enabling marketers to personalize their analytical views and group data by any metric that matters to their unique business. But what does that mean exactly?

Well, maybe you want specific ways of looking at your business, your KPIs, and your marketing campaign analytics.

Something beyond apps, sources, and operating systems.

Something way, way, way beyond.

Custom Dimensions: how clients use them

Custom Dimensions allow you to set up and save unique ways of slicing and dicing your data … without requiring a data scientist, a BI team, or a developer. And without requiring that you spend hours in Excel grinding through data (as fun as that sounds).

Saving time is saving money, DoorDash says:

As an on-demand food platform with unique geographic markets, it’s critical for us to be able to break out our views by different cities and custom market definitions. Previously, we’d spend many hours each week manually breaking out reporting. With Singular’s Custom Dimensions, we’ve automated this process fully and are able to create completely custom reports that meet our specific analytical needs.

Just as importantly, Custom Dimensions enable targeted granularity: deep insight into very specific parts of your unique business, as 3Q Digital has found,

“Each one of our clients has distinct reporting needs, and out-the-box reporting just doesn’t cut it,” says Paul Bloom, Senior Account Manager at 3Q Digital. “With Custom Dimensions, we’re able to report by parameters that matter to our clients’ particular business, such as custom geographic regions, languages and business units. We’re even able to see creative performance broken down by different stages in the funnel, enabling precise optimizations to maximize results.”

How do Custom Dimensions work, exactly?

To answer the question, I caught up with Singular’s product marketing manager, Saadi Muslu.

Digging deeper: creating and using Custom Dimensions

Koetsier: What are Custom Dimensions?

Muslu: Custom Dimensions are a way for you to translate, segment, and organize data coming from marketing analytics datastreams. Customers create Custom Dimensions so that they can break out data views that are customized to their businesses.

For example, most analytics solutions allow you to break down your data by country, but you may have regionalized the way you’re looking at your campaigns. Maybe you need city-to-city data versus state-to-state or country-to-country.

Custom Dimensions enable you to do that out of the box every time, after you’ve set them up.

Koetsier: Sounds good, but why do people need them? How do they use them?

Muslu: It’s probably easier to understand with some examples.

One client in a sports vertical breaks out campaigns by type of sport. Another buckets campaigns by custom channels that fit their marketing, such as offline, agency, direct digital, search, and social.

A client in an on-demand vertical uses Custom Dimensions for both city-level targeting and characterizing the type of campaign, such as branding, retargeting, or offline. A different client sells unique products within multiple apps, and they use Custom Dimensions to separate each one out for additional levels of granularity in cost reporting.



One real estate client breaks out data by date when they entered a certain market, like Philadelphia or San Diego. And some of our clients use Custom Dimensions to break out reporting by user acquisition manager … comparing Anna’s campaigns to Dan’s campaigns, for instance.

A client that’s a bit more in the B2B space breaks out data by funnel stage: TOFU, MOFU, BOFU. (That’s top of the funnel, middle of the funnel, and bottom of the funnel.)

There are basically as many ways to use Custom Dimensions as there are companies.

You can even build strategy dimensions or objective dimensions. One example is bundling up all your re-engagement campaigns in order to compare their ROI, clickthrough rate, or conversion rate to prospecting or branding campaigns.

Honestly, I know it’s a cliché but really, the sky is the limit.

Koetsier: What kind of “queries” can you build?

Muslu: It’s pretty simple, actually. You build queries with AND and OR operators.

Here are a couple of examples:

((Campaign Name Includes US OR Campaign Name Includes UK)
AND (Source = Facebook))
((Campaign Name Includes IL OR Campaign Name Includes DE)
AND (Source = Adwords))

You can also do much simpler custom dimensions, of course, with just a few conditions:


Koetsier: How many rules can you have per Custom Dimension?

Muslu: You can set up 70 different rules per custom dimension, so quite a few!

As always, since we serve very sophisticated enterprise-level clients, we’re giving them the flexibility to get as deep and granular as they need to.

Koetsier: Any other examples of how customers use them?

Muslu: DGN Games does something really interesting. They created Custom Dimensions for campaigns that were run on desktop web to compare them to campaigns that are purely on mobile … and now they can see the difference in conversion rates. Another client is using Custom Dimensions to compare organic versus non-organic attribution.

Ultimately, you can do Custom Dimensions on marketing analytics, on attribution data, on conversion data, or on ROI/CPI.

Koetsier: What’s the big benefit of custom dimensions?

Muslu: Ultimately, it’s understanding that modern marketers don’t fit into one-size-fits-all tools. They need to be able to report on their efforts and performance the same way they benchmark internally.

Now without having to tap into a BI or take up data analyst time, they can see the data exactly the way they need it.

Next steps

Learn more about Singular analytics here. Get a demo of the Singular platform to see how Custom Dimensions could work for you. 

‘The hype is real:’ Lyft Head of Marketing Science Alok Gupta on marketing measurement

Marketing is an art. Marketing is a science. Just maybe, measurement is the Gordian knot that ties them both together.

We’ve certainly seen an increasing understanding of how the science of marketing is critical to unleashing the art of marketing in the last few years. Science — and data — ensure that art has maximum impact. That’s what growth marketers everywhere are learning.

Enabling it all?


“As a scientist, the only thing I believe in is experimentation,” Lyft Head of Marketing Science Alok Gupta said recently at UNIFY, Singular’s experts-only marketing technology conference. “I look at my current system, I perturb it through different creative and different levels of spend, and different bids, and new channels, and new partners, and I look what the effect is on the metric I care about.”

Lyft head of marketing science Alok Gupta with Singular CEO Gadi Eliashiv

Driving the science is something that many might take for granted: measurement.

“The hype is real: measurement is important,” Gupta added. “Measurement is very important.”

Gupta, like many unique people with interesting careers, didn’t plan to be a marketing technologist or a marketing scientist. His original plan was to work in finance in the City in London, England. The bank-driven financial downturn of a decade ago delayed that plan, but eventually he found a home in high-frequency trading.

The corollaries with today’s programmatic real-time-bidding data-driven marketing scene are obvious. Gupta, however, didn’t get deep into marketing and measurement until about four years ago at AirBnB.

And for his scientific mind, marketing measurement was problematic.

Very problematic.

“A lot of people were really excited about all these clever algorithms,” Gupta says. “Personalization, targeting, automated bidding, keyword expansion … and I kept saying to everyone: Yeah, but how do you know if it’s going to work?”

The answer he received — “we’ll just see if it goes up” — was unsatisfactory.

Gupta questioned: if what, exactly, goes up? The answer: conversions, bookings.

And his response: How do you know if it wouldn’t have gone up anyways?

The answer he received: I dunno.

“So I said, step back … let’s first figure out measurement” Gupta told the audience at UNIFY. “Once you have measurement, optimization is easy. Everyone can optimize. But measurement is really really hard. I’ve been devoting my last two or three years to measurement.”

That sounds like a lot of time, and it is.

There’s a reason why we see so little great work on thorny problems like incrementality and multi-touch attribution however. They’re just plain hard to solve, says Gupta, and that’s why so few marketers really use MTA and actually do solid incrementality testing.

“I think a core factor here is just how hard measurement is,” Gupta says. “I use the word ‘measurement’ to more broadly represent attribution, incrementality,  marketing mix modeling, LTV, ROI … it’s all coming back to the same thing. At the highest altitude, a company has many opportunities to invest. Marketing is one of those levers … they can invest in product, they can invest in partnership, they can invest in acquisition, they can invest in many things …. for them to be able invest sensibly, they want to know what their return is.”

Hence the experimentation.

Once Gupta has experimented, he has a ground truth to which he can fit multi-touch attribution, or a market mix model. That enables marketers to scale learning.

Experiments are tough, though. Each is very specific to the platform.

For AirBnB, if the growth marketing team brings on a new customer and she books a room, that’s good … but AirBnB has to consider the possibility that Jim, an existing customer, would have booked it anyways. It’s a supply-constrained market. Amazon, on the other hand, can happily sell the same book to both Jane and Jim — especially on Kindle but also in dead tree — and there’s always another one for the next customer: it’s not a supply-constrained market.

This is where marketing experiments get tough, Gupta says, and that’s why you need scientists and technical marketers.

Driving it all is accurate measurement. But how you do measurement will differ depending on your size and spend.

“If you’re spending $10 million plus, maybe you do want to invest in a data scientist, a data engineer, to get your data in good order from someone like Singular,” Gupta says. “And on the back of that build — marry it to more internal data — and build a more holistic conversion system.”

Over $100 million in annual marketing spend, and you probably need two or three data scientists, four or five engineers, and technical marketers.

In fact, kicking off a project to really get serious about measurement starts with marketers.

“You probably need someone … a marketer who cares deeply about measurement,” Gupta says. “To first have an advocate for doing this … then you bring a data engineer in, and then maybe a data scientist. But first of all, a strong technical marketer.”

How do you start?

Start small, Gupta says. Big projects are tough, expensive, and there’s no guarantee of success. Instead, take one partner who can do incrementality testing and run a small campaign. Generate 1,000 conversions, and compare that number to what your existing technology says. If your existing tech says you only got 500 conversions, then you know you need a better model to reflect ground truth.

Once you’ve started, it’ll be much easier to go to people who control budget and demonstrate the need — and the benefits — to going bigger with measurement.

The final critical factor: incentive alignment on the marketing team.

“Everyone on your team … their only goal is to drive the business metric,” says Gupta. “If that means one channel switches off, great, and another channels ramps up … great! That has to be the starting point. That has to be the mindset shift.”

Setting up the right goals is critical.

“If every 12 months your goal in their performance review is how much did you spend, and how many acquisitions did you bring in … that’s the wrong goaling,” says Gupta. “You have to goal them on how much efficiency did you unlock … how much opportunity did you unlock beyond the baseline?”

Now go deeper: Learn more about scientific marketing measurement

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.

The next generation of user-level ad monetization: Introducing support for impression-level revenue data from MoPub

Without complete and accurate ad monetization data, app marketers can’t optimize growth decisions. Today, that means they need to include ad monetization data as well as in-app purchase data in their ROI calculations.

App marketers need to measure ad revenue on two distinct levels: aggregate and granular.

Granular ad revenue

Mobile app marketers need the ability to see user-level ad revenue so that they can accurately understand their return on ad spend for user acquisition. Without granularity you won’t know which users are ad whales … and which are ad duds.

Plus, you’re not sure where they came from. Or where to get more of them.

“Granularity is critical in mobile ad monetization,” says Singular CEO Gadi Eliashiv. “Understanding the relative value of their ad impressions helps mobile publishers optimize their apps for maximum revenue. It also helps them improve user experience by making decisions that can minimize irrelevant and wasted ads.”

Aggregate ad revenue analytics

You also need aggregated data so that you know exactly where you stand with ad-based revenue across all partners, plus of course IAP and product/service purchase data. Only then can you get a full picture of your growth efforts.

You also need to understand ad requests and fill rates.

“Smart companies check the fill rate all the time to optimize their waterfall,” says Singular CEO Gadi Eliashiv.

MoPub’s new impression-level revenue data

Singular has been providing ad monetization services for almost a year with a variety of partners, including IronSource. Now, MoPub is providing revenue information to mobile app publishers for every single ad impression. Not only that, MoPub is also surfacing what supported demand source was able to fill the ad slot and what country the user is in.

This is extremely powerful.

With this data, you can understand ad-based life-time value of your users. That’s increasingly important, because just 2% of mobile app users are converting to paying customers via in-app purchases.

Ads are one of the key drivers of monetizing the other 98% of your users, so it’s no shock that ad monetization is increasingly critical for app marketers. In fact, 60% more apps are monetizing through ads in 2019 compared to last year, and ad revenue now represents more than half of many app publishers’ total revenue.

Available today

Starting today, Singular supports MoPub’s impression-level revenue data product, enabling marketers to measure granular ad revenue.

The result is better data precision, more accurate and complete LTV models, superior user acquisition and monetization strategies, and ultimately, the potential to earn more revenue.

And all of it, of course, right inside your Singular dashboard, providing a single pane of glass to understand your cost and revenue.

Learn more about Singular’s Ad Monetization solution here, and set up a demo to go deeper with one of our specialists.

5 things to do when your mobile retail sales crash

This is a guest post by Ryan Gould, VP of strategy and marketing at Elevation Marketing

Mobile commerce sales are expected to reach approximately $420 Billion by 2021.

That’s massive, and it’s only going to grow. More importantly, people who use their mobile devices to make purchases usually spend twice as much as other customers.

It’s no surprise that mobile e-commerce is a very important channel for retailers to sell their products and services through. However, in the volatile economic environment, we live in, mobile retail sales can crash, for myriad reasons.

That’s why it’s smart to know what to do if your mobile retail sales collapse. In this article, we’ll give you five concrete things to take action when things go south with your mobile sales.

Let the action begin!

#1: Read the data to figure out why mobile retail sales are crashing

Before you start taking any action on improving your mobile retail sales, it’s best to investigate why your sales are falling in the first place. Never assume what the reason could be, until you’ve explored it.

Here’s a great list of questions you can use to get to the root of the problem:

  • When did mobile retail sales start crashing?
  • Was there any event that occurred before mobile retail sales started crashing?
  • What is the size of the sales drop, in dollar terms?
  • Which products have caused mobile sales to drop?
  • Is there any trend that’s being revealed by the sales numbers?
  • Are my site visits and app sessions down, flat, or growing?
  • Is the buyer’s journey ending on one particular screen?
  • Did my pricing change, or did currency fluctuations in foreign markets recently happen?
  • Is the number of abandoned shopping carts vastly growing?
  • Did a competitor release something attractive to my users and customers?
  • Is my store suddenly rejecting more credit cards?

Make sure you confirm that you know the reason, so your plan of action is relevant to the problem you’re wanting to address!

#2: Revamp your mobile site/app design

There are a bunch of things you can do to restyle your mobile e-commerce app and optimize it for conversions. Your e-commerce website or app should be easy to access on any mobile device, so people find it easy to transact with you.

Start by enlarging your mobile retail product images and text so people can see your products clearly. You should also enlarge your buttons so people with ‘fat fingers’ can click on your calls to action with ease.

Another way to make your mobile site or app user-friendly is by only including one call-to-action button per page. It makes the buying decision simpler for customers, by giving them lesser choice and making it super simple for them to transact.

Make the navigation experience super simple.

Your mobile website or app experience should be significantly different compared to your desktop version. Using ‘responsive design’ so that your website fits any mobile device, whether smartphones or tablets, is a great way to provide a universally consistent user experience.

But almost nothing beats a native mobile app for usability.

#3: Send great mobile emails (and maybe a push notification)

If you notice your mobile retail sales plummeting, it’s best to reconnect with your subscribers.

And the best way to reconnect with subscribers is to send them beautiful mobile emails. More than 67% of retail consumers check their email on their mobile device.

Sending mobile emails is an art. You can use them creatively, for various reasons such as finding out why your customers have stopped buying, what would interest them, and what you can do as a retailer for them. Nearly 20% of all mobile sales are initiated by email marketing, so it’s worth the time investment to utilize the channel as best as you can!

Some tips for sending great mobile emails are:

  • Keep them simple. It’s best to come to the point, as people have very short attention spans these days. So only send them the message they need to hear!
  • Use visually appealing images, with less text. Images get the message across in an interesting and engaging way, and consumers will love you for it.
  • Have a specific, clear and simple call to action. Emails should make it easy for customers to transact with you too.
  • Use catchy subject lines to grab the attention of your consumers. The better your subject lines are, the higher the chances are of your consumers clicking on them!

If you’ve got highly engaged users, and you have an offer that won’t cause them to uninstall your app, you can also send a smart push notification that’s tailored to who they are, what they want, and what they’ve been doing recently.

#4: Invest in search optimization (SEO and ASO)

Just like you need to invest time in optimizing your website for SEO for desktop searches, you also need to invest time in optimizing your mobile website for mobile searches. And for apps, you need to optimize your App Store and Google Play descriptions for search on those platforms so that you can rank well.

Organic channels (and paid channels) are complementary, so increased success in one often spills over to the other, so it makes sense to enhance these different channels together.

58% of all searches are on mobile. Inevitably, you need to put some effort into this.

Some steps you can take to enhance your mobile SEO are as follows:

  • Make sure your website is responsive: If your website doesn’t fit on a mobile device, the ones that are will outrank yours.
  • Optimize your content for mobile devices: This will help in loading content on your website faster and optimize your website for speed. By reducing the image sizes and placing meta tags in the right places you can enhance your search rankings.
  • You can use the Google Search Console for checking your website’s mobile usability issues so you can fix all the errors that are stopping it from being found by people. It’s a great way to determine how you can spend your time wisely on mobile SEO.

Mobile commerce now represents a third of all retail sales in the U.S. according to one report and is growing almost 15% year-over-year.

Some steps you can take to enhance your app ASO are as follows:

  • Pick the right category. Remember, Twitter switched from social, where it was always trailing massive competitors, to news, where it instantly became number one. A higher ranking means more installs.
  • Get more (and better ratings). Look, ratings are table stakes: all the top apps have lots of them. But continually adding new and updated ratings for your app is critical to even having the opportunity to get good placement.
  • Build your offline footprint. Most people who install an app have heard of it before and went searching for it. Without some brand identity and awareness, it’s hard to get drive-by installs. And, they’re much less likely to result in engaged long-term users/customers.

#5: Make sure you keep the checkout experience as simple as possible

The checkout experience is the make or break moment for mobile retail. That’s why it’s so important you avoid asking for unnecessary information from your users during checkout.

You can run a survey with your customers to understand what they like or dislike about your mobile checkout experience so you can add what’s necessary and eliminate what’s not needed. As a general guide though, implementing the below steps is great for mobile eCommerce:

  • Allow users to pay through multiple sources: Your checkout page should allow users to pay via credit card, paypal or bank transfer, whatever makes it easy for them to transact.
  • Simplify the UI elements of your app to entice your users to take action. Some colors are more appealing than others for shoppers to click on the ‘buy’ button. For instance, using shades of orange or green are better for enticing users to take action compared to red which puts the ‘halt’ signal in the human brain.
  • Remove all the content that’s unnecessary for checking out. You can include complimentary products for upselling them at checkout, but don’t annoy customers with any irrelevant promotional offers.

Wrapping it up

By implementing the above steps, you can minimize the temporary setback.

Mobile retail sales can be cyclical, abrupt, and vary depending on the nature of the industry your business is in. Reading the data and taking appropriate action is the best way to know which is the best cure for the problem.

Ryan Gould is Vice President of Strategy and Marketing Services at Elevation Marketing. From legacy Fortune 100 institutions to inventive start-ups, Ryan brings extensive experience with a wide range of B2B clients. He skillfully architects and manages the delivery of integrated marketing programs, and believes strongly in strategy, not just tactics, that effectively aligns sales and marketing teams within organizations.

Personalizing your fraud prevention strategy with Singular’s custom fraud rules

Mobile ad fraud is an ever-growing threat to marketers, with fraudsters continuously evolving attack techniques. The exact figures for how much ad fraud costs marketers is highly debated, but eMarketer’s Digital Ad Fraud 2019 states that the estimated impact ranges from $6.5 – $19 billion annually.

To navigate this complex problem and effectively prevent ad fraud, marketers need to have an understanding of the techniques used by fraudsters and employ an always-on fraud prevention strategy that proactively rejects fraud. Otherwise, ad fraud can be detrimental to marketers in two key ways: one is the wasted ad dollars on installs that are either fake or hijacked, and the other is dirty data that is inaccurately skewed towards fraudulent networks instead of high-value networks or organic traffic.

Fraud prevention that adapts and reacts

Singular’s industry-leading Fraud Prevention Suite is built and maintained by a highly-skilled set of scientists that are dedicated to staying one step ahead of ad fraudsters and their attack methods. The Fraud Prevention Suite provides a proactive approach to detecting and combating ad fraud at scale.

Singular’s fraud prevention dashboard

With Singular’s rules-based fraud prevention, marketers can automatically apply deterministic rules in real-time to block installs before they are attributed to a fraudulent ad partner, or flag activity that is suspicious for further investigation. Automatic fraud rejection gives marketers peace of mind from knowing their ad dollars are always protected and eliminates the need to spend time reconciling ad network invoices.

Singular’s Fraud Prevention Suite not only comes pre-packaged with industry-leading Fraud Prevention Rules but also offers marketers the flexibility to define their own rules, what we call Custom Fraud Rules.

Personalizing with Custom Fraud Rules

With Singular’s Custom Fraud Rules, marketers can personalize their fraud prevention strategy to meet their brand or apps unique needs. For example, they may want to have a more aggressive approach to combating fraud if they’re advertising in markets that are more susceptible to ad fraud, or even if they’re testing new networks, each with varying levels of fraud.

Marketers can create Custom Fraud Rules by defining the conditions and rules that trigger automatic rejection of attributions or flagging of suspicious activity. The flexible rule builder allows the marketer to define multiple conditions that need to be set for the rule to trigger on a touchpoint, enabling them to implement a variety of personalized fraud-fighting rules.

Some examples of Custom Fraud Rules marketers have implemented include:

  • Publisher Blacklisting
    Select specific sites to blacklist from your campaigns. While you will also want to confirm your site blacklists directly with your partner, this rule gives you the power to reject traffic that comes from unreliable or underperforming sites.
  • Fingerprinted Traffic Whitelist
    Define and whitelist traffic sources that are trusted enough to send fingerprinted installs. Automatically reject or flag fingerprinted installs from install sources that are less reliable.
  • Block Unauthorized Store Installs
    Most Android apps are only published on the official Google Play Store. Automatically reject Android installs that came from an unauthorized store.

The flexibility of the Fraud Prevention Suite also allows you to add additional fraud checkpoints. These rules take known characteristics of your apps and campaigns, and allow you to quickly filter out traffic that doesn’t meet your standards.

  • Country Mismatch
    Use this rule to automatically reject or flag installs that take place in a country that your campaigns are not targeting.
  • App Version
    As you update your app version, it becomes impossible for new users to click and install deprecated versions. Fraudsters can struggle to update their attack to include the newest app version from the traffic they send, so blocking deprecated app versions can eliminate a source of fraud.
  • Time-to-install
    When the amount of time between an ad click and the resulting install is unusually small, it can be a sign that the install was hijacked by fraudsters. Similarly, when the time between a click and an install is too long, click spamming might be taking place. Set a custom time-to-install threshold based on the size and usage of your app to automatically reject or flag installs with unrealistically short or long install times.

Savvy marketers from top brands are already taking advantage of this personalized approach to fraud protection, which is paying off in significant cost savings.

Recently, a leading e-commerce app in the APAC region implemented a rule to prevent non-approved publishers and sites from sending fingerprinted traffic. After implementing the rule, 16% of the traffic sent from these sources was automatically flagged and rejected.

Another client, a global giant of gaming, set their iOS receipt validation rule on. When testing a new source, they found that 100% of the 11,000 installs were flagged and rejected for fraud. An additional benefit: no make-good negotiation was required … since the fraud prevention did not allow these installs to be attributed!

When fraud strikes, the marketers that leverage Singular’s Fraud Prevention strike back with high-tech fraud detection and prevention. But this is just the beginning. We’re dedicated to further innovating our Fraud Prevention to keep up with the changing face of ad fraud.

Want to see how much you could be saving with next-level fraud prevention?Reach out to your Customer Success Manager for a complimentary fraud audit.

THRIVE: Helping women in growth to connect, share, learn…and grow!

Earlier this month at MAU Las Vegas, I had the opportunity to officially launch THRIVE, a community dedicated towards connecting and empowering women in growth marketing. This has been an initiative that has been close to my heart for some time now and I’m truly excited to see it come to life.

One of the things that I noticed when we started Singular five years ago was how male dominated the marketing industry was. Most key decision makers at that time in our industry were men and I have to say that as a female founder, I wish that I had more women executives within our industry to consult and collaborate with.

Over the years, I’ve personally witnessed an exciting transformation take place.

Singular COO Susan Kuo speaking at THRIVE

There are more women today in our industry today than ever before. Women are now holding roles as key decision-makers. This is true across our customers and partners, some of which are among the largest F500 companies in the market.

Women in growth

But there’s still room to grow. And there’s room for women in growth to help each other to achieve their goals. Don’t get me wrong, the gentlemen in our industry are amazing, but there is something inherently different when women in the industry come together. The barriers go away and we just have a great time hanging out with each other. Through these bonds and relationships, we actually end up helping each other out in work and in life.

THRIVE participants making new contacts

That’s why we started THRIVE.

THRIVE is a community that is focused on connecting and empowering women influencers in growth marketing. The goal is to learn from each other’s accomplishments both in and out of the workplace, and — most importantly — to come together and form meaningful friendships.

When we came up with the name THRIVE, it was really important that we chose a word that represents success but also embodied the action of succeeding together. That’s really the objective behind this community: to come together as women in the industry and help each other out through mentorship, knowledge sharing, and succeeding together.

Our first event happened at an exclusive residence at MGM called The Mansion during MAU 2019. The venue was simply amazing, however, it was the people who made the event truly special.

Our goals were pretty simple:

  • Hold a fun networking event
  • Talk about key issues in our industry
  • Provide opportunities for learning and leadership
  • Open the door for successful women in growth to engage in mentoring others

Ultimately, the event was a huge success.

We received far more requests for tickets than we had space to accommodate. We had amazing sponsors and female leadership from Tapjoy, Adikteev and Motive step up and help Singular host the event. We had twice the number of people attend than we expected. And over a dozen additional requests to sponsor upcoming events.

Women networking at THRIVE

A BIG thank you to Carly Leviant and Kat Cooper from Singular as well as Katrina Bush from Tapjoy, Ariel Neidermeier from Motive, and Nai Saeturn from Adikteev for making this happen!

So now we’re thinking about where this grows and expands.

I’ve been fortunate enough to meet some remarkable women throughout my career and I have personally seen the things that we can accomplish together. We want to extend this to other women in our industry and make sure that we are growing and THRIVE-ing together. We intend to do more follow on events and initiatives and will likely start mostly in US cities, but hope to expand it to have a global presence down the road.


If you’re interesting in joining THRIVE, or being notified about the next THRIVE event, please let us know by filling out this form!

3 critical things CGOs (and CMOs) absolutely need to drive growth campaigns

In the simplest possible terms, a chief marketing officer’s role is to implement strategy that ultimately increases sales. A chief growth officer’s role is even simpler and more explicit: grow the company.

But how?

And what tools do they need to achieve those goals?

Singular is privileged to work with growth marketers at companies like Lyft, LinkedIn, Rovio, Wish, AirBnB, DraftKings, StitchFix, plus many more. We’ve seen what the best growth marketers the planet do, and we know what technology they use.

We also know how much data they have.

In a recent survey, 200 CMOs told us that their biggest challenge isn’t marketing data. Quite the opposite, in fact — they have plenty of data. They have avalanches of data.

And that’s the core challenge.


Drowning in data

“Marketers are drowning in data,’ says Jo Ann Sanders, a VP at Optimizely.

That’s the problem.

“With the exponential growth of data over the past decade … it’s becoming harder daily to turn information into action,” says SurveyMonkey CMO Leela Srinivasan.

Marketers are drowning in data thanks to the unprecedented data exhaust of our digital lives.

We browse the web, we install apps, we watch four million videos on YouTube every minute, we search on Google 40,000 times a second. The world will soon have almost six billion mobile subscribers, and American adults now spend more than 3.5 hours a day on their phones in branded apps, sponsored media, and ad-supported sites.

At the same time, marketers are dealing with an exponential rise in tech tools, more digital channels than ever before, and more billion-user platforms every year.

Add in global competition, and 76% of CMOs say they can’t measure marketing performance accurately enough to make truly informed decisions.

marketing intelligence platform

Marketing intelligence platform

What marketers need most is actionable insights for growth. So CMOs’ (and CGOs’) biggest challenge is simply mining nuggets of gold from all that data. That requires real-time measurement and analysis at scale across potentially hundreds of platforms, partners, and channels.

That’s why Singular built what we call a Marketing Intelligence Platform.

The new marketers are different. They speak data and write code. They form hypotheses and run experiments; then measure results and optimize. These new marketers are marketing scientists, and they need tools of their trade.

With a Marketing Intelligence Platform, marketers achieve three critical things:

  1. Unprecedented visibility at scale
  2. On-demand flexible reporting
  3. Full customer journey insights

That’s seeing not just your data, but your ROI on every activity. It’s slicing and dicing not just by campaign, but getting CAC per creative asset. And it’s measuring not just conversions, but cross-device and cross-platform journeys that led to customer action.

This requires at least nine components, combined into a single platform, grouped in three sections. We’ll take a very brief look at each. For a full in-depth overview, however, check out our complete Marketing Intelligence Platform report.

The three things that CGOs and CMOs need to drive and accelerate growth are …


One: Unified marketing data

You can’t get the golden nuggets of actionable insights without mining your data, and that starts by unifying it.

Unifying marketing data includes:

  • Data governance
  • Data ingestion
  • Data processing
  • Attribution
  • Dimensional data combining/synthesis

Data governance ensures clean data from every source, and enables processing, enriching, and combining later on.

Ingestion is getting all your relevant data from every source, and it’s not easy. Processing is essential to standardize and normalize it, at which point you can conversion outputs to marketing inputs. Combining and synthesizing top-funnel and low-funnel data reveals deeper trends and granular results.

growth insight

Two: Intelligent insights at scale

At a high level, marketers need to know the score: across all their campaigns, are they winning or losing? At more granular levels, they need to know if a specific campaign, partner, publisher, or creative is performing.

Generating intelligence insights includes:

  • Reporting and visualization
  • Actionable insights

Reporting and visualization shows marketers what’s happening, and actionable insights provide clues for future profitable growth. Some of those insights are pull, but some need to be push: alerts about out-of-scope campaigns, click-through rate drops, poorly performing ad partners, and so on.

Three: Automation

The volume of data flooding marketers’ dashboards, reports, and spreadsheets cannot be handled manually at scale. Automation is required, and it includes:

  • Data transport
  • Alerts, fraud, audiences
  • And much more

It is not useful to have a system that only ingests data. Marketing data needs to move from systems of deployment to systems of analysis to systems of engagement, and sometimes in multiple directions. So building in the ability to do that via API, exports, or S3 to internal BI systems and hundreds if not thousands of external partner systems is critical.

And while modern scientific marketing is not a set-it-and-forget-it activity, marketers increasingly need to be able to automate actions within set parameters.

That includes automated creation and distribution of audiences for retargeting, look-alike campaigns, or suppression lists. It also includes built-in on-by-default configurable mitigation of fraud, along with both whitelisting and blacklisting of sources and publishers in paid media campaigns.

And at higher levels, it includes automation of bids and buys for ad campaigns at scale.

Results: what a marketing intelligence platform delivers

What does a marketing intelligence platform deliver?

Find out soon in part two of this blog post, coming next week.

Or, click here to access Singular’s entire Marketing Intelligence Platform report right now.

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 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.

dual integration singular

Singular’s dual integration visualized

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.

Mobile user acquisition in India: How the most efficient advertisers grow faster

The following is an in-depth overview of the growth strategies of a very well respected and profitable online business in India. This is a Singular customer who runs a transaction-oriented business, and the data is used with permission.

In the last 15 months this advertiser has accrued approximately 13 million installs on both Android and iOS devices. What is impressive is that they have focused on checking fraud right from the get-go and only paying the partners on Cost Per Transaction (CPT).

Here are some key areas this advertiser focuses for user growth.

Focusing on Android for mobile user acquisition

It’s no brainer – Android is the winner in India market and therefore is this advertisers’ key focus area.

iOS marketing efforts were light until this publisher accrued a respectable user base on Android.

Paid beats organic

Organic ranking is good; but paid marketing gets you there faster The advertiser has been very comfortable with a lower rate of organic installs.

When they started on this journey, they had approximately 35% organic installs on Android and 99% organic installs on iOS. Over the last 15 months, they have experimented with various sources and found the best ones for their vertical. After 15 months the advertiser finds they now have approximately 10% organic installs on Android and 60% organic installs on iOS.

Reducing the organic installs percentage can sometimes be perceived as cannibalization but given that the advertiser is focused on a cost per transaction, they ensure that these paid installs are coming with linked transactions which translates directly to revenue per user.

For mobile user acquisition, in experimentation you must trust

The advertiser started with 20 sources on Android and two sources on iOS. (For the purpose of this case study, a source is considered valid only if it delivered more than 100 installs in the calendar month.)

As the paid user acquisition program saw success the advertiser has scaled to 40 sources for Android and 15 sources on iOS.

On an average the advertiser tests configurations with over 180 sources. Once the tests have been successful, the advertiser goes live with the chosen few sources every month. This eye to detail and diligence in evaluating sources gives the advertiser an edge in optimizing spends and driving growth.

Scaling media sources is critical to growth. See how smart marketers pay 30% less and get 60% more.

Singular helps the customer test new sources with the following:

  1. Custom postbacks
    The ability to add additional information in postbacks enables advertisers to know what works and enables them to further segment acquired traffic.
  2. 1,600+ network integrations
    Singular is integrated with 1,600 plus networks. Chances are that a network the advertiser wants to evaluate is already integrated without any custom work, which boosts speed of execution.
  3. Dedicated support
    Singular has a dedicated customer success and support team that helps with configuration. This team is governed by an SLA, meaning that the customer is not alone in this never-ending effort. Having Singular’s team available to action changes makes the UA manager a winner.

The following is a cumulative growth graph of the app installs that the advertiser has driven in the last 15 months.

Detailed logs and their usage

Singular’s platform enables the customer to extract detailed Click, Install, Postback, and Fraud logs via the interface, API, and firehose methods.

These logs are used for log for log validation in case of discrepancies. The API and firehose methods are used to have a complete repository of the data. This repository is processed in the customer’s internal BI system to manage the payouts and make goods with the advertising partners.

Singular has world-class fraud protection, but if they wish, customers can also work with a third party install fraud detection service by using the attribution logs. This gives them complete control of how advertising spend decisions are made.

Take these tools for a test drive?

Interesting in experimenting with Singular’s marketing intelligence platform to see you you can drive similar results?

Talk to a Singular representative in your market for more details on how you can build a solid user base and drive transaction volumes and not just installs. Or get a demo now.