Kate Minogue (Marketing Science Manager at Facebook) and Alexandre Pham (Director of Partnerships, EMEA at Adjust) help you understand what incrementality really is, why it is important for mobile marketers, and share their best practices around considering incrementality in your day to day as well as how you can factor it into your LTV calculation.
Incrementality can help validate the attribution logic. Re-engagement is the best use case (proof of profitable uplift harder to get otherwise).
⚠️ difference with early re-engagement campaigns -> it can create a discrepancy: not seeing reattribution in Adjust if the inactivity period is set but there was actually no inactivity by a user
Better than setting the attribution window based on best practices, a lift study allows you to compare the results with 3 or 4 attribution windows to find which one is the closest.
⚠️ Teams must be aligned: if paid UA team is rewarded/incentivized on incrementality then it might clash with the organic/ASO team trying to increase the baseline.
You want a model dynamic enough to adapt to re-engagement you campaigns run (example: additional re-engagement campaign ran at Day 30 that you believe or showed has an impact).
Mobile gaming engagement campaigns on Facebook are driving an average of 3X Incremental ROAS and 40% more app opens.
Recommends to optimize for the action you care the most about, but nuances when it comes to re-engagement: purchase not always the right solution.
Different campaign objectives for different cohorts. Link clicks might be relevant if:
1. Cohort of users with already a high purchase rate (hard to improve) 2. If audience too small to get good signal/significance with optimizing for purchases`
Incrementality can help validate the attribution logic. Re-engagement is the best use case (proof of profitable uplift harder to get otherwise).
⚠️ difference with early re-engagement campaigns -> it can create a discrepancy: not seeing reattribution in Adjust if the inactivity period is set but there was actually no inactivity by a user
Better than setting the attribution window based on best practices, a lift study allows you to compare the results with 3 or 4 attribution windows to find which one is the closest.
⚠️ Teams must be aligned: if paid UA team is rewarded/incentivized on incrementality then it might clash with the organic/ASO team trying to increase the baseline.
You want a model dynamic enough to adapt to re-engagement you campaigns run (example: additional re-engagement campaign ran at Day 30 that you believe or showed has an impact).
Mobile gaming engagement campaigns on Facebook are driving an average of 3X Incremental ROAS and 40% more app opens.
Recommends to optimize for the action you care the most about, but nuances when it comes to re-engagement: purchase not always the right solution.
Different campaign objectives for different cohorts. Link clicks might be relevant if:
1. Cohort of users with already a high purchase rate (hard to improve) 2. If audience too small to get good signal/significance with optimizing for purchases`
Incrementality can help validate the attribution logic. Re-engagement is the best use case (proof of profitable uplift harder to get otherwise).
⚠️ difference with early re-engagement campaigns -> it can create a discrepancy: not seeing reattribution in Adjust if the inactivity period is set but there was actually no inactivity by a user
Better than setting the attribution window based on best practices, a lift study allows you to compare the results with 3 or 4 attribution windows to find which one is the closest.
⚠️ Teams must be aligned: if paid UA team is rewarded/incentivized on incrementality then it might clash with the organic/ASO team trying to increase the baseline.
You want a model dynamic enough to adapt to re-engagement you campaigns run (example: additional re-engagement campaign ran at Day 30 that you believe or showed has an impact).
Mobile gaming engagement campaigns on Facebook are driving an average of 3X Incremental ROAS and 40% more app opens.
Recommends to optimize for the action you care the most about, but nuances when it comes to re-engagement: purchase not always the right solution.
Different campaign objectives for different cohorts. Link clicks might be relevant if:
1. Cohort of users with already a high purchase rate (hard to improve) 2. If audience too small to get good signal/significance with optimizing for purchases`
Notes for this resource are currently being transferred and will be available soon.
On Facebook they have “conversion lift” to assess the incremental impact (done hand in hand with Facebook).
=> Incremental ROAS is the “purest way to show real impact” of a re-engagement campaign
Don’t need to run it for each campaign.
One of the struggles is when you see a discrepancy between the lift study and the MMP (or Facebook manager).
[💎@13:45] Incrementality can help validate the attribution logic. Re-engagement is the best use case (proof of profitable uplift harder to get otherwise).
It is typically easier to make an impact with a user acquisition ad vs. re-engagement.
On Adjust, user eligible for reattribution if
To avoid a common mistake: experiment around attribution windows and make sure that the segments you are looking to re-engage are not within the inactivity period.
[💎@32:12] You want a model dynamic enough to adapt to re-engagement you campaigns run (example: additional re-engagement campaign ran at Day 30 that you believe or showed has an impact).
If you do not add the Post Re-Engagement part to the equation then your LTV calculation is only based on prediction of user acquisition campaign.
[💎@35:05]
Based on 145 conversion lift studies, containing 240 campaigns
[💎@37:25] Recommends to optimize for the action you care the most about, but nuances when it comes to re-engagement: purchase not always the right solution.
[💎@37:58] Different objectives for different cohorts. Link clicks might be relevant if:
Re-engagement and hyper casual are not a match.
Early engagement works well in the casino space (re-engage after a week or so).
Casual/Strategy: a lot of lapsed users re-engagement.
Retargeting big on e-commerce and travel.
On Facebook they have “conversion lift” to assess the incremental impact (done hand in hand with Facebook).
=> Incremental ROAS is the “purest way to show real impact” of a re-engagement campaign
Don’t need to run it for each campaign.
One of the struggles is when you see a discrepancy between the lift study and the MMP (or Facebook manager).
[💎@13:45] Incrementality can help validate the attribution logic. Re-engagement is the best use case (proof of profitable uplift harder to get otherwise).
It is typically easier to make an impact with a user acquisition ad vs. re-engagement.
On Adjust, user eligible for reattribution if
To avoid a common mistake: experiment around attribution windows and make sure that the segments you are looking to re-engage are not within the inactivity period.
[💎@32:12] You want a model dynamic enough to adapt to re-engagement you campaigns run (example: additional re-engagement campaign ran at Day 30 that you believe or showed has an impact).
If you do not add the Post Re-Engagement part to the equation then your LTV calculation is only based on prediction of user acquisition campaign.
[💎@35:05]
Based on 145 conversion lift studies, containing 240 campaigns
[💎@37:25] Recommends to optimize for the action you care the most about, but nuances when it comes to re-engagement: purchase not always the right solution.
[💎@37:58] Different objectives for different cohorts. Link clicks might be relevant if:
Re-engagement and hyper casual are not a match.
Early engagement works well in the casino space (re-engage after a week or so).
Casual/Strategy: a lot of lapsed users re-engagement.
Retargeting big on e-commerce and travel.
On Facebook they have “conversion lift” to assess the incremental impact (done hand in hand with Facebook).
=> Incremental ROAS is the “purest way to show real impact” of a re-engagement campaign
Don’t need to run it for each campaign.
One of the struggles is when you see a discrepancy between the lift study and the MMP (or Facebook manager).
[💎@13:45] Incrementality can help validate the attribution logic. Re-engagement is the best use case (proof of profitable uplift harder to get otherwise).
It is typically easier to make an impact with a user acquisition ad vs. re-engagement.
On Adjust, user eligible for reattribution if
To avoid a common mistake: experiment around attribution windows and make sure that the segments you are looking to re-engage are not within the inactivity period.
[💎@32:12] You want a model dynamic enough to adapt to re-engagement you campaigns run (example: additional re-engagement campaign ran at Day 30 that you believe or showed has an impact).
If you do not add the Post Re-Engagement part to the equation then your LTV calculation is only based on prediction of user acquisition campaign.
[💎@35:05]
Based on 145 conversion lift studies, containing 240 campaigns
[💎@37:25] Recommends to optimize for the action you care the most about, but nuances when it comes to re-engagement: purchase not always the right solution.
[💎@37:58] Different objectives for different cohorts. Link clicks might be relevant if:
Re-engagement and hyper casual are not a match.
Early engagement works well in the casino space (re-engage after a week or so).
Casual/Strategy: a lot of lapsed users re-engagement.
Retargeting big on e-commerce and travel.
