AppsFlyer Integration: Optimize your Acquisition Spend

Mobile messaging allows marketers an unprecedented channel for communicating with their app audience. Reaching the right audience with the right message is what separates good messaging from great mobile engagement. If not done right, deletion rates can be high, with 70% of users never coming back to the app within 30 days of download. That’s why discovering and identifying your highest traffic sources that create high value users is key to retention.

Partnering to Increase Retention

At Urban Airship, we’ve developed a robust segmentation solution that makes reaching the right person easier. Now with the Urban Airship integration from AppsFlyer, a leading mobile attribution and marketing analytics solution, marketers are able to use the attribution data captured by AppsFlyer in Urban Airship’s segmentation tools. Using AppsFlyer’s mobile marketing analytics and attribution platform, marketers can pinpoint their targeting, optimize their marketing campaigns and boost their ROI.

For example, a marketer can target all of the users who had first opened the app in the last seven days, and had installed the app from a particular campaign or media source (AppsFlyer tag data). This is also useful for tracking user’s app lifecycle. A marketer can track a user’s actions: tags added, events triggered, uninstalled, etc., and use this to help determine their most valuable marketing and user acquisition channels. Urban Airship and AppsFlyer together provide the tools needed to spend marketing dollars wisely.

How it Works

The Urban Airship Channel ID (Urban Airship's unique device identifier) is passed to AppsFlyer, via code in the app. AppsFlyer then passes the following attribution data to Urban Airship via the API as tags for every organic, and nonorganic install:

  • Device ID (IDFA/Google Advertising ID)
  • Media Source
  • Campaign name

These tags can then be combined with other segmentation attributes in Urban Airship's platform — or used for automation triggers — to send timely, targeted messages to users.

A “tag group” in the Urban Airship platform will be used to house all of the data sent from AppsFlyer. This allows data from AppsFlyer to be combined with data from other sources (device, CRM, POS, etc.) without requiring complex nomenclature. The result is a cleaner data set, allowing for easier segmentation and more targeted messaging. Because this is done on a per-device basis, it maintains the utmost in consumer privacy and security.

Benefit from Richer Reporting

With Urban Airship Insight, you can measure valuable engagement and retention metrics to measure “user quality.” You can also measure conversion over time to determine user lifetime value. This allows you to re-allocate your acquisition spend to the ad channels that perform best.

To start using AppsFlyer tags to improve your messaging performance contact your account manager, or review AppsFlyer’s documentation. To learn more about AppsFlyer's solutions visit their website or check out their blog.