Note: SANS (Self-Attributing Networks) like Facebook and Google enforce different retention policies on the advertising ecosystem Kochava complies with those policies. Paying for those returning users adds up on a CPI campaign. Dedupe your UA effortsĪmong Kochava customers, we’ve seen that 6% to 12% of installs are returning users re-installing an app beyond 90 days. Your user acquisition with Kochava is a true representation of new installs, not returning ones, which make it easier to track ad spend. The solution? Kochava retains records in perpetuity and recognizes when dormant users return to the app or when users, who have deleted an app, re-install regardless of the timing. If your measurement provider doesn’t have long-term deduplication capabilities, you’re likely paying for users multiple times over. Many providers do not retain records for more than 90 days-any re-engagement beyond that looks new to them and is reattributed. The reason for this is data retention limitations. Travel and dating apps fall into this category where users may re-engage or re-install at a much later date to use a service again.įor many analytics providers, a returning user who re-engages gets counted as a newly acquired one.
Many apps are use-specific and users only install them to serve a temporary need.
Others uninstall apps only to re-install again at a later date. Mobile users frequently install an app and then go dormant for an extended period of time. When analyzing a user acquisition campaign, it’s important to consider returning users. Some measurement providers purge their records in as few as 90 days. When data isn’t retained in perpetuity, lapsed users returning to the app are counted as new ones, providing an inaccurate view of acquisition efforts and resulting in unnecessary payments to media publishers. One of these key factors which is often overlooked is data retention.ĭata retention affects a marketer’s user acquisition, and their ad spend can balloon if device IDs are not deduplicated. Too often a marketer doesn’t take the time to look under the hood and understand what factors are impacting marketing efforts. There is so much that happens behind the scenes to facilitate accurate targeting and measuring of mobile campaigns. Google is an invasive company and it seems they are getting worse and more strident about that every day.When marketing to connected devices, the “marketing” details are often not entirely understood. Frankly, I've found there are several things that Google Chrome does (even gmail) without asking my permission about and so that is why I don't care for Chrome.
Google update, for instance, runs every time your system boots and if you run msconfig and tell the program not to start on boot-well, it runs *anyway*-just like nasty malware.
I'm very leery of Google because of Google update and some other things-whereas with FIrefox I can choose when to check for updates and many other things, Google insists on doing all of that automatically whether I like it or not. 圆4 DE is now my default and only Mozilla browser installed. If you were using Firefox x86 (as I was), the correct install procedure for the 圆4 DE is a) uninstall Firefox x86, but do not delete your x86 Firefox profile (which you'd have to manually so if you do nothing then it will still be there after ff x86 is uninstalled through Programs & Features), then install 圆4 DE, and on the initial 圆4 DE page that comes up, choose to "allow 圆4 & x86 versions of FF to share profiles" (because the 圆4 default is that it creates its own profile from scratch) and, Bingo! All of your x86 ff bookmarks, passwords, cookies, etc. It's much more polished and clean around the edges than Nightly, and has more developer-friendly features than Nightly-and that's because it's officially out of beta-even though it is still being improved on a daily basis just like any other out-of beta version of Firefox. Firefox 64-bit Developer Edition is very nice.sweet, even.