adjust, the leading business intelligence platform for mobile apps, today launched Universal Reattribution, a new feature that enables marketers to finally close the analytics gap and track 100% of re-engagement campaigns.
With Universal Reattribution, app marketers will better understand where and how lost users return to an app and the re-engagement channels that are most effective. Starting today, Universal Reattribution is available to all of adjust’s 1700 clients.
According to adjust’ s recent Mobile Benchmark report, most users leave an app within a few days of installing, never to return. Average retention rates in the report indicate that only 15% of users still enter an app after seven days on average. App marketers currently leverage retargeting and re-engagement ad campaigns to bring users back to an app. Only 55% of returning users are tracked and reattributed accurately through other market analytics tools when explicitly marked as a retargeting campaign, leaving 45% of all returning users invisible to tracking. Now available, adjust’s Universal Reattribution feature provides the first-ever reattribution technology for mobile apps to capture the 45% of untracked users who re-engage in an app.
“With our Universal Reattribution tool, marketers are now able to get a more complete understanding of the performance of all their marketing channels – from ads to email marketing, web content and more,” says Christian Henschel, CEO and Co-Founder of adjust. “This type of reattribution requires a highly complex and fast technology to be useful and effective for marketers. We match every incoming session with its corresponding incoming click in real-time, whereas our competitors have opted to shortcut tracking by showing only the interactions that explicitly retarget previous users, and ignore other marketing outreach that also contributes to re-engagement. This is why we are the only platform worldwide that is able to conduct reattribution coherently and in mass volume. Universal Reattribution is the result of dedicated, hard work to make our systems faster and stronger.”
With the launch of its Universal Reattribution tool, adjust reveals that the potential for re-engagement generated by non-retargeting ad campaigns has been hidden for a long time. From these findings, not only the relevance of advertising sources will change, but also the dynamics of performance analysis. Previously, re-engagement and user acquisition were two completely different topics and separate efforts, and now, marketers can cohesively understand the effects of their outreach across all users and channels.