Train2Game News Benchmark app report

Berlin-based app mobile measurement company Adjust today published the results of its annual benchmark report for 2017.

The data from the report was taken between January 1, 2017, and December 31, 2017, tracking 11,000 apps, with 10.7 billion installs and 1.29 trillion events analyzed across the world. Deeper coverage of countries included China, France, Germany, Japan, Russia, Turkey, UK and the US.

The benchmark report provides detailed insight into the app market and app user behaviour, providing in-depth monthly analysis of user engagement, retention, sessions and fraud by country and app vertical.

How the world engages with apps – WeChat dominates in China
Compared to 2016, retention rates and engagement in 2017 were much higher. However, the current Adjust benchmark report shows that app developers still face big challenges when it comes to retaining users. By day 14 after the download, only 13% of app users return. Retention on iOS is consistently higher than on Android, but only by 1-3%.

By country, Japanese users have the highest retention rates of all: consistently around 3% above average. Meanwhile, Chinese users are the hardest to keep. After day one, 80% have left an app, and by day seven only 7% continue to use one at all. This can partially be explained by the dominance of WeChat, and the lower likelihood of Chinese users leaving the platform for other apps.

Entertainment and Gaming apps keep their users well engaged. By day 30, Entertainment apps see the highest retention rates. Meanwhile, Travel apps have trouble keeping their users on board, with only a 7% retention rate by day 12, explained by the cyclical nature of travel booking.

The report also looks at elite retention, covering the highest performing apps in their own cohort. Retention of Utilities performs best of all, with 44% retention on day one (near half of the initial user base). By day 30, almost a third of users are still around. Business apps perform second best, and great Games perform similarly on day one, though by day seven there’s a 5% difference between the three verticals.

Monetizing Apps – Fight of the platforms
The mobile app market continues to be highly lucrative. In 2017, 2 million apps were released in both stores, and worldwide mobile ad spending increased 33.6% up to $142 billion[1], with $17 billion being spent on performance ads. Google and Facebook drive half of all attribution, and Google’s vast network seems to be slightly the better option to reach and engage users.

However, user engagement increased over time, regardless of source, by approximately 2.5 sessions per day. Utility apps are used the most, with 3 sessions per day. This is followed by Games and Entertainment apps with 2.5 sessions per day. E-commerce, Business & Travel apps range from 1.5 to 2 sessions per day.

In the first week after install, Android sees more events. But over a month, iOS far surpasses it’s rival, with between seven and eight events per day. By day 19, users perform one less event on Android than on Apple. By global comparison, the US seems to be in the lead, when it comes to a number of events. The US triggers around two more events per day than China or Russia.

Mobile Ad Fraud – Android suffers the most
Every vertical, country and network was affected by mobile ad fraud in some way in 2017. By vertical, Games are the most affected, over a third of fraud stopped by Adjust (per vertical) was targeting gaming apps. This is partially due to gaming apps spending more on mobile marketing than any other. Also, it’s not just those after ad spend who defraud Games, but users too.

Beyond the collection of ‘other’ categories, E-commerce applications feature a high distribution of mobile app fraud, about 20% of Adjust’s dataset.

While no device is immune to fraud, it is telling that around twice as much of it occurs on Android. There are a few reasons to explain this, from the ease of which Android devices can be jailbroken to the sheer amount of Android devices sold vs. Apple’s. However, Adjust’s Fraud Specialist, Andreas Naumann, believes “click injection” to be the main reason for this trend. This type of fraud is a sophisticated form of click-spamming which only affects Android devices.

The full report, including all results and graphics, can be downloaded here: https://www.adjust.com/resources/insights/mobile-benchmarks-report-2018/

Train2Game News Universal Reattribution

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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.

For more information on adjust’s Universal Reattribution tool, visit www.adjust.com or contact sales@adjust.com.

Train2Game News adjust gets huge funding

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adjust, the leading business intelligence firm for mobile apps, has received $17M in funding from Highland Europe.

The funding round takes the company to a total of $30M raised since it was established in 2012.

Over the past three years, adjust has quickly expanded from its Berlin (DE) office to six additional cities: San Francisco (US), Istanbul (TR), Beijing (CN), Shanghai (CN), Tokyo (JP) and Sydney (AU). adjust now processes over 1 petabyte of mobile data each month and its SDK recently surpassed 1.3 billion live instances in mobile devices. The company also turned profitable in 2015, and is further demonstrating its ability to scale fast and efficiently.

This investment will further accelerate adjust’s product expansion, while strengthening its commitment to the mobile marketing industry through the prevention of fraudulent traffic, encouragement of user-friendly advertising practices and prioritization of privacy protection in mobile marketing.

Christian Henschel, CEO and Co-Founder of adjust, said: “As an independent third-party attribution solutions provider, we assume a central role in connecting app developers to ad networks, publishers and other ecosystem parties. We have now reached a critical scale where as a market leader within the ecosystem, we are uniquely positioned to drive both product innovation as well as industry standards.”

Sam Brooks, Partner at Highland Europe, added: “At Highland, we seek to invest in rapidly growing companies with global ambitions and a commitment to product excellence. We consider adjust’s technical expertise, vast device coverage and deep network integrations as industry-leading within the premium mobile measurement space, demonstrated by the business’ impressive momentum and trusted position among leading international brands. We are thrilled to partner with the adjust team.”

The investment will also enable the company to expand its offering and presence among underserved, high-potential businesses.

Henschel continued: “The growth of mobile-born companies around the globe signals a positive environment for the development of tracking solutions that provide quality data for business decision makers. As these companies become market leaders, more and more businesses will require a holistic mobile marketing tool. Our ambition is to become that essential part of their business intelligence and process data at scale, just as SAP broke out of its market scope decades ago.”

Train2Game News SDK 4.0

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adjust, a leading app analytics and attribution company, today released the fourth generation of its SDK offering new capabilities to transmit data from apps to other analytics providers.

With better and more sophisticated tools for analytics and user acquisition, mobile marketing is increasingly revolving around leveraging and moving data across third party platforms – from analytics and notifications to email and automation – and with today’s release, adjust is providing best-in-class tools for marketers to manage their app data for optimizing user acquisition and monetization.

With the SDK 4.0 update, clients can now transmit additional, structured data to adjust’ s integrated mobile measurement partners, including Google Analytics, Facebook and Twitter. These partners provide functionality above and beyond the core analytics framework, and can now pull more critical data from adjust without requiring the integration of an additional SDK.

“Every time we ship a new version of our SDK, we’re looking to enable marketers with technology that’s more powerful and easier to access,” said Christian Henschel, CEO and Co-Founder of adjust. “Many of our partners have very sophisticated systems for campaign analysis, and with the additions of these key integrations in our fourth generation SDK, we’re improving the analytics capabilities of adjust dramatically for our customers.”

adjust is committed to building world class tools for marketers, and as such, its network integration team has been working around the clock, adding over a dozen new partners every week. With today’s SDK release, adjust also revealed that it has achieved a major milestone and is now integrated with over 500 other major networks worldwide.

The vast majority of adjust’s partners use a dynamic callback API, allowing networks ad hoc, fine-tuned control of data flows, and relieving clients of the burden to make sure their traffic partners are integrated. Clients can plug in new network partners at any time, without requiring additional conversion tracking SDKs to be implemented. This drastically reduces the lead-time for clients to add new partners to their acquisition strategies or internal analytics. For instance, gaming clients can setup an integration with long-time partner GameAnalytics in just minutes, unlocking the full functionality.

For more information, please visit www.adjust.com