Adjust last month launched User-Level Ad Revenue reporting in collaboration with the ad mediation platforms ironSource and Fyber. According to Adjust, User-Level Ad Revenue reporting enables app publishers to measure revenue generated from users who engage with in-app advertising.
Adjust says User-Level Ad Revenue has been the missing ingredient that enables marketers to measure user lifetime value (LTV), and optimize retargeting and cross-promotion campaigns.
“We are excited to introduce Ad Revenue on a user-level together with our partners. These granular, detailed insights into ad revenue and where it actually comes from enables marketers to optimize user acquisition campaigns and drive ROI more effectively,” explained Paul H. Müller, Co-Founder & CTO at Adjust.
Data is based on aggregated reporting. This prevents app publishers from tying back ad revenue data to user acquisition sources or breaking it down to any segmentation level. The data they receive is aggregated across an entire network, without valuable, granular metrics. As such, in-app ad revenue is shown as equally distributed among a user base; however, the majority of this ad revenue is actually generated by a small group of users – referred to as “ad whales”. These ad whales often make up 80% of the advertising revenue for mobile apps.
“Unlocking User-Level Ad Revenue for ironSource mediation partners, and making it available and actionable through Adjust, allows marketing teams to run true ROAS campaigns – combining full user level IAP and ad revenue data. We’re excited to release this to all of our partners and enable them to accelerate their growth in a truly ROI-positive way,” said Yevgeny Peres, VP Growth Developer Solutions at ironSource.
According to Adjust, ad revenue gives app publishers an easy and privacy-compliant way to tie back monetization revenue to the source of the user and compare with the cost of acquiring those users. With these new insights, marketers can now calculate average revenue per user (ARPU) and lifetime value (LTV). This data can be used to calibrate their ad spend more efficiently, hone optimizations to reach users that click, and retarget effectively.