Performance Marketing Optimization with MMP
Company
Akseleran
Project Type
Tools Implementation
Duration
3 Months
Related Teams
Data Team
Engineering
Role
CMO – Project Owner
As a startup with a sustainable growth orientation, Akseleran needed to have an efficient acquisition method. One of the channels that can achieve that was performance marketing as it can be really targeted and measurable.
Implementing performance marketing is one thing, but optimizing it is another thing. One of the most common problems that performance marketers face are the budget allocation. How should we allocate the budget? Should we spend more on Facebook, Instagram, Google, or Tiktok?
We need to know the contribution of each social media platform / ad platform that we used in terms of acquiring high value users. This is the question of attribution. How do we attribute the newly acquired users to each platform, so we can allocate the budget accordingly?
Solution
We needed a mobile attribution tool or commonly called Mobile Measurement Partners (MMP) to accurately attribute the performance of each channel, so we can allocate the budget accordingly.
We browsed the market to look for the most suitable attribution tool and defined several criterias to help us in the selection process. Some of the criteria are:
• Features – can it fulfill our needs? do they provide the necessary data?
• Security – does it have ISO27001?
• User Interface (UI) – how sleek is the UI design?
• User Friendliness – how easy to use the tool? can my team use it?
• Cost – is it within our budget? Does it reflect the value that we are getting?
• Customer Support Availability – Do they have representatives in Indonesia?
After browsing several alternatives, met with their representatives, and also asking for testimonials from colleagues that have used these tools, our choice was down to Appsflyer. It was considered the market leader for MMP, has the necessary features, great UI, within budget, and has good reviews from our colleagues.
Benefit / Result
The time we were not using MMP such as Appsflyer, we can only know how many users acquired or how many installs happened at an aggregate level on each ad platform.
After using MMP:
✓ Got a more granular and accurate acquisition performance of each ad platform up until the user level.
✓ More accurate Cost-per-Acquisition (CPA) evaluation
✓ Better ads budget allocation to optimize LTV/CAC from paid ads.
We found out that Instagram Ads was the one that had the best LTV/CAC for acquisition using ad platforms at that time, hence we reallocated more budget to Instagram Ads. Our overall LTV/CAC improved as we reduced or eliminated inefficient channels.
Another beneficial feature that was provided by Appsflyer was Deeplink, where we can direct users to a specific app page post-install, such as a promo page.