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App Fundamentals e-Learning - Part 2

In this module, you will learn how to qualify an App client, Tips for App Install negotiation and Objection Handling, Integration process, Optimization and Attribution Models.

Start

Learning Journey Map

Start Here!

Integration Process Overview

What is expected from Client during Integration

Web vs App

Technical Requirements

Objection Handling

Optimization Models

Key Questions to ask Clients

Negotiation Tips (App Install)

Attribution Model

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Web vs App

Technical Requirements

Objection Handling

Optimization Models

Continue

Key Questions to ask Clients

Negotiation Tips (App Install)

Attribution Model

Learning Journey Map

Start Here!

Integration Process Overview

What is expected from Client during Integration

Web vs App

Technical Requirements

Objection Handling

Optimization Models

Key Questions to ask Clients

Negotiation Tips (App Install)

Attribution Model

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Objection Handling

Negotiation Tips (App Install)

Web vs App

Optimization Models

Technical Requirements

Key Questions to ask Clients

Attribution Model

Objection Handling

In this section, we will share with you the most common objections you might be presented.

Please note the objections are mainly for App Installs.

Click on each objective to learn how you could respond!

22:06

I already work with Google and Facebook for user acquisition on app and get good results. Why should I work with Criteo?

Other DSPs I work with offer CPI billing. Why not Criteo?

I already have user acquisition campaigns with other vendors outside of walled gardens.

Click on each objective to learn how you could respond!

22:06

I don’t want to target my web users. (App Install)

We have deduction terms based on fraud. Will you accept them?

I don’t want to target new users. (App Install)

Click here

TO go back to previous page

Looking for more information?

Refer to Mobile App FAQ page for more.

Click here

TO go back to previous page

Click here

To advance to the next topic

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Objection Handling

Negotiation Tips (App Install)

Web vs App

Optimization Models

Technical Requirements

Key Questions to ask Clients

Attribution Model

Web & App Key Differentiators

Users are identified entirely differently in App:

On Web, Users can be identified through:

Identifier for Advertisers (IDFA) for iOS

Pixel Tags

Android / Google Advertising ID (AAID/GAID) for Android

Appending Custom Parameters to URL

It is not always possible to recognize the same user across both Web and App Platform using a cookie-based model of attribution.

* App Identification is based on a unique ID for each Device that allows developers and marketers to track user activity for advertising purpose.

Environment

Web Sites & Browsers for Web

The Apps and the different OS (iOS and Android) for In-App

User Identifier

Web Cookie ID On Web, the User ID is the Cookie ID and the Cookie is the Main Technology used for Tracking

Device ID On In-App, the User ID is the App Cookie which corresponds to the Device ID (IDFA for iOS, GAID for Android).

Account Identifier in Event

Partner ID On Web, we receive the Partner ID in the Web Tag.

Custom Partner Name On In-App, we receive a Custom Partner ID, that is, in turn, associated to a Partner ID.

Web Tags On Web, we use Web Tags implemented on the Advertiser Website or through Container Tags.

MMP SDK / Criteo SDK / S2S / Hybrid On In-App, many integration types are possible, such as Criteo SDK, Partner SDK, and Server to Server (S2S)

Events Collection

Web

App

Catalog Feed

Same As App It is in common between Web and In-App.

Same as Web It is in common between Web and In-App. However, for In-App, some specific fields are added.

Web URLs On Web, the Product URL from the Feed is served with the Banners.

Deeplinks / Universal Links / App Links On In-App, Deeplinks or Universal Links are used to redirect the User into the App.

Banner Redirection

Attribution Model

Post-Clicked 30 Days

Depends on the MMP

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Objection Handling

Negotiation Tips (App Install)

Web vs App

Optimization Models

Technical Requirements

Key Questions to ask Clients

Attribution Model

Technical Requirements

App Retargeting and App Install do not have the same technical requirements - a client can be eligible for Install but not for Retargeting and vice-versa.

Click on each box below to learn more!

App Retargeting

Mininum Budget

App Install

Additional Information to Provide TS

Technical Requirements

App Retargeting and App Install do not have the same technical requirements - a client can be eligible for Install but not for Retargeting and vice-versa.

Click on each box below to learn more!

App Retargeting

Mininum Budget

App Install

Additional Information to Provide TS

Technical Requirements

App Retargeting and App Install do not have the same technical requirements - a client can be eligible for Install but not for Retargeting and vice-versa.

Here are the minimum requirements for a client to be eligible.

Native Deeplinks e.g. appname:// groupon:// booking://
MAU (Monthly Active Users) - Minimum 15K per OS (or 1K DAU per OS)
MMP (Mobile Measurement Partner)- Adjust, Appsflyer, Branch, Kochava, Singular

App Retargeting

Mininum Budget

App Install

Additional Information to Provide TS

Technical Requirements

App Retargeting and App Install do not have the same technical requirements - a client can be eligible for Install but not for Retargeting and vice-versa.

Here are the minimum requirements for a client to be eligible.

MMP (Mobile Measurement Partner) - Adjust, AppsFlyer, Branch, Kochava, Singular.

App Retargeting

Mininum Budget

App Install

Additional Information to Provide TS

Technical Requirements

App Retargeting and App Install do not have the same technical requirements - a client can be eligible for Install but not for Retargeting and vice-versa.

Here are the minimum requirements for a client to be eligible.

$5k per OS for App Install
No minimum Budget for Retargeting

App Retargeting

Mininum Budget

App Install

Additional Information to Provide TS

Technical Requirements

App Retargeting and App Install do not have the same technical requirements - a client can be eligible for Install but not for Retargeting and vice-versa.

Here are the minimum requirements for a client to be eligible.

App Retargeting

Mininum Budget

App Install

App Store link(s) (Google Play store / Apple Appstore)
MMP used (For App Retargeting if no MMP we can integrate with Criteo SDK)
Conversion point (for new vertical clients) ex. user registration, bet, money deposit, etc.

Additional Information to Provide TS

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Objection Handling

Negotiation Tips (App Install)

Web vs App

Optimization Models

Technical Requirements

Key Questions to ask Clients

Attribution Model

Goal Specific

General

Technical

Key Questions to ask your client

ELIGIBILITY FOR APP CAMPAIGNS

GROWTH

How do you monetize your app?

What are you currently doing to drive new users to your app?
How much of this is organically driven, ASO, paid install?
Are you running with Ad networks, Affiliates, DSPs?

How many Monthly (or Daily) Active Users do you have per OS? Minimum 15k MAU or 1k DAU (per OS)
Do you support Native Deeplinks?Ex: appname://
Do you support Universal Links and App Links?

IAP / Ad Revenue / Purchase ?

What are your app marketing goals?

More focus on Growth or Retention ?

Here’s a checklist you can use to qualify a client and understand their need and focus from your first call!

Which team is responsible for driving these goals?

Do you have an MMP?

RE-ENGAGMENT / RETENTION

We have direct integration with the following MMPs: Adjust, AppsFlyer, Branch, Kochava, Singular.

What share of your transactions are web vs. app?
Do you segment your users? Do different user segments have different value for you?
Are you running with any other DSP’s?

App first?

Or Web and App?

Other partners you work with (performance, happy?...)

How are you measuring success?
Is it different per OS?

Key Questions to ask your client

Click on each category to view the related questions!

General

Here’s a list you can use to qualify a client and understand their need and focus from your first call!

Goal Specific

Technical

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Objection Handling

Negotiation Tips (App Install)

Web vs App

Optimization Models

Technical Requirements

Key Questions to ask Clients

Attribution Model

Negotation Tips for App Install

Click on each box below to learn more!

Downstream KPIs

CPI Negotiation

Attribution

Negotation Tips for App Install

Click on each box below to learn more!

Downstream KPIs

CPI Negotiation

Attribution

Negotation Tips for App Install

Negotiate CPI ranges, rather than a strict target, to have flexibility to explore scale and account for some periods with increased competition.
Factors to take into consideration when negotiating the CPI:

post-click attribution window: the shorter the attribution window, the more relaxed the CPI target should be.
post-view attribution. We can accept more aggressive CPI targets when we get credit for post-view installs.
app appeal: broad or niche ?
app awareness: mature or new ?
app ratings: users land on the app store. If the app is rated mostly negatively, it will impact the install rate and the CPI.
percentage of organic installs: when you have a high level of organic installs, it becomes much harder to reach new organic users.
country: CPI is higher in US than it is in India.
platform: since the number of iOS devices is comparatively lower than Android, the CPI for iOS is higher than Android.
acquisition channel: we cannot have the same cheap CPI as Affiliates, but we can bring more engaged users.

Discuss about the impact of paid installs in uplifting the organic installs, also known as K-factor.

Click on each box below to learn more!

Downstream KPIs

CPI Negotiation

Attribution

iOS has a 20% to 30% higher CPI than Android

Negotation Tips for App Install

Click on each box below to learn more!

CPI is not the most important KPI of an app install campaign. We aim at driving engaged users and we should always encourage advertisers to use cohort reports when evaluating the efficiency of their user acquisition channels. Currently, we have on optimization model which maximizes the number of post-install conversions for a given CPC (PIAO). In the long term, we will be able to optimize for more downstream KPIs.

Downstream KPIs

CPI Negotiation

Attribution

Negotation Tips for App Install

Click on each box below to learn more!

The App Install attribution window standard is 7 days post-click and 1-day post-view. When negotiating attribution windows, you should make sure we get AT LEAST the same attribution window as other App Install channels the client is using. Google declares 30D PC and 1D PV, Facebook declares 28D PC and 1D PV.

Downstream KPIs

CPI Negotiation

Attribution

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Objection Handling

Negotiation Tips (App Install)

Web vs App

Optimization Models

Technical Requirements

Key Questions to ask Clients

Attribution Model

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Objection Handling

Negotiation Tips (App Install)

Web vs App

Optimization Models

Technical Requirements

Key Questions to ask Clients

Attribution Model

What is expected from the client during integration?

MMP Integration

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Objection Handling

Negotiation Tips (App Install)

Web vs App

Optimization Models

Technical Requirements

Key Questions to ask Clients

Attribution Model

App Optimization Models

App Retargeting

App Install

LEARN more

The same optimizations models for web conversions are available for app conversions. Check out the models below for a refresh! Or head back to the home page to learn more about App Install Optmization Models.

App Optimization Models

App Retargeting

Manual Bidding

LEARN more

Automated Bidding

App Optimization Models

App Retargeting

Manual Bidding

LEARN more

Automated Bidding

App Optimization Models

Manual bidding gives you the ability to manage your bids and optimize as you see results change. Manual bidding can be applied to any bid strategy and is best suited for you if you're very familiar with how bidding and auctions work, and have the time to manage your bid. Click on each model below to learn more.

App Retargeting

App Install

Manual Bidding

Conversion Optimizer

LEARN more

Automated Bidding

Revenue Optimizer

Value Optimizer

App Optimization Models

Automated bidding aligns your campaign with your goals, giving you full control over your target performance metric, such as cost-per-order (CPO) or a daily spend limit. Your bid will be optimized in real-time to help you achieve your goal. Click on each model below to learn more.

App Retargeting

App Install

Manual Bidding

Adaptive Conversion Optimizer

LEARN more

Automated Bidding

Adaptive Revenue Optimizer

Client Eligibility

App Optimization Models

App Install

Manual Bidding

LEARN more

Automated Bidding

App Optimization Models

App Install

Install Optimizer

App Install

Manual Bidding

Optimizes toward Installs (Default Business Model)

Automated Bidding

App Optimization Models

App Install

Adaptive Install Optimizer

Manual Bidding

Adaptive Installs Optimization aligns your campaign with your CPI goal, giving you full control over your Target Performance metric. Your bid will be optimized in real-time to help you achieve your goal.

Automated Bidding

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Objection Handling

Negotiation Tips (App Install)

Web vs App

Optimization Models

Technical Requirements

Key Questions to ask Clients

Attribution Model

Attribution Models

The attribution for app campaigns depends on the MMP default attribution & setup. Most of the times we follow the client’s attribution – while for web campaign we usually keep our default attribution.

App Retargeting

App Install

FYI

MMPs use different attribution methods for installs - the main method has a 7 Days attribution window for both iOS and Android

MMP - PC 7 Days (configurable)

PC 7 Days + PV 24h

Adjust has an inactivity period that can be configured as well! Appsflyer is rolling out too.

For iOS, some installs have an attribution of 24h PC

Most MMPs allow a different attribution setting for each partner. It is an important point to clarify before launching app campaigns and when managing app campaigns. If the client changes the attribution setting on the MMP, it will change as well on Criteo platform (except for Appsflyer where the client needs to involve TS).

Learning Journey Map

Integration Process Overview

What is expected from Client during Integration

Objection Handling

Negotiation Tips (App Install)

Web vs App

Optimization Models

Technical Requirements

Key Questions to ask Clients

Attribution Model

Congratulations!

You've completed Part 2 of the App Fundamental e-Learning!

Click

to return to the Learning Map

Click the Top Right Corner of Learning Zone to proceed for "xx".

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App e-Learning MASTER 2_ALL

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