Basic and Re-Targeting Campaign

EMMA gives you the possibility to work with two modalities of tracking links according to the campaign goals. 

Basic Campaign

The Basic campaigns modality attributes the activity of the devices that have never had the app  and continue doing it during the user's life without any attribution window limit. 

The main objective of this campaign type is to impact users who have never had the app and to know all the attributed activity to the origin of the install event regardless of the spent time.

Use cases

Now, it will be shown different attribution examples:

1. The device has never had the app and click on a Basic source:

The user clicks on a Basic source and installs the app

A click and an install are counted in the source reporting.

On day 20 the user opens the app and registers in it

A session and a register event are counted in the Basic source.

On day 380 the user opens the app and makes a purchase

A session and a conversion event are counted in the Basic source.

2. The device has already had the app and click on a Basic source (B source) different from the origin source of the install (A source):

The user clicks on a Basic source different from the install origin, opens the app and makes a login

A click is counted in the Basic B source and a session and a login in the Basic A source.

Re-Targeting Campaign

The Re-targeting campaigns modality attributes the activity of devices that have never had the app and also those devices that have it during a limited attribution window. 

The attribution window establishes the maximum time that could pass between a click and an event (install or in-app) to assign it in the Apptracker.

The main objective of this campaigns is to re-impact users who have already had the app, so we can attribute certain in-app activity after the interaction with this type of tracking links. 

In the campaigns in Re-Targeting modality, we find two possible attribution models:

  • Last Click Re-Targeting.
  • Unique Click Re-Targeting.

Last Click Re-Targeting

The Re-Targeting campaign in the Last Click modality are the market standard. This type of campaigns allows you to attribute any event of the app in the last click that the user has made in the attribution window. This click must have been made in one of the campaigns and sources created in the Apptracker. 

To create a Re-Targeting campaign in the Las Click modality you must follow this steps: 

1. Go to My Account section and check if the Unique Click option are disable. If not, turn it off. 

retageting_unique_click.png

2. Create your campaing in the Apptracker by selectiong the Re-Targeting modality. 

Unique Click Re-Targeting

The Re-Targeting campaigns in Unique Click modality allows you to attribute only certaint events of the app to each of the campaigns taking into account the last click per campaign in the attribution window. This means that each campaign will have one or more target events and the attribution will take into account that the conversion assignment  will be made only in the last click of the campaign that has configured the target event. 

All events selected for a Re-Targeting campaign in Unique Click modality will be common to all his sources. The attribution between the different sources of the same campaign will be made taking into account the last click of the user. 

Important

Remember that events can only be attributed to a single campaign. The same event may never be used for two or more different campaigns.

To create a Re-Targeting campaign in Unique Click modality follow this steps:

1. Go to My Account section and check that the Unique Click option is active. If not, turn it on. 

Re-Targeting_Unique_click.png

2. Create your campaign in the Apptracker by selecting the Re-Targeting modality and select the target event or events of the campaign. The target events will be the only ones assigned to the campaign under this attribution model.  

Important

Each time that the Re-Targeting  attribution mode selector is activated or deactivated, all the campaigns currently running in the Apptracker will be stopped and new campaign will have to be created in the new attribution mode. 

Campañas Re-Targeting 

Use cases

Now, it will be shown different attribution examples in the different Re-Targeting modalities: 

Re-Targeting Last Click use cases

1. The device has never had the app and click on a Re-Targeting source with a 30 day attribution window:

On day 1 the user clicks on a Re-Targeting source and installs the app

A click, an engagement and an install are counted in the source reporting.
On day 30 the user opens the app and registers A session and a register event are counted in the Re-Targeting source.
On day 31 the user opens the app and makes a conversion

A session and a conversion event are counted in the user's historic* but not in the Re-Targeting source.

* The user's historic is always accesible in the Behavior section form the different options of the reporting.

2. The device has never had the app and click on a Re-Targeting source (A source) with a 30 day attribution window and after that, the user clicks on another Re-Targeting source with 4 day attribution window (B source)

On day 1 the user clicks onthe Re-Targeting source A and installs the app

A click, an engagement and an install are counted in the source A reporting.

On day 2 the user opens the app and registers

A session and a register event are counted in the A Re-Targeting source.

On day 3 the user clicks on the Re-Targeting source B, opens the app and makes a conversion

A click, an engagement, a session and a conversion are counted in the Re-Targeting source B. A session and conversion event are counted in the user's historic* but not in the Re-Targeting source A.

* The user's historic is always accesible in the Behavior section form the different options of the reporting.

3. The device has already had the app and click on a Re-Targeting source with a 14 day attribution window:

On day 1 the user clicks on a Re-Targeting source

A click and an engagement are count in the source reporting.

On day 3 the user opens the app and registers

A session and a register event are counted in the Re-Targeting source as in the installation attribution source (classic or organic).

On day 15 the user opens the app and makes a conversion

A session and a conversion event are counted in the installation attribution source (classic or organic) but not in the Re-Targeting source.

4. The device has already had  the app and click on a Re-Targeting source with a 2 day attribution window (source A) and after that, clicks on another Re-Targeting source with a 4 day attribution window (source B):

On day 1 the user clicks on the Re-Targeting source A and opens the app

A click, an engagement and a session are counted in the source A reporting. A session is counted in the installation attribution source (classic or organic).

On day 2 the user opens the app and registers

A session and a register event are counted in the installation attribution source (classic or organic) but not in the Re-Targeting source A.

On day 3 the user clicks on the Re-targeting source B, opens the app and makes a conversion

A click, an engagement, a session and a conversion are counted in the Re-Targeting source B reporting. A session and a conversion are counted in the installation attribution source (classic or organic).

On day 7 the user opens the app and logs in

A session and a login are counted in the Re-Targeting source B as in the installation attribution source (classic or organic).

On day 8 the user opens the app and makes a conversion

A session and a conversion are counted in the installation attribution source (classic or organic) but not in the Re-Targeting source.

 

Re-Targeting Unique Click use cases

1.The device has never had the app and click on a Re-Targeting source with a 30 day attribution window of a campaign with the register event attributed:

On day 1, the user clicks in a Re-Targeting source and installs the app

click, an engagement and an install are counted in the source reporting.

On day 30, the user opens the app, makes a register and a first open

register event is counted in the Re-Targeting source and session and first login event are counted in the user's historic*.

On day 31, the user opens the app and make a conversion

session and concersion event are counted in the user's historic* but not in the Re-Targeting source. 

* The user's historic is always accesible in the Behavior section form the different options of the reporting.

2. The device has never had the app and click on a Re-Targeting source (from the campaing A with the conversion event attributed) with a 30 day attribution window and after that, the user clicks on another Re-Targeting source (from the campaign B with the event login attributed)with 14 day attribution window:

On day 1, the user clicks in a Re-Targeting source from the campaign A and install the app

clickengagement and install are counted in the source reporting from the campaign A.

On day 2, the user opens the app and makes a register

session and register event are counted in the user's historic* but not in the Re-Targeting source of the campaign A.

On day 9 the user click in the Re-Targeting source from the campaign B

click and engagement are counted in the source reporting from the campaign B.

On day 23, the user opens the app, make a conversion and a login

conversion event is registered in the source reporting from the campaign A, and a login event is counted in the Re-Targeting source from the campaign B and a session event is counted in the user's historic*.

On day 31, the user opens the app, make a login and a new conversion

conversion, login and session are counted in the user's historic* but not in the source reporting from the campaign A or campaign B.

* The user's historic is always accesible in the Behavior section form the different options of the reporting.

3. The device has already had the app and click on a Re-Targeting source with a 14 day attribution window from a campaign with the conversion event attributed:

On day 1, the user clicks in a Re-Targeting source

click and engagement are counted in the source reporting. 

On day 3, the user opens the app and make a register

session and register event are counted in the install attribution source (classic or organic)

On day 10, the user opens the app and make a conversion

conversion event is counted in the Re-Targeting source and a session event is counted in the install attribution source (classic or organic)

On day 15, the user opens the app and make a new conversion

session and conversion event are counted in the install attribution source (classic or organic) but not in the Re-Targeting source. 

4. The device has already had  the app and click on a Re-Targeting source with a 2 day attribution window (source A) and after that, clicks on another Re-Targeting source with a 4 day attribution window (source B). Both sources are from the same campaign with the login and conversion event attributed:

On day 1, the user clicks on a Re-Targeting A opens the app and maka a login

clickengagement and login are counted in the source A reporting. A session is counted in the install attribution source (classic or organic)

On day 3, the user opens the app and make a conversion

session and register  are counted in the install attribution source (classic or organic) but not in the Re-Targeting source A. 

On day 4, the user clicks in the Re-Targeting B source, opens the app and make a conversion

click, engagement and register are counted in the Re-Targeting B source reporting. A session is counted in the install attribution source (classic or organic).

On day 7, the user opens the app and make a login

login event is counted in the Re-Targeting B source and a session event in the install attribution source (classic or organic) but not in the Re-Targeting source.

On day 8, the user opens the app and make a login and a new conversion

session, login and conversion are counted in the install attribution source (classic or organic) but not in the Re-Targeting source.

 

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