SplitMetrics Acquire now allows you to track Ad Revenue from Adjust, providing you with in-depth insights into the effectiveness of your mobile advertising campaigns.
What are the advantages?
✅ With Ad Revenue, you can accurately measure and assess the efficiency of your Return on Advertising Spend (ROAS), empowering you to make informed decisions on whether to continue investing in advertising or make adjustments based on campaigns' performance.
✅ By incorporating both Ad Revenue and In-App Purchases (IAP) in your revenue calculations, you gain relevant information that helps you optimize your advertising budget for maximum profitability.
✅ Analyzing Ad Revenue facilitates the identification of the most lucrative campaigns or keywords, enabling efficient allocation of resources for advertising efforts to achieve optimal Return on Investment (ROI).
Adjust Ad Revenue metrics
Here is a comprehensive list of all the Ad Revenue metrics available in SplitMetrics Acquire, including descriptions and calculations where applicable. These metrics can be used in Automated Rules for Campaigns, Ad Groups, and Keywords, allowing you to automate your optimization strategies based on specific revenue goals.
Ad Revenue (activity) — the total Ad Revenue generated by serving in-app advertising within a selected time frame, regardless of the user acquisition date.
Ad Impressions (activity) — the total number of in-app ads served to end-users within a selected time frame, regardless of the user acquisition date.
Ad Revenue RPM (activity) — Ad Revenue per thousand Ad Impressions.
Ad Revenue RPM (activity) = Ad Revenue (activity) / (Ad Impressions (activity) / 1000)
Ad revenue ROAS — the amount of revenue you have earned from your in-app ads for every dollar spent on them. This metric considers the Ad Revenue generated within a selected time frame, grouped by install date.
Ad revenue ROAS = Ad Revenue / Spend * 100%.
Ad Revenue D0-D360 — the total Ad Revenue received from all Ad Impressions with associated monetary values on day X after install (day 0 = 24h after install).
Ad Revenue ROAS D0-D360 — Return On Advertising Spend, calculated using only revenue from serving ads, on day X after install (day 0 = 24h after install).
Ad Revenue ROAS DX = Ad Revenue DX / Spend * 100%
Note. To provide a complete overview of past performance, we request data from Adjust for all metrics covering the last 365 days. The data is requested once a day, as it is aggregated daily on the Adjust side. Therefore, keep in mind that the data for today will only become available tomorrow.
❗When comparing data between SplitMetrics Acquire and Adjust, it's important to consider the following:
Data in Adjust is calculated in real-time. However, since we use aggregated data, there may be slight differences in metric values.
Adjust's default reports are standardized. For accurate data comparison, ensure that the time zone is set to match your Apple Ads account (ORTZ) and apply the filters as shown in the screenshot below👇
Adjust takes into account deleted objects such as campaigns and ad groups, even if they are no longer part of the account structure. The data for these objects will be displayed at the account and app levels, but it won't be shown at lower levels in SplitMetrics Acquire. This behavior does not affect automation.
Important! Ad Revenue reporting is only available as part of the Adjust Growth Solution. Make sure to enable it in your Adjust account before proceeding. If you need help activating Ad Revenue reporting, please reach out to your Adjust Manager.
Step 1. Log into your Adjust account.
Step 2. Open your SplitMetrics Acquire account in a new browser tab and go to Settings > Integrations in the navigation menu.
Step 3. Hover over the Adjust logo in the Ad Revenue Integrations section and click Connect.
Step 4. In the dialog, copy your email address.
Step 5. Go back to your Adjust account and create a new user with the following settings:
Note. Only Admins can add new users to an Adjust account.
Insert your Email in the respective field.
Choose READER as the user's role.
Select both checkboxes for Ad Revenue Data and Ad Spend Data.
Click CREATE NEW USER.
Step 6. Return to your SplitMetrics Acquire account.
Step 7. Select the checkbox "I have completed integration" in the pop-up window, and then click Confirm.
After finishing the steps, our technical team will initiate the integration setup, which typically takes 2 business days. You can track the connection status in the Ad Revenue Integrations section. There are 4 statuses available for monitoring:
- Check the status: We're almost done with the Ad Revenue integration setup process. Once the integration is successfully verified, the platform will automatically start receiving data.
- Connected: The integration setup process has been successfully completed. You can now access your Ad Revenue data on the SplitMetrics dashboards.
- Edit Connection: The test connection has failed. To resolve this, click Edit Connection or reach out to our Support team for assistance.
- Restore Connection: An error occurred during the Ad Revenue integration process, resulting in a failure to connect to the Adjust API. To resolve this, click Edit Connection or reach out to our Support team for assistance.
Important! If the status of your integration shows Edit Connection or Restore Connection, please follow these steps in your Adjust account:
Ensure that your account has the Adjust Growth Solution enabled.
Find the user who has been granted access and verify that their email address is correct.
Check that the user's role is set to READER.
Confirm that the checkboxes for both Ad Revenue Data and Ad Spend Data are selected.
If the user is not found, create a new user.
When optimizing ad campaigns, two main models are commonly used: cost per action (CPA) and return on advertising spend (ROAS).
With the introduction of Ad Revenue metrics, you now have the ability to make more informed decisions and effectively fine-tune campaigns using the ROAS model.
For optimal campaign optimization based on ROAS, we recommend creating three comprehensive metrics: Total ROAS, Total Cohort ROAS DX, and Total Cohort Revenue DX.
To create the Total ROAS metric, you can combine Conversions ROAS and Ad Revenue ROAS using the following formula:
Cohort ROAS is a useful metric that gives you a complete view of the profitability of your ad campaigns over time. It helps you identify which campaigns and customer segments generate the highest ROAS by analyzing specific customer groups acquired during particular periods. This information can be used to optimize ad spend and improve targeting strategies. To create the Total Cohort ROAS DX metric, refer to the screenshot below:
Cohort Revenue is also crucial for ROAS-based optimization as it provides insights into customer lifetime value. With this information, you can adjust your targeting and messaging to attract customers with higher lifetime value, ultimately leading to higher ROAS in the long term. Use the formula provided below to calculate the Total Cohort Revenue DX metric:
Once created, the new custom metrics will be accessible in reports and can be utilized in Automated Rules for Campaigns, Ad Groups, and Keywords.
For more efficient optimization, consider replacing the existing Conversions ROAS, Conversions Revenue, and Conversions Cohort metrics with the newly created Total ROAS, Total Cohort ROAS DX, and Total Cohort Revenue DX in your Automated Rules.
Before enabling the rules, make sure to adjust them based on the new data to ensure accuracy.
If you haven't started using automation yet, we recommend exploring our suggested approaches: basic and advanced automation based on ROAS. Read more about these recommendations in the Cohort ROAS and Revenue in Automated Rules article.
In addition to new custom metrics, you can also use activity metrics like Ad Revenue (activity), Ad Impressions (activity), and Ad Revenue RPM (activity) in Automated Rules.
Ad Revenue (activity) and Ad Impressions (activity) provide insights into the actions of your app's active users over a certain period, helping you measure how well your campaigns, ad groups, and keywords are performing during that time.
For example, you can see how many times ads were viewed by active app users in a specific month and compare it to the previous month.
Overall, these metrics serve as useful indicators to understand user activity across your app. However, keep in mind that they are not real-time metrics.
To monitor decreases in Ad Impressions (activity), set up a daily rule to run at 7 AM, taking into account the 24-hour delay in data availability from Adjust.
If you're also interested in tracking spikes or drops in Ad Revenue (activity), you can create a rule using the same approach as for Ad Impressions (activity).
💡 Tip: To better understand user behavior in your app, it's important to focus on ad groups and keywords that are tailored for different user groups. Not all app users have the same level of activity, so paying attention to specific user segments can help improve your advertising efforts.
Analyzing the Ad Revenue RPM (activity) metric is crucial for optimizing your advertising strategy. It allows you to evaluate key factors such as audience targeting and keyword relevance that impact revenue generation.
A high RPM means your advertising campaigns are monetizing the app effectively, generating greater overall income. However, it's essential to balance monetization and user experience to avoid excessive or intrusive ads that can impact user satisfaction.
On the other hand, a low RPM indicates that your advertising campaigns generate a lower amount of revenue per thousand ad impressions. But, this could suggest that the ads are less intrusive, contributing to a better user experience. Striking the right balance between revenue generation and user satisfaction is vital to maintain positive user retention rates.
Note. If the RPM is low despite high ad impressions and revenue, it's actually a positive sign as it indicates increased user activity, leading to a higher number of impressions.
To increase RPM, consider targeting specific demographics within ad groups or experimenting with different app ad formats.
For effective monitoring, set up a daily rule to run at 7 AM to track drops in Ad Revenue RPM (activity).
