Do you use different monetization models for your app? Are you looking for a way to monitor all your revenue in one place? Look no further! With SplitMetrics Acquire, you now have the ability to track Ad Revenue from AppsFlyer in addition to In-App Purchases. By analyzing both revenue streams, you can:

✴️ Gain a comprehensive view of your overall revenue performance and understand the complete financial picture of your app.

✴️ Optimize your app's monetization strategy by analyzing the revenue contribution from each source.

✴️ Calculate the return on advertising spend (ROAS) of your advertising campaigns more accurately by considering the revenue generated from both Ad and In-App sources.

✴️ Improve revenue forecasting by having visibility into both Ad Revenue and In-App Revenue, helping you plan your budget and make informed decisions.

In SplitMetrics Acquire, you'll find a range of Ad Revenue metrics available for tracking. These metrics provide in-depth insights into your Ad Revenue and can be seamlessly used in Automated Rules for Campaigns, Ad Groups, and Keywords.

Ad Revenue (activity) — the total Ad Revenue generated by serving in-app advertising within a selected time frame, regardless of the user acquisition date.
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​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.
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​Ad Revenue RPM (activity) — Ad Revenue per thousand Ad Impressions.
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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.

Ad Revenue ROAS D0-D360 — Return On Advertising Spend, calculated using only revenue from serving ads, on day X after install.

Ad Revenue ROAS DX = Ad Revenue DX / Spend * 100%

Note. Due to the peculiarities of AppsFlyer, the data is displayed in UTC, and there may be a delay of up to 2 days in showing Ad Revenue statistics. It is important to consider this when making decisions based on real-time data.

Step 1. Log into your AppsFlyer 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 AppsFlyer 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 AppsFlyer account and create a new user following the steps below:

Step 6. Open https://hq1.appsflyer.com/account/api-tokens and copy the API token V2.0 to your clipboard.

Note: For data security reasons, only Admins can view the API tokens page. Make sure you have such permissions, or request the API token V2.0 from your admin.

Step 7. Return to your SplitMetrics Acquire account and paste the copied value in the respective field.

Step 8. Select the checkbox "I have completed integration" in the pop-up window, and then click Confirm.

Once you have completed the steps, our technical team will start the integration process, which usually takes two business days. You can monitor the progress of the connection in the Ad Revenue Integrations section. There are 4 statuses available for tracking:

- 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 AppsFlyer API. To resolve this, click Edit Connection or reach out to our Support team for assistance.

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.
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To monitor decreases in Ad Impressions (activity), set up a daily rule to run at 7 AM, taking into account the 2-day data availability delay from AppsFlyer.

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).