Adjust launches improved version of mobile benchmarking tool

Anne Freier

In Mobile Advertising. November 13, 2018

Adjust, the mobile measurement and fraud prevention company has presented an updated version of its mobile benchmarking tool to feature more sophisticated measurement metrics as well as access to a larger range of data.

The updated tool seeks to empower mobile marketers to improve their understanding of the mobile ad landscape by tapping into key performance indicators and mobile user session data.

“All mobile marketers want to improve their apps’ performance, but finding the right data to inform marketing decisions can be a time-consuming and costly process,” explained Christian Henschel, CEO of Adjust. “Adjust’s Global Benchmarks 2.0 provides the insights needed to make smart, data-driven decisions, and after receiving great feedback from the industry on the launch, we’re very pleased to share expanded metrics and fresh new data with this second version.”

With time spent on mobile now surpassing that spent on TV, advertisers are beginning to adjust budgets accordingly. However, app performance measurement s and user behaviour are vital tools for marketers to determine a shift in user habits.

The launch follows Adjust’s platform roll-out earlier this summer and is based on the analysis of over 7,000 apps.

Added metrics include Click Through Rate (CTR), Conversion Rate from Click to Install, Cost per Mille (CPM), Cost per Click (CPC), Distribution of Fraud Types.

According to data from the benchmarking tool, retention rates were low for apps with 79% of users churning just 1 day after app installation, rising to 89% one week later.

The data highlights just how important it is to improve the user onboarding experience.