Adjust, the mobile app analytics platform, has just launched User-Level Ad Revenue reporting together with ironSource and Fyber. The new feature lets app publishers more effectively measure user-generated revenue from in-app ads.
As of right now, publishers rely on averaged ad revenue reports. However, aggregated data reports don’t allow publishers to connect revenue to user acquisition data. Such practices undermine the importance of so-called ‘ad whales’, which are a small user group that drives around 80% of the ad revenue for mobile apps.
“We are excited to introduce Ad Revenue on a user-level together with our partners. These granular, detailed insights into ad revenue and where it actually comes from enables marketers to optimize user acquisition campaigns and drive ROI more effectively,” said Paul H. Müller, Co-Founder & CTO at Adjust.
Mobile apps are predicted to generate $188.9 billion in revenue through app store purchases and in-app ads by 2020.
“Unlocking User-Level Ad Revenue for ironSource mediation partners, and making it available and actionable through Adjust, allows marketing teams to run true ROAS campaigns – combining full user level IAP and ad revenue data,” added Yevgeny Peres, VP Growth Developer Solutions at ironSource. “We’re excited to release this to all of our partners and enable them to accelerate their growth in a truly ROI-positive way.”
User-Level Ad Revenue reporting lets app publisher tie their monetisation revenue to the source of the user and even compare costs of acquiring users. This enables marketers to calculate average revenue per user and lifetime value, and optimise their ad spend accordingly.