App Promotion Summit: Fiksu on KPIs and campaign optimisation

This post is part of our series of articles from the App Promotion Summit 2013, taking a closer look at the event’s speakers and bringing you the key points from their talk. Click here for a round-up of mobyaffiliates coverage from the event.

Fiksu is one of the most well-known mobile app acquisition platforms in the industry, helping app developers and marketers overcome the challenge of promoting iOS and Android apps. Fiksu also runs FreeMyApps, an incentivised app discovery platform that rewards users with gift vouchers for engaging with app promotion campaigns. The company is based out of Boston, USA, with global offices across Europe and Asia.

App Promotion Summit: Fiksu on KPIs and campaign optimisation

2013-07-16 16.03.23

Fiksu’s Benjamin Hansz

Fiksu was out in full force at this year’s App Promotion Summit, with EMEA regional manager Benjamin Hansz giving a thoroughly englightening talk on how to optimise an app campaign around your key performance indicators. Here are some of Hansz’s key takeaways for developers looking to find traffic sources that bring in the most valuable users.
Quality is key
One of Hansz’s main points was that – surprise surprise – quality is the key when it comes to traffic sources and the closer you can get to the source of the traffic the better. There are 200 plus different networks out there, which is a bit daunting, but only about fifty networks providing the core of traffic. This eco-system is constantly in flux, with the size and effectiveness of sources changing all the time.
Understand the sources
Hansz says developers therefore must understand the different types of sources and how they operate. For instance, incentivised networks will provide high scale traffic that helps for burst campaigns, propelling apps up the charts quickly, but they might not be the best for acquiring loyal users. Real Time Bidding platforms are becoming increasingly popular, letting you bid on an impression basis in real time. Hansz says RTB is becoming especially popular for game developers. Then of course there’s regular premium and blind networks, social platforms and different publishers.
Compare, contrast
With all these traffic sources Hansz says developers must also experiment and compare results, finding out which sources can deliver them the most value. Optimising is all about rarefying your traffic sources, says Hansz – looking past the download and seeing who is becoming a user, and the number of those users who are paying.
Cast a wide net
Developers shouldn’t put all their eggs into one basket when it comes to traffic sources, says Hansz. Diversity is key. Each traffic source will always bring its own limitations. Hansz advises developers to therefore cast a wide net, over a number of different traffic sources, while consistantly refreshing the message. If you can do this, you can avoid saturation and zoom in on where the best performing users are coming from.
Attribute, don’t guess
Of course, it comes as no surprise that Hansz sees attribution as vital to campaign optimisation. It’s no good for a network such as iAd simply saying it’s delivering premium traffic – if you don’t know the exact value of the users, then you’re flying blind.
Visit Fiksu’s website and click here for a round-up of mobyaffiliates coverage from the event.

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