From Click to Customer: The Best Way to Maximize Your Mobile Revenue
As the ad tech industry continues to change and innovate rapidly, marketers are seeking new ways to grow their revenue and acquire new users. This goal is complicated by limited access to data and bad traffic. For marketers driving paid media traffic to an app, it’s further complicated by app store fees that collect approximately 30% of every dollar spent by paying users.
If you are a performance marketer trying to scale your business, you need a solution that can maximize revenue in a privacy-centric world by reaching users where they spend most of their time—mobile apps. App-to-web can help.
What is app-to-web?
App-to-web is a privacy-friendly advertising solution offered by Liftoff Accelerate that drives in-app users to mobile web pages. Machine learning models target high-intent app users who are most likely to click through an ad and complete desired events on your mobile website, such as:
- Registrations and sign-ups
- Age-gated entries
- Completion events (for example, “watch video”)
- Any mobile web event where an advertiser can drop a pixel
The ability to acquire high-value new users and optimize for CPA on your mobile revenue events is all thanks to the development of a first-party tracking pixel.
Advantages of using a first-party tracking pixel and app-to-web ML
As the mobile ad tech industry adapts to new privacy changes, finding high-value users with limited data access can be challenging. Apple’s strict SKAdNetwork (SKAN) policies and the impending release of the Google Privacy Sandbox limit how mobile measurement partners (MMPs) and in-app advertisers analyze down-funnel postbacks. They also stem the flow of key insights that optimize revenue-generating conversions.
As such, Google’s future discontinuation of third-party cookies on Chrome and Apple’s have heightened awareness around tracking policies (such as ITP 2.3). They also limit crucial data for marketers and make ROAS optimization more difficult. Fortunately, app-to-web offers specific advantages that can help marketers overcome these challenges.
Balancing privacy and data with a first-party tracking pixel
Unlike traditional in-app advertising campaigns, app-to-web campaigns do not use an MMP to attribute their postbacks and events. Instead, they rely on first-party tracking pixels implemented by advertisers on their mobile websites. First-party tracking pixels comply with ITP 2.3 policies because, by definition, they are not third-party trackers and do not follow users across other websites. Also, because they operate outside of the MMP and SKAN ecosystems, first-party tracking pixels are uninhibited by ATT policies and SKAN attribution.
By collecting first-party data and feeding it to machine learning models, the pixel exposes those models to down-funnel events – like purchases and subscriptions. The models then learn which types of users generate the most of these events and seek them out. If you optimize for revenue events, you’re more likely to see ROAS gains for your business.
Lowering costs and boosting purchases with machine learning technology
Combining first-party data with machine learning models allows app-to-web marketers to increase ROAS from additional mobile purchases without sacrificing their data or bottom line. Not having to pay app store fees also results in top- and bottom-line gains.
All of this is made possible by tailor-made app-to-web machine-learning models. Like other Liftoff Accelerate CPA models, app-to-web models bid on all major ad formats. These include native, video (VAST) and playables, interstitial, MREC, banner, and more. The models also make an estimated 3 million bids per second on premium impressions by enriching information received from bid requests and generating a deeper understanding of quality users. Combined with historical and unattributed data, app-to-web models use this information to build a profile of over 100 unique features for the ideal user that will most likely complete your desired revenue event. Then, the models target those users with standout ad creatives.
As a result, CPA app-to-web models can provide more privacy-friendly insights and granular targeting than other mobile advertising solutions while achieving your revenue-event CPA goals.
Ultimately, using efficient methods like app-to-web to find high-quality purchases often leads to more revenue events and lower costs. So, why not give it a shot?