Adjust Launches Global Benchmarks 2.0, Empowering Marketers to Better Understand App Performance and Competition (FOTO)

San Francisco and Berlin (ots) -

Now with 5 new marketing metrics - including Click Through Rate,
Cost Per Click and Distribution of Fraud Types

User experience paramount as data from Q3 shows 89% of users no
longer return to an app one week after installing it

Adjust, the global mobile measurement and fraud prevention leader,
today announced the second version of its popular free Global
Benchmarks, updated with even more sophisticated metrics and a wider
range of data than before. Designed to empower marketers and
publishers to better understand the mobile marketing landscape, the
tool is the first of its kind to make specific KPIs, such as session
data, publicly available. With time spent on mobile soon to surpass
TV, and ad spend on the channel increasing accordingly, understanding
app performance and user behavior is critical for marketers looking
to pinpoint shifts in user habits.

Adjust's Global Benchmarks 2.0 follows the launch of the platform
in the summer of this year and includes five new metrics and fresh
data from the past two quarters. The tool is based on Adjust's
aggregated database and analyzes a combination of over 7,000 apps.

Industry-first tool provides marketers with crucial insights into
apps' performances

Designed to give publishers and marketers easily accessible
measurement capabilities, the tool can be used to create tailored
reports, free of charge - saving users from having to buy expensive
third-party benchmark reports.

The new metrics included in the update consist of Click Through
Rate (CTR), Conversion Rate from Click to Install, Cost per Mille
(CPM), Cost per Click (CPC), and Distribution of Fraud Types. This is
in addition to the original metrics, which count Retention Rates,
Cost per Install (CPI), Sessions per User and Rates of Fraudulent
Installs.

The metrics can be sliced and diced by quarter, vertical,
acquisition type, platform and region - the latter of which covers
Europe, Asia & Pacific, North America, Latin America and Africa & the
Middle East. This level of customization allows mobile marketers and
app publishers to get the data they need to optimize performance and
ultimately revenues.

"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. 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," said Christian Henschel, Co-founder and CEO at
Adjust.

As retention rates continue to drop, user experience is paramount

Data from the benchmarking tool shows that retention rates - the
number of users who still use an app after a certain number of days,
post-install - continue to drop. More than three-quarters (79%) of
users now churn the day after installing an app. One week later, and
that number stands at 89%. As the opportunity to retain users
shrinks, the data highlights the importance of creating a better user
onboarding experience. Incentivizing users to check back into an app
within the first week will also go some way to reducing churn rates.

Ad fraud on the up as fraudsters add SDK Spoofing to their arsenal

With ad fraud costing the mobile industry an estimated $4.9 bn,
the issue remains front of mind for app marketers everywhere. The
data shows that fraud rates have increased slightly, and as methods
of fraud constantly evolve, keeping an eye on distribution of fraud
rates sheds light on fraudsters' preferred methods. SDK Spoofing, for
example, has gained in popularity, and makes up almost a quarter
(24%) of all fraud.

The Global Benchmarks tool forms part of Adjust's mission to bring
education and transparency to the mobile marketing ecosystem. The
company's easily accessible tools and resources aim to empower the
market to tackle the most pertinent challenges faced in the industry
- such as the rise in ad fraud - and give them the insights needed to
scale their business.

About Adjust

Adjust is the industry leader in mobile measurement and fraud
prevention. The globally operating company provides high-quality
analytics, measurement and fraud prevention solutions for mobile app
marketers worldwide, enabling them to make smarter, faster marketing
decisions. Adjust is a marketing partner with all major platforms,
including Facebook, Google, Snap, Twitter, Line, and WeChat. In
total, more than 22,000 apps have implemented Adjust's solutions to
improve their performance. Founded in 2012, today Adjust has global
offices in Berlin, New York, San Francisco, Sao Paulo, Paris, London,
Moscow, Istanbul, Seoul, Shanghai, Beijing, Tokyo, Mumbai and
Singapore.

Adjust is the only attribution company to meet stringent EU
privacy standards and is fully compliant with GDPR. For more
information, interested parties can visit http://www.adjust.com.

Press contact:
Lennart Dannenberg
Head of PR at Adjust
Email: lennart@adjust.com or pr@adjust.com
Phone: +49 162 248 3472 1

Original-Content von: Adjust, übermittelt durch news aktuell