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Getting an advantage with MoPub ILRD & Tenjin DataVault: A webinar

Ebony Nicole Simone

April 20, 2020


We are very ecstatic to share our latest discussion with MoPub on impression-level data (ILRD) and never before seen use-cases of MoPub ILRD with Tenjin’s DataVault.

Tenjin built the Basic ad revenue LTV model in 2017, and the Advanced ad revenue model was launched in 2018. In 2019, Tenjin released our Pro ad revenue model using MoPub ILRD with granular impression-level data. We teamed up with our friends from MoPub to discuss the evolution of ad revenue data reporting and the role impression-level data plays in informing important monetisation strategy decisions. We discussed a few use-cases, and Tenjin offered training for ILRD in the webinar. It’s hosted by Senior Product Manager at MoPub, David Gregson, and Tenjin Platform Director Matthaus Krzykowski.
So, what the hell is ILRD, anyway? Basically, it allows publishers to see an estimation of how much money they’ve earned from each served impression. Impression-level revenue data, as described by MoPub, enables full-platform publishers to leverage data to better understand their users by adhering to three principles: access, clarity, and flexibility.

It’s all about accurate and granular data, and what this data can do for publishers with the new use-cases is continually being discovered. MoPub’s ILRD, combined with Tenjin’s DataVault, is a game-changer.

We discuss one use-case, showing the optimal number of ads with Tenjin Data Exporter (Training #211, Tenjin). This training is one of the three use-cases discussed in the webinar and one that Tenjin Data Scientist, Mei-Han Weng, presented at PGC London 2020. Matthaus and David discuss retention rate and its importance to in-app game impressions.

Other Tenjin training highlighted in the webinar are:

  • #701 Tenjin MoPub ILRD LTV Calculation
  • #705 eCPM Decay Curve Analysis
  • #711 Ad Revenue A/B Testing

You can request the training listed above here.

Lastly, we discuss four predictions on the future of ad revenue tracking. Do we agree on most, all, or none? Additionally, where do you agree or disagree? Let us know on Twitter!

TUNE IN HERE

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5 Easy Ways To Protect Your Brand From Ad Fraud

Sunny Cha

5 Easy Ways To Protect Your Brand From Ad Fraud

Fraud prevention should be a top priority for today’s mobile marketers. It’s the first line of defense against ineffective ad spending and should therefore be the first thing considered when developing your advertising strategies. Downstream optimizations like context, viewability and performance become irrelevant the second your ads aren’t being viewed by a real audience. In...

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The Beginner’s Guide To CVR Marketing

Sunny Cha

The Beginner’s Guide To CVR Marketing

In the world of digital marketing, CVR stands for Conversion Rate or Conversion Ratio. It’s a key performance indicator for digital advertising campaigns, mobile applications, and commercial websites. It looks like this: (Total Conversions / Total Impressions) * 100 The word “conversion” refers to the completion of a final and desired outcome. To be considered...

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Introducing a Better Way to Track Mobile Users

Chris Farm

Introducing a Better Way to Track Mobile Users

Tenjin is proud to announce its new mobile web-based cookie attribution technology! Currently iOS marketers depend on inaccurate mobile fingerprinting technology to attribute a user’s install to a clicked ad. At a high level, fingerprinting captures many attributes about a user’s device when an ad is clicked and directed through a browser. The attributes collected...

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The Most Interesting New iOS Features

Sunny Cha

The Most Interesting New iOS Features

New iOS Features Every Developer Needs to Know Last year’s iOS update gave developers two new toys: 3D touch and third-party integration for Siri. But this year, the iPhone 8 and X are offering many more additions. Apple’s new hardware and OS features should be interesting both for immediate development and for the future —...

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5 Questions to Help Find Your Indie Niche

Sunny Cha

5 Questions to Help Find Your Indie Niche

Creating a massive hit is every developer’s hope, but it happens far too rarely to be a goal for the majority of indie developers. Successful indies, instead, find ways to thrive without ever rising into the top ranks of the app stores. “You probably don’t know my games, and I make a pretty good living,”...

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How Subscriptions Are Driving App Revenue & Retention

Sunny Cha

How Subscriptions Are Driving App Revenue & Retention

Subscriptions are more than a niche: services like Spotify and Headspace prove that users are willing to shell out money for content they regularly use. App Annie’s chief marketing officer, Al Campa, predicts that subscription-based monetization will be the future of games. Non-gaming apps are already seeing success with subscriptions: this month Tinder reached the #1 top...

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Scaling Your Freemium App Business: Knowing When You’re Ready, and How to Do It

Sunny Cha

Scaling Your Freemium App Business: Knowing When You’re Ready, and How to Do It

You’re almost there. Your app is ready for the limelight, you’ve tested user acquisition campaigns with platforms like Facebook and Google to figure out your audience and measure conversions, and you’ve soft-launched in test markets to get a sense of install costs and initial monetization metrics. You are starting to get some traction, and you’re...

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ROI vs. ROAS: Choosing the Right Performance Metric

Roman Garbar

ROI vs. ROAS: Choosing the Right Performance Metric

When you measure your ad campaigns, you’re going to use either ROI (Return on Investment) or ROAS (Return on Ad Spend). But these measurements aren’t fully interchangeable: each has its strategic uses. A few years ago, most companies wouldn’t have stopped to consider whether switching to a subtly different measurement might be worthwhile. But today,...

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How Non-Gaming Apps Are Improving Retention

Sunny Cha

How Non-Gaming Apps Are Improving Retention

For mobile app developers, retention is hard. An average of just 7.5% of mobile users stay active 30 days after downloading an app. And while mobile game developers have spent countless hours trying to crack the retention code, there are plenty of lessons they can learn by looking at their non-gaming peers. Below, we examine four ways...

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Increase ROI With Tenjin’s Deferred Deep Linking

Chris Farm

Increase ROI With Tenjin’s Deferred Deep Linking

Tenjin’s latest feature, deferred deep linking for ads, enables one of the Web’s best features for mobile apps. Imagine you’re on your phone, looking for the newest Air Jordans. Which ad is more appealing? “Get shoes here” or “Get the Air Jordan 6 Retro Chameleon here.” More clicks — and more valuable clicks — will...

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Harnessing the Power of Big Data into Actionable Insights

Sunny Cha

Harnessing the Power of Big Data into Actionable Insights

Big data tools are now ubiquitous and, compared to years ago, cheap. But while these tools give you the “what” — fire hydrants of data — they don’t provide the “how” of using it. A gaming app developer, for example, can set up easy, out of the box tools to collect millions of data points...

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Growth Analytics vs. Product Analytics: What’s the Difference?

Sunny Cha

Growth Analytics vs. Product Analytics: What’s the Difference?

We often get asked how Tenjin compares to analytics companies such as Mixpanel, Amplitude, deltaDNA, and others. The short answer is that the best way to describe those other analytics solutions is as product-centric tools, while Tenjin can best be categorized as a growth-centric tool. What do we mean by product vs. growth analytics? Product-centric...

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How to choose the right Business Intelligence Tool for your business

Sunny Cha

How to choose the right Business Intelligence Tool for your business

Update 25.11.22: Regardless of what BI tool you choose, you can always count on Growth FullStack to set up the data pipelines for it. To get a leg up in today’s ultra competitive landscape, most app developers have come to depend on some type of Business Intelligence (BI) software. Whether built by an in-house team or bought and...

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Reported Installs vs. Tracked Installs

Sunny Cha

Reported Installs vs. Tracked Installs

If you use our attribution to track installs by media source, you might notice that there are two types of installs described there: Reported Installs and Tracked Installs. What’s the difference? Why are there differences between Reported Installs and Tracked Installs? Are the networks trying to scam you by overcharging for installs? No, probably not. In very few...

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LTV 201: A Simple Method for Forecasting

Sunny Cha

LTV 201: A Simple Method for Forecasting

Lifetime value is tricky. The simplest — and also the most reliable — LTV calculations tell you what happened in the past: segment X made Y dollars per user. In a perfect world, that would be enough. But usually, you’ll want to know the future, and that means building a more complex model. “Complex” can mean a lot...

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The Paid Marketing Conversion Funnel

Chris Farm

The Paid Marketing Conversion Funnel

In my last few meetings with small developers who want to learn about paid User Acquisition, we talked about the paid marketing conversion funnel. It seems like a simple concept at the outset, but when marketers first start buying installs it’s probably the most important concept to understand. Here’s a slide that sums up the...

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7 Tips for Optimizing Mobile App Install Campaigns From Setup to Analysis

Sunny Cha

7 Tips for Optimizing Mobile App Install Campaigns From Setup to Analysis

Mobile app install campaigns are like carefully tuned machines: every part needs optimization to prevent an explosion (in your ad budget, of course). From compiling the creatives to interpreting analytics into actionable insights, you’ve got to get it all right to succeed. We put together a list of seven tips, from the start of a...

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LTV 101

Sunny Cha

LTV 101

I talk to mobile app developers every day. After each conversation, it still amazes me how most of them don’t know what LTV means, and for those that do, they might be fuzzy on the math. This post is intended to get developers up to speed, if not to expert level (a tall order!). What...

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IDFA Sends All Zeros on iOS 10 Devices

Chris Farm

IDFA Sends All Zeros on iOS 10 Devices

A few months ago, Apple announced that iOS 10 will send all zeros for itsadvertisingIdentiferfield when the device’s user sets their limit ad tracking flag toON. According to Tenjin’s aggregate records, this represents ~15% of devices where IDFA will not be unique for a specific device. As I noted in my last post about cookies, the...

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Time to profitability is a key metric for a growing app

Chris Farm

Time to profitability is a key metric for a growing app

It’s common for app developers to acquire users for their apps by paying 3rd parties (like ad networks). Paying for users is an investment. To measure the success of an investment, an app developer needs to monitor how quickly they can recoup the invested dollars. Time to profitability (TTP), a.k.a “time to break even”, is...

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Tenjin DataVault: a marketing infrastructure as a service.

Sunny Cha

Tenjin DataVault: a marketing infrastructure as a service.

Tenjin is proud to announce DataVault, a professional, fully managed, direct access SQL Data Warehouse for all your marketing needs. It’s a big step to democratizing mobile app business infrastructure. App developers commonly build business infrastructure once their mobile app shows promise. This is distracting. Tenjin can offload this infrastructure work with DataVault, allowing developers to...

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Building for the Marketing Scientist

Chris Farm

Building for the Marketing Scientist

As marketing goes digital, it starts to share a lot of common ground with data science. At Tenjin, we are seeing people with backgrounds in these two seemingly distinct fields, marketing and data science, emerge with a new role: the “Marketing Scientist”. There are two main drivers for the rise of the Marketing Scientist: These two...

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