Step by step instructions on how to use AppMetrica’s new predictive feature to optimize campaigns and minimize user churn
LTV and Churn Predictions is AppMetrica’s new AI-powered feature for maximizing revenue from your top-performing ads, and ensuring that users stick around.
This feature allows you to fine-tune your mobile app campaigns based on your users' predicted lifetime value and proactively retain the ones who might be on the verge of saying goodbye to your app. The best part is, the feature starts working from Day 1 of your campaign! The predictions start rolling in the moment you launch your ads and start bringing users to your app.
With LTV Predictions, you can allow you to look into the future of your app and get the most out of your advertising investment by identifying, matching, and optimizing campaigns around users with the highest lifetime value.
With Churn Predictions, you can identify app users with a high possibility of quitting your app, and take immediate steps to re-engage them. For instance, you can send them a personalized push notification directly from AppMetrica.
To start using LTV and Churn Predictions, you will first need to take care of a few easy technical details.
First, no matter which report you’ll be using, you’ll need to segment your users based on LTV values or Churn probability.
You can determine the profit that each user cohort with a specific lifetime value brings to your app.
Cohort widgets show how much users from a specific pLTV group brought in on day N after installation
Revenue widgets show how much users from a specific pLTV group who installed the app in the last 30 days brought in during the report period
Retention widgets help to compare the return rate of users from different pLTV groups
Engagement widgets help to compare users from different pLTV groups by time spent in the app
By clicking on each widget, you can go to the full version of the report and change the segmentation conditions, change the report period, and evaluate additional metrics.
To get the most out of your investment, you can optimize your ad campaigns to target similar users with high LTV scores by sending postback signals to your ad networks directly from AppMetrica.
! If you’re running an App Campaign through Yandex.Direct, you don’t need to configure postbacks in Appmetrica. Yandex.Direct automatically optimizes campaigns to attract users with the highest LTV, so everything will be tracked automatically. !
If you use AppMetrica as your primary MMP:
Now, your tracking link and postbacks from AppMetrica are ready for your ad campaigns.
If you use other tracking systems as MMPs, you can also:
As you identify your top performing users and optimize your ad campaigns to target similar users, you can compare campaign performance.
The various options here will help you compare channels against each other in terms of the proportion of the most and least valuable users by their predicted LTV, their activity, and other metrics.
To get a better picture of users who are about to churn and dive deeper into the reasons why, you can see an overview of users with different churn probabilities.
The default widgets will show you things like the channels where users with different churn rates come from, plus their revenue, engagement and retention rates, as well as other metrics.
You can set up your own widgets to get even more insights.
Churn Predictions allow you to answer a crucial question: How many users are hanging on the edge and, more importantly, what can you do to keep them engaged?
While having users who are about to churn is not necessarily good news, AppMetrica lets you do everything you can to keep them from quitting. For example, you can send a personalized push notification with a discount code or a personalized offer.
Your re-engagement campaign is launched!
Learn how to connect AppMetrica to your ad network for a seamless optimization experience and direct postbacks.
If you use an external solution in addition to AppMetrica, you can integrate them to get an even fuller picture of your data.
Now the events will now be sent to the ad network of your choice and can be used for optimization. If you want to send events to several different systems, just edit other trackers.
! If you’re running an App Campaign through Yandex.Direct, you don’t need to configure postbacks in Appmetrica. Yandex.Direct automatically optimizes campaigns to attract users with the highest LTV, so everything will be tracked automatically. !
Many systems allow you to send S2S events to them via API. AppMetrica can send events to the required address automatically. Here’s how you can set that up: