Modernizing Mobile App Measurement for Multi-Million Dollar Marketing Campaigns

challenge

Lack of Visibility Into Multi-Million Dollar Marketing Campaigns

As a global leader in the consumer tech space, our client was investing millions annually into global paid media to promote their digital product offerings, but lacked visibility into 90% of their campaign performance. Without a clear view into high-value customer actions, growth attribution, and ROI validation, they couldn’t drive key performance outcomes for the business. Our client needed an innovative partner to lead a multi-phase integration of a third party mobile measurement partner (MMP) for deeper, actionable insights.

Key Outcomes

+300%

increase in visibility into all paid app acquisition campaigns

solution

Mobile Measurement Partner Integration for Enhanced Insights

To bridge the visibility gap, we worked cross-functionally across our client’s engineering, global media and growth marketing teams to oversee an MMP integration, which included building a measurement strategy and conducting change management within our stakeholder groups. This work included:

Providing strategic MMP recommendations to address business needs
Leading end-to-end program strategy by aligning cross functional roadmaps into a multi-phased implementation plan
Establishing a framework to scale implementation across apps
Providing guidance on media readiness and strategy
Establishing phase one KPIs (High value action signals in app)
Developing instrumentation for reporting (monthly active user segmentation)
Creating synergies across product privacy teams’ review process
Providing technical support to mobile app and data engineering teams

results

Improved Visibility into Customer Actions and ROI

By modernizing our client’s mobile app measurement framework, we empowered their growth marketing team to gain precise insights into their multi-million dollar annual mobile paid media investment. Implementing the Singular MMP and establishing a scalable framework across key apps enabled accurate attribution, unlocking the potential for further growth in mobile media efforts. This strategic initiative not only improved ROI visibility but also aligned marketing and product teams, setting the stage for ongoing enhancements in app performance and user engagement.

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tech used

Singular

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Modernizing Mobile App Measurement for Multi-Million Dollar Marketing Campaigns

Lack of Visibility Into Multi-Million Dollar Marketing Campaigns

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