Advanced UAC Measurement
What exactly are VTCs and how do they apply to my UAC activity?
Sharon Zimlichman, Head of Media Development US, Bidalgo: VTCs are View-Through Conversions; they are conversions based on impressions made within 24 hours of a user viewing, but not clicking on an ad. They are factored into your UAC results in the name of efficiency – they provide consistent measurement across all Google properties and fall in line with Google’s viewability standards.
Multi Channel Tip: If you are including VTCs for other networks, it is important to include them for Google for accurate comparisons.
Why use Mobile Measurement Partners?
Sharon Zimlichman, Head of Media Development US, Bidalgo: Partnerships play a crucial role in UAC measurement. Both Google and Bidalgo work with a variety of partners to deliver reliable measurement solutions allowing extensive coverage spanning across viewability, reach, brand safety, brand lift, sales lift, app attribution, and marketing mix modeling. Using Mobile Measurement Partners (MMPs) allows a stronger, more objective look at campaign data.
What are the benefits to passing revenue value to Google ads?
Patrick McGuigan, Business Development, Mobile App Partners, Google: Once UAC Value product is launched (i.e. UAC ROAS), there is an unlimited look-back window to use the values sent from the third party to Google ads. As a result, it is in every advertisers’ best interest to begin sending values to their account if they are planning to run UAC Value in the near future. The more values Google has, the quicker of a ramp time the Value campaign will need to go through.
What is the best way of dealing with conversion lags?
Patrick McGuigan, Business Development, Mobile App Partners, Google: Google users trigger events consistently from around the day-four mark. While other networks user interest is initially slightly higher, it can drop a little quicker. Over time, users on other networks tend to trigger fewer events at the end of the period; they might prove a better source of users for apps who want to get the most out of their users quickly, whereas Google might be a better option for the long term.
Sharon Zimlichman, Head of Media Development US, Bidalgo: Google UAC users take fewer actions in the immediate days following install, but over time, they perform more actions than other networks. Given the fact that each network will have their own unique conversion lags, it is critical that advertisers & partners alike identify those lags and use them in their measurement and network target setting. Bidalgo’s platform allows advertisers the ability to track user behavior and witness how cohorts develop over time and compare any conversion lag across all channels and/or networks . Bidalgo combines data pulled directly from all data sources including the channel itself, 3rd party attribution providers and BI data systems.