Campaign Measurement

Marketing campaigns, whether they are for user acquisition, engagement/retention or monetization, require proper measurement in order for impact/ROI to be measured.  Without a quantitative understanding of campaign and creative/copy performance, advertising budgets cannot be properly allocated or scaled and campaigns cannot be optimized.

In the case of user acquisition (UA) or retargeting campaigns, this topic is closely linked to install/deeplink attribution and event tracking; marketers need visibility of how many installs each network and campaign variant delivers, how much they are spending to acquire these new users, and the ‘quality’ of these users (typically measured in terms of engagement/retention or monetization events that are generated by cohorts of users attributed to the campaign) in order to optimize ad spend for performance.

Lifecycle marketing such as email, push and in-app campaigns also require detailed measurement in order to run experiments to improve open & click rates and downstream performance goals such as increasing in-app-purchases, driving more key actions within the app, improvements in retention, etc.


In this post, I’ll give a short introduction to the huge topic of lifecycle marketing and discuss how to build a lifecycle marketing program from scratch. What exactly is Lifecycle Marketing? The term lifecycle refers to the

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