Understanding Target Age and Days from Attributed Install
In the realm of campaign optimization, comprehending 'Target Age' and 'Days from Attributed Install' is vital. These concepts are key to accurately measuring the performance of your campaigns.
1. Setting Your KPI Measurement Benchmarks
Typically, you will set a specific day from the Attributed Install as the point to measure your Key Performance Indicator (KPI). This timeframe acts as a proxy to gauge other internal KPIs and Lifetime Value (LTV) metrics.
For example, consider setting a Return on Ad Spend (ROAS) goal of 10% on Day 7 from Attributed Install. This implies that by Day 7, you anticipate a cumulative total of in-app purchases by users to achieve a 10% return on investment for your campaign expenditure.
2. The Concept of 'Mature Data'
Understanding 'mature data' is crucial.
Let's say your target is measuring performance on Day 30 from the Attributed Install, but you're analyzing data from the last 7 days. Since only 7 days have elapsed since users first opened the app, none of them will have reached the 30-day mark. Thus, they haven't 'matured' to your target age, leading to potentially incomplete data analysis.
Similarly, even for shorter target ages like Day 7, when examining data over the past 30 days, the most recent 6 days' worth of user activity won't have matured to the 7-day mark. Hence, it's important to note that when selecting a date range, not all events may have fully matured to your target age.
Remember, selecting the appropriate target age and understanding the maturity of your data are critical steps in accurately assessing the success of your campaigns and making informed optimization decisions.