Analytics, Marketing

What Are “Ad Whales” and Why Create Lookalikes of Them

What-Are-Ad-Whales

Targeting lookalikes of your best users has been the easiest and most effective way spend mobile ad budgets since Facebook first introduced the feature in 2013. Google and Twitter are now also offering similar features and advertisers use them with similar levels of excitement.

What happens if your app is monetizing with ads and not IAP?

Apps that monetize mostly with advertising have a much more complicated job when trying to acquire new users. With ads it’s really hard to figure out who are the best users of your app:

  • The users who had the most amount of sessions?
  • The users who watched the most amount of ads?
  • Users who performed social actions?
  • Some other in-app event?

Ideally you would want to create a group of the users who generated the most amount of revenue from advertising in your app and get more users like that.

What are Ad Whales and how to find them?

2% of your users install other apps after viewing ads in your app, these users contribute more than 90% of your ad revenue and can be referred to as “Ad Whales”. This group of users highly resembles the users who make purchases in your app. They are a small group that contribute most of the revenue.

Understanding who your ad whales are could be very useful if you want to spend your advertising budget smartly. You could learn more about the demographics and interests of these users and find more users who share similar characteristics. Better yet – you can let the lookalikes algorithm do this job for you and simply sit back and see your user acquisition campaigns target only users who are similar to the Ad Whales you found.

Tracing your ad revenue is critical for discovering Ad Whales

Unlike In-App Purchases, ad revenue events are not generated inside your app. Finding the Ad Whales is almost impossible unless you have an ad traceback system in place. Traceback is a technology that allows you to trace ad revenue back to the user level. Once you have such a system in place, it’s easy to see who are the users that contribute the most amount of ad revenue.

 

SOOMLA TRACEBACK is a platform for tracing ad revenue. It allows you to get granular data about each and every user and identify the users who contribute the most ad revenue.

Learn More

 

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