Marketing

Profiling Ad Whales – Demographics, Interests and Behavior

Hero image showing ad whales tiled in a pattern to cover an areaEarlier this year we introduced the concept of Ad Whales. These are the users who are generating the most amount of revenue from advertising inside your app. In other words, if you had the full data about the ad revenue of each user you could put all the users in a spreadsheet and “sort by” the column that has the ad revenue in it. Your top 1% are the Ad Whales.

ad whales are users with high ad revenue - you can find them by sorting your user ids by ad revenue column

Ad whales are the users with the most amount of ad revenue

This time of year we are pleased to tell you about some new ways to use the TRACEBACK platform driven by the integration with Facebook Ads Manager that was announced recently.

Creating audiences based on eventsscreenshot from facebook audience creation process showing how you can create an audience of ad whales that keeps fresh all the time

The Facebook platform has a very powerful feature called audiences. There are multiple ways to create audiences but one of the best ones is to leverage existing events to do this. Once you have followed the steps to send data from TRACEBACK to FB Ads Manager, these events will already wait for you in Ads Manager. For now FB have us send ad revenue event as “Add to Wishlist” events so from the audiences dashboard create a custom audience for those events and then lookalike audience to expand it. TRACEBACK will continue to send ad revenue data to FB which means that both the custom audience and any lookalike audience will always stay fresh for you.

Studying the Ad Whales demographics and interests

Once you have set up an audience like described above, you can also use the audience insights tool provided by FB. You can start by looking at the demographics of the users in that audience. You will be surprised what you find out.

Screenshot from facebook audience insight tool showing the demographics of the ad whales

Once the audience gets big enough, you will also be able to get other insights like interests and activities. This should give you new ideas for ad sets in Facebook but you shouldn’t stop there. Having a good grip about who are your best users can completely change how you do marketing.

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