Under the deal, the two companies will offer combined services that deliver deeper, actionable analytics for better app performance. That means they will deliver better information about users and where they have come from as they play a game.
San Francisco-based Upsight has an enterprise-grade marketing and analytics platform, while Berlin-based Adjust delivers mobile attribution analytics that help optimize an app’s performance.
With the combo, mobile marketers can better understand how their app performs in different user acquisition channels. For instance, mobile marketers can use Upsight’s Data Mine to do a search on Adjust’s ad campaign attribution data. That query can help them find answers to complex questions that impact their marketing efforts. They can, for instance, identify the lifetime value (LTV, or the value of a user over the lifetime of using an app) for a user who has been acquired through a particular kind of ad campaign.Or they can determine the time it will take to break even on the investment in acquiring users.
With that information, mobile marketers can maximize their return on investment for marketing spending. That’s critical in a free-to-play world, where users play an app for free and spend real money on virtual goods.
With this combination, mobile marketers can now clearly see what campaigns are working and where adjustments can be made to their activities, Upsight said.
“User focused attribution is essential for any marketing campaign – the ability to connect the user with the click, install, and in-app activity means that the source of the most valuable users can be identified,” Adjust CEO and cofounder Christian Henschel said in a statement. “We’re proud to partner with Upsight, offering comprehensive analytics and added features such as campaign re-attribution, which is essential for the re-engagement focused marketers.”
Upsight, which was formed late last year from the merger of Kontagent and PlayHaven, is used in 25,400 apps with 700 million monthly active users.