You have users coming in from a wide range of channels—social, email, search, paid media, you name it. But it’s often unclear where a user came from because there are so many access points across numerous devices. And even when you do know where a user comes from, it can be difficult to determine how to engage more people on that channel.
Without proper attribution, you don’t know which channels you should double down on and which you should ignore. And without analytics, you can’t fine-tune your messaging on those channels based on current high-value users’ behavior.
Combining marketing and product data creates campaigns that resonate with consumers and results in higher-quality, more useful products. The integration between Adjust and Amplitude allows you to do just that: take advantage of product analytics and cross-channel attribution to strengthen your growth marketing efforts.
Adjust: Cross-Channel Customer Attribution
Adjust makes attribution for multiple channels possible, telling you whether your users are coming from a referral, TV spot, mobile, and so on.
This attribution is only scratching the surface of the tool’s functionality. Within Adjust, you can see which channels bring in the most traffic and have the best ROI.
Adjust also features customizable dashboards that make your attribution data easier to understand for non-technical marketing teams. Adjust’s dashboards contain visuals for major information, like overall performance or individual channel attribution stats. You can also remove information you find unnecessary, allowing you to understand your attribution at a glance rather than sift through swathes of data.
Say someone is working on driving clicks to a particular feature. They could use their Adjust dashboard to see which audience segments are or are not clicking on that feature.
Wine discovery and e-commerce app Vivino used Adjust to understand app installs and which retargeting campaigns were successful. This data aligned with a shift in Vivino’s strategy to focus on first-time buyer campaigns, leading to an increase in orders attributed to performance channels by 500%.
Amplitude: Identify Customer Behavioral Patterns
Amplitude can dive further into audience segmentation through product analytics, giving you an understanding of how customers engage with your product by looking at behavioral data and tracking the steps of the customer journey to a concrete data point.
Product analytics can help you answer business questions, such as where users convert or drop off. You can identify behavioral patterns that predict the likelihood of subscription sign-up or group customers by their overall value. By organizing customers together into behavioral cohorts based on their actions (or lack of action), you can correlate their behavior with outcomes.
Behavioral cohorts can help you make better decisions about your product—including marketing decisions. Customer acquisition costs have never been higher, and consumers are increasingly annoyed by irrelevant ads, so providing consumers with messaging experiences tailored to their needs is important. You can use your behavioral cohorts to create lookalike audiences on Facebook or Google, an approach that will decrease wasteful ad spending.
On-demand grocery service Instacart had a goal of getting more visitors to complete their first order. With Amplitude, Instacart was able to see how users moved through key funnels like first-time user sign-up and first order placed. Instacart’s team used cohorts to test conversion rates for different experiments, ultimately leading to a 10% increase in landing page conversions—a significant number for a company with millions of new users each month.
How Adjust and Amplitude Work Together
In a nutshell, Adjust allows you to accurately attribute your traffic to the right source—referrals, mobile apps, organic, TV, etc. From there, you can import your attribution data into Amplitude and see how users coming from one source behave within your app or site versus another group.
Say Adjust tells you traffic referred via a web campaign sign up to use your app more frequently than any other channel, while Amplitude shows the same group is churning after five days within your app, and that most of these users aren’t using a core product feature. You now know your next marketing push should focus on that feature to help users see your product’s value more quickly.
With this integration, you can run A/B tests using both Adjust and Amplitude data. If Adjust indicates an underperforming channel, you can use Amplitude to set up an A/B test that targets a specific behavioral cohort, like those who miss out on using a core feature of your product within the first three days. If a group of users isn’t clicking a feature button, you can A/B test different colors, placements, or display text to see what makes an impact.
The combination of Adjust and Amplitude empowers you to understand and improve channel performance on a granular level. You know which channels are delivering high-value users, so you can confidently reallocate your marketing spend. And with Amplitude’s behavioral data, you can refine your messaging to better engage users on specific channels.
You can also have more clarity into how acquired users are performing over time. You may draw in more users only to find that they don’t make repeat purchases. With the combination of attribution and product analytics, you can zoom in on the customers that are attributed to certain channels and end up becoming high-value customers. Armed with this information, you can create campaigns that draw in more users from that particular channel, as well as nudge customers with messaging to take the same actions in your product as your high-value customers.
Level Up Your Attribution and Analytics with Adjust + Amplitude
Attribution is half of the growth marketing picture, while analytics is the other. With Adjust and Amplitude, you get the complete picture. The Adjust integration with Amplitude makes it easier than ever to gain deep insights from your channels and spend your marketing funds where they’ll have the most impact. See for yourself by using the Adjust integration today.
For more information, watch the Amplitude demo.