AppsFlyer launches customisable mobile marketing reporting interface

appsflyer

Mobile attribution and marketing data analytics firm, AppsFlyer, has rolled out a new reporting interface for mobile marketers. Dubbed Pivot, the tool is part of the AppsFlyer analytics dashboard and claims to save time in delivering customisable advertising data analysis.

Pivot comes as a drag and drop interface that should make it easier to combine visuals, KPIs and filters to report on apps.

It analyses up to 100,000 rows of data at a faster speed and more efficiently. AppsFlyer adds that this reduces the need for offline tools such as Microsoft Excel.

James Peng, Head of Mobile and Social Acquisition at Match Group, explains that budget data standardisation and alignment can be a challenging task.

“Pivot makes our ad network optimisation process about 10% faster, and our typical day-to-day activities reviewing trends and performance activities more efficient by about 15%. We use insights from Pivot for a wide range of efforts, from dashboarding to fraud checks to campaign optimisation. This tool is valuable for the industry and has allowed us to shift our attention from piecing together data from our ad networks to acting directly on the insights that should be sourced at the genesis of the data, the attribution provider, to begin with.”

Pivot essentially provides instant access to mobile attribution and marketing analytics data so that app advertisers can create custom analysis from the AppsFlyer dashboard.

Customisation may include any preferred configuration from viewing only performance numbers to checking a daily mixture of figures.

Among the analyses available through Pivot are media cost analysis including benchmark costs and ROI performance, deep campaign analysis that enables marketers to build custom funnels and filters and activity as well as retention insights for an overview of activity and retention.

Among the brand advertisers who have already tested Pivot in beta are The Telegraph, Gett and SkyScanner.

Oren Kaniel, CEO and Co-founder of AppsFlyer, adds:

“Since the early days of the PC, marketers have relied on basic tools like Microsoft Excel to analyse data, and today many remain dependent on these same tools. Pivot gives marketers the ability to take data into their own hands, so they can work faster, collaborate smarter and discover deeper insights without an overdependence on tools that can waste business’ time and resources.”