Adjust launches open source performance benchmarking tool for app publishers

Berlin-based, mobile measurement firm, Adjust, has launched an industry-first free benchmarking tool, designed to help publishers and marketers better understand the effectiveness of their apps’ performance.

According to eMarketer, mobile ad spending will account for 69.9% of all digital advertising this year. Mobile is the leading advertising medium today, accounting for 33.9% of total US ad spend – surpassing even TV. With spend increasing on mobile, it’s more important than ever that marketers understand how their apps perform.

The tool uses Adjust’s aggregated database, with a maximum sample size of over 7,000 apps for a single category and measures five specific key performance indicators (KPIs), including fraudulent/rejected installs, cost per install (CPI), retention rate, and both sessions and events per user. It can also be customised so that marketers can compare their app’s performance against their own verticals and others, across regions, user types (paid vs. organic) and platforms (iOS vs. Android).

This saves advertisers from having to purchase costly general benchmarks from third parties or get basic reports that are not tailored to their needs.

Due to fierce competition, app marketing teams no longer focus solely on their own segments, but seek bigger growth in international markets. Our benchmarking tool enables mobile marketers to define and benchmark performance across both markets and industries, free of charge. It is also the first product of its kind that makes specific KPIs, such as session data, publicly available – helping brands make smart and market-data-driven decisions.

Christian Henschel, CEO of Adjust