At a glance: Events Postback is key to optimise ROAS campaigns for your UA campaigns. In this feature, collected data is imported back into other third party services such as AppsFlyer, Adjust, Google Analytics, Facebook Ads and Moloco in order to help them analyse and target groups of specific users with the certain behaviour criteria.
App engagement and tROAS campaigns are the most powerful campaign types that can bring high-quality users, ensuring stability and scaling up much better than Installs campaigns. However, tracking and choosing events for such campaigns can be challenging to a UA manager as they need to depend on developers to track those events from the app. This also poses additional risk that the event might be broken whenever a new game version is released.
With Cost Center's Events Postback, UA manager can create the events by themselves to run tROAS and app engagement campaigns.
1. Go to Your App > Events Postback
Toggle on the respective sources (Firebase, Facebook, AppsFlyer, Adjust or Moloco) to enable data sending from Cost Center.
a) To run tROAS campaign: Read instructions
b) To run app engagement campaign
Send Value
You can go for any value you want to apply with your ads. There are recommended "Send Values" in the dropdown.
"Send Value" can be LTV, Ad revenue, Retention Rate Day X etc. Select one that aligns with your UA strategy for the event postback.
Note
If your "Send Value" is Retention, this ad will spot users with a high Retention Rate. In contrast, if your requirement is focusing on Ad Revenue then your ad placement will be shifted to big spenders when it comes to games.
Filters can help to define metrics criteria of your desirable audiences.
For example:
In the "Countries" filters, multiple countries can be selected at once. "Value" or "Percentage" indicate the min and max number of your preferred secondary filter.
In this example, Cost Center is sending events from the top 50% of Retention Rate D1 from United States. Click “Save” to deploy this logic.
History
The list of events sent to each connector will be record in "History" for reference
Sending real-time data
You can enable "Realtime" to send data in real-time when it is received, instead of once per day for all supported services - Google, Facebook, AppsFlyer and Adjust. This feature is only available when Admob Mediation is connected.
Related
Real-time tracking on AppsFlyer/ IronSource/ Max Mediation: Read on to find out how you can configure real-time tracking on the support third-party services here.