InSight

Adjust InSight gives you a better understanding of how well your campaigns are performing. Using comprehensive models measuring your app’s historical data and applying Adjust’s own analysis, you can see what incremental effect a campaign has had on specific metrics.

Adjust InSight enables you to gauge how your app would have performed if you didn’t start or stop a campaign/network, or what impact increasing or reducing the budget of a campaign/network has had. Use it to:

Compare your campaign or network’s performance to a base model like an A/B test. Get data about what marketing actions work for specific campaigns and networks. Make decisions about your campaign or network strategy.

Availability

Permissions

Admin and Editor users may create new incrementality tests. No Custom user can access Adjust InSight tests. See the Permission levels article for more information about different user roles.

How does it work?

Adjust InSight works by combining your app’s historical data with global data across all app verticals from Adjust’s own dataset. This information is compared with synthetic control groups to show what impact marketing actions have on key metrics within seven days.

Measure the incremental effect of your marketing actions

InSight can run analysis for individual campaigns and all campaigns associated with a network. Use InSight to see if a marketing action:

• Positively or negatively influenced your target metric
• Cannibalized any organic traffic that would have occurred with or without the marketing action.

You can run incrementality tests for the following marketing actions:

• Starting a new campaign or launching a new network.
• Stopping an existing campaign or halting an existing network.
• Increasing the budget of a campaign or network.
• Reducing the budget of a campaign or network.

Model data

Adjust trains its incrementality models on 12 weeks of your app’s data to establish patterns. The model recognizes patterns in metrics such as installs and events by using input data such as:

• App store ranking
• Ad spend
• Installs
• Monthly active users
• Industry trends
• Daily sessions

Adjust uses these patterns to establish a baseline to compare against. Data is granularized in the following order:

• By app
• By platform
• By country

Synthetic control groups

Adjust’s library of tens of thousands of apps across the globe ensures that you get the best match for every incremental analysis. Adjust’s Synthetic Control Groups are dynamic, meaning you don't fit into a box. For each analysis, Adjust finds a control group that is most closely correlated with your apps in both app metrics and user behavior. This ensures that you don't have to pause other activity or campaigns to find true incremental lift. Below are some of the key levers Adjust uses to find your perfect match:

• Apps in the same vertical or sub-vertical
• Apps with comparable MAUs, installs, events, and daily sessions
• Apps in the same country
• Apps on the same platform

What can you see?

Adjust InSight demonstrates how your campaign is performing by showing you the following:

Incremental Lift: the difference that your campaign is making to your target variable compared to the counterfactual.

Organic Cannibalization: whether your campaign is cannibalizing your organic traffic.

Loss: if your campaign isn’t generating incremental value for your target variable.

Get started

• Create a new InSight incrementality test.
• Learn how to interpret your incrementality test results.