What are Ad IDs?
Ad IDs are user-level IDs that are the same for a user over multiple apps on their device. They allow marketers to send content and ads to users that have not limited their ad tracking. Other services such as Facebook and Twitter capture the same Ad ID and have ad platforms to target specific users based on Ad IDs.
This topic guide covers use cases and technical details on how to send Urban Airship Ad IDs so you can begin to optimize your user acquisition and re-marketing campaigns.
Customer acquisition costs for mobile are rising due to low-quality users churning out within a short time frame. It is therefore increasingly critical to focus on your most valuable and loyal users, the ones you’ve worked hard to acquire, activate, retain, and monitize.
What if you could construct an ideal profile based on the characteristics of those most loyal users? Then take the profile and say “I’ll have more like them please.”
With Urban Airship Engage and Insight you can leverage your most valuable users to find new users similar to them. Grow your audience according to user characteristics that have been most successful for you in the past.
Read more here to learn how to take action with Insight using Ad IDs.
New User Acquisition
Using ad platforms such as Facebook and Twitter to leverage the information available on Insight, such as loyal users, as input in to Facebook’s lookalike audience allows you to find more high valued users similar to your loyal users.
Examples of valuable data:
Interacted with a message
Active for the last 30 days
Completed a goal in your app
Win-Back and Re-Marketing
You can also use Facebook or Twitter Ad platforms to run win-back campaigns for churned users or re-market your product using a custom audience.
Win Back - Example of valuable data:
Re-marketing - Examples of valuable data:
Browsed product view (non-purchase)
High frequency/recency users
Your app must send the limit ad tracking field from your app and not target users with ads who have limit ad tracking enabled.