January 15, 2018
Measure your Search Ads audience
To achieve better results audience should be measured.
To get a good idea whether a keyword is appropriate for your defined KPI, you also need information on post-install user behaviour. ASA only provides analytics on downloads, so it is important to use the data from your attribution platform.
What you need to do is download the raw data from your attribution provider as well as your ASA data, then match the two reports by download time and compose the final report displaying all the information, including in-app events. Using the combined data from both sources allows you to extract the most efficient keywords and optimize your bids.
This process is ongoing: data should be analyzed daily when campaigns are active.