Slump in indicators: one algorithm - two expert opinions of One Media and One Partners
Важливо
A slump in performance is a signal. So One Media & One Partners told us how to quickly identify and fix it.
Have you been wanting to see behind the scenes for a while? Don't look elsewhere, because we offer two perspectives on the issue - the affiliate program's and media buying's. So today, Nika, Head of Affiliates at One Partners, and Pavel, Head of One Media iGaming Team, answered all the questions clearly. What was the result? Read on!
How do you understand that drawdown is a problem, not just fluctuations?
Nika,
Head of Affiliates, One Partners
When several buyers/teams experience drawdowns at the same time, and there are often objective reasons for this. For example, recently UA proxies have been performing worse due to an outage that affected their work, or another change in FB's algorithms. We don't exist in a vacuum: we also monitor chats, and if we notice that there is more talk about drawdowns, we prepare for such a scenario with our partners.
Paul,
Head of One Media iGaming Team
We try not to let too much happen. Systemic drawdown can be related to algorithms, audience burnout, if we have been working with the offer for a long time and have not paid the necessary attention to updating the creo, for example. The key is to quickly identify the root cause in the chain and not confuse the real problem with a non-issue. Again, we communicate with the ad if we want to find out if this problem is unique to us or if it is common.
How to determine the type of drawdown in 5 minutes?
Nika: We check the data with operators to see if there are any problems on our end, contact the buyer to find out if the root cause has been identified; if not, we can talk about the specifics of working with the offerer to understand what could have gone wrong, emphasize the need to check the proclamation and landing page, as they are often the problem.
Paul: First, we check the performance of different elements of the funnel: CTR → pre-land → land, then technical issues, such as postbacks failing, trackers working. Of course, we also pay attention to FB indicators, namely click2inst, inst2reg, reg2dep, and payments. If we work with an offer in different geos, we look to see if the problem is everywhere or only here.
What does “poor quality” look like on the part of the operator?
Nika: Suspicious activity indicators, players entering the same games and making the same deposits, all deposits made with the same payment method. In general, no advertiser will (almost) tell you their secrets of detecting fraud, so keep it quiet.
How to collect data for drawdown analysis?
Nika: First, we pay attention to the operator's data - FTD, NGR, the number of depots, unique users, then we check the buyer's data, and we always take into account postback logs.
Paul: Gathering all valid data on creosote and bonds, analyzing the actions of buyers from the point of the start of the drawdown, tracking correlations in metrics (is there anything/anything definitely abnormal?), double-checking the technical aspect of the spill.
What are the first steps a buyer takes when such a situation arises?
Paul: First, stop the campaign, identify the cause with a cool head, based on actual data, exchange views with the advertiser/partner, and only then can consider re-launching with corrected funnel elements. Or change the offer.
What are the first steps a partner takes if she discovers this?
Nika: We check the quality with the operator for the last 24-72 hours, send a request for details to the buyers if we see that a simple change of elements will not solve the problem, and our partners with experience offer an alternative offer without any questions.
How do you avoid falling into an emotional pit and take a rational approach to this issue?
Nika: First of all, do not make subjective assumptions without data, without information from partners. Treat the audit as a diagnosis, a discussion on an equal footing, be open to buyers' ideas on how to improve the situation and apply your expertise.
Paul: Drawdown ≠ bad buyer, and you definitely shouldn't look for someone to blame within the team; if you work with a good advertiser/partner, you don't worry that they will change their attitude and start to perceive you worse. We take our time: It's better to spend more time collecting data, seeing the whole picture, so as not to confuse the advertiser and value both of our time.
What information does the buyer need to provide so that the affiliate/advertiser can help more quickly? And what does the affiliate need to provide to the buyer to help remedy the situation?
Nika: On our part, it is definitely a confidence that the technical part is working perfectly, that the offer is working - checking with the indicators of other buyers, checking changes and updates to the offer, monitoring the general situation in the community. We also provide detailed operator data for the same period. And, of course, we provide the team with comprehensive support from our technical specialists and affiliates.
Paul: Drawdown time, changes on the part of the buyer - target, budget, creo situation, CR data at all stages.
What does the ideal communication from a buyer to an advertiser/partner look like at the moment of drawdown?
Paul: Straight to the point: there is a drawdown, it started at that time. Geo - X, CR sank by ..., other data. We checked the postbacks - everything is fine. Can we check with the operator?
What does a perfect partner response look like?
Nika: Prompt verification, mandatory return with an update after a more detailed analysis. At the same time, refrain from assurances that “everyone is doing this now” and pay attention to this particular case, with figures and details from the operator. Make recommendations according to the situation, but do not rush: test the old creo, change the geo, etc.
How can we help each other find solutions faster?
Nika: Get on the call (this can reduce an hour-long correspondence to 15-20 minutes of engaged conversation), compare facts, not assumptions, talk about proven hypotheses, possible tests, track the pattern (for example, according to the buyers, CR always fell in the afternoon), even if it takes more time. Don't miss any changes in the elements of the lead and offer, both on the part of the buyers and the PP. The main thing is to remember that the buyers and the partner are in the same boat and work with a common goal.
What are the most common mistakes made by buyers and advertisers/partners in such situations?
Nika: They don't check operator analytics before responding; they show negative emotions in communication with buyers - the problem is already demotivating, and the last thing both parties need are unproductive, disappointed buyers; and they don't offer an alternative offer until the last minute.
Paul: Hoping meaninglessly for an improvement in the situation even when a large drawdown is obvious, which leads to a budget drain; hiding full information from the advertiser/partner for fear of deteriorating cooperation, or vice versa, going on the attack, blaming the advertiser/partner, convinced that the offer is not working; inattentive diagnosis.
Важливо
One thing is clear: in order to prevent a drawdown from destroying your budget (and motivation to work), the buyer and the advertiser/partner need to work in concert. It's not just about healthy communication, but also about quick detection and identification of the problem, professionalism and focus on both sides, and the ability of the buyer to determine cause and effect. A drawdown is not always a fault or inattention, but a reason to analyze mistakes.
...Or just a large-scale systemic failure - in this case, the advertiser/partner should notify the media buyer so that it doesn't look for the problem in itself. Sooner or later, everyone will experience drawdowns, so each participant in the process should know what to do in such a situation and trust the other party. Choose reliable partners, and drawdowns will no longer be a bad dream.