User Acquisition

Omniata’s user acquisition feature offers a comprehensive insight for answering questions such as sources where users are being acquired from, campaigns drawing more users to the app, retention by ad networks, LTV by acquisition source and many more. The unique selling point of using Omniata’s user acquisition offering is that it provides the ability to create acquisition based reports at the user-level that allows users to combine this dimension with any of their custom in-app events to answer their use cases and requirements.

You can also view the aggregated data provided by ad networks in one platform thereby eliminating the need of having to go through multiple dashboards and reports if you had campaigns or video ads running across multiple ad network channels. This aggregated data can be viewed in parallel with the user data (aggregated, for example: revenue) that provides a complete picture on spend vs revenue analysis - a metric that provides any user acquisition or campaign manager to then take necessary action based on the performance of their marketing efforts.

Attribution and Ad Network Setup

Having your attribution or ad network data available in Omniata is sensitive to the setup that requires effort from either a UA Manager or an engineer familiar with the data flow from attribution partners or ad networks. To have this configured accurately, please follow the steps outlined before to ensure there are no issues.

Create attribution API Key

The first step is to create an api key within Omniata to have post back events sent to through attribution partners.

Navigate to the Omniata home page and select “New Project”

Choose External Services as this provides you access to name and install the Acquirer data app that will allow you to integrate with your choice of attribution partner or ad network(s)

Upon naming and creating your User Acquisition data app, navigate to Data Model > Applications and create your own application.

Upon page refresh, three api keys will be created, one for each environment (staging, development and production)

Enable post backs through attribution partner dashboard/settings

Depending on your attribution partner, this step will enable that Omniata’s api key is setup correctly in the respective attribution partner dashboards. Select the production api key created in the step above and copy this to be entered in the attribution partner dashboards/settings page.

For more information on how this can be achieved for each ad network, please refer here and view section “Setting Up Post Backs”

Enable ‘om_alias’ events to app API Key

Several attribution partners do not have the ability to pass custom UIDs required to correctly attribute a user. For these attribution partners, it is important that you can send ‘om_alias’ events that would have the custom UID along with the identifier provided in the post back events that enables Omniata to accurately map the user with their acquisition source.

NOTE: ‘om_alias’ events are not sent to the UA api key (created above). This event is to be sent to the app production api key.

For more information on how this can be achieved for each ad network, please refer here and view section “Setting Up ‘om_alias’ events”

Setup post back mapping

Setting up post back mappings is one of the most important step as it enables Omniata’s acquisition script to run nightly and successfully attribute users using their in-app events (or “om_alias” events, dependent on the attribution partner) with the post back events. It maps the User Acquisition api key with the app api key.

To complete this step, navigate to Data Models > Postback Mappings > Add New Postback Mapping

As per the following screenshot, you can enter your attribution partner name and the respective api keys as required.

BEST PRACTICE: Please carefully copy/past the api keys and enter in the required text fields. Incorrect copy/paste or accidental typo’s and inclusion of special characters (such as spaces) will cause the acquisition script to not run successfully, causing attribution for users to fail.

Once the setup process is completed, you can reach out to Omniata to let us know about the status. Omniata will keep track of incoming events from the attribution partner. If we find anything out of the order, we will reach out to both the client and/or the attribution partner support with any actions/next steps.

This data is then stored in table “Om Day GMET Acq” - however, Omniata has already created the required Publisher data field that stores this information and made available to group the data by.

Sample Publisher field:

NOTE: If you are expecting data from more ad networks and notice that the ‘Organic’ user count is higher than expected, please reach out to Omniata support or if you have an analyst or technical team member familiar with SQL syntax update the Publisher field (shown above)

Setup to enable Ad Network data

Ad Network data can be viewed in Omniata by installing the ad network package that you would want to integrate with. The list of ad networks that Omniata is currently integrated with can be found here.

Install ad network package using required credentials

To install/integrate with your ad network, navigate to Data Model > Ad Network Credentials > Install New Package. From the list of ad networks provided, select the ad network that you are interested in integrating with and enter the required credentials and select Install Package

To obtain credentials, please contact your ad network Account Manager

Upon installation of your package, Omniata will begin extracting the data from the ad network end points from that day onwards (scheduled after midnight UTC)

To integrate with multiple ad networks, repeat the above steps.

BEST PRACTICE: Majority of ad networks provide data broken down by offer name or campaign name. However, not all provide data broken down by country or platform. If these are dimensions that you would like to group by in any of your reports, please make sure to set up your offer or campaign names correctly for Omniata to accurately identify this.

If your App is available cross-platform and you would be running the campaigns across multiple countries, please make sure that this information is available within your offer or campaign name. This is to be setup in your ad network dashboards or settings page. Reach out to your Ad network account manager for any questions regarding this.

Example Offer/Campaign Names:


Once the setup is completed for all to be integrated ad networks, Omniata will begin extracting the data on a nightly bases and this will then be available to view in the dashboards. The reporting table where this aggregated data will be stored is Ad Networks Combined.

Measuring the Result

Upon the successful integration with attribution partners or ad networks or both, the data in the following dashboards will begin to show up, refreshed every night during Omniata’s nightly processing.

Dashboards and their Source:

  • Spend - data extracted from ad network APIs
  • Installs - data obtained through attribution partner post backs
  • Retention - data obtained through attribution partner post backs
  • Sessions - data obtained through attribution partner post backs
  • Revenue - custom reporting table created by Omniata, combines data obtained from attribution partner post backs and extracted from ad network APIs

To view the available reporting tables and the columns/data fields within, navigate to Data Model > Tables to view the available tables to build reports/widgets with.

This article was last updated on May 31, 2017 13:34. If you didn't find your answer here, search for another article or contact our support to get in touch.