AppsFlyerHow banks measure marketing ROI across every channel: Paid, owned, and app
The article highlights a critical attribution gap in banking marketing: while paid acquisition is measured via CPI, owned channels (email, SMS, push) report only engagement metrics, and cross-device journeys are invisible. This leads to misinformed budget allocation, often favoring paid ads despite owned channels showing superior efficiency (e.g., email-to-app 17.7% conversion rate, 2.4X advantage in APAC finance apps). Omnichannel attribution from AppsFlyer measures every touchpoint—paid, owned, web, QR codes, re-engagement—against actual banking outcomes like deposits and loans.
Key data points: re-engagement costs $13 per $1K deposited vs. $47 for acquisition; web-to-app conversions surged 77% in 2024; cross-device attribution revealed mobile drives 27% of desktop account openings. Actionable takeaways: ad ops teams should implement unified tracking to compare true cost per deposit across channels, scale high-performing owned channels, and adjust budget based on revenue attribution.
The platform maintains SOC 2, ISO 27001, GDPR, and CCPA compliance for banking-grade security.
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