Xiaomi

# Mi Ads Post-link Metric Optimization - Feature Guide

# Product introduction

# 1. Product Logic

  • Mi Ads Smart Bidding's optimization product for post-acquisition metrics is a placement tool that automatically optimizes deep conversion rates with conversions, day 1 retention, registration rates, and purchase rates as its optimization goals. During placements, you need to set conversion bids and target retention, registration, and purchase rates. This product will make adjustments and optimize based on these targets, ultimately achieving goals in both conversion costs and day 1 retention.

# 2. Supported Regions

S-ranked countries with full feature access: IN\ID\VN\PH\MY\TH\RU\DE\FR\IT\ES

# 3. Applicable Industries

  • Applicable clients
    • Placement target: supports effect-type placements (app download).
    • Settlement method: CPA
    • KPI: retention rate, registration rate, and purchase rate
    • Budget situation: client has a relative sufficient budget in a single country.
  • Sector category
    • There is no industry restriction

# 4. Pre-requisite for Use

  • Third party: client uses Appsflyer/Branch/Adjust (working on connecting to other third-party data capabilities)
  • Data postback: client supports in-app-event postback and has already configured relevant event fields in the third party
  • Budget: daily spending per country by-package should exceed $500; more efficient if day 1 retention strategies are applied.
      E.g.: accounts * package * country daily spending >= $500
  • Basic strategy: ad group levels need to enable the "preferred placements" capability

# Before placements

# Introduction on In-depth Event Postback

Optimizing for day 1 retention rates in products requires that the client use AF/Branch/Adjust as the third party and has already configured postback related event fields. We will optimize in-depth events based on these fields.

  • Configuration path: AF -> Configuration -> Integrated Partners
  • Example:

Generated

  • Note:
    • To ensure the effects of optimization, please communicate with the advertiser to ensure that correct mapping relationships are established, and pay attention to accuracy when configuring postback field names.
    • For other third-party services and platforms, please follow the corresponding official documentations to set up postbacks.

# 2. How to Gain Smart Bidding Access

Currently, the "target retention rate" permission has been added to the Mi Ads account dimension. Once you've given permission, you can configure your target retention rate and the smart strategy will take effect.

  • Procedure: advertiser/agent raises day 1 retention needs, and had confirmed the retention target with the corresponding AM -> send email to apply for access -> whitelist advertiser/agent, so that they could set up day 1 retention target in the Mi Ads foreground
  • Include in the email: your Mi Ads ID, package name, target day 1 retention rate, target registration rate, and target purchase rate
    (Send to: iib-ams-direct@xiaomi.com\iib-ams-agency@xiaomi.com)

# 3. How to Set Your Target Day 1 Retention Rate

Access your account, select the ad group which day 1 retention rate for in-depth conversions you wish to optimize, then set it up. You may set different target day 1 retention rates for different ad groups.

Generated

# During placements

# 1. Gaining Cold Start Traction for Ad Groups Undergoing Day 1 Retention Rate Optimization

When you place a new ad group, you should ensure early that you have sufficient budget, and that the data attribution postbacks are correct. You should also lower the bar for your benchmarks, e.g. set higher conversion bid, set none/a lower in-depth conversion day 1 retention rate target, etc. This will help you explore the traffic and relevant users of the campaign. At the same time, new ad groups will learn and refer to data from older ad groups to aid the process.

# 2. How to Improve Day 1 Retention Rate

We recommend observing for 7 days before making any adjustments (and for 3 days at minimum), as it takes time for in-depth conversion day 1 retention data to manifest. Frequent adjustments may interfere with data accumulation or modelling. Once the ad group has run for one data cycle, day 1 retention rate can be further improved:

  • If the in-depth conversion target is met along with favorable quality, we recommend that you raise conversion bids and the in-depth conversion target.
  • If the in-depth conversion target is met but unstable, then the key issue would be sparse in-depth conversions. We recommend you increase budget, raise cost, and observe further. The strategic algorithm will automatically optimize and make tweaks.
  • To further improve day 1 retention rate when conversion bids cannot be changed, small adjustments can be made to target retention rates; we recommend the range of each adjustment not exceed 5%. Increasing target retention rates without changing the conversion bid is equivalent to reducing the back-end bid, which can negatively affect the system and has a greater impact on the the ad group's magnitude.

# FAQ

**Q1: What is a suitable in-depth conversion target? **
A: Theoretically you can just set it as per your client's specifications. In case where your target differs significantly with the client's, we suggest that you do not set it per your KPI. You should observe the day 1 retention rate for regular placements, add 5% on top of it, and set it as your strategic optimization target. The main principle is to ensure placement magnitude while satisfying client requirements.

**Q2: For packages that meet their in-depth conversion targets, should I still apply in-depth conversion target optimization strategies? **
A: We recommend that you apply in-depth conversion target strategies for ad groups that met the strategic conditions. Benefits include (1) reducing manpower for manual optimization and (2) the strategy can make use of long-tail traffic left over from manual optimization.

Q3: How are preferred placement products and in-depth conversion target strategy products related?
A: We strongly recommend that you stack preferred placement products and day 1 retention optimization products. Preferred placement allows one-click placement to hit more suitable traffic, utilizing the budget as efficiently as possible. It also helps the optimization strategy allocate each placement's budget.

# showcase

Owner of a social application

Client's target day 1 retention rate: 27%

Current day 1 retention rate: 28%

Meeting target?: Yes

Revenue increase: revenue in the most recent week vs. revenue one week before launch; average daily increase of $294

Effects: the day 1 retention optimization strategy reduces time required to manually observe AM. Smart deployment is based on the latest day 1 retention data, making more ad placements while still meeting the advertiser's requirements, thus bringing a small increase in magnitude.