Fishbrain – Mobile App Measurement Strategy

Building the Foundation for Scale: How Wuzzon Empowered Fishbrain’s Mobile App Measurement Strategy with Reliable Tracking and Smarter AdSpend.

Who is Fishbrain?

Fishbrain is the largest fishing app and community resource for anglers of every kind in the U.S. The app utilizes a social platform where anglers can share catch photos and details, as well as a detailed map that features catch waypoints to help anglers understand the relationship between fishing pressure and fish activity.

Challenges

Fishbrain faced a critical challenge: a lack of transparency in campaign data, especially concerning iOS performance. In addition to this, accurately measuring the impact of various media channels proved difficult due to blended metrics and disparate reporting tools, leading to no single, reliable source of truth for their data. The fragmentation of data sources meant that performance insights were often inconsistent, making it challenging to conduct effective marketing strategies. For instance, discrepancies between reported metrics across platforms could lead to misallocations of budgets and ineffective targeting.

Goal

Our primary goal was to establish a single, accurate source of truth for Fishbrain’s data. Achieving this would enable data-driven attribution, allowing them to scale their in-app growth effectively. A unified data source ensures that every marketing decision is based on reliable insights, optimizing resource allocation and enhancing performance assessment across all campaigns. By focusing on establishing this central data repository, Fishbrain could also enhance its reporting capabilities, providing stakeholders with clear and actionable insights into user engagement and campaign effectiveness.

How to

Our approach focused on several key areas to enhance the data ecosystem at Fishbrain:

Each of these areas plays a crucial role in ensuring that Fishbrain can effectively measure its mobile app performance. For instance, improving data transparency involves streamlining data flows and ensuring that all team members have access to consistent information. This could involve implementing dashboards that visualize key metrics, allowing stakeholders to quickly identify trends and make informed decisions.

• Improving data transparency across all platforms.
• Optimizing campaigns to enhance performance by audits.
• Aligning all Mobile Measurement data (for example attribution windows) within tooling like Adjust (MMP) and Revenuecat, designating both as main source of truth
• Audit & advice on data privacy including statements, use of SKAN and MMP initiation and web2app tracking.
• A/B Testing best practices
• Increase Opt-in Rates with specific audit and best practices for ATT pre-prompt

Solution

We initiated our work with a comprehensive audit of their app growth stack, conducting deep dives into data discrepancies across different measurement platforms. Following this, we provided tailored recommendations for optimizing measurement per data source. Our thorough analysis aimed to identify inefficiencies in data collection and reporting, leading to actionable insights. We then guided Fishbrain’s technical team through the implementation of these recommendations, assisting with updates to their app tracking, and ensuring that the new systems were not only functional but also sustainable for future growth.

Beyond tracking, we also audited their User Acquisition campaigns, offering strategic advice on how to improve campaign performance through better budget allocation, A/B testing, and other settings. Our collaborative efforts aimed to refine their marketing strategies across various channels, including Apple Ads, Google Ads, Facebook Ads, TikTok Ads, and Moloco. Each platform requires unique approaches to succeed, and our guidance helped Fishbrain harness the strengths of each to maximize effectiveness.

Results

Our efforts led to better interpretation of media channels, and through optimized campaign budgets, we observed enhanced performance while the overall budget remained the same. We strategically shifted media budget allocations based on data-driven insights, allowing Fishbrain to invest in the channels that delivered the best ROI. The reliability of data within Adjust greatly improved, establishing it as the single source of truth, which enhanced confidence in decision-making.

We successfully addressed data discrepancies, reducing the variance from up to 28% between different measurement platforms to 5%. This reduction places Fishbrain well within the acceptable range within the industry, enhancing their ability to report and act on accurate data. With these improvements, Fishbrain now has a reliable framework for assessing the impact of their marketing efforts, which promotes proactive rather than reactive strategies.

Now, with access to accurate and reliable data, Fishbrain is well-positioned to scale their campaigns further and achieve continued app growth. This growth is supported by enhanced user engagement metrics and the ability to effectively track the success of new features and marketing campaigns. As a result, Fishbrain can continue to innovate, providing its users with the tools and community resources they need to enhance their fishing experiences.

Quote Denis, User Acquisition Manager @Fishbrain:

In summary, the Mobile App Measurement Strategy that Wuzzon implemented fundamentally transformed how Fishbrain approaches its data. The integration of reliable tracking systems and a clear attribution model empowers Fishbrain to make smarter decisions about its advertising spend and feature development. With these enhancements, Fishbrain is not just surviving in a competitive market but thriving, poised for continued growth and success.