As the mobile app subscription business accelerates, Adjust launches its new Subscription Tracking product to give marketers better visibility into subscription performance. This follows a broader shift toward subscription-based monetization models, with Apptopia estimates showing that app-based subscriptions generated over $200 million in August 2020 alone, and many US adults are planning to keep their subscriptions post-pandemic.
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Adjust’s Subscription Tracking product will enable marketers to build accurate Lifetime Value models that increase ROI. Previously, marketers were missing access to important subscription data, which impacted their understanding of the user funnel. By combining subscription measurement with attribution data, Adjust is able to inform its clients what marketing channels drive the longest-running and most valuable subscriptions. Marketers can then invest far more accurately in user acquisition and run engagement campaigns that boost loyalty and prevent churn.
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“The growth of subscription-based apps has intensified this year as users look to their mobile devices for a broader array of activities, from entertainment and e-commerce to fitness and finance,” said Paul H. Müller, co-founder and CTO of Adjust. “That’s why we are excited to offer an industry-first solution that helps mobile marketers manage their consumers’ subscription events and revenue, giving them a better understanding of how users engage with subscription models.”
Adjust also released the results of a survey of US consumers examining the intensification of subscription and streaming consumption on mobile devices. The research shows that well over one-third (46.9%) used smartphones more to stream video/TV services amid social distancing, and they are increasingly doing so using subscription-based apps.
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