In-house Or Marketing Agency: What Should You Go For? Quiz

1. Facebook, Google, mobile networks: Do you have a clear and structured approach on when to pay to acquire users from Facebook vs. Google vs. mobile networks?

Yes, I have a proven media plan that we review every few months to adjust to available inventory, and we are making the most out of every channel.

No, I’m sure we can do better (but I’m not sure how).

I’m not sure; I think we do well on at least one of these channels.

2. Creative: Do you measure each component of your creative to your down-funnel KPIs? Do you know which call to action, color, image or banner type drives the highest return for you on each channel?

Yes, and I keep testing new creative concepts every three to four weeks.

No, I don't attribute asset components to user engagement/my down-funnel KPIs.

What’s a down-funnel KPI?

3. Cross-channel data: Do you effectively transfer the data about your best-performing audiences from platform to platform, or are you managing each channel separately?

Yes, I effectively export the data from my network media buying to Google and/or Facebook and save money on trial and error.

No, I manage each channel separately.

I'm not sure.

4. New technologies: Do you have a good process in place for vetting and implementing new marketing technologies?

Yes, we have the experts and the resources to vet and implement new technologies relevant to our marketing efforts and business.

No, we do not make it a priority to analyze new technology solutions.

We conduct ad hoc research when we hear of new technologies that sound relevant to us.

5. The software development kit (SDK): The SDK landscape can be overwhelming. Do you feel confident in the attribution, monetization, analytics and CRM (customer relationship management) SDKs you have in place?

Yes, we have what we need. All implemented SDKs are set up correctly, and we are getting the most out of the vendors.

No, we probably don’t have the right number, and I’m not sure of the benefit of each one.

I don't know.

6. Re-engagement: Do you have a good balance of user acquisition and retargeting efforts?

Yes, we have a retargeting strategy in place to meet our retention and re-engagement metrics. We actively analyze the data to ensure that our strategy is performing optimally and we are re-engaging our users at the right time at the right cost to us.

No, we don't have an effective strategy in place.

Retargeting isn’t relevant to us.

7. Reporting: Do you have full visibility of your spend and ROI across all channels?

Yes, we view all of our paid acquisition spend in a master dashboard.

No, we rely on our partners to send weekly reports but have no way of accessing this data ourselves.

We have several reports that we look at manually.

8. Dedicated brainpower of vertical experts: Do you have dedicated internal resources who have both mobile app expertise and deep knowledge of Facebook, Google and ad network products and inventory?

Yes, we have dedicated experts for each channel (Facebook, Google, networks), and they stay up to date on all platform changes and strategies.

No, we have mobile app experts in-house, but we think we could be getting more out of each channel.

I’m not sure.

9. App Store Optimization (ASO): Do you know the conversion rate on your app store page, and are you actively testing creative and metadata to increase it?

Yes, I use technology solutions such as StoreMaven to develop insights on the behavior of users landing on my App Store page, and I build iterative tests to increase conversion.

No, I do not measure or optimize the conversion rate on my app store page.

I have used Google Play Experiments to conduct A/B testing, but I haven’t developed a strong understanding of user behavior or why certain images had a higher conversion rate.