• by Laurie Sullivan , 8 hours ago

Looking to give advertisers another way to look at app ad-measurement data, Reddit on Wednesday released “Dual Attribution” into beta.

The move is Reddit’s foray into its own first-party data-measurement tool that places reporting alongside third-party mobile-measurement partners (MMPs) in Reddit Ads Manager, as well as Apple’s SKAdNetwork.

The idea is to give advertisers more data and more ways to analyze performance and results.

Reddit has been testing Dual Attribution for the past several months.

Until recently, Reddit reported performance through third-party platforms. Reddit has been testing Dual Attribution for the past several months.

“Every company has different business needs and uses data differently,” Tesia Sommer, Reddit’s director of business performance product marketing, told MediaPost.

Mobile users spent 4.2 trillion hours on apps, with consumer spending reaching $150 in 2024 across iOS and Google Play -- up 13% for a YoY increase, according to Sensor Tower.

With mobile engagement at an all-time high, Reddit executives believe brands have a “massive opportunity” to gain and sustain user attention.

Dual Attribution is one of three tools Reddit announced today with a focus on advertising and performance.

This new set of updates for app advertisers gives marketers another way to think about performance across the Reddit platform.

Aside from “Dual Attribution” for app advertising, “Max Campaigns" and “App Event Optimization” bring the company into a new era.

Max campaigns, which rolled out in beta earlier this year with 600 testers, can optimize campaign settings in real-time to drive better performance with less work for advertisers.

The third tool, App Event Optimization (AEO) is now generally available. It helps advertisers optimize for in-app conversions instead of just installs. Early tests show it has driven an average 22% improvement in CPA.

AEO has driven an average 22% improvement in cost per acquisitions (CPAs), suggesting the tool can lower costs while driving more meaningful business outcomes. AllTrails, for example, saw a 28% lower Start Trial cost per acquisition (CPA) and a 39% increase in Start Trial conversions.

During the past year, app advertisers on Reddit have grown installs volume on average of 129%.

Third-party research points to the same trend, show users tend to have a higher lifetime value, spend more time in apps, and deliver stronger retention rates.

Research from Adjust conducted in 2024 in North America shows that on day one, Redditors spend on average 55% more time in-app than users from other social platforms, and after one month, on average they generated 65% higher lifetime value compared with users from other social platforms.