Quick Guide To Setting Up In-App Marketing

In-App Marketing will be shutting down November 1st, 2018. API calls will be removed in Tune Android & iOS SDKs v6.0.0. Customers are required to remove all code references to prevent service disruption. Please contact your Customer Success Manager with additional questions.

We’re delighted to hear that you decided to leverage TUNE’s In-App Marketing platform!  This quick start guide has been put together by our team to ensure you have both a smooth and enjoyable on-boarding experience.

TUNE is truly invested in your success and we want to make sure we help you get up and running in the quickest and most optimal manner.  Please don’t hesitate to contact our team of mobile marketing experts day or night with your questions, comments and feedback – we are here to help you every step of the way.

Before we dive into best practices, let’s review some fundamentals as we dig deeper into the concepts of mobile marketing. It is important to familiarize yourself with the following terms and how they are used in In-App Marketing.

For additional TUNE terms and definitions see the TUNE Glossary of Terms.

In-App Marketing Terms and Definitions

Term Definition
Daily Active User (DAU) Daily Active Users (DAU) are defined as the first open that occurs within a 24-hour time period, per the device, in the device's local time. Though DAUs are measured per a device's local time zone, DAUs will be billed according to aggregated DAUs based on UTC days.
Deep Action In the TUNE SDK, you can use Deep Actions to reference code that can be executed conditionally (for example, displaying a modal popup message to remind the user to perform certain actions in the app, managing the logic for applying a discount code, or displaying a survey to a segment of users). See our Deep Actions article for more information on this topic.
Device ID All of the native platforms and plugins in Attribution Analytics™ (AA) support a wide array of custom settings that you can use to identify your sessions and events. Collecting additional attributes for all of your app events is extremely important because the collected data can provide valuable insight into how your audience interacts with your app and how this impacts your ability to build effective and profitable advertising campaigns. For a complete list of all the Device ID setter methods that you can call in the Tune SDK, see our Settings for Device Identifiers article.
Event Events are transmitted to In-App Marketing servers when the app is opened, closed and in the background every 60 seconds while the app is opened. To confirm whether or not In-App Marketing is receiving events, verify this in the Events report. See our Event Measurement article for more information on this topic.
Event Tag You can leverage Event Tags (addTag) capability to pass any (and any number of) custom attributes. Event Tags are user-friendly and versatile method. You can filter events by a user-friendly attribute name in the TUNE dashboard. The Event Tags can be attached to any existing event. See our Event Tags article for more information on this topic.
GAID The Google Advertising Identifier. A user-specific, unique, resettable ID, provided by Google Play services for advertising purposes. Enables users to reset their identifier or opt out of interest-based ads within Google Play apps. TUNE uses the Google AID as a unique identifier to attribute conversions to the corresponding traffic source.
IFA Apple’s identifier for advertisers. An alphanumeric string that is unique to each device that you can use for serving advertisements, as well as a flag that indicates if a user has enabled the limit ad tracking feature. TUNE uses the IDFA as a unique identifier
Power Hook Power Hooks are key-value pairs or code blocks with key-value arguments that are passed into your application code by TUNE when your app starts, allowing for settings, text, and logic to be modified on the fly for all user devices without coding, re-versioning or updating your application. Power Hooks can be changed globally impacting all users of the application, customized per user segment or tested as part of an A/B experiment. See our Getting Started with Power Hooks article for more information on this topic.
Push Token Through In-App Marketing, you can configure Campaigns to send out targeted push messages to your app users and automatically gather analytics about message open rates, and in-app behavior before and after the message. See our Push Notifications and Push API articles for more information on this topic.
Segments The In-App Marketing platform allows you to create and manage segmented lists of users, helping  you to personalize experiences, send push notifications to certain users, target experiments to users, and more.You can push to user segments, run A/B tests on user segments, and analyze campaign results by segments. In the TUNE SDK, you may check whether the current user is in a given segment ID after creating a segment. Verifying if a user is in a given segment helps determine custom segment logic in your app. See our Segments article for more information on this topic.
Session A session is a unit of measurement used to capture a user's actions within a certain amount of time or a user's actions in completing a certain event.
Unique User A unique user is a new user that has not been recorded or registered in the platform.
User A client that is was engaged or currently engaged within the platform.
User Attribute User characteristics that contribute to measurement in your campaigns and applications.
User ID The userId is a shared ID between your internal system and our system. This needs to be setup initially in the SDK originally. See our Settings for User IDs article for more information on this topic.


Keys to Success for In-App Marketing

Before getting started with the implementation here are five points that will be critical to your success:

Define the overarching business objectives
You’re making an investment in a mobile marketing platform to maximize the value generated through your mobile app or portfolio of mobile apps. It is important to first define the underlying purpose(s) of your app(s).  Potential objectives are to:

  •      Boost customer loyalty
  •      Deliver a product or service
  •      Drive new user acquisition
  •      Facilitate omni-channel usage
  •      Foster communication
  •      Generate brand awareness
  •      Generate revenue
  •      Increase productivity
  •      Maximize engagement
  •      Offer customer service and support
  •      Provide entertainment

For reference when VentureBeat asked app publishers what they’ve achieved, the most popular responses were increased engagement, higher revenue, improved conversions, better user insights and higher retention. Many others reported an increase in omni-channel usage, a spike in organic downloads, lower user acquisition costs, and higher App Store ratings

Identify the top key performance indicators and measurement goals
Now that you’ve determined what is most valuable business objectives, it’s important to dig deeper and identify the key performance indicators and measurement goals that will drive optimization. KPIs and measurement goals change on a per app basis. The In-App Marketing team is here to help you establish a set of tailored metrics.

  • Average revenue per paying user (ARPU)
  • Average revenue per user (ARPU)
  • Click through Rates
  • Content Views
  • Conversion
  • Downloads
  • Favorites
  • Levels Completed
  • On-boarding Funnels
  • Likes
  • LTV
  • Open Rates
  • Opens
  • Product Views
  • Purchase Frequency
  • Purchase Size
  • Push Opt-In
  • Ratings
  • ROI
  • Social Shares

Other good questions to ask include: What do you care about most? What is the current business priority? Where are you struggling? Where is there room for improvement?  How do you define success? What is a homerun? What is failure? Whatever the case may be: on-boarding funnels, user engagement, retention, revenue, conversions, content consumption or something far and between; be sure to first document and review your KPI’s and success criteria.

Establish internal stakeholder alignment
Implementing an in-app marketing platform has much more to do with people than with technology. In the end, if people, processes and technology finally intercede, in-app marketing brings your marketing results to a whole new level. As such, it’s important to establish (as early as possible) a clearly defined team with resources available to help plan, develop, execute and measure your strategy and implementation on an ongoing basis.

  • Who’s the iOS developer responsible for the implementation?
  • Who’s the Android developer responsible for the implementation?
  • Who is the Product Manager that can obtain/schedule resources for ongoing implementation enhancements?
  • Who is the marketer responsible for strategizing and launching the campaigns?
  • Who is responsible for KPI measurement?
  • Who is the point person to work with the TUNE account manager?

Develop a playbook but be agile
The In-App Marketing team recommends having a spreadsheet that keeps track of:

  • Push notification and in-app message campaign ideas & priorities
  • User profile attributes for segmentation and personalization
  • Events and associated tags for segmentation and triggering
  • Variables for A/B testing and remote configuration
  • User segments for campaign or experiment targeting

Don’t overcomplicate things
There is such a thing as information overload and moving too fast. We recommend any company getting started for the first time phase’s campaigns in over time just as you would if you deploy a new email marketing system. During your ramp-up period it may be challenging at times to foresee the benefits that your strategy will ultimately provide. Remember the email days of email marketing? Although instant ROI with only a few short campaigns is possible, it’s most common to see net positive results over an extended period of time after you’ve had adequate time to learn and refine what works best for your app.

Things to Keep In Mind

Now that you’re ready to get started with the implementation, keep the following things in mind!

By default the TUNE SDK has In-App Marketing disabled. Install the SDK install quick start guides (iOSAndroid, Unity, Xamarin) and enable In-App Marketing. To enable In-App Marketing, see the following guides for iOSAndroid, Unity and Xamarin.

Please pay special attention to the recommendation to create separate Development and Production apps within your TMC account so that you can test everything in full without impacting your Production data. Debug macros can be set to automate this process.

  • Development app: When the application is a development app, it is past most testing and is ready for production. Typically, developers use development mode as a local version of the application that multiple developers can maintain, and sync under a controlled version.
  • Production app: When the application is in production stage and is used on release. We recommend doing most changes in the development app, verify that everything is working as planned, and then implementing the changes to the production app.

Take advantage of push notifications! You need to follow one additional setup guide to properly configure the SDK and to upload your Push Certificates.

Let's Get Started!

Setting Up In-App Marketing

1. Create a TMC account.
2. Add users and permissions.
3. Enable In-App Marketing.
4. Create two types of application in IAM platform:

  • Production
  • Development

5. Download the TUNE SDK.
6. Install the TUNE SDK.
7. Create a Test Profile (Get your GAID or IDFA using the Tune application and whitelist your IP address).
8. Run a TUNE SDK diagnostics test (Check in AA) via:

  • Track click
  • Track Install (Install takes about 10-20 minutes to appear in the platform)

9. Enable In-App Marketing SDK.
10. iOS (create development and production certificates), android (create development and production certificates, add application to firebase).
11. iOS (with keychain access create API key) android (with the Google developer console or firebase, create API key).

Setting Up Push Notifications

Through In-App Marketing, you can configure Campaigns to send out targeted push messages to your app users and automatically gather analytics about message open rates, and in-app behavior before and after the message.

  1. Create Push Credentials in Apple Developer Member Center (iOS) / Create Push Credentials in Google Developers Console and Firebase (Android).
  2. Input the Push Credentials in App Settings.
  3. Add the Push Notification code into the project.
  4. Run the project.
  5. Add Tune Push Device Registration ID to App Settings and run a test message.

For further Push Notification testing:

  1. Install the app on your test device.
  2. In the IAM platform:
  • Create a Segment that directly targets your test device.
  • In the Segments tab, set/register custom profile attributes as needed to target your test device.
  • Create a push campaign that uses the segment you created.

For more information on this topic, see our Testing Push Notifications article.

Setting up Power Hooks

Control business logic, unlock functionality, modify parameters and otherwise change the behavior of your app.

  1. Register for Power Hooks in Code.
  2. Retrieve the Power Hook Value.
  3. Insert the Power Hook Value in desired code.
  4. Set Up Power Hooks in the Platform.
  5. Log into IAM account.
  6. Go to the Power Hook tab and:
    1. Click Sync.
    2. Choose your test profile.
    3. Click Connect Device.
    4. Close and Reopen Application.
    5. Accept the popup on your device.

Optionally, use callbacks to be notified when Power Hook Values change.

Publishing Power Hooks (In Platform)

  1. Set the new value for each Power Hook in Draft Value in the In-App Marketing UI.
  2. Click Publish Changes.

Previewing Power Hooks (In Platform)

When making changes to Power Hook values, you can preview the look and behavior of your application with the new values.

  1. Update the Draft Value.
  2. Click Preview Draft Value.

Creating Experiments

Experiment with feature flag values, business logic flags, and other code-level parameters.

  1. Complete the Power Hooks Sync steps.
  2. Select the Experiments tab.
  3. Create an Experiment with the specific configurations.

Setting up Deep Actions

  1. Register for deep actions in your code.
  2. Set up the Deep Action:


  1.  Start an In-App message campaign.
  2. Under the Compose tab, click Select and Sync your Deep Action.

Troubleshooting & Support

SDK install quick start guides mentioned above provide everything you need for a successful technical implementation. In the off chance you run into issues, please  pause and reach out to us for assistance. Contact TUNE Marketing Console support for SDK implementation questions.

You can also view In-App Marketing’s Testing and Troubleshooting documentation for helpful information on implementation and integration.

PRO TIP: If you fail to see data in your console then you have an issue with the SDK implementation or the enablement of In-App Marketing.  Please refer to the In-App Marketing setup and installation guides or our troubleshooting section for additional help.

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