It is experienced that after spending so much hard-earned marketing money on ad campaigns for your apps, you might be disappointed with the low acquisition figure and this actually prompts many questions. Do your ad campaigns target the right kind of audience? Do you have the wrong advertising priorities when selecting campaign partners, ad networks and tracking partners for your ad campaigns?
Above all these and many more aspects play important role in making your app acquisition drive successful. Thereby lack of adequate measures might mean you are unable to immensely determine which channels are efficient. So, measuring the success of your campaigns is important for the future of sustaining your app to support your prosperous business.
Primarily first, sustainability is more crucial than growth since only when through enough acquisition you can secure good ROI to look forward to growth. More importantly, acquisition of uses is the bottom line of your app business on which every other growth objective will primarily stand.
It is also vital to determine which channels will work best for acquisition. Also, it is not the acquisition numbers that you must focus on, but it is the value developed by particular channels that must be given more importance. Thereby after all getting users, who offer you far higher ROI than others, should be your main focus. Altogether the bottom line is, you must give priority to acquisition channels that give the best ROI.
Important Mobile app metrics to measure success
- Number of users -The first measure of success for an app is how many people actually download and intend to use the app
- Active users
- Retention
- Cohort analysis
- Lifetime value
- The bonus metric
Key Importance of investing money on marketing resources
In order to make your app reach your global audience, you require investing in quality marketing resources and then actively tracking their respective performance in bringing you the number and type of users. It primarily remains to be the key core principle of any user acquisition strategy for mobile apps.
More importantly, spending money on popular marketing channels and resources will permit your app to have sight of initial global users with whom you could at least test the app persuasive features and usability standards. Then when your app is getting random users from several ad acquisition campaigns, your app is at the same time helping more possibility of getting organic users who actually require your app. So investing in acquisition channels and marketing resources is the key step forward to get your app visible to several kinds of users.
How to pay attention to download figures and user engagement and retention metric
If you have already invested and enumerated your app through diverse resources and channels, it is active time to monitor how these channels perform and how far they are immensely successful in bringing you, quality users.
This could start with the number of users brought by several channels. Taking care of decent user numbers is important at this stage as only after guaranteeing this you can afford to have effective focus. Thereby if the majority of your users behave just like casual strollers would it prove merit certainly no, and so, thereby you must insist on keeping a balance between the acquisition of numbers and quality.
It is learnt that the user acquisition stats might show that the best slice of app users (20% or more) just open the app only once. More naturally, any app focused on actively building a strong ROI based on constant user acquisition cannot just afford to adore channels that bring them a huge number of such casual one time users.
So spending money on unqualified users would put your app at risk in respect of both sustainability and growth. Thereby focusing on taking the users to the retention phase is extensively crucial and before that, you cannot actually measure the success of acquisition channels. It is said that evaluation of the new users in respect of their engagement, retention and value addition for the app is crucial at this stage.
More importantly, a user retained is likely to become the customer of your product or opt for an in-app purchase. The user retention professionally bridges the gap between a download and highly turning him into a potential customer or source of revenue. One must observe different levels of user engagement, frequency of use and prosperous retention metric achieved by several acquisition channels. Primarily it is the stage of acquisition where you require to observe user engagement and begin to actively segment the channels Session specific statistic of app usage would give you exact data and insights as to which channels did a better job and which did not.
Few session data to consider
- The number of sessions begun by the user
- The duration of each session
- Frequency of using your app by a user
- User characteristics such as organic users or users brought by a paid channel
Finally, an effective focused app marketer by selecting the right acquisition channels and resources wisely could greatly boost high-value user downloads from day one itself.
