In the cost per install (CPI) model, you’re measuring the cost of one user installing your app based on your expense for creating that action (e.g. Measuring the specific expense of onboarding a user for your app can be approached in a few ways. 2 minutes to install, 2 hours to register, 2 days to subscribe). Takeaway: In each case, it’s very important that marketers diligently track not only “ failures to complete” at each of these points, but also how long it takes the user to complete an action (e.g. access to photos or contacts), and/or subscribing to ongoing content or other updates you offer. The user may also need to register your app, which requires turning over personal data, granting permissions (e.g. Because of this, one thing you should track is what percentage of users fail to complete this process and why. In order to actually use your app, users also have to install it. The total number of downloads is an obvious metric you need to track, but downloads are really just the tip of the iceberg. Download, installation, registration, permissions, and upgrades Takeaway: It’s extremely important to measure attribution correctly so you can increase marketing emphasis on high-performing sources of referral and reduce, or eliminate, focus on low-performing channels, thereby decreasing overall Cost Per Acquisition, or CPA (see below). Attribution for install source: The originating source(s) that referred the user to your app, leading to the install.Number of views to install: How many times a user views or interacts with your brand before installing (a good measurement of ad and brand performance).While your strategy behind app store optimization (ASO)-including management of your app’s product page-is important, there are other KPIs to track: The process of how users discover and decide whether or not to download your game (AKA user acquisition or UA) is a subject of deep focus for most marketers. App store optimization (ASO) and attribution That said, attributing each install to the correct omni-channel source and tracking the associated revenue and payouts isn’t optional, so you must master discovery and acquisition metrics. Convincing users to install, register, and grant permissions for your app to function in its intended way is even harder. With gaming the most popular category of apps, just getting your game noticed can be challenging. Gaming was the biggest mobile vertical, taking up 33 percent of all downloaded mobile apps. To help you do a better job of marketing your mobile game, here are some thoughts on the must-know KPIs you need to track in order to optimize:Ĭommon KPIs for discovery and acquisitionĢ020 changed and accelerated the growth of the mobile app industry, with global spend on mobile apps reaching $112 billion in 2020. Monetization-via in-app purchases, advertising, subscriptions, and upgrades-is where a lot of app marketers spend most of their time, sometimes at the expense of deeper analysis like which users are worth retaining. Being able to provide the best user experience and engagement to optimal levels is important. Competing for user attention in the discovery phase is difficult when there are so many options. Mobile gaming apps in particular are a different breed. But they don’t all apply in every scenario, and not every metric is created equal. As a marketer, it’s part of your role to accurately measure the performance of your app throughout each phase of its market address, and there are countless key performance indicators (KPIs) to help you do so.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |