With the growth in digitalization, mobile phones have emerged as the most popular digital marketing channel. All of us are glued to our cell phones, almost throughout the day. It is a dream come true for marketers who are looking to connect with their customers in the right place, at the right time, with the right offer. Mobile devices have a vast potential to help marketers understand and leverage a consumer’s path to a product purchase.
Marketers are struggling to understand how to make engaging mobile apps, how to drive traffic, which devices to prioritize, how to measure mobile success etc. Old rules of Marketing do not apply in today’s competitive mobile marketing arena. Knowing how customers interact with your mobile channel is vital to the success of a mobile strategy. The most effective way to measure your success rate is to use analytics to check the pulse of your mobile marketing campaigns.
To gauge the mobile engagement of a user, one must know the exact position of the user with respect to his/her product lifecycle journey. There are 4 stages that a user undergoes through a product life cycle, which are listed below:
- Installing Mobile App
- Finding or Viewing the Product
- Add to Cart/Wishlist
- Product Purchased
To enhance user engagement, Marketing efforts are targeted according to the user position in the product life cycle.
- Advertising app to drive more downloads
- Push notification about relevant or searched products
- Notifications about the availability of product searched
- Discounts/offers available on products
To get you started, here are different data-driven ways you can use analytics to make your mobile marketing more powerful.
- How often are your users converting?
- Where are your users engaged?
- How much revenue is your app making?
- How stable is your app?
- How are users adopting your latest release?
- How do you acquire new users?
- How well do you retain users?
- What is your audience like?
- What is your platform breakdown?
- In-app activity
How often are your users converting? – It denotes how many users are converting per day or how often users are getting converted using your app. The below graph specifies the conversion events plotted over time.
Where are your users engaged? – It shows the traffic on each screen and time spent on the screen by every user. In the above graph (right side), the top screens chart shows the name of the screen class, the percentage that the screen accounts for in engagement time, and the average amount of time that screen was used for the time period selected.
How much revenue is your app making? – It shows the total revenue generated from your mobile application. Total value for all revenue sources, including the fluctuation by percentage from the previous date range, is also defined using this metric.
How stable is your app? – It displays the percentage of users who did not experience a crash on your app. Refer to the above right side image for the same.
How are users adopting your latest release? – It shows a list of the latest releases of your app by version number, indicating the percentage of active users and crash-free users for each version.
How do you acquire new users? – It shows the user acquisition sources like google, paid, google play etc. Apart from this, it also specifies the number of times the app was opened for the first time and the lifetime value (LTV) of the users who opened it.
How well do you retain users? – This illustrates the retention rate (in percentage) of the app user. In this report, cohorts are defined. A Cohort is a set of users who started using your app at the same time (such as on the same day, or during the same week). Each row represents a cohort. The darker the cohort, the higher the retention rate and vice-versa.
What is your audience like? – It shows the location, device, demographics and interests of the app user. Refer to the above right side image for more information.
What is your platform breakdown? – It shows how many users are using your application on android and iOS devices.
In-app activity – It shows the performance of different events performed by the app user. i.e. whether the user clicked on Show more/read more button of the app.
Different tools like Firebase, mixpanel, appsflyer etc. are available in the market to gauge mobile marketing analytics. At TO THE NEW, we have a certified team of mobile app analytics who can help you in tracking and measuring the different mobile data-driven metrics.
Promoting a new mobile app for more downloads, user engagement is a challenging task for marketers, startups and developers, but if tracked and measured properly using analytics will lead to data-driven decisions and business growth.