So you’ve successfully set up a mobile marketing campaign for your business or organization, but how do you know if it’s truly effective?
Measuring the success of your mobile marketing campaign is essential for determining ROI and making data-driven decisions for future campaigns. Otherwise, how would you know what’s working for you and what’s not? Without set KPIs, it’s only obvious to invest money in channels and strategies that might not even work for your business.
Given the advancements in the Mobile Marketing Attribution Platform technology these days, it is a breeze to track these KPIs and adjust your marketing campaigns accordingly.
5 Key Metrics to Track to Measure the Success of Your Mobile Marketing Campaigns
From App Installs to Cost Per Acquisition, explore the metrics you need to track and how to track them.
App Installation is the gateway step bringing the customers to the doorstep of your mobile app. Therefore, it’s the first step to the success of your mobile marketing campaign. This metric provides valuable insight into the reach and popularity of your app.
How to measure App Installs?
Invest in a Mobile Marketing Platform tool to track the number of installs and the source of install in your mobile marketing campaign. Using an MMP, you can also track the app installs on iOS and Android separately.
Users have installed your mobile app. Now, what’s next? Will it be a conversion if they simply uninstall the app within 15 minutes? We bet you know the answer.
While app installs are important, it’s equally important to track user retention. This metric measures how many users return to your app after their initial download.
High user retention is a sign of a successful mobile marketing campaign, as it indicates that users find value in your app and are willing to continue using it.
How to measure User Retention?
User Retention = (Number of users gained (during the set period)/Number of users at the start of the period) x 100
Sounds complicated? There’s a simpler way to measure user retention without you having to do anything. Invest in a Mobile Marketing Platform that will do the job for you. Plus, you can measure user retention for a longer period of time.
Measuring in-app engagement is another key metric to track when measuring the success of your mobile marketing campaign. This metric measures how users interact with your app, such as the number of sessions per user, the length of each session, and the features they engage with.
By tracking in-app engagement, you can identify which features are most popular and which may need improvement. This information can be used to refine your mobile marketing strategy and create a more engaging user experience.
How to Measure In-App Engagement?
There are several tools available for tracking in-app engagement, including Trackier, AppsFlyer, Firebase Analytics, etc. for Mobile Apps. These tools can help you identify areas for improvement and make data-driven decisions to improve the user experience and overall success of your mobile marketing campaign.
Conversion rate is a critical metric to track, as it measures the number of users who take a desired action within your app, such as making a purchase or signing up for a waiting list on your app and so forth.
By tracking conversion rates, you can determine the effectiveness of your marketing efforts in driving user behavior. To improve conversion rates, consider implementing clear and compelling calls-to-action within your app, as well as optimizing the user experience to make it easy for users to take action.
How to measure Conversion Rate?
- Define the desired action. For example, if you want users to make a purchase, the desired action would be completing the checkout process.
- Set up conversion tracking. This involves adding a tracking code or setting up a goal in your analytics tools, such as Google Analytics or Firebase.
- To calculate the conversion rate, divide the number of users who completed the desired action by the total number of users who clicked on your ad or visited your app. For example, if 1,000 users clicked on your ad and 50 of them made a purchase, your conversion rate would be 5%.
Sounds like too much work? We get you. That is why it is advisable to invest in a good quality, cost-effective Mobile Marketing Platform to do the job for you. You simply need to check your conversion rate on the dashboard and that’s it.
Cost Per Acquisition (CPA)
Finally, tracking cost per acquisition (CPA) is essential for measuring the overall success of your mobile marketing campaign. This metric measures the cost of acquiring each new user, and includes factors such as advertising costs, development costs, and other expenses associated with your mobile marketing campaign.
By tracking CPA, you can determine the ROI of your campaign and identify areas where you can reduce costs and improve efficiency.
How to Measure Cost Per Acquisition (CPA)?
Cost Per Acquisition (CPA) = Total Cost of Marketing Campaign/No. Of Users Acquired
Why Do You Need a Mobile Marketing Platform?
Time is the most valuable currency in mobile marketing or say, any type of marketing. It would be foolish to lose so much time on these manual processes when there are so many tools available to measure mobile marketing metrics and do so much more!
Hence, it’s needless to say that investing in a mobile marketing platform is not a luxury but a necessity in today’s time where ‘time is money’. Agree?