Welcome to the future of mobile app performance measurement! In this dynamic digital landscape, where every tap and swipe matters, mastering the art of mobile attribution is paramount.
This post was prepared by our friends at Affise - platform for partnership management, which allows brands and agencies to establish and expand partnerships for performance marketing.
Picture this: you’ve put all your efforts, and countless hours, into crafting the perfect app. Now what? How do you ensure it reaches the right audience and grabs their attention in this ever-shifting app ecosystem? This is where mobile attribution steps in.
So, grab a seat, as we’re about to guide you through the pivotal touchpoints of how to succeed in launching performance campaigns for your mobile app.
We’ll show all the essential steps on the way to driving high ROI, including the points on how to measure your marketing message and strategy work, how to choose the right channels to capture your target audience.
And last but certainly not least, we’ll reveal how to pick your perfect match ‘partner in crime’ mobile marketing attribution partner – we’ll introduce you to Affise MMP, a powerful tool that can assist you on this journey.
What Is Mobile Attribution and Why It’s Important?
Mobile attribution is the process of tracking and measuring the efficacy of mobile marketing campaigns and user acquisition efforts. It helps you track and understand how users find and interact with your app, which channels and campaigns trigger app installs and user engagement.
No matter if users found your app through an ad, a friend’s recommendation, or a search, knowing this information can guide your marketing efforts and help you make informed decisions. It’s like having a roadmap to navigate the complex world of user acquisition.
Prepping Your App for User Acquisition
Before diving into user acquisition, ensure your app is primed for success. A smooth and user-friendly experience is crucial. Invest time in optimizing your app’s performance, ensuring fast loading times, and eliminating any glitches.
A polished app not only retains users but also entices them to spread the word, boosting your acquisition efforts organically.
Choosing the Right MMP
The mobile app has been checked and improved, and you are on your way to creating a hard-rock audience-catching strategy.
What is critical to do right now? Find a tracking tool that will help evaluate whether your performance strategy will maximize your marketing efficiency and multiply your business outcomes. This is where Mobile Measurement Partner (MMP) steps in.
Choosing the right MMP can be a game-changer. Imagine a co-pilot who guides your app through the turbulence of data analysis and user engagement. Affise MMP – your ally in this adventure.
Well, let’s have a look at several essential features that a good mobile app attribution tool should have. You totally should take them into account when picking a tool.
1. User-Friendly Dashboards and Reporting
Clear and customizable reporting with visualization options like graphs and charts can help you quickly understand your data and communicate it effectively within your team.
2. Raw Data Export: Feature that you can find in Affise MMP for simplifying data management with easy RAW data export capabilities, optimizing your analytics processes.
3. Multi-Channel Attribution: The tool should be capable of tracking user interactions across various marketing channels, including social media, search ads, email campaigns, and more. This helps you understand which channels are driving user engagement.
4. Conversion Tracking: It should accurately track conversions, such as app installs, in-app purchases, registrations, and other desired actions.
5 Deep Linking: Deep linking allows you to direct users to specific in-app content or features. This feature is essential for improving user experience and engagement.
6. Fraud Prevention: Mobile ad fraud is a concern in the industry. Attribution tool should have mechanisms in place to detect and prevent fraudulent activities, ensuring that you’re not wasting your budget on fake installs or interactions.
7. Retention Analysis: Understanding user retention is crucial for long-term success. Look for a tool that provides retention analysis, allowing you to see how many users continue to engage with your app over time.
8. Multiple partner support: Unusual feature that you can find in Affise MMP. Invite one or more partners to promote your applications, even those outside the Affise system. This inclusivity broadens your marketing horizons.
9. Support and Training: Reliable customer support and training resources are essential for getting the most out of your attribution tool. Make sure the provider offers adequate support and educational materials.
Choosing an attribution tool with these features will empower you to make informed decisions, optimize your marketing efforts, and ultimately drive the success of your mobile app.
Crafting a Robust User Acquisition Strategy
Once your app is ready for gathering users, and you found your best fit MMP partner, it’s time to develop a potent user acquisition strategy. A solid acquisition strategy is your secret weapon for turning viewers into loyal app enthusiasts. Every detail is essential, from audience identification to ad creative selection, plays a significant role in your campaign’s effectiveness.
Here are five steps to creating a customer acquisition strategy:
1. Identify the Ideal Customer: The first step is understanding your audience base. Establish who your target customer is by pinpoint demographics, geographic location, interests, and behaviors to effectively target your campaigns.
2. Choose your Goals and KPIs: Define and establish clear metrics for measuring your campaign success. The goals and metrics should account for current customer growth and customer churn.
3. Identify the Right Customer Acquisition Channels: There are numerous channels available to acquire new customers. Grab your users by using digital marketing, content marketing, social media, email marketing, and public relations.
Here, Affise MMP can assist in evaluating your efforts. The platform helps you understand which marketing channels and campaigns are driving user engagement and app installs, allowing you to maximize your ROI.
4. Evaluate and Improve Your Strategy: A/B test, analyze and improve your campaign as it runs. Use a sustainable partner like Affise MMP that provides real-time analytics, giving you insights to optimize your campaigns effectively. It means you can upgrade your advertising tactics immediately to leverage your growth.
5. Post-Launch Optimization: Do not stop monitoring and analyzing your customer acquisition as soon as campaigns are off. Keep checking the performance and use this data to make informed decisions and optimize your strategies for better results.
Evaluating Success: Top KPIs for 2023 App Performance
Mobile app success in 2023 is heavily influenced by data-driven decisions. The insights gleaned from tracking user behavior and engagement patterns allow you to adapt your strategies in real-time. It means metrics rule the roost.
Here is our TOP list of KPIs to keep your eyes on:
- Retention Rate: The loyalty litmus test. This reveals how many users stick around after installing your app. A higher retention rate indicates your app’s value and relevance.
- LTV (Lifetime Value): What’s a user worth to you over their entire journey? Understanding the value each user brings over their entire engagement lifecycle helps you prioritize user segments and marketing efforts.
- Conversion Rates: From installs to in-app actions, track where users drop off and where they convert. Optimize these touchpoints.
- ROI (Return on Investment): Your app’s financial health depends on ROI. It’s a clear indicator of whether your marketing efforts are paying off. Measure how much you’re earning against what you’re investing in user acquisition.
- ARPU (Average Revenue Per User): Are your users sailing in with pockets full of gold? ARPU sheds light on your app’s revenue-generation capabilities. It helps you focus on high-value user segments.
- Churn Rate: This metric highlights the percentage of users who uninstall your app. A lower churn rate indicates a healthier user base. Plug the holes with targeted improvements.
- Session Length and Frequency: How long and how often users engage with your app reflects its stickiness and appeal.
While the journey to app success comes with its challenges, with the right strategies, continual testing and optimization, and a powerful tool like Affise MMP, significant profits are within reach for app owners.
Affise MMP is a mobile attribution solution from a partner marketing leader Affise, that offers you all the tools needed to measure the effectiveness of your user acquisition efforts.
Affise MMP empowers you to:
- Launch campaigns effectively and measure their performance in real time.
- Analyze the performance results using a single, intuitive dashboard.
- Quickly launch advertising campaigns on new traffic sources.
- Stay protected from fraud while getting more than 100 in-app event views.
- Track and manage an unlimited number of apps.
With Affise MMP by your side, you’re not just managing campaigns; you’re redefining your profit narrative. Ready to start your journey?
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