Just looking at how effective a campaign was at garnering installs is like scraping up a list of terrible leads for your sales team-you’re focusing on speed, and quantity to the detriment of quality-and results. Find the users who are getting real value. Hit the gas on acquisition without solid retention, and you’ll just be throwing money away. Most apps lose 80% of their users in just a few days. For app advertising, it is common to use this cost-per-1,000-impressions as the foundation of your campaigns-in other words, you pay based on how many thousands of people will see your ad.Ĭomparing two marketing campaigns on the basis of your CPI and CPM would help show you which got the most installs at the lowest price, but that’s not enough to truly gauge their effectiveness. CPM, or cost per mille/thousand: This standard advertising metric describes how much it cost for you to get 1,000 sets of eyeballs on your product.You get CPI by dividing the total cost of your campaign by the amount of installs it generated. CPI, or cost per install: Your ad network will be able to tell you how many users installed your app through your campaign.Through that dashboard, you can also segment out and view reports on the different install rates you’re getting from different acquisition campaigns. Number of installs: This base number will be available in your Google Play Store or Apple App Store dashboard.For both, you would measure your number of installs, the CPI (cost per install) and the CPM (cost per mille, or thousand, impressions): Let’s say you run two campaigns promoting your app-one with Facebook and one with AdWords. Understand your acquisition efforts.Īpp install metrics are all the different measures that we use to understand the performance of our acquisition campaigns. Find where your retained users are coming from, then double down on those channels. To understand the value of the different customers you’re bringing in, you need to look at your app install and uninstall metrics in the context of user retention. ![]() And you can’t get them solely by focusing your efforts on acquisition. What you want are users who will stick around, who find value in your product and come back to it time and time again. ![]() While it may feel great to see your install count go up, retention is what’s king.įocus only on boosting your installs, and you’ll waste money acquiring the wrong kind of users. Too many companies focus solely on customer acquisition.
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