How to acquire high lifetime value (LTV) app users at scale? May 12, 2015
User acquisition management User Acquisition Management (UA) is one of the most crucial parts of integrated app marketing efforts. App user acquisition is usually defined as an action of downloading and installing a mobile app through organic search, word of mouth, paid campaigns or referrals. While most companies in the mobile app marketing ecosystem usually concentrate on paid traffic campaigns, there are many more channels to consider when planning your user acquisition strategy.
Which metrics allow to detect loyal users? With any approach you take, you need to closely track your app analytics in order to create a truly profitable marketing strategy. Using the information gained from retention analysis and behavioral data, you can determine the best paid channels delivering the highest return on marketing investment (ROMI) and focus acquisition efforts on those areas.. Based on the initial campaign results, you will be able to optimize your User Acquisition campaign and redistribute the budget to bring you the highest possible results.
Analytics setup A high-performing User Acquisition (UA) campaign starts with user behavior analytics inside your app. We recommend conducting the primary definition of loyal user behavior by means of a specialized analytical and statistical system such as Mixpanel, Flurry or Google Analytics. When major points of the funnel are defined, they are transferred to tracking systems such as Appsflyer or Adjust. These systems respectively analyze those parameters and allow you to make the prompt decision regarding the quality of each particular channel. It is necessary to define features that single out an app s loyal user from all other users. This is almost impossible to do without using an analytic system that should be set according to specific requirements.. The following are key metrics that allow you to detect your loyal users:
Which metrics allow to detect loyal users? Payment It is important to know the following:. a. Period until the first payment - either the number of days or a total time (hours) that a user spent using the app b. Number of app launches until the first payment how many times a user launched the app and used it until they made their first in-app purchase c. Views of the page with prices
Which metrics allow to detect loyal users? Retention How often a user returns to the app again and again. Retention is calculated according to the following calculations and applied in analysis of different cohorts:. a. 1 day retention b. 7 day retention c. 30 day retention
Which metrics allow to detect loyal users? In-app events Specific events depending on the particular app define what key milestones a user has reached while studying/using the app. It is highly recommended to set the analytic system in order to know when each specific event took place for the first time: a. Registration is completed b. Tutorial is completed c. Social media sharing is performed d. All virtual money is spent e. How long a user used the app from install to first leave
Our approach Use advanced mobile targeting solutions Measure all promotional efforts Sustain long-term campaign performance Captivate Measure and optimize Connect Measure and optimize Convert Measure and optimize
Managing your UA campaigns Depending on your campaign goals and marketing strategy, we consider using mobile performance ad networks, mobile video, social platforms (i.e. Facebook and Twitter), RTB programmatic buying and direct media placement at specific niche outlets. We have access to most of the available mobile inventory so depending on your goals we can use one channel or several networks and RTBs at the same time, if necessary. Based on the initial campaign results, we will be able to optimize your user acquisition campaign and redistribute the budget to bring you the highest possible results.
Strategies ComboApp uses Implementing a soft launch within limited territory and pre-defined number of installs Driving a high volume of new app installs to burst campaign Targeting specific media in niche markets Using the latest industry standards for advanced mobile targeting Driving sustainable long-term campaigns for steadily growing the user base Measuring, iterating and improving user acquisition Post-campaign analysis and recommendations
App user acquisition increases in 2015 This year, marketers should be prepared to change their budget priorities and spend wisely as they enter a period of renewed app investment for many brands. As User Acquisition, by means of mobile advertising, becomes more expensive and sophisticated, marketers should consider the support of reliable mobile app marketing partners, helping them to tailor their strategies and improve their audience targeting and user experience in order to achieve the massive scale they need for their campaigns despite growing competition. We have the necessary resources and expertise enabling us to manage your User Acquisition campaigns 24/7 and imply changes to them if necessary. We have access to all major suppliers of mobile inventory, including to RTB programmatic buying algorithms aiming to simplify this complex journey helping you to leverage from all your customer potential delivering real lifetime value.
About ComboApp ComboApp Group is an app marketing company that provides app marketing services for a global mobile app marketplace. The company is made up of three units which include ComboApp Consulting, ComboStore and GoWide. The vital part of the group is the ComboApp's Innovation Hub - the team of programmers and analytics that supports all projects. ComboApp Consulting is a global mobile app marketing company aimed at supplying guidance and complex assistance to companies who develop and promote their mobile apps. Having We provide clients with everything from creative development - to - product/campaign strategy and analytics - to - media placement and traditional public relations campaigns. This includes identifying target markets, validating concepts, shaping business models, qualitative research, data analysis, preparing the app launch and more.. GoWide is a global mobile ad platform enabling businesses to run effective cost-per-mobile app downloads and mobile CPA campaigns based on its own proprietary technology of programmatic media buying. Its unique algorithm consisting of aggregation and the inventory of mobile web and in-app publishers - allows dramatic optimization of ad operations and lowers media buying costs for advertisers. ComboApp, Inc. Willis Tower, 93rd Floor 233 S Wacker Dr SUITE 9390 Chicago, IL 60606, US Tel: (+1) 773.305.0886 Website: http://comboapp.com