App marketing is not just about getting more installs. It is about seeing users persistently use and make a purchase or perform a specific goal on your app.
Getting users to download an app is just the first step.
The real challenge is to keep them engaged and coming back for more. In-app events can be a great way to do this, as they provide users with new content, experiences, and rewards. But are app marketers measuring the right in-app events to fully optimise their campaigns? And how many events should they measure?
Here’s a complete rundown of vertical-specific benchmarks for various KPIs, so you can measure the right events and optimise your campaigns for maximum success.
Why in-app event measurement is the key to successful app marketing?
By tracking user behaviour within their apps, marketers can gain valuable insights into what works and what doesn’t. This information can then be used to optimise campaigns, improve the user experience, and drive more revenue.
Follow these 5 steps to get the most out of your in-app event experiences.
Step 1: Create a highly targeted audience
Laser-sharp audience segmentation is the key to reaching the right users with the right message at the right time.
By combining specific in-app event data, you can create a targeted audience who are more likely to engage with your app and drive revenue. For example, target users who have abandoned their shopping cart or who have completed a certain level of a game.
Once you have created your segmented audiences, you can build targeted user acquisition and retargeting campaigns to reach them with relevant messaging.
Step 2: Scale your most profitable campaigns
Focus on specific in-app events to understand which channels and sources drive the most valuable users and help you achieve your specific business goals. Then, narrow down on your highest-converting campaigns and scale them.
Double down on such events with more user acquisition and re-engagement campaigns.
For example, a gaming company wanted to increase in-app purchases. They tracked key events such as completing a level, making a purchase, and inviting a friend to play.
They created a campaign for users who had invited a friend to play but had not logged in in a while. They offered such users a reward for logging back in and playing with their friend. By targeting their campaigns based on in-app events, the gaming company was able to reach the most valuable users and increase in-app purchases by 20%.
Step 3: Identify funnel problem areas
Identify and fix the biggest leaks in your sales funnel by tracking user behaviour at key stages. Find critical friction points where users drop off or become less interested. Use this data to create personalised campaigns or incentive promotions that create a sense of urgency and convert those users into customers.
Deep linking can help you ensure a streamlined user experience.
Step 4: Implement robust raw data tracking
Analyse raw data to gain deep knowledge of your users.
The more data you measure, the more meaningful insights you’ll uncover. Raw data analysis can reveal user behaviours and trends that can inform other marketing activities and give you an edge over your competitors.
For example, an e-commerce company can analyse data from product view, add to cart, checkout and purchase to find out:
- Which products are most viewed but not purchased?
- Which products are most likely to be purchased together?
- What is the average cart abandonment rate?
- What is the conversion rate from product view to purchase?
This data can be used to improve the user experience, target push notifications, optimise marketing campaigns, and increase sales.
Step 5: Optimise and iterate your ads
Continuously monitor your in-app event data to track the performance of your campaigns and identify areas for improvement. A/B testing different ad targeting options and bidding strategies is the most effective way to understand what your audience likes.
Create targeted ads and landing pages that are more likely to convert users. Experiment with different ad creatives and landing pages to see what performs best. And finally, continuously iterate on your strategies to drive greater revenue and long-term success.
Are marketers digging deep enough to understand their customers’ needs?
According to the industry-first report, In-App Event Measurement: The Building Blocks of App Marketing Success — which explores 320 billion+ in-app events from more than 12,000 apps — marketers are leaving money on the table by not measuring enough in-app events.
On average, non-gaming apps measure 7.8 events, and gaming apps measure 5.3 events. But the top-performing apps measure 16-20 events for non-gaming and 26-30 events for gaming.
This suggests that marketers of all verticals have room to grow, and that they can expect to see major ROI improvements by measuring more events.
However, it’s important to measure the right events. Gaming marketers are generally better at this than non-gaming marketers, because they have more experience with in-app event measurement and are better equipped to translate event data into actionable insights.
For non-gaming apps, it’s important to focus on the events that are most relevant to your business goals. For example, if you’re an e-commerce app, you might want to measure events like product views, add-to-carts, and purchases.
Non-gaming apps struggle to measure more in-app events because of too much data and noise. To handle this scale, you need robust BI systems and experienced data analysts who can pinpoint meaningful insights.
But the trend is clear: successful apps measure a significant number of in-app events and in turn, boost their paid acquisition performance.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed optimisations to maximise your ROI, and provides full transparency through comprehensive reports.
