Using detailed app analytics and data, companies like adjust and Upsight can give a business' marketing campaign laser focus.
Traditional analytics allow app developers to stay informed of how many people are downloading their apps. Now, more advanced analytics are available. Firms like adjust and Upsight can identify a given business' most valuable users and the marketing campaigns through which they were acquired. This is key to increasing marketing ROI, re-engaging previous users and acquiring new users.
What are App Analytics Platforms?
According to an article by tech writer Dave McClure on 500hats, the most important analytics for app developers to monitor are:
- A: Acquisition --where/what channels do users come from?
- A: Activation--what % have a "happy" initial experience?
- R: Retention--do they come back and re-visit over time?
- R: Referral--do they like it enough to tell their friends?
- R: Revenue--can you monetize any of this behavior?
Each app analytics platform has its own approach, which varies in what analytics are monitored and how these analytics are presented to the companies that use them. Platforms like Flurry and Google Analytics focus on in-app usage analytics, such as active users, session times, or devices on which the apps are accessed.
Companies can use these analytics to make changes to their apps in order to maximize user engagement and satisfaction.
Where Does Marketing Come in?
According to an announcement on Upsight’s website about their merger with adjust, “the powerful combination of the companies’ solutions gives mobile marketers the ability to use Upsight to better understand the performance of their app’s acquisition channels… By identifying these critical insights, such as the lifetime value of a user acquired through a particular campaign or the time to break even on acquisition cost, mobile marketers will be able to maximize the ROI of their marketing spend.”
Identifying the marketing campaigns that not only bring in users, but bring in more engaged users enables a company to streamline their efforts. Users who may only engage with the app once will not be as valuable as those who will continue to use it and therefore spread the word, becoming a marketing avenue themselves.
Does Better Marketing Analytics Lead to More Sales?
Using information from app analytics platforms like adjust and Upsight, app makers can focus their investments on marketing avenues that bring in the most engaged and active users. While casting a wide net might feel like a safer approach to some app makers, being able to identify where connections to valuable users originate can be essential in a market saturated with competition.
It’s important to remember that there are many app analytics tools available on the market, such as those featured by Apptamin. An analytics tool that would be useful for tracking usage of a social game app may not be as helpful for understanding the audience of your live track-mixing app. Find the right tool or tools for the job.
We're here talking about marketing, but have you even got an app to market? AppMakr will help you to create your app, simply and fast.