When marketing a mobile app, it’s important to prioritize your goals and objectives. It helps you narrow your focus and develop a successful plan of action.
Does the number of downloads or installs an app receives indicate whether or not a mobile app campaign has been successful?
It might seem logical, but we believe that metrics that focus on retention like cost per daily active user are far more useful key performance indicators (KPIs) to judge the success of your efforts.
The long-term success of an app is not marked by raking in installs, but having loyal users that are regularly engaging with the app, purchasing, converting, and incorporating it into their daily lives.
It is certainly healthy to set long-term goals, but when it comes to app marketing, its necessary to think in the short term, too. When doing so, think beyond the install and cost-per-install targets. Instead, think about what you really want to see from users. Is it engagement? Active use? Revenue? Figuring that out will help you gain a clear picture of what your short-term objectives should be and develop a plan to balance focusing on the short and long term.
Though every app is different, a few key performance indicators tend to be shared amongst most of our clients. They are:
- Cost per install
- Cost per launch
- Cost per loyal user
- Cost per purchase (or other action)
- Paid vs. Organic User Ratio