Today, people spend more time using mobile apps than they do sitting on a computer surfing the web. In fact, overall time spent in apps has increased by 21% over the last year! In this presentation, we'll show you how to apply your online marketing skills to the app-driven future.
Access the webinar recording here: http://info.localytics.com/free-webinar-mobile-metrics-101-everything-web-marketers-need-to-know-about-app-analytics
2. MEETYOUR HOSTS
Annum Munir
Content Marketing Specialist
@annummunir
Lucy Orloski
Marketing Director
@elleyo
#AppAnswers
3. AGENDA
#AppAnswers
1. The Mobile Shift
2. Customer Journey on the Web vs.
in Apps
3. Web vs. Mobile Analytics
4. Key Takeaways, Next Steps, Q&A
Lesson 1: Awareness Metrics
Lesson 2: Engagement Metrics
Lesson 3: Conversion Metrics
29. 4) Reconversion > sales pitch > purchase
Important web metrics:
• Number of conversions
• Most recent conversion offer
• Close date
• Purchase amount
• Revenue per visitor
38. #AppAnswers
Metrics to Evaluate Awareness
(On the web) (In apps)
1 Site traffic
Downloads
=
• Number of people who install your app
• Helps evaluate SEO, ASO, and acquisition
campaigns
• Does not show you long term value of users
39. #AppAnswers
Metrics to Evaluate Awareness
(On the web) (In apps)
2 Visitors
Users
=
• People interactively using your
app (not just visiting it)
• Tracking and understanding
users helps you:
- Build segments
- Elicit deeper engagement
- Launch targeted app marketing
40. #AppAnswers
Metrics to Evaluate Awareness
(On the web) (In apps)
3 Web Pages
Screens
=
• User navigates between app screens
• Responsive to touch, shorter than a webpage,
functional or instructional
41. #AppAnswers
Metrics to Evaluate Awareness
(On the web) (In apps)
4 Pageviews
Sessions
=
• Counted from app open to app
close
• One uninterrupted period of
interaction in which a user is
actively using your app
42. These are the foundational app metrics.
• Downloads
• Users
• Screens
• Sessions
45. #AppAnswers
Metrics to Evaluate Engagement
(On the web) (In apps)
1 Monthly Unique
Website Visitors
Monthly Active
Users (MAUs)
=
• Number of people who have opened your app
at least once within the last 30 days
• Look for trends (going up or down?)
46. #AppAnswers
Metrics to Evaluate Engagement
(On the web) (In apps)
2 Target Audience
User Segments
=
• Groups of users (based on shared characteristics or
actions)
• Essential for personalizing app marketing campaigns
and sending targeted messages
47. #AppAnswers
Metrics to Evaluate Engagement
(On the web) (In apps)
3 Time on Page
Time on Screen
=
• How much time someone spends on a screen
- Also measure number of screens per session
• Investigate which screens:
- Users visit most
- Spend the most time on
- Navigate away from quickly
48. #AppAnswers
Metrics to Evaluate Engagement
(On the web) (In apps)
4 Time on Site
Session Length
=
• Period of time between app open and close
• Closely related metrics
- Number of sessions (how frequently are users returning to
your app?)
- Session interval (how much time that passes between
sessions?)
53. Are your users taking meaningful actions
and becoming loyal customers?
54. #AppAnswers
Metrics to Evaluate Long-Term Value
(On the web) (In apps)
1 Conversions
Events
=
• Actions taken by users in app
• Key events move people towards “ultimate” in-app
action
• Examples:
- Checkout completed, article read, video played
55. #AppAnswers
Metrics to Evaluate Long-Term Value
(On the web) (In apps)
2 Bounce Rate
Funnel Drop-Off
Rate
=
• A funnel is a series of key
events that lead to
“ultimate” in-app action
• Look at drop-offs (and
conversion rate) at each
step
56. #AppAnswers
(On the web) (In apps)
3 Cohorts
Cohorts
=
• Segments of users engaging with your app, based on
the date of their first visit
• Groups of people who first downloaded your app in X
month, and what they went on to do later
• Highlights most engaged and valuable users over time
Metrics to Evaluate Long-Term Value
57. #AppAnswers
(On the web) (In apps)
• You can split out cohorts by:
- Device
- Segment
- Campaign
- Custom dimensions
• Monitor changes to retention as you launch new app
updates
Metrics to Evaluate Long-Term Value
3 Cohorts
Cohorts
=
58. #AppAnswers
Metrics to Evaluate Long-Term Value
(On the web) (In apps)
4 Revenue Per
Visitor
User Lifetime
Value (LTV)
=
• Represents how much each user is worth in their
lifetime
• Captures financial worth over time in terms of loyalty
and evangelism
• Primary app revenue metric (various formulas)
59. These are the ROI-driving app metrics.
• Events
• Funnel drop-off rate
• Cohorts
• User lifetime value
62. #AppAnswers
Using App Analytics to do Smart Marketing
(On the web) (In apps)
Email Marketing
Push & In-App
Messaging
=
• Push notifications:
- For re-engaging latent users
- Delivered to home screen
• In-app messages:
- For moving users through key
app funnels
- Rich design capabilities
64. #AppAnswers
(On the web) (In apps)
Content Marketing
Context Marketing
=
• Highly targeted, relevant, and
personalized app marketing
• Tailor push and in-app messages
to take both in-app and outside-
of-app behavior
Using App Analytics to do Smart Marketing