Measuring App Install campaign’s effectiveness
Submitted by Deepak Abbot (@deepakabbot) on Thursday, 13 November 2014
Section: Workshops Technical level: Intermediate
Objective is to help App developers to find out if their app installs are working for them and delivering the right ROI. I will take them through various tools to use for attribution and what key metrics to measure
We know how smartphones are on everyone’s purchase list in India and almost 100mn users have already shifted. One of the reasons for its success is availability of wide variety of apps to make your phone experience better. These 100mn users in India are doing almost 500mn installs every month and approx. 1/5th of these installs are paid installs where App developers are paying ad-networks or other publishers to get their app installed.
While its always good to get organic installs, paid installs are desired by most app developers to acquire inorganic growth.
So how does one find out if such app installs (organic or paid) are proving effective for app developers?
Answer is not very simple — effectiveness can be defined as:
- Increase in Rankings
- Increase in mobile transactions/users
- Increase in revenues from mobile
- Reduction in user’s attrition
- And several such KPIs defined for your business
So let’s find out how do we measure if your app installs are effective.
Deepak Abbot is currently the head of mobile strategy at Times Internet responsible for the growth of mobile user base for all TIL properties. In his previous stint, he was heading the product marketing function at Paytm responsible for their 5X mobile growth in one year. His core competencies are in the domains of mobile product & analytics. His articles on growth hacking & mobile analytics have been published by various online publications. He maintains his Mobile Product & Marketing blog at medium.com/@deepakabbot. He has overall 15 years of experience in this industry with stints at Reliance Entertainment (Digital), Satyam Computers & Times Internet (1st Innings)