Article

Asena Atilla Saunders
Asena Atilla Saunders 28 February 2017
Categories Advertising, Technology

ROI Based App Marketing For Your Business

ROI based app marketing is the process of measuring the Return of Investment you gained as a result of specific marketing initiatives to increase the effectiveness of your future campaigns, and therefore maximiZe your revenue.

There is no better strategy than looking back if the goal is planning ahead. Analysing the performance of your past marketing campaigns is crucial to improve your app marketing strategy and prepare your mobile business to grow.

ROI based app marketing is the process of measuring the Return of Investment you gained as a result of specific marketing initiatives to increase the effectiveness of your future campaigns, and therefore maximise your revenue.

But in order to make the best of this analysis, you have to make sure to focus your attention on relevant performance metrics. That means you have to select a few key parameters whose trend really enables you to understand what works, and what doesn’t, in your app marketing strategy.

App Marketing Analytics

Mobile app analytics are your most precious resource! They allow you to monitor the whole journey of your customers while they interact with your app. But not all the data are equally crucial.

While the focus in the past was on Cost-per-Install (CPI), that is the amount of money app publishers spend per each install of their app, these days another metric proved to be more important during the ROI app marketing analysis: the Cost-per-Action (CPA).

The Cost-per-Action is the cost to acquire a customer who takes a specific action within the app (an after-install conversion event) which is really relevant to increase the app revenue. This metric well exemplifies how the secret (not so secret anymore) for a mobile business growth is to observe the user behaviour, understand what are the conversions (user actions) that it’s important to promote and focus the efforts on maximise them, especially through segmentation and re-targeting.

In a nutshell, the best way to build a powerful ROI based app marketing strategy is to closely track your active users journey within your app. Installs are important, but what happens after them is way more important!

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
Sales and Marketing Collaboration: A Recipe for B2B Success

Sales and Marketing Collaboration: A Recipe for B2B Success

In the world of B2B, the age-old rivalry between Sales and Marketing often overshadows the potential for a fruitful partnership. Yet, when these two departments align their goals, strategies, and efforts, the results...

Zsofia Raffa
Zsofia Raffa 12 September 2024
Read more
3 Reasons Why Building Social into Marketing is a Significant Competitive Advantage

3 Reasons Why Building Social into Marketing is a Significant Competitive Advantage

Understanding the role of social media in your business is important; however, before you get caught up in tactics first ask yourself “Is my business social?” If not, or if you aren’t sure, here are 3 reasons why...

Anna Fox
Anna Fox 31 October 2024
Read more
Infographic: Direct Mail vs Email

Infographic: Direct Mail vs Email

In the past direct mail has been referred to as dead. So we decided to do some research and compared direct mail to email marketing, it's digital alternative.

Rosie Niblock
Rosie Niblock 15 February 2017
Read more