1.2 billion people worldwide were using mobile apps by the end of 2012. Forecasts estimate the number of mobile app users to reach 4.4 billion by 2017, with a year-on-year growth of around 30%. Is app installation a measure of conversion though? Companies can invest a lot in online marketing to promote apps download, but they hardly know which channels worked best and, most of all, what happens after download: how many users do engage with the app? How long does it take for them to use the app for the first time? How active are they, and does apps usage lead to purchase eventually?
In a cross-channel digital world where buying journeys are influenced by a number of triggers, from online marketing to social shares and mentions, understanding how channels impact and strengthen each other is a resource our customers are looking at. Planning online marketing investments wisely is not only a need, but the smartest way to approach digital promotion nowadays: we have the luxury of being able to track buying journeys with unprecedented precision, so it makes sense to leverage this capability in full. Knowing exactly how mobile apps are downloaded and used enables to leverage new Cost per Install and Cost per InApp Action models that are way more efficient for advertisers than classic Cost per Click.
We have equipped our offer with a reliable, well-designed solution to track mobile apps with a proven track record of happy customers. AppsFlyer Mobile App Tracking Service is now integrated with Neodata’s Ad Server ad.agio and Audience Analysis platform. This enables our customers to track their mobile apps installation and conversion, to answer questions like:
- how have users discovered my app?
- which source have they come from? (web, mobile, Facebook, ads…)
- what process did they follow to get to download?
- how do they use my app after download? Are they buying?
The most interesting upside of mobile apps tracking adoption is the capability to link a conversion / purchase to the very first action that led to app download, like the first banner users clicked on before getting the app. Conversion attribution models become more precise and sophisticated, leading to informed, data-driven marketing investments planning.
Actually, there is no reason why we shouldn’t track mobile apps better.