Optimize Marketing by Post-Installs Analytics

This content is a short summary of the Skills21 Training session ‘Analytics & KPIs’ delivered by Katerina Greenstein.

Data-driven decision-making is the process of using data to validate business decisions. In business today, it is really important to collect data and then interpret these data in order to make the most optimized decisions.

The importance of Post-installs Analytics

Over the last few years, much has been said about the post-install journey. Today, marketers need to measure this data, then connect it to a user’s pre-install behavior. This can help them optimize marketing efforts in the future.

Indeed, emphasizing user “value” over “volume” is key to driving marketing profitability. So, it is important to consider what we the Post-Install Event

A post-install event is any event or action taken by the user after he/she has downloaded the app.

Post-install events can include an app start, registration, usage metrics such as time spent or pages viewed, achievement or level, app content views, adding items to cart, and making an in-app purchase.

For example, post-install events for a social networking app such as Facebook will include posting a status update or an image, liking, commenting on or sharing, or signing up for a group or game.

How to set Meaningful KPIs?

AppsFlyer is an MMP (Mobile Measurement Partner). It is an industry leader in marketing analytics. This startup uses accurate data to help marketers understand the behavior of their clients in order to target well and convert more leads.

Here are some of the most important KPIs AppsFlyer uses:

Non-organic installs are downloads that happen as a result of any type of marketing activity — paid or owned.

Organic installs are app downloads that occur without any direct effort by an advertiser to acquire users via paid or owned campaigns.

Retargeting There are two types of retargeting conversions: re-engagement and re-attribution. Re-engagement refers to when a user whose app is still installed comes back after viewing or clicking on a re-targeting campaign. Re-attribution is when an install is generated by users who’ve uninstalled an app and came back after viewing or clicking on a re-targeting campaign.

SDK In mobile advertising, an SDK is a piece of code mobile app developers add to their app to collect measurement and app install attribution data

CPA, or cost per action, is a pure performance pricing model in which marketers pay media sources a fixed amount based on a pre-specified action.

There are a lot of other KPIs in their glossary. But to define the most relevant KPIs, we need always to consider the nature of the product and the sector we are in.

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