Gather and leverage user data
The path to purchase is complex and consists of multiple touchpoints. Measuring user interaction at each step helps to drive conversions and boost revenues. In this article, we take a quick look at how mobile marketers can gather and leverage user data.
What can we tack?
First of all, what can we tack? Installs, registrations, purchases, among other in-app events. What can we do with this data further? Below are the most important ways of implementation:
- Defining app’s “weak areas”. When measuring conversion rates at each step, it is easy to notice where users lapse. For example, you might see a big gap in numbers between “Add to cart” action and completed purchases. This might be caused by some issues with the transaction process, the checkout being complicated, or some additional unexpected costs at this stage. By discovering areas for improvement and then working on those, you can provide a better in-app experience.
You can also figure out the best time to re-engage users, which in turn, enhances the chances of conversion and helps to spend less on users who would have converted without being re-engaged. - Finding best-performing campaigns and advertising channels. Apart from tracking in-app events, it is also possible to discover where the users come from. That what mobile attribution is. Mobile app tracking SDKs help owners understand which platform and campaign attracted a user. You can then track further moves of this user in the app and compare it to the actions of users that came from other sources. Eventually, this helps to understand what ads bring users that convert better. Thus, you can stop worse-performing campaigns and concentrate on the better ones.
Adjust
A tool that we found to be very effective for these purposes is Adjust. In addition to providing a very thorough insight into users’ journeys and their overall experience, this platform also gives great attention to fraud prevention and data security. Fraud prevention helps to keep data reliable and avoid unreasonable ad spending.
You can see our latest case, where we implemented this solution.
Summary
To sum up, tracking user journeys from clicking ads to purchasing helps app marketers make well-informed decisions, and thus come up with the most effective user acquisition strategies and give users the best in-app experience. A good tool for this, in our opinion, is Adjust, which is a leading solution in mobile measurement and fraud prevention.
If you want to set up user behavior analytics for your apps, don’t hesitate to contact us for a free consultation.
