Mobile Acquisition 101: Maximizing ROI with User Rewards
So you’re a mobile developer and you’ve just finished developing a new app – perhaps a casual game that could become the next Color Switch or a travel app that lets customers book their next dream trip in the tropics. Whatever the genre, you’re likely setting your sights on next steps – namely, app marketing.
How will users discover your app among the thousands out there? What’s the best way to find users who will repeatedly engage with your app? Paid user acquisition (UA) is a popular option, and leveraging rewarded ad formats, such as “Engagement Campaigns” can maximize app discoverability and help you acquire loyal users. But the question always comes up …
Are users who download or engage with apps for rewards really loyal users?
You may be surprised, but by combining app tracking that can uncover valuable insights and result in smart optimization, rewarded user acquisition campaigns can certainly generate loyal and engaged users at scale. We’ve been supporting many clients who have reaped the benefits of such rewarded ad formats like “Engagement Campaigns” and have found two key factors underlying the success of these types of campaigns:
- KPI tracking to measure performance and analyze user behavior, and
- Using the right type of rewarded campaign to maximize ROI.
KPI Tracking and Analysis
To optimize your campaign, make sure to collect data on where your new users are coming from, as well as how loyal and the depth of engagement. By tracking installs and user behavior through app and site IDs that identify each campaign traffic source, you’ll be able to break down user traffic into segments and gain valuable insights and evaluate the true success of your campaign.
Another way to evaluate success is by setting a definition of the user quality you aim for before the campaign is flighted (for example, X number of users need to revisit the app within 7 days, or X percent of acquired users must make an in-app purchase). This type of parameter can really help to fine tune your acquisition strategy. Here’s a real-world example from one of our clients that had great success in promoting their casual game:
- Analyzed traffic quality on a weekly basis by tracking developer app IDs
- Drilled into their data to see which traffic source delivered the most installs
- Tracked how many of these acquired users made an in-app purchase within the first 28 or 40 days and used that as a benchmark to determine the overall campaign ROI
With the support of Fyber’s account management team, they were able to segment the various traffic sources into one of the three quality groups, making it easier to analyze and take the appropriate actions that resulted in significant campaign performance improvement.
Campaign analysis based on developer app IDs is extremely effective for campaigns that have generated 5,000-10,000 installs, which is the baseline we recommend for collecting meaningful data.
Choosing the Right Rewarded Campaign Type
“Install Campaigns” and “Engagement Campaigns” are a tried-and-true method for increasing ROI and user quality for app distribution using rewarded ad formats. What’s the difference?
“Install Campaigns” (CPI) will reward users for downloading and opening the promoted app. This type of campaign works well when you’re trying to reach a very wide audience and generate visibility at scale for your app.
After tracking installs and identifying the traffic sources that are ROI-positive, you can use “Install Campaigns” to effectively drill down on these traffic sources and maximize your ROI. By adjusting the bid, you can tailor “Install Campaigns” to your needs, be it acquiring quality users at an accelerated pace or sustaining quality download volumes over time.
Alternatively, “Engagement Campaigns” (CPE) will ask users to download the app and they must engage with the promoted app before receiving a reward. For example, a music app might request that the user create a playlist, while a game might require the user to play and reach a certain level before. Other popular engagement options include asking the user to fill in a registration form or to complete a tutorial explaining the app.
Whatever the ask “Engagement Campaigns” are used to guide users to a specific point in an app’s flow where user conversion rates are the highest. The benefits of helping users understand the apps they are installing are clear: you avoid top-of-funnel churn, and increase the likelihood that they will return to the familiar apps they enjoy.
If you’re looking to kick-start an effective user acquisition strategy, our account managers are here to support and guide you through the process. We’re ready to invest in understanding your needs and help you meet your goals. If your style is more independent, we’ll give you the tools you need to lead the way.