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4 essential mobile marketing KPIs your business needs
Rebecca Appleton • 24 April 2018
The world has gone mobile and it’s now more essential than ever for companies to develop an effective mobile marketing strategy in order to take advantage of business opportunities and increase market share. Key performance indicators are vital to any marketing strategy and we’ve put together some of the most important examples so you can accurately monitor the success of your app.
Downloads
Although the number of downloads isn’t always a direct reflection of the user experience or the quality of your app, it is an essential part of a successful overall mobile marketing strategy and can help to monitor other KPIs. It’s important to monitor the number of downloads your app is getting as without generating larger installation figures, you can’t hope to hit other KPI targets. Also, if you notice that you are not hitting other KPIs, you can cross-reference them with download figures.
Retention
Installation figures are essential for monitoring the influx of new users, however, retention statistics illustrate more clearly how well the app’s UX engages with users. On average, mobile app users will never use an app again after 72 hours of installing it. This is why one of the main aims should be to keep users engaged and coming back to the app long after they have installed it. Retention figures will help you monitor how successfully you are doing that.
Uninstallation
Tracking the number of times your app is uninstalled from mobile devices can be equally as enlightening as monitoring how many times it is downloaded. In most cases, an unused app will stay sat in a devices app drawer for a while but if it is uninstalled, particularly early on, it can be an indication of issues or problems with the app. Uninstall KPIs can help you identify red flags and let you know if you need to carry out market research to find bugs or problems with the UX.
ROI
The return on investment that you get from your mobile marketing campaign is arguably the most important KPI, especially for eCommerce businesses and retail companies looking to make a profit. ROI is a cumulative figure that shows all of the revenue generated from your app such as subscriptions and ad payments. These revenue figures can then be compared with the investments made throughout your mobile marketing campaign to see if your strategy has been successful.
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