As strange as this may sound, there are quite a few companies today where app user acquisition and marketing/CRM teams are still detached from one another, at least in the marketing team’s capacity that is related to user loyalty. When that happens, attribution data is not used in engagement campaigns, whether email, push, and / or in-app messaging. The marketing team then misses out on a valuable source of data that can significantly improve its communication with customers and ultimately increase their lifetime value.
How can we bridge this disconnect? By choosing a measurement provider and a marketing automation firm that work seamlessly together. In such a marriage, data from UA campaigns can be easily utilized to deliver the most effective post install marketing campaigns.
Attribution data is a key factor in a properly executed post install engagement campaign. Understanding which source, which campaign, and which creative led a user to take action and install an app offers valuable insight. Armed with such knowledge, marketers can, among other things, create personalized engagement campaigns, leading to much improved post install conversion rate through tutorial completion, registration, or an in-app purchase.
Here are a few examples of how attribution data can be used in your post install marketing campaigns:
1) Incentivized vs non incentivized campaigns: Users acquired through incentivized campaigns tend to be “low quality users” who installed the app only because they were offered something in return (lives, spins etc.). It is therefore very likely that they have no real interest in the app. When measuring the reaction of these users to post install engagement campaigns – which will often be very limited – attribution data is crucial to understanding the behavior of this cohort, and the difference from other cohorts.
2) Search: Users who come from search campaigns are usually highly engaged because they expressed their clear intent, actively looking for a specific functionality and even your specific app. Knowing which specific keywords entered by users led them to take action holds lots of information about each user’s interest. For example, a user who entered in the search bar “Hotels, New York, cheap” will probably behave differently than a user who used: “Hotels, 5 stars, Luxury, New York.”
3) Content and creative: Users react differently to different creative – both words and visuals. Sometimes, even minor differences can lead to very different behaviors. For example, if a user downloads an e-commerce app from a campaign focused on sporting goods sale, the fact that this user was attracted by sporting goods and drawn by a “sale” can be very useful when re-engaging this user as part of a post-install campaign.
4) Ad format: If a user clicked on a specific type of ad and went on to install the app, we know that the type of ad also played an instrumental role in the conversion. As such, there’s a good chance that the same format is the right way to approach him as part of a re-engagement campaign.
5) Age and gender: Many ad networks offer age and gender targeting. Most apps will usually only get this data after registering. With attribution, you can get this data before registering and approach users who didn’t register with a targeted message that correlates to the UA campaign that converted them. This is possible by looking at the campaign name which often includes such information (e.g. ‘email women 25-35’)
6) Timestamp: Sending push notifications is risky business. The wrong message at the wrong time can result in an immediate opt-out and even an uninstall. There is a reason why a user downloaded an app at 18:00 PM while on a train on his way back from work, and not at 11 AM when he is the middle of a million things at work. The install timestamp is the first step in understanding user behavior and when it is best to engage them.
To conclude, it’s important to remember that in today’s complex world of mobile marketing, data is the fuel on which businesses thrive. There is plenty of valuable data accumulated from user acquisition campaigns. The attribution data about the first engagement of the user with your brand can be a powerful tool when launching post install campaigns in the quest for post install conversions.