mCommerce Insights

App Marketing Play 3 - Monitoring + Measurement

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Marketing an app can feel like a mammoth task for the busy retailer. But how do you know if all of this effort you’ve put in is worth it? Using the following primary KPIs, you can monitor and optimize your

Each of these KPIs can be monitored and optimized using the Shopgate dashboard, Appsflyer or Facebook Analytics for apps. 

Here are a few KPIs to consider:
☐ App Revenue
☐ App Installs
☐ Retention Rate
☐ App Launches
☐ AOV from app purchases

Shopgate dashboard
The Shopgate dashboard offers a full suite of built-in app monitoring and measurement tools. Within the dashboard, you can easily track conversion rates, orders, app opens, downloads, sales numbers, average order volume, push notification enablement rates, coupon redemption rates, plus much more. You can also track app performance based on device platform, as well as connect to other tracking tools including AppsFlyer, Facebook Analytics for Apps, Google Analytics and Google AdWords.

AppsFlyer
Appsflyer is the leading mobile attribution & marketing analytics platform. It connects with Google, Facebook, Twitter, Pinterest and many media partners like Criteo and Outbrain, to help brands make more effective decisions in their app marketing strategy. With Appsflyer, you can compare and analyze marketing channels, campaigns, designs and strategies and see exactly how customers journey through your app, and how they got there. You can rack users from first touchpoint to completed purchase. Measuring in-app events, you can more effectively employ re-targeting and measurement events. Appsflyer is installed with just a few clicks, and integrates fully into the Shopgate platform.

What you’ll learn about your app from Appsflyer:
☐ Impressions and cost reporting
☐ Omni-channel reporting
☐ LTV (lifetime value reporting)
☐ ROI reporting by source
☐ In-app event tracking
☐ Monitor uninstalls by source

Facebook Analytics
Facebook Analytics leverages the world’s most powerful social platform to help optimize your app’s exposure, engagement and conversion rates. With the Facebook Pixel, a short piece of code added to your website or app, you can easily capture information on audiences, behaviors, traffic trends, and much more. With the Pixel installed, any user who clicks onto a merchant’s website while logged into Facebook on the same device will provide the merchant with valuable user information and statistics. One of the key benefits of Facebook Analytics for Apps is its unprecedented targeting capabilities. With its advanced app event and demographic trac
king, you can leverage this powerful tool for a full array of app optimization tasks. 

What you’ll learn about your app from Facebook analytics for apps:
☐ Measure and understand the actions consumers take in your app
☐ Understand how well you are engaging and retaining your consumers
☐ Discover where you are losing consumers in the purchase funnel
☐ Understand your consumers at a deeper level with aggregated demographic reports
☐ Segment and target your consumers with complex factors like top customers, demographics and behavior
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Monitoring IS ESSENTIAL FOR STRONG APP PERFORMANCE, BUT WHERE DO acquisition, ENGAGEMENT and RETENTION COME INTO PLAY? DOWNLOAD OUR NEW REPORT, THE APP MARKETING PLAYBOOK FOR MUCH MORE IN-DEPTH INSIGHTS ON EACH ACQUISITION METHOD, AS WELL AS DETAILED PLAYS FOR MORE EFFECTIVE ENGAGEMENT, RETENTION, and optimization.

Amanda Laviana

Written by Amanda Laviana

Marketing Communications Manager | Amanda is an experienced content marketer, with a background in advertising copywriting. She manages content across an array of platforms for Shopgate, including blogs, whitepapers, webinars, social media and video.

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