mCommerce Insights

Measuring App Success: It's All About the Attribution

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From the dawn of the age of eCommerce, retailers have felt the pressure to meet an unending challenge: getting to know their customers. Online retailers have a greater need to understand their customers, as they seek new ways to meet them where they are across the vastness of the internet. The success of an online store can depend heavily on the success of this effort, meaning marketers much effectively analyze these trends to identify successes, challenges and solutions. With a mobile app, you have an array of options to leverage in your analysis. 

One of your most important analytic tools is probably already open in your browser: Facebook! Facebook Analytics offers mobile apps dozens of features that retailers can use to improve their marketing strategies. You’re able to see how your app is performing among your audience, with ket stats like:

  • Are certain demographics more prone to certain buyer behaviors?
  • When is traffic on your app at its best and worst?
  • At what stage of the sale do you lose the most customers?
  • How can you appeal to different segments of customers with special offers and promotions?

Facebook Analytics for Apps is a free tool that can be integrated with your app. It also offers some of the most robust and effective targeting capabilities of any platform out there. By pulling in detailed user data and linking it to a device ID, a user doesn't even need to have the Facebook app installed for a retailer to be able to gain insights on their in-app behavior. 

Another tool you should take advantage of is the leader in app marketing analytics: AppsFlyer. By connecting with search engines, social media platforms, and media partners, it allows retailers to take a deeper look at their apps and promos. By focusing on your app and each marketing channel, you can see what shoppers experience within the app:

  • What decisions do certain customers make within your app?
  • What does their journey through the app look like?
  • When are customers most prone to un-installing your app?

We understand the vitality of effective tracking and app optimization, which is why every Shopgate app comes ready to plug-and-play with these leading analytics tools. Additionally, our app platform provides a powerful native analytics suite, and connects with many other tracking tools such as Google Analytics to provide you the most comprehensive possible picture of your app's performance. With a better understanding of how your app is performing, you'll create a more user-friendly experience that increases app conversions, user loyalty and long-term revenue. 

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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