why your business should consider in app engagement campaigns
your app engagement signifies your app’s overall business “health.” If you have an engaged audience, you also have a strong customer community that can make transactions or click on ads.
Games, dating apps, social media platforms, productivity tools, and all kinds of apps rely on interactions to stay afloat. Monitoring users’ behavior also gives you insight into your ROI from all those features you developed.
The better you know your audiences, the more you can personalize ad campaigns and tailor marketing experiences that they’re more likely to be interested in.
it is always beneficial to prioritize app engagement because it has the potential to lower acquisition costs and increase consumer lifetime value.
Engaged users are better advocates who tell their friends about your app through word-of-mouth marketing, which is much cheaper than trying to reach new users through social media and your own online ads.
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how do in app engagement campaigns work ?
app engagement refers to how users interact with your app. You can measure engagement through specific app engagement metrics, including how many sessions users conduct within a given period, session duration, number of launches each day, and more. These metrics give you an idea of how well users are enjoying your app and what value they’re taking from it.
App campaigns for engagement (ACE) can help you re-engage customers who have installed your app, and encourage them to take specific, in-app actions.
App engagement ads allow you to write text encouraging a specific action in your app, like checking in, making a purchase, or booking a flight. They allow you to send users to a specific part of your app where they can find what they’re looking for easier and faster than they could on the web.
when you decide to start investing in in app engagement campaigns, there are some common mistakes we help you avoid.
One of the classic mistakes that many companies tend to make when using in-app messages is to send the same message to all you user's base, with no exception.
Not being creative in your in-app messages - In-app messages can be highly segmented, personalized and be sent to an entire app user base.
Selling your product and not its value - "We miss you!” isn't a compelling message to give to an engaged user. Instead, focus on the value your app offers to them, and what are is singular, most powerful features.
Fail to use it to optimize user onboarding - User onboarding is clearly one of the main processes of your product. It's the one responsible for showing your app's core value to new users.
Sending too many messages to users - This is probably the most common mistake companies make, with both in-app messages and emails.
Failing to create localisation - Creating localization for your audience is crucial for your app’s success.
How To Measure in app engagement performance and Results
Active users This term refers to the number of users actively interacting with your app on a regular basis. Ideally, you want a higher number of active users than new ones.
Retention your user retention rate tells you what percentage of users choose to continue using your app instead of abandoning it.
Churn Your app’s churn rate is the opposite of your retention rate, i.e., the percentage of users you lose (whether they leave you for other apps or they decide yours isn’t meeting their needs and expectations).
Session duration and intervals Session duration is another key metric because you can discover how long users spend in the app.
Conversion A conversion literally is a user who completes your intent or desired actions, based on the targets you set in Google Analytics.
Rate of Conversion Most marketers follow conversions, either in the form of leads or sales.
Return On Ad Spend Is the return on your campaign spends and can be calculated by dividing your publicity campaign profit by the costs of your publicity campaign.
top reasons why in app engagement campaigns are such an important part of your mobile media strategy
Without trying to drive in-app engagements, acquisition costs could become higher, consumer lifetime value (LTV) might lower, and the positive effects associated with an engaging app (such as word of mouth recommendations) could also be missed out on.
Mobile app engagement campaigns can be used to study your app’s performance. From the first moment, you can keep a close eye on your app engagement analytics to know what’s working and what isn’t.
in-app messages are an ingenious way to facilitate onboarding. They allow for seamless app marketing user engagement.
You can be very granular and specific about targeting, bidding, creatives, and in-app actions. If you set up all these things correctly, you can achieve different goals and guide your app users toward more activity, prevent churn and improve revenue.
Getting people to download your app is only the first step—you put a lot of effort into creating it, so the next thing you want is for people to continue using it (especially since that’s also how you make a profit).
Maximizing app engagement can sound daunting between various engagement metrics and all the ways it takes to keep users happy, but if you give it the priority it deserves, you’re on your way to having a valuable and popular app.
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