How do you measure the impact of mobile app messages?

1 Why measure mobile app messages?

Mobile app messages are not only a one-way communication channel, but also a source of feedback and insights that can help you improve your app design, user experience, and marketing campaigns. By measuring the impact of your mobile app messages, you can gain an understanding of how users respond to your messages in terms of open rates, click-through rates, and conversion rates. Additionally, you can identify which messages are most effective for different segments, goals, and scenarios. Furthermore, you can test and optimize your messages based on timing, frequency, content, format, and personalization. Lastly, you can evaluate the return on investment (ROI) of your mobile app messaging efforts.

2 What metrics to measure?

There are many metrics that can help you measure the impact of your mobile app messages, depending on your objectives and audience. For example, you can look at the delivery rate (the percentage of messages that are successfully delivered to your users' devices), the open rate (the percentage of messages that are opened by your users), the click-through rate (the percentage of messages that are clicked by your users), the conversion rate (the percentage of messages that lead to a desired action or outcome, such as a purchase, a sign-up, or a referral), the uninstall rate (the percentage of users who uninstall your app after receiving a message), the retention rate (the percentage of users who continue to use your app after receiving a message), and revenue (the amount of money generated by your users after receiving a message). All these metrics can help you gain valuable insights into how effective your mobile app messages are.

3 How to measure mobile app messages?

In order to measure the impact of your mobile app messages, you need to use a mobile app analytics tool that can track and report on your message performance and user behavior. There are many tools available in the market, such as Firebase, Mixpanel, Appsflyer, and Leanplum, that can assist with mobile app messaging analytics. When choosing a tool, you should look for features such as integration with your app platform and message provider, segmentation of users based on criteria such as demographics and location, attribution of message performance to specific channels and campaigns, A/B testing with different message variants, and dashboards and reports to monitor and analyze your message performance and user behavior.

4 How to optimize mobile app messages?

Measuring the impact of your mobile app messages is not enough; you should also optimize them based on the data and insights you have. To do this, it's important to define your goals and metrics before sending any message, as well as to know your audience and craft a compelling, relevant message. Additionally, you should test your message before sending it, analyze its performance and user behavior afterwards, and use the results to improve your message. Some of the best practices for optimizing mobile app messages include using segmentation and personalization to tailor messages to user profiles, preferences, and behaviors; creating a catchy headline with a strong call to action; testing the message delivery timing, frequency, and trigger; tracking message metrics such as delivery rate, open rate, CTR, conversion rate, uninstall rate, retention rate, and revenue; and experimenting with new message ideas and strategies.

5 How to get started with mobile app messaging analytics?

If you want to get started with mobile app messaging analytics, you need to select a mobile app analytics tool that meets your needs and goals. Then, you must set up your app and message provider to integrate with the chosen tool. To do this, first choose a mobile app analytics tool from the popular ones like Firebase, Mixpanel, Appsflyer, and Leanplum. Then, install and configure the SDK or API in your app code using the documentation provided by the analytics tool. You can also use a codeless or low-code solution such as Google Tag Manager to simplify the process. Next, set up the message provider to track and send data to your mobile app analytics tool using the documentation from both providers. Additionally, consider using a third-party solution like Branch or Adjust to facilitate integration. Afterward, create and customize your dashboard and reports using the templates provided by your mobile app analytics tool. You can also use data visualization or business intelligence tools like Google Data Studio or Tableau to enhance your dashboard and reports. Finally, start measuring and optimizing your mobile app messages with your dashboard and reports to monitor user behavior. You can also use your mobile app analytics tool to conduct A/B tests and experiments with different message variants and strategies.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?