As a social seller, you know how important it is to leverage mobile ads to reach your target audience and generate leads. But do you know how to measure the effectiveness of your mobile ad campaigns? In this article, you will learn about some of the newest mobile ad performance metrics that can help you optimize your social selling strategy and boost your ROI.
Understanding how successful your mobile ads are at driving app installs is essential for e-commerce, gaming, and education businesses. To track this, mobile app installs metrics such as Install Rate, Click-to-Install Rate, Cost Per Install (CPI), and Return on Ad Spend (ROAS) can be used. Install Rate measures the percentage of users who install your app after seeing your ad impression, while Click-to-Install Rate measures the percentage of users who install your app after clicking on your ad. Additionally, CPI measures the average amount you pay for each app install generated by your ad, and ROAS measures the ratio of revenue generated by your app users to the amount you spend on your ad campaign. By monitoring these metrics, you can evaluate the performance of your mobile ad creatives, channels, and audiences to adjust your budget and bids accordingly.
For me : Install Conversion Rate: Measures the percentage of ad clicks that result in app installations. It indicates the efficiency of ad campaigns in driving app installs. Cost Per Install (CPI): Calculates the average cost incurred for each app installation generated by the ad campaign. It helps assess the cost-effectiveness of user acquisition efforts. First-Open Rate: Tracks the percentage of users who open the app for the first time after installing it. It reflects the success of app onboarding and initial user experience. Activation Rate: Measures the percentage of app users who complete a specific action or reach a predefined milestone after installation, such as account registration or completing a tutorial.
Mobile app installs are an important performance metric for social sellers, especially those who are promoting mobile applications. Tracking app installs provides insights into the effectiveness of your advertising campaigns and helps measure the success of your efforts in driving user acquisition. Here are some key points social sellers should know about mobile app installs as a performance metric: Definition: Mobile app installs refer to the number of times your app has been downloaded and installed on users' mobile devices. It represents the initial step in acquiring new users for your app. User Acquisition: App installs are a fundamental metric for measuring user acquisition. They indicate the success of your marketing efforts.
Social sellers should keep an eye on Cost Per Install (CPI), Return on Ad Spend (ROAS), and Install Conversion Rate. CPI reflects app acquisition costs, while ROAS measures revenue generated. A high Install Conversion Rate indicates effective ad targeting. Stay ahead!
User Engagement Score: This metric goes beyond traditional engagement rates by analyzing the quality and depth of interaction with an ad. It considers factors like the duration of interaction, the number of interactions within an ad (such as swipes or taps), and the relevance of these interactions to the ad’s objectives.
Measuring the value of your mobile app users can be done by tracking their actions within your app. Referred to as mobile app events, they can provide insight into how users interact with your app and what motivates them to convert. Tracking metrics such as Event Rate, Cost Per Event (CPE), Event Value, and Lifetime Value (LTV) can help you segment users based on their behavior and preferences. This way, you can create personalized ad campaigns that target them with relevant offers and messages.
For me the most important are: App Launch Rate: Measures the frequency with which users open the app. It provides insights into user engagement and the app's usage patterns over time. Session Duration: Tracks the length of time users spend actively engaged within a single app session. Screen Views per Session: Counts the number of screens or pages users navigate through within a single app session. In-App Actions: Tracks specific actions taken by users within the app, such as clicks on buttons, completion of forms, or interactions with multimedia content. Examples include adding items to a cart, submitting a form Conversion Rate: Measures the percentage of users who complete a desired action or conversion goal within the app.
Mobile app events are crucial performance metrics for social sellers who are promoting mobile applications. These events provide insights into user interactions, engagement, and conversions within the app. Here are some key mobile app events that social sellers should know: App Installs: While not strictly an event within the app, app installs represent the initial step in user acquisition and are essential for social sellers to track. App installs indicate the number of users who have downloaded and installed the app on their devices. App Opens: App opens measure the number of times users launch the app after installing it. This event indicates user engagement and interest in the app's content or functionality.
Not all mobile ads are created equal; some are designed to direct users to a mobile web page, such as a landing page, a product page, or a checkout page. In this case, it's important to measure how many users complete a desired action on your mobile web page, such as filling out a form, subscribing to a newsletter, or buying a product. These actions are called mobile web conversions and they can help you assess the quality and relevance of your mobile web traffic. To do this, you need to measure metrics such as conversion rate (the percentage of users who complete a conversion on your mobile web page after seeing or clicking on your ad), click-to-conversion rate (the percentage of users who complete a conversion on your mobile web page after clicking on your ad), cost per conversion (the average amount you pay for each conversion generated by your ad campaign), and conversion value (the average revenue or profit generated by each conversion completed by your users). By measuring these metrics, you can optimize your mobile web page design and user experience, and test different mobile ad variations and strategies to increase your conversion rate and value.
Mobile web conversions are critical performance metrics for social sellers who are running advertising campaigns to drive traffic and conversions on mobile websites. These metrics provide insights into the effectiveness of your mobile advertising efforts and help measure the return on investment (ROI) of your campaigns. Here are some key mobile web conversion metrics that social sellers should know: Click-Through Rate (CTR): CTR measures the percentage of users who click on your ad and land on your mobile website. It indicates the effectiveness of your ad creative, targeting, and messaging in generating interest and driving traffic to your website.
The last but not least category of mobile ad performance metrics is mobile ad engagement, which refers to user interactions with your mobile ad. Such interactions can indicate how interested and curious your users are about your offer, and how likely they are to take the next step in your funnel. To measure this, you should analyze metrics like Engagement Rate (the percentage of users who engage with your mobile ad after seeing it), Cost Per Engagement (the average amount you pay for each engagement generated by your ad campaign), Engagement Value (the average revenue or profit generated by each engagement performed by your users), View-Through Rate (the percentage of users who view your mobile ad for at least a certain amount of time), and Video Completion Rate (the percentage of users who watch your mobile video ad until the end). By analyzing these metrics, you can improve your mobile ad creative, format, and message, and identify the most engaging and profitable mobile ad types and placements for your audience.
Mobile ad engagement metrics measure the level of interaction and response to mobile advertising campaigns. Here are some key engagement metrics: Click-Through Rate (CTR): The percentage of ad impressions that result in clicks. It indicates the effectiveness of ad creatives and messaging in capturing user interest. Conversion Rate: The percentage of users who take a desired action after clicking on an ad, such as making a purchase, signing up for a newsletter, or downloading an app. It measures the effectiveness of ad campaigns in driving actions. View-Through Rate (VTR): The percentage of users who view an ad and later complete a conversion action without clicking on the ad. It measures the impact of ad impressions on user behavior.
Mobile ad engagement metrics are crucial for social sellers to assess the effectiveness of their mobile advertising campaigns in capturing user attention, generating interactions, and driving meaningful engagement with their target audience. Here are some key mobile ad engagement metrics that social sellers should know: Click-Through Rate (CTR): CTR measures the percentage of users who click on an ad after viewing it. It indicates the effectiveness of your ad in generating interest and prompting users to take action, such as visiting your website or downloading your app. Engagement Rate: Engagement rate measures the percentage of users who interact with your ad in some way, such as liking, sharing or commenting.
The landscape of mobile advertising is continually evolving, and new performance metrics emerge to meet the changing needs of advertisers and marketers. While the fundamentals remain important, here are some newer mobile ad performance metrics that social sellers should be aware of: Viewability Metrics: Viewability metrics measure the visibility of ad impressions and whether users actually see them. This includes metrics such as viewable impressions, viewable CPM (vCPM), and viewable completion rate for video ads. Ensuring high viewability helps maximize the impact of ad campaigns. Attention Metrics: Attention metrics gauge user attention and engagement with ad content. These metrics may include time-in-view and scroll depth.
Must monitor : Return on Ad Spend (ROAS): Calculates the revenue generated from app users attributed to the ad campaign, relative to the cost of the campaign. It provides insights into the profitability of app install campaigns. Churn Rate: Measures the rate at which users stop using the app over time. High churn rates indicate issues with user retention and satisfaction. App Store Reviews and Ratings: Monitor user reviews and ratings on app stores to gather feedback and assess user satisfaction with the app. Positive reviews and high ratings can contribute to app install effectiveness.