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How can you effectively measure commercial performance on mobile devices?

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Mobile devices are increasingly becoming the preferred channel for consumers to interact with brands, products, and services. However, measuring the commercial performance of your mobile campaigns can be challenging, as you need to account for different platforms, devices, metrics, and attribution models. In this article, you will learn how to effectively measure commercial performance on mobile devices by following these steps:

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Kevin D.

Marketing Director | App & eCom | AI Marketing

1 Define your objectives

Before you launch any mobile campaign, you need to define your objectives and how you will measure them. What are you trying to achieve with your mobile campaign? Is it awareness, engagement, conversion, retention, or loyalty? Depending on your objectives, you will need to select the most relevant key performance indicators (KPIs) and metrics to track your progress and success. For example, if your objective is awareness, you might want to measure impressions, reach, frequency, and cost per thousand (CPM). If your objective is conversion, you might want to measure clicks, cost per click (CPC), conversions, cost per action (CPA), and return on ad spend (ROAS).

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Kevin D.

Marketing Director | App & eCom | AI Marketing
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Even though it's mobile performance marketing, we must never forget the core fundamentals of marketing. When defining objectives, I ask, "What specific outcome are we seeking?" E.g. In driving engagement, I look at interaction rates, such as sessions, interactions and time spent, which indicate active audience involvement. The app's type dictates conversion metrics, but for retail, I'm keen on purchases, average order value; for subscriptions, it's install-to-trial, trial-to-purchase rates. In retention and loyalty, I focus on customer lifetime value, indicative of long-term commitment. TL;DR: Depending on the objective you are aiming to achieve, you should have goals indicating whether you are on the right path.

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2 Choose your platforms and tools

The next step is to choose the platforms and tools that will help you measure your mobile campaign performance. There are many options available, such as mobile web analytics, mobile app analytics, mobile ad networks, mobile attribution platforms, and mobile marketing platforms. Each of these platforms and tools has its own advantages and disadvantages, so you need to evaluate them based on your needs, budget, and preferences. For example, mobile web analytics can help you measure the traffic, behavior, and conversions of your mobile website visitors, while mobile app analytics can help you measure the downloads, installs, usage, retention, and revenue of your mobile app users.

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3 Set up your tracking and measurement

Once you have chosen your platforms and tools, you need to set up your tracking and measurement system. This involves implementing the necessary codes, tags, pixels, SDKs, and APIs on your mobile website, app, and ads to collect and send data to your platforms and tools. You also need to define your attribution model, which is the method of assigning credit to the different touchpoints along the customer journey. There are different types of attribution models, such as last-click, first-click, linear, time-decay, and position-based, and each of them has its own pros and cons. You need to choose the attribution model that best reflects your mobile campaign strategy and goals.

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Cristóbal Alvarez Teruel

Director Global de Marketing Digital e Innovación Tecnológica | Linkedin Top Voice | Harvard Executive Program | PhD Candidate
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Qué relevante esto: configurar el seguimiento y la medición es clave en la analítica digital. Implemente códigos, etiquetas, píxeles, SDKs y APIs en su sitio web y aplicaciones para recopilar datos. Es crucial definir un modelo de atribución adecuado, como último clic, primer clic, lineal, decaimiento temporal o basado en la posición, seleccionando uno que se alinee con su estrategia y objetivos. Esta configuración precisa garantiza una comprensión detallada del recorrido del cliente y la efectividad de su campa?a, permitiendo ajustes estratégicos informados para optimizar el rendimiento.

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4 Analyze your data and optimize your campaign

The final step is to analyze your data and optimize your campaign based on your findings. You need to monitor your KPIs and metrics regularly and compare them with your benchmarks and targets. You also need to segment your data by different dimensions, such as device, platform, channel, audience, location, and time, to identify patterns, trends, and insights. Based on your analysis, you need to adjust your campaign elements, such as creative, copy, targeting, bidding, and budget, to improve your performance and achieve your objectives.

By following these steps, you can effectively measure commercial performance on mobile devices and optimize your mobile campaigns for better results.

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Armando Sanchez-Monsivais

Integrated Marketing Manager at Discord | Business Insider Rising Star of AdTech 2024 | ADCOLOR? FUTURE 2021
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Consider using a data clean room or an API to funnel your mobile advertising performance data into one singular view/dashboard This will give you a more clear view of what’s happening for your overall mobile investments, as well as help you isolate which campaigns/publishers are performing better for you.

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Nutsa Dolidze

Transforming Marketing with MarTech and AI | Building Tech Ecosystems | Founder @ MarTech Institute
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There are few valuable metrics to track: Engagement Efficiency Ratio - calculated by dividing meaningful interactions (such as adding to cart or wishlist) by total clicks. A higher EER signifies efficient engagement leading to potential conversions. Conversion Velocity Index - calculated by dividing the number of successful conversions by the average time spent on your mobile platform. A rising CVI indicates a swift and effective customer journey. Mobile Revenue Per Tap - Total revenue divided by the number of taps. This metric highlights the monetary value associated with each user interaction. Those metrics not only provide valuable insights but also place value in every user interaction.

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5 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?

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Cristóbal Alvarez Teruel

Director Global de Marketing Digital e Innovación Tecnológica | Linkedin Top Voice | Harvard Executive Program | PhD Candidate
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La inmediatez, personalización y omnipresencia de los móviles ofrecen oportunidades sin precedentes para conectarse con la audiencia de manera directa y significativa. Las estrategias efectivas en mobile marketing incluyen la optimización de contenido para pantallas peque?as, el uso de aplicaciones para fomentar la lealtad, y la implementación de campa?as de publicidad móvil geolocalizadas. Además, la integración de tecnologías como la realidad aumentada y los pagos móviles pueden enriquecer la experiencia del usuario y abrir nuevas vías para la interacción y conversión. En este dinámico entorno, la agilidad y la adaptabilidad son esenciales para mantenerse relevante y competitivo.

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How can you effectively measure commercial performance on mobile devices?

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5

1 Define your objectives

2 Choose your platforms and tools

3 Set up your tracking and measurement

4 Analyze your data and optimize your campaign

5 Here’s what else to consider

Advertising

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How can you effectively measure commercial performance on mobile devices?

1

2

3

4

5

1 Define your objectives

2 Choose your platforms and tools

3 Set up your tracking and measurement

4 Analyze your data and optimize your campaign

5 Here’s what else to consider

Advertising

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