How do you measure the effectiveness of your mobile marketing strategy?

1 Define your goals

Before you start measuring anything, you need to know what you want to achieve with your mobile marketing strategy. What are your specific, measurable, achievable, relevant, and time-bound (SMART) objectives? For example, do you want to increase your app downloads, engagement, retention, conversions, revenue, or loyalty? How much and by when? Having clear and realistic goals will help you align your mobile marketing activities with your overall business strategy and focus your measurement efforts.

2 Track your metrics

Once you have your goals, you need to identify the key performance indicators (KPIs) that will help you track your progress and success. KPIs are the metrics that matter most for your mobile marketing strategy, such as impressions, clicks, installs, sessions, events, conversions, retention rate, lifetime value, or return on investment. Depending on your goals, you may need to use different tools and platforms to collect and monitor your mobile marketing data, such as Google Analytics, Firebase, App Store Connect, Google Play Console, or third-party attribution services.

3 Analyze your data

After you collect your data, you need to analyze it to understand what's working and what's not in your mobile marketing strategy. You can use various methods and techniques to analyze your data, such as segmentation, funnel analysis, cohort analysis, A/B testing, or multivariate testing. The goal is to find patterns, trends, insights, and opportunities that will help you improve your mobile marketing performance and user experience. For example, you can analyze how different user segments behave and respond to your mobile marketing campaigns, how users move through your app's conversion funnel, or how different versions of your app or landing page affect user actions and outcomes.

4 Optimize your campaigns

Based on your data analysis, you need to optimize your mobile marketing campaigns to enhance their effectiveness and efficiency. Optimization means making changes and adjustments to your mobile marketing strategy, tactics, channels, content, design, or budget to improve your KPIs and achieve your goals. For example, you can optimize your app store optimization (ASO) to increase your app's visibility and discoverability, your mobile advertising to target the right audience and keywords, your push notifications to increase user engagement and retention, or your in-app messaging to drive user conversions and loyalty.

5 Report your results

Finally, you need to report your results to communicate and demonstrate the effectiveness of your mobile marketing strategy. Reporting means creating and presenting clear and concise summaries and visualizations of your mobile marketing data, analysis, and optimization. You can use different formats and tools to create your reports, such as dashboards, charts, graphs, tables, or slides. The goal is to highlight your key findings, achievements, challenges, and recommendations that will help you and your stakeholders understand and evaluate your mobile marketing performance and impact.

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?