The mobile metrics you measure are important because there needs to be some reason for measuring and some connection to your results. In addition to measuring the information connected to your CTAs and goals, you’ll likely want to also measure the following metrics.
Acquisition
It’s important to know how many people have installed and downloaded your app, plus purchased something within the app or registered the app. This metric is almost more important than downloads, as some people may download an app but not used it.
Availability
Can your users access your service or app via mobile? On a website, this might be referred to as uptime. For an app, that means how often that app is working for the person wanting to use it. If it’s down or not working when they want to use it, they may not come back.
Time to First Bite
Once your app is launched, how long does it take for the customers to be able to interact with and use the app? Is your app responsive enough for your audience to use it and not give up trying to use it?
Reaction Time
How quickly does your app react to the inputs of the user? For example, if you created an app that lets them enter ingredients and then find a recipe that will use most of the ingredients, how long does it take them to do it and for the app to return a response?
Time to Load
Time to load is the time from when your user launches the app to when they start inputting the information they want to use.
Number of Installs
Knowing how many people have installed your app and from where they’re downloading it is an important number. If you think about it, downloading an app is like being on an email list. The more targeted list members you have, the more money you’ll make on the in-app promotions because there are more people to see them.
Lifetime Value
One thing you can figure out once you have several downloads and users, is the lifetime value of your new user. Knowing the lifetime value of each customer can help you understand how much you should spend on marketing to bring them into your funnel.
Recurring Revenue
Tracking anyone who signs up for your monthly continuity plan and potential recurring revenue is also an important metric. If you have a continuity program, you should definitely spend more time and effort marketing that to your audience.
App Retention
How many people who download and use the app keep using it on average? Knowing this number can help you determine ways to retain more customers by focusing more on user experience.
Additionally, you may want to track ratings at all the places you allow downloads for your app. This information can be a goldmine to help you improve your offers and better target your audience. Plus, you want to track any number that is tied up with one of your goals. If it’s a goal and a CTA, you should track it.
While all of these numbers and this data can be overwhelming, at times, don’t give up on your app and certainly, don’t give up on your app metrics.
Instead, let me remind you real quick why mobile marketing is so effective and why you need to stick it out.
Why Mobile Marketing Is So Effective
Mobile marketing is mostly so effective because users carry their phones everywhere. They have them with them almost 24/7 – even when they go to bed or the toilet. It seems amazing to have such unprecedented access to your customers, but that’s what mobile marketing does for you.
Users Carry Their Phones Everywhere
Whether your customer is at work, on the bus, watching TV, shopping, or just hanging out, they typically have their smartphone with them. Because of this, you can contact them at any time. This offers you access to your audience at a time when they’re getting ready to purchase something they want.
It Works Fast
Most people open their SMS and text messages within seconds. This is an amazing point to consider as you focus your marketing efforts on mobile marketing. When you have quick access, and you send the right message, you will get a lot of good responses seamlessly. It’s going to make a huge impact on your marketing results.
Personal and Direct Communication
Since you’re dealing one-on-one with your audience when using mobile marketing, more so than any other method, it’s much more personal and direct. You’ll be able to text them or send them messages within a special app, meaning you can get very personal with your audience using mobile marketing.
Response Rate Higher Than Traditional Media
The average response rate (in general) for different types of advertising is between 1 and 3 percent, but with SMS the response rate is about 15 percent. This is an amazing response rate. It can be attributed to the fact that any customer who wants to interact with you on mobile is a bigger fan than those who don’t give you that info.
Great for Location-Focused Campaigns
One thing that mobile is so good for is that it’s aware of your location due to GPS. Imagine how useful that is. If your audience is traveling down the road looking for your option, they will get notified if you’ve set up your ads right.
It’s Cost Effective
Currently, mobile marketing is a lot less expensive than regular ads and marketing, both online or offline. You can probably save about 30% over other types of online marketing, but even more compared to traditional TV or newspaper ads.
More Customer-Centric Data Available
One of the biggest advantages of mobile marketing is the amazing unique individual metrics you can collect for each user, which you cannot do with other types of marketing – especially traditional radio, TV, and newspaper ads.
Easy Opt-In Marketing That Works
Customers love opting in for coupons, discounts, and interesting information that solves their problems. The more personalized you can make the deals, the better they work. By studying the metrics of your audience, you’ll be able to narrow down the information you give to them and make it more personal.
Increases Brand Loyalty
Mobile enables you to serve your customers anytime and anywhere. You can send much more personalized messages, offer them coupons, and ask them to share their reviews of your business right as they’re using it.
If you haven’t tried engaging your audience with a mobile marketing-focused campaign yet, it’s time to do it. Today, mobile devices like smartphones and tablets are outselling personal computers at a rate that continues to climb.
Plus, there are more types of mobile internet-connected devices coming out every day that will probably prove to be game changers in the mobile marketing space, such as household assistants like Google, Siri, and Alexa.
