How can you effectively measure commercial performance on mobile devices?

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.

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 campaña, permitiendo ajustes estratégicos informados para optimizar el rendimiento.

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.

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.

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 pequeñas, el uso de aplicaciones para fomentar la lealtad, y la implementación de campañas 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.