Understanding How Mobile App Conversion Tracking Works

2 min read
Aug 23, 2017

Every marketer requires data to formulate actionable insights and ultimately improve marketing effectiveness. By employing conversion tracking, you can see the steps a customer took to complete a desired action, such as the purchase of a product or a newsletter sign-up. By analyzing this data, you are more informed and thus better able to decide how to allocate resources and optimize operations.

App developers must understand how mobile app conversion tracking can help the team step up its game. Here’s what you need to know.

What Data Can Mobile App Conversion Provide?

App developers want to see the specific channel that led to the download of their app, or perhaps what action, while using the product, led to an in-app purchase. Possibilities are numerous, and some channels are more effective than others. Channels can range from search engines and social media platforms to websites, paid ads and in-store options.

You’ll have a clearer picture by analyzing channel contribution for your mobile app downloads (or other desired action). Then, once you’ve collected and aggregated this data in a unified system, you can begin the analysis.

Utilizing Analytics to Develop Actionable Strategies

Data is only useful if you dig through it, and that’s how you make conversion tracking work for you. First, analyze each channel’s conversion rate, or the percentage of prospects that move on to the next step in the sales funnel. Then, examine which channels work best and worst for you. You can dig even deeper into this conversion rate by examining the channels that assist with a conversion. For example, reading a blog post about your app may result in the customer conducting a Google search and downloading your app. These “assist interactions” are crucial to your conversions, and those channels helping with purchases must be given attention. 

Every marketer requires data to formulate actionable insights.Click To Tweet

Following this analysis, you could then consider ways to improve under-performing channels by discovering what drives potential buyers away. However, be careful not to spread your marketing campaign too thin because it could lead to bad return-on-investment. If resources are limited for your mobile app, it’s best to focus your marketing content on your handful of winning channels; clearly, this decision will equal better ROI in the long run.

Expanding With Mobile App Conversion Tracking

If you use mobile app conversion tracking wisely, you’ll see great ROI. Once revenue is up and you have more resources at your disposal, you can build an even bigger marketing campaign. Continue to analyze conversion data and grow with smarter business strategies, and you’ll find the sky is never the limit.

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