Mobile marketing isn't just about traffic, it's also about analytics. What metrics are really important to evaluate the effectiveness of campaigns?
Let's break down the most important metrics:
1. CPI (Cost Per Install) - cost per install. The lower it is, the more effective the ad is, but it is important to take into account the quality of the traffic.
2. Retention Rate - the percentage of users who remain active 1, 7, 30 days after installation. The higher the rate, the better the retention.
3. LTV (Lifetime Value) - the revenue generated by the user for the entire time they use the application. If LTV < CPI, the campaign is unprofitable.
I've heard this metric mentioned in conversations.
4. ROAS (Return on Ad Spend). It allows you to understand if the traffic is profitable or not.
5. CR (Conversion Rate) - conversion from clicks to installs, registrations, payments. Allows you to assess the quality of the funnel.
6. Fraud Rate - the percentage of fraudulent traffic. A high rate can indicate low quality sources.
Mobile marketing effectiveness is not only low CPI, but also high retention, LTV and ROAS. Evaluate comprehensively and optimise your campaigns!