4 Reasons Why You Need In-App Events
Our dedicated account managers have been fielding many questions recently from clients that can all be answered by one elegant solution — in-app events, in-app events, in-app events. We’re just as surprised as many of you that app marketers are not taking advantage of this feature which can help on so many fronts. So why are in-app events so special, you might ask?
Let’s dive right into the 4 ways it really makes a difference in your app marketing:
1) Identify Quality Users
Every app developer is trying to retain users but the challenge is identifying who your loyal users are by understanding post-install behavior. Who are the users who open your app almost daily? Which users will pay for any new feature you develop? By creating in-app events you can identify these “power users” and measure their activity in the app. It’s true you can’t make every click or swipe an event, but you should certainly have a selection of in-app events that are aligned with your KPIs.
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For instance, when you use AppsFlyer, our system automatically designates a loyal user as someone who’s had three active sessions. However, we understand that may not be a good measure for your app and you are always free to reach out to your account manager to change it.
That designation may be too low for your vertical or simply an incorrect form of measurement. If you are a travel app, you may want to designate anyone who has made a purchase through the app as a loyal user. Understand your KPIs and make sure this parameter is in your data collection plan. Also check out all of the rich in-app events available in our SDK integration guide for iOS and Android that makes it simpler than ever to decide what events you need for your app.
2) Man or Machine?
An issue that our industry is buzzing about is erroneous or fake installs. There’s no easy around it; it’s a big problem. How can an advertiser really know if the install is legitimate or from a bot? Voila, here’s the beauty of in-app events. It’s an elegant way to mitigate the possibility and ensure you’re not wasting your ad budget. The fact is, install bots waste billions of advertiser dollars each year.
In-app events succeed to assisting in user validation. Activity beyond an install is usually from a real human being. For instance, following an install, users may have to register or complete a tutorial before accessing your app’s content. (Both events are part of our rich in-app event menu.)
When you’re not focused on user acquisition, your working tirelessly to retain your users. There are many strategies for retaining users but retargeting is one you may be missing out on if you’re not using in-app events. In-app events help you understand users’ behavior and interests in your app which can help you create personalized campaigns to attract and engage existing users. Get a picture of when was the last time they launched your app and any other relevant activity. Once you implement a retargeting campaign, you have the ability to boost users’ LTV.
Start getting creative with your ads campaigns. Send users discounts and messaging that’s of interest to them to achieve those conversions.
4) Improve Your User Experience
By building in in-app events, you can tell which ways users are interacting with your app. Does their activity seem to congregate in a specific region of the screen? Are they not being responsive to a trigger? In-app events can help paint a picture of what’s really going on in your app. Crunch the numbers from your in-app events to get a sense what’s working and what’s not. You may need to redesign your entire UI or UX. Start paying attention and optimize your design to keep them in your app longer.
What Are You Waiting For?
No matter what your needs are, in-app events are the way to go to resolve some of the most fundamental mobile marketing challenges. Again, don’t make every click and swipe an event. Be sure to consider your goals and KPIs before creating them. At the end of the day the activity in your app will be more transparent and you’ll have higher quality users. It’s sure to be recipe for success.