Marketers need to understand how their users engage with their apps in order to market them effectively. Marketers use this in-app analytics data to understand which users are engaging with their app, how they are engaging, who have completed purchases or upgrades and how much revenue they have generated. Access to this in-app attribution and analytics data is essential to campaign targeting, retargeting, LTV and ROI measurement and marketing optimization.
AppsFlyer provides an array of rich in-app events with enhanced parameters. The rich in rich in-app events refers to the ability to gather specific added parameters. For example, while it is helpful to know which users have completed a purchase, rich-data parameters report what items they purchased, at what price and which engagement campaign drove this purchase.
Rich in-app events help marketers target their campaigns and measure their success. AppsFlyer provides marketers with the ability to measure an unlimited number of rich in-app events via our platform.
Syncing rich in-app events with ad networks
At AppsFlyer, our deep integrations with nearly every leading media source in the world can automatically sync your rich in-app events with your preferred ad networks. These pre-configured integrations automatically share the rich in-app engagement data you select in real-time, so media sources can build effective lookalike targeting and retargeting. These deep integrations allow marketers to easily add new media sources and sync their existing data, without needing to add new SDKs to their apps. This targeting data can then be used by ad networks across in-app advertising, mobile media advertising and all of their other paid media placements.
So how do marketers know which rich in-app events they should implement?
Many new mobile marketers start by either (a) ignoring rich-in app events, a costly error that is usually quickly addressed, or (b) adding a massive number of rich in-app events, which can lead to data overload. We recommend that marketers start by considering their KPIs. Think about what data will ultimately help achieve your goals. When first starting out, we also recommend considering the in-app events that are popular in your vertical, and measuring customer engagement across your typical in-app user journeys. App product teams are another great resource for helping define user journeys and rich in-app event measurement needs. Measuring the right rich in-app events will provide high quality, useful data that will pay strong dividends down the road.
Rich in-app events by vertical
In addition to your app-specific measurement needs, there are many rich in-app events that have become industry standard data points for specific verticals. These industry standard rich in-app events are used by targeting and retargeting networks like Facebook, Google and Criteo.
Gaming marketers typically use rich in-app events related to player progress, in-game performance (e.g. the user’s score and achievements), social invites and in-app purchases. Marketers typically also collect metadata (rich parameters) with user-specific information including the user ID, login method, use of coins, etc.
Taken together, this data allows marketers to measure each user’s engagement and customer journey, including:
- Where they came from
- How active they are in the game
- When/how they invite their friends
- Their purchase and engagement profile (e.g. whales – based on their in-app purchase events)
The above data points helps marketing fine tune their campaigns and optimize their targeting. For instance, marketers will want to retarget high value players who suddenly stopped playing or uninstalled the app to reactivate the user. Creative incentives such as in-game bonuses (e.g. coins) have proven effective at reactivating lapsed and uninstalled users.
eCommerce marketers from both traditional bricks-and-mortar stores with mobile apps as well as digital and mobile-first companies typically measure user activity across the purchase funnel, from browsing and searching through shopping cart growth, checkout and upsell. This data can be used to directly improve performance. Users who have not completed their purchases are often targeted with tailored campaigns to drive final purchase activity. These retargeting campaigns rely on rich data parameters such as shopping cart items and values to send the right creative and messages to the right users at the right time. Parameters around user age, gender and in-app browsing history are often used to segment users for seasonal marketing campaigns. Furthermore, location data provides a strong signal for geo-specific and cross-channel (e.g. pick up in store or retail coupon) campaigns.
Travel marketers have become particularly innovative when measuring in-app events in their travel apps. Unlike gaming apps that enjoy regular usage, trip planning is often a seasonal or occasional activity. Rich in-app events are key to understanding and segmenting travel app users. For example, measuring which destinations users are researching can help inform retargeting efforts for users who did not complete a purchase. Some important in-app events to consider are search events, content viewed, check-out and booking, as well as upsell performance. As with many other verticals, marketers enhanced these events with rich data parameters. Popular rich-data parameters include the user ID, currency, content type, dates, single-trip or roundtrip among others. Remember, marketers can only optimize based on what they measure, so it’s important that the right data be collected.
The possibilities for customizing in-app events are endless. By using these in-app analytics insights constructively, marketers ensure that they are investing and optimizing their campaigns and customer journeys effectively to meet their goals and improve their bottom line ROI.