Mobile App Launch Strategies (part 1): Tracking
So, you’ve launched a new mobile app into the relevant app store (be it Android’s Google Play, Apple’s App Store, Blackberry’s App World or now Microsoft’s Marketplace) and you’re up against the other 775,000 iOS apps (for example) for visibility, and a premium screen position once downloaded! So what’s next? Well if you’re asking that then maybe you have missed a few tricks pre-app launch.
Having an effective app engagement strategy is key to delivering on commercial goals for the app’s development. Whatever those goals may be – B2B lead generation, brand engagement, subscriptions, purchases or advertising clicks/impressions – you need to plan for a highly competitive app market place, how to bring your app into the focus of your customer and to keep them loyal. This starts before you launch and of course, you should have already researched the effectiveness of the app itself – providing utility, simplicity, value in its content, a means to connect and entertain, or other USPs that keeps users coming back for more – and is what makes for a great addictive app (some key qualities intrinsic to the nature of successful apps that have proven to deliver excellent ROI to their owners/developers).
Post app development you want to start to think about two key issues: how you are going to get the app out there and downloaded, and secondly, deep level tracking – an often imperative missing link in the app marketeer’s tool kit. Tracking for apps is a fast moving ever evolving landscape. However, there are a few key issues that need to be addressed when seeking the appropriate tracking solution for your app (and there are a few good ones out there). For example, with Apple’s recent changes to deprecate (and now ban new app uploads using this method) Unique Device Identification (UDID) tracking (where the device is tracked via a unique identifying code), due to technology limitations and privacy issues in the main (and the same goes for MAC address tracking), a number of new next generation solutions have been sought to provide a fuller understanding of user behaviour and when tracking app ROI and media spend. Non-UDID solutions, that are usually cookie based (though there are alternatives such as device fingerprint and ODIN), provide clarity on two issues if correctly implemented – the in-app events that are trackable, via creating server postbacks for specific in app events (such as an in-app purchase or social media login), and conversions (whatever your KPI is for this, be it a download, app-open or other) from a specific channel (click-thru from mobile banner, email, SMS or other) that has driven the user to download the app. Apple has now looked to replace UDID with identifierForAdvertising (IDFA) with the release of IOS6 for adverting purposes. The main feature here is that Apple can protect against breach of privacy.
For example, if you are a B2B business tracking lead generation from your app, you want to know if the download is attributable to a Linkedin advert. Or if you are a publisher, you want to know if the user who has signed up to an app magazine subscription came from a mobile banner campaign you had recently run for this. There are solutions that fit all requirements, so it is often best to speak to an expert that knows the mobile tracking solutions landscape well enough to best identify which solution will give you the greatest clarity on click-to-download and then in-app event tracking. Most bog standard tracking solutions and set-ups only provide the very basics; number of downloads, for example. And don’t forget, the above applies to Smartphone and Tablet apps.
Part 2 coming soon… successful app engagement and monetisation. And find us at https://yodelmobile.com