Mobile App Marketing –
How to Reach Your ROI Targets

Did you know that the average smartphone user spends over 3 hours daily on mobile apps? Capturing a slice of this attention is essential for success. Let’s dive into how to maximise your ROI.

Although some mobile apps are developed to be just for fun or to serve some service, most mobile apps are born from a business idea. This means apps are built to drive revenue, although there are various monetization models: freemium model (free to use with in-app purchases), one time purchase apps, apps that drive ad revenue (often in gaming) and subscription app services. The goal of any app developer or owner, just like any other business, is to earn good money with the app they spend time and money in creating. So how can a business drive strong ROI (return on investment) with their mobile app?

One of the first challenges is promoting your app. This requires investing in some Mobile App Marketing, but like with a lot of online marketing there is a risk of spending a lot of money without driving results.  We see that many app developers get caught up in the vision of their app idea and product to the point that it distracts them from an objective and holistic business approach. Remember, an app is a type of business, so having a business approach is essential for any app to become successful.

In this article, we will provide you with a quick reference guide to develop your own Mobile App Marketing Strategy.

Mobile App Marketing – The Basics

Your mobile app is a product to be sold, just like any other service or product. Before deciding on your strategy, it’s important to outline the basics of your app business approach. You should start your app marketing strategy by reviewing the following:

• Mobile app experience
• App monetization plan
• Mobile app ASO (The app stores’ search engine optimization) for free downloads
• Additional SEO activities (web landing pages for SEO)
• Paid digital ads (Google App campaigns, Meta app campaigns) strategy

A core element of every business is taking the time to plan out the detailed elements. If you are determined to earn money with your app, you must do proper calculations and financial planning before launching any app marketing activities. This includes a clear monetization plan for your mobile app, as well.

Most apps operate with a freemium setup, in that they offer a free usage option for their app, but also make premium subscriptions or various in-app purchases available. If we assume we’re working with a premium monetization model, here is an example of the necessary calculations you should make:

• App Positioning – what is it about your app that makes it interesting and unique. How does it compare to similar or competitor apps in terms of features, UX/UI, engagement, etc.
• Check your pricing strategy – price for value, direct and indirect competitors
• First 10K app installs – estimate what percentage will be free vs. paying users, and for paying users, how much roughly you think they will pay (based on whether it is a subscription or in-app purchase model).
• Another way to look at this is your expected app install -> start trial -> start paid subscription (or stay making in-app purchases) ratios based on benchmarks
• Based on your revenue estimations for the first 10K app installs, you now have a target price per install you can work towards.
• Growth strategy for sustainable growth (recurring subscriptions / paying users and new subscriptions / paying users). What is your target number of users after 3 / 6 / 12 months? This will guide your investment and development strategies.

Google Recommendations for Tracking iOS App Events

Google has recommended following a simple process as you mature in your app tracking capabilities with iOS. Here are the steps they recommend, with each step giving better and more robust signals to Google’s algorithms and leading to better campaign results:

1. SKAN Measurement – SKAdNetwork, Conversion Value, Schema Configuration (considered the baseline measurement for any iOS app)
2. Foundational Conversion Modeling (from Google), SKAN Installs (iOS) – this allows for two data sources to help check against each other and manage standard tCPI & tCPA campaigns
3. Add App Tracking & Transparency Prompt directly in your app to get opted in users for additional 1P data. This will improve Google’s modelling capabilities and will make the app campaigns more effective
4. On-Device Measure (ODM) – if implemented directly in your app (using GA4F SDK), it’s compatible with Apple’s ATT policy and gives much more insight into user behaviour. Requires user login within the app (at least 50%) to be effective
5. In the future, Google will also allow SKAN event integrations (currently in BETA)

Tracking your Mobile App Data

It is important to note that Google App campaigns are not a magic bullet. The quality of the app itself is a crucial part of your business success, which is why it is important to track user behaviour accurately. This is very connected to setting up the tracking for your paid app promotion campaigns, so you can cover the marketing and user behaviour tracking together.

Your app’s success will depend on these key elements, so tracking them accurately is a high priority:

• Product features:
  • Product usability
  • Onboarding process
  • Product conversion efficiency (app download – trial start – subscription or app download – add-to-basket – purchase ratio)
  • Average basket size or subscription value
  • Average customer lifetime value
  • Product customer retention capability (avg app usage lifetime worldwide is 3 months)
  • Product price-value ratio (pricing aspect), competitiveness with direct competitors and indirect substitute products
• Google Ads campaigns, key elements:
  • Ad targeting (for app campaigns, by country, language)
  • Ad creatives (images, videos, texts, USPs too)
  • Campaign format
  • Ad network (app, search, YouTube, etc.)
  • Ad budget
  • Result measurements (sufficient result events, revenue value, proper attribution) and 1st party data integration

By using accurate measurements to evaluate app activity and campaigns, you can maximise performance and identify further improvement opportunities. Reach out if you and your teams need support in implementing or improving your app tracking and paid promotion campaigns.

With years of experience in mobile app marketing, we have mastered the art of boosting app visibility and driving user engagement. Our innovative app marketing strategies have delivered exceptional results for clients. Explore our mobile app marketing case studies to witness firsthand how we can elevate your app to new heights. Discover how our creative approaches can help you achieve outstanding app store optimization (ASO) and increase app downloads.