1. FROM DOWNLOAD TO
DOMINATION
Engaging Mobile App Users with
Analytics and Targeting
Michael Oiknine
CEO, Apsalar
michael@apsalar.com
2. THE MOBILE MINDSHARE WAR
LEADS TO…
Discovery Install Engagement
Problem Problem
Used
Weekly
Used
Daily
Rarely
Used
1.3MM+ Apps in iOS & Android App Stores
1.3MM+ Apps in iOS & Android App Stores
3. … AN ENGAGEMENT PROBLEM
Average Sessions Per App Decreases by 20% Per
Average Sessions Per App Decreases by 20% Per
User
User
for Each Additional App Installed
for Each Additional App Installed
5. MARKETERS MUST
EFFECTIVELY CONTROL THE
FULL USER LIFECYCLE
Acquir Analyze
e
Audience Attribution Retargeting
Targeting
Analytics
In-App & LTV
Analytics
7. ALL USERS ARE NOT
CREATED EQUAL
98%+ of users spend nothing or very little in apps
8. MANY ACQUISITION METHODS
ARE EXPENSIVE -YET DON’T LEAD
TO PAYING USERS
+56% CPI Increase on iOS since January
+70% CPI Increase on Android
9. ACQUIRE THE RIGHT USERS
FOR YOUR APPS
Get The Right Mobile App Reach As Many Users As
Users Possible
• Build highly targeted • Anytime, anywhere
audiences • Leverage partnerships with 3rd
• Acquire paying & engaged party exchanges, networks,
users RTB platforms
10. NOT ALL ACQUISITION
SOURCES ARE CREATED EQUAL-
ILLUSTRATION
Blind Ad Incentivized Audience Retargeting
Network Installs Targeting Existing Users
Budget $500 $500 $500 $500
Cost Per Install $3 to $5 $0.5 to $1 $2 $1
Users 100 1,000 250 500
% of Paying Less than More than More than
Less than 1%
Users 2% 10% 10%
Paying Users 2 10 25 50
Sample ROI -90% -75% +75% +100%
13. NICE! YOU HAVE USERS AND
THINK THEY’RE ENGAGED… OR
ARE THEY?
Find out using mobile analytics
14. QUESTIONS YOU SHOULD BE
ABLE TO ANSWER
1. Who are my high value users?
2. What’s the lifetime value of my users?
3. How are changes in my app affecting revenue,
engagement & monetization?
4. What’s the retention rate of my users?
5. What’s the ROI across each of my acquisition
sources (ex. Facebook)?
15. ACTIONABLE METRICS YOU
SHOULD BE TRACKING
1 2 3 4 5
DAUs/M Retention Engageme Lifetime User
AUs & Churn nt Index Value Acquisitio
n ROI
16. METRIC #1: DAU/MAU
WHY
• Basic measure of loyalty for mobile games
• Approximation of how many days per
month a monthly active user is engaged
with your app
• Use to benchmark against other games
HOW
• You can obtain DAU and MAU data from a
mobile-specific analytics provider
17. METRIC #2: RETENTION &
CHURN
WHY
• DAUs/MAUs do not fully equal loyalty
• Retention rate can decrease while
DAU/MAUs increase
HOW
• Examine how long your users stay active
• Use daily retention cohort analysis
18. WHAT IS A COHORT?
MEASURING PERFORMANCE OF
USERS OVER TIME
19. DAILY COHORTS ARE USED TO
MEASURE EFFECT OF IN-APP
CHANGES ON RETENTION
Retention Rate
Retention Rate
Retention Rate
Evolution
Evolution
20. METRIC #3: ENGAGEMENT
WHY
• Engaged app users are much more likely
to spend money within your app
HOW
• Using an Engagement Index, you can
define what to tag as an engagement
event and how much weight/value you
want to place on each
• Use daily engagement cohort analysis
21. DEFINING ENGAGEMENT
EVENTS - SAMPLE
Engagement
Action
Index Weight
Buy Virtual Good 100 points
Add Virtual Item to Shopping
80 points
Cart
Viewed virtual item 70 points
Registered credit card 65 points
Sharing achievement on
60 points
Facebook
Reached a certain level 50 points
22. ENGAGEMENT INDEX IS A
BETTER FORM OF KPI
Each event can be assigned your own engagement
value, creating an Engagement Index
– Examples: Search Product = 3 points, Check Price = 5
points
23. USE COHORTS TO MEASURE
EFFECT OF IN-APP CHANGES ON
ENGAGEMENT
Engagement Index
Engagement
Evolution
24. METRIC #4: LIFETIME VALUE
(LTV)
WHY
• Measure the total revenue an active user
generates within your apps
HOW
• Automatically assign revenue events
• Use funnels to optimize conversions
• Use cohorts to track changes in user
spend
25. MEASURE REVENUE, ARPU &
CORRELATE WITH
ENGAGEMENT
Each event can be assigned with revenue to
monitor ARPU
– Example: Purchase Gold Coins = $0.99
27. USE FUNNELS TO MONITOR
CONVERSIONS
View by segments
View by segments View by
View by
Conversion/Engagement/Revenue
Conversion/Engagement/Revenue
Events across all applications can be selected as steps
Events across all applications can be selected as steps
or a goal
or a goal
28. USE COHORTS TO MEASURE
EFFECT OF IN-APP CHANGES ON
REVENUE
ARPU by Cohort
ARPU
ARPU
Evolution
Evolution
29. METRIC #5: USER
ACQUISITION ROI
WHY
• Learn which acquisition sources provide
the best return on investment for your
marketing dollars
HOW
• Measure effectiveness with referral
tracking attribution
• Tie back to LTV using cohort analytics
35. USE CAMPAIGNS TO MAXIMIZE
CUSTOMER LTV
Reactivate Complete Promote
• Bring high value • Direct users to • Cross-promote
users back to complete an your apps &
your app abandoned products
purchase
36. DEFINING YOUR BEST
AUDIENCES IS KEY TO
REMARKETING SUCCESS -
EXAMPLE
Any – Any Fish Tank user in the United
States or using Android or that has
completed Level 2 or that has spent
more than $2.00
more than $2.00
All – Fish Tank 2 users in France and
users
using an iPhone and have finished the
the
tutorial and have an engagement score
tutorial and
greater than 65
38. MARKETERS MUST
EFFECTIVELY CONTROL THE
FULL USER LIFECYCLE
Acquir Analyze
e
Audience Attribution Retargeting
Targeting
Analytics
In-App & LTV
Analytics
39. OVERVIEW OF APSALAR
• Provider of Free 360O Analytics
– Campaign Referral Measurement
– In-App Analytics Including
• Audience Management & Segmentation
• Real Time Cohorts
• Real Time Funnels
• Automated Revenue And LTV Tools
• Audience Targeting & Retargeting Product
In Beta
• San Francisco-Based
• Founded in 2010, VC-backed
