Once you have your baseline funnel, you can use it to compare all your activity and see what is driving the most value for you and what’s under-performing. If you find that you have considerable gaps in your Awareness total, skip it and focus on your Consideration, Conversion, and CPA numbers. You may not be able to calculate the Awareness total precisely, due to third-party promotions and organic awareness that isn’t tracked or measured. Cost Per Acquisition (CPA) = What were your total app marketing expenses? Divide that by total downloads to get your CPA.Conversion = Total downloads / Total visits/views to listing.Consideration = Total visits/views to your listing on the App Store and Play Store.Awareness = Total impressions of your promotions, from all sources (if known).Total Funnel (This is your baseline funnel, and will use all available data)
This will give you a view of your overall conversion performance: Once you have this data assembled, complete a baseline funnel. Using the Google Developer Console, track the number of Play Store impressions that came via Google search.
#Itunes connect app analytics impressions install#
How many views and clicks have your app’s download buttons received? If you aren’t using tracked links, you won’t be able to get install data, but will be able to measure traffic sent to the App Store and Play Store.
The iTunes Connect “App Analytics > Sources” report shows the total referrals and installs received from specific webpages.You’ll definitely notice a lift, so thank your friends at Apple and Google for the assist! Was your app featured in the App Store or Play Store? Compare download volume before, during, and after featuring.Was there a clear lift in downloads during the campaign period? How many impressions and actions (clicks to app listing) did they generate? Look at your download volume before, during, and after. You, my friend, need to establish your funnel:Įven if you haven’t used tracked campaigns and attribution links in your marketing (companies like TUNE and Branch are great for this, and iTunes Connect and Google Developer Console also offer tracked URL builder tools), there are plenty of ways to gather data: However, you need to understand where those downloads came from and how well you’re converting to download from all the ads, emails, webpages, social media posts, and other app promotions you’ve run. Total downloads are a great metric of performance and provide a solid acquisition volume baseline. For a view across different apps, countries, and even a roll-up of all versions of your app, tools like App Annie provide easy-to-read dashboards and custom reporting. You can use iTunes Connect and Google Developer Console to get impressions and download volume by virtually any timeframe you wish. Plus, once this work is complete you’ll have a model in place to build goals and measure future acquisition efforts. This step is crucial because it will provide you will a view of everything that is currently driving downloads, and give you a chance to clearly determine what’s working for you and what isn’t. I’ll show you how, by following the stages of your customer’s relationship with your app: acquisition, engagement, monetization, and lifetime value.įirst, you need to measure and assess your current acquisition flow. To maintain your growth, you need to assess your results, identify what’s working, and create a plan that builds on your strengths. You’ve had an app in market for a while, have tried various marketing tactics, and have seen downloads and users grow. Last updated on October 31st, 2016 at 11:55 am
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