Promoting your mobile apps on different channels (social media, mobile ads, website, …) is a great idea and can drastically increase your downloads … or maybe not. The problem is that app promotion can be time consuming and it’s hard to tell that your efforts lead to more downloads or not. In this post, I’m going to show you how you can use a tool like Flurry Analytics to track your marketing efforts and finally see what works (so you can do more of it).
Free and Paid Ways To Promote Your App
The goal of this post is not to cover the different ways to promote your app but let’s list some of them as examples. To promote your mobile application you can:
- Talk about your app on social media platforms like Twitter, Facebook, Google +, Pinterest, …
- Create a landing page for your app or add your app to your app portfolio website
- Create an email marketing campaign
- Submit your app to app review sites
- Ask the press to review your app
- Create mobile ads to advertise for your app in other apps in the app store
- Create web ads to promote your app on websites, social media
- Cross promote your apps between themselves (ex: using your most popular app to promote your brand new app in a “More Apps” section)
Doing some of the tasks above will some time cost you money (like ads) and sometime not. But no matter what, it will take you time and your time is limited.
You Can’t Improve What You Don’t Measure
As an app publisher, you may spend significant time each week tweeting about your app. What if you realized that doing this doesn’t bring you any download? If you knew you would probably stop, change the text of your tweets and just try something else. The truth is that your app marketing work probably follows the 80/20 rule. In other words, there is probably 20% of the marketing work you do that brings you 80% of the additional downloads you get by doing marketing. If that’s the case, it becomes important to identify which 20% it is so you can do more of it and do less of what doesn’t work.
Benefits of using Flurry User Acquisition
The tool I recommend to track your marketing effort is the “User Acquisition” feature in Flurry. Using it you can track the whole app acquisition funnel and answer the following question:
- How many people clicked on your app link?
- How many people downloaded your app (number of installs)?
- How many of those installs are quality ones (defined by you using custom events. More on this below) ?
Knowing about those 3 points brings you all the visibility you didn’t have if you were not tracking your links.
Please note that for you to get these kind of answers, you first need to have Flurry Analytics installed in your app. If you treat your app portfolio as a real business then you need to use some kind of Analytics tool anyway. Flurry is not the only one but it’s one of the most popular one (more than 500,000 apps use it). I’ll cover it and other analytics tools in future posts.
Adding Flurry to your app takes less than 10 minutes and you (or your app developer) can easily do it and submit the app to the store. Flurry works on different kind of platforms: Android, iOS, Windows, Blackberry and Web based aps.
Let’s Create a User Acquisition Campaign!
The screenshot below shows you how easy it is to create a new user acquisition campaign in Flurry:
First, you select a channel or create a custom one (here I created the “Twitter Activity: channel) and name your campaign.
Optionally select a “Quality of Measure”. You also have the ability to enter a “Quality of Measure”. This option allows you to distinguish the type of usage you get for those installs. Not all users will interact with your app the same way. It goes from the user who will never use your app to the power users who uses your app frequently and plays with all the features.
It’s up to you to define which quality level you want to measure. Flurry offer the choice of “Funnel” or “Segment”.
- Example of “Funnels” can be to track the users who reached the level 3 in your game. Or you can consider that a download is of quality if a user bought an in-app purchase. (note: Funnels are be built in Flurry using customs events that track different actions in your app).
- Example of a “Segment” would be users who are using your app once a week or more.
Once you save the campaign, you get a long string in return that has all the tracking codes but still points to your app on the app store (Apple iOS, Google Play, …).
Using a long string can be a problem on websites using a limited number of characters like Twitter. In this case, you’re better off using a link shortener tool like bitly.com.
Once your campaign created, you can use the campaign URLs (or shorter link versions) everywhere and see how they perform overtime.
Seeing Your Campaigns in Action
Below is the example of a graph you get to compare all the marketing campaigns you created for all of your apps:
On this graph we can see that the JumpTap channel (a former ad network) brought the most clicks and installs while the web channel had the best quality of installs. This kind of metrics can really help you identify which channels work for you and which ones don’t.
So if you feel like you’re marketing your app in the dark, setup User Acquisition Campaigns today! Feel free to share your results and thoughts below.