How do my app marketing campaigns impact my business?
It’s a simple question, but one that’s surprisingly hard to answer using traditional campaign performance metrics like click rate and conversion rate. Click rate measures engagement with your campaign itself, but doesn’t tell you anything about engagement in your app. Conversion rate shows the percentage of users who complete an event once, but doesn’t show how many times they converted. Until today, there hasn’t been a way to see the whole picture of campaign impact.
That’s why we’re excited to launch True Impact, the first product to quantify the full impact of push and in-app messaging campaigns on app engagement, conversion, and revenue.
True Impact arms you with the data necessary to make better optimization decisions and align every marketing effort with your long-term app goals. With True Impact, you can measure campaign performance against a control group to automatically view lift in engagement, conversion, and revenue over time.
We built True Impact because we believe the traditional ways of measuring app messaging performance fail to serve marketers on a few levels:
You can’t tell if your campaigns are really working
You just sent out a new push campaign and the results are looking great. Click rates are higher than ever and conversion rate is on par with your previous campaigns. There’s just one problem - you’re not sure if your messages are really making a difference. If users didn’t get your messages, would they still convert at the same rate? Or worse, would they convert at an even higher rate? Some people find push messages annoying. How can you tell if your campaigns are turning users off?
Click rates and conversion rates are helpful for benchmarking against other campaigns, but they don’t tell the full story of what is going on in your app. The only way to understand the impact of your campaigns is to compare users who receive the campaign to a control group of users who do not receive the campaign. A control group gives you a basis of comparison so you can easily understand whether your campaigns are having a positive, negative, or neutral impact on your engagement, conversion, and revenue goals.
You can’t see the full picture
There are a number of things a user can do after receiving a message - clicking is just one of them. Limiting performance measurement to a click or even to a single conversion event limits our ability to understand the influence of our messages on other engagement with the app.
As an example, say you send a push campaign promoting a new brand of jewelry for sale in your app. You set your conversion event as purchase of an item from the brand you are promoting. This enables you to directly measure how many users convert on one specific outcome, but there are other positive outcomes too. Does your message prompt users to browse through other items to your app, add more items to their shopping cart, or even purchase items from other brands?
In Localytics, you can measure impact on any or every event that you’re tracking - not just a single point of conversion. This enables you to dig deeper and see the full influence of your campaign across a variety of activities.
You can’t see longer-term impact
Push notifications are designed to drive spikes in activity. It’s natural to see a bump in sessions and conversions in the minutes after a campaign goes out. Push is a powerful tool, but most of us would trade a consistent increase in user engagement, conversion, and revenue over a short-term spike.
The metrics we have today – click rate and conversion rate – tell us what percentage of users completed an action, but they don’t tell us how many times. Your push campaign might have prompted a user to open your app and read an article, or listen to a song, but did they continue to read more articles and listen to more songs after that?
True Impact calculates the average number of sessions, conversion events, and dollars spent per user, so that you can capture the extended impact of your campaigns, and optimize for the messages that deliver the greatest long-term engagement and retention
We’ve redesigned the campaign performance screen so you can easily see the impact of your campaigns.
True Impact cards reveal the impact of every message in your campaign on three key metrics:
The green and red trend metrics in each card indicate lift over the control when a control group is enabled. Lift is calculated as the percent increase or decrease in each metric – engagement, revenue, or conversion – for users who viewed a message over against the control group. Green trends indicate a positive impact, where red trends indicate a negative impact.
Control groups are key to effectively leveraging these metrics. Without a control group, there is no basis for comparison for measuring lift. You can enable control groups when creating push and in app messaging campaigns in the Localytics Campaign Builder. From the Creatives screen, click on “A/B Test Setup.” Check the “Use a control group” box to hold back 5% of your audience from receiving a message, thus acting as the control group for your campaign.
To learn even more about your new campaign performance metrics, see our user guide.
In Localytics, you have the ability to A/B test several message variants in each campaign you create. Previously, you had to rely on click rate and conversion rate to determine winning creatives and make decisions around which messages to keep, and which to cut. With True Impact, you can have more confidence that you’re picking the right winners based on long-term engagement and revenue impact.
During the True Impact beta, Jana tested multiple push campaigns in their mCent app to determine the best time of day to send push messages. By enabling a control group and analyzing their True Impact metrics, they learned that 8am was the clear winner, driving a 5% lift in engagement and 10% lift in conversion over the control group. Messages sent later in the day generated a smaller lift in engagement and negatively impacted conversions versus the control.
"Using Localytics A/B testing and True Impact, Jana is able to determine what type of messaging appeals most to our users – all without any engineering effort,” said Andy Tsen, Director of Product at Jana.
Current Localytics Marketing customers can start measuring True Impact today. Simply visit the Messaging campaign of your dashboard, and edit any in-app or recurring push campaign to enable a control group.
To view True Impact metrics for push, you must be integrated with iOS or Android SDK version 3.1.0 or higher. To view True Impact metrics for in-app, you must be integrated with iOS or Android SDK version 3.4.0 or higher. Download the latest SDK here.
To learn more about True Impact, see our documentation or contact us to request a demo.
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