In this article, we will take a closer look at metrics that describe how to attract users to a mobile application. Using these metrics, you can evaluate the quality of incoming traffic and optimize it in order to receive more income from one user.
All the described metrics and reports are available when integrating the devtodev.com SDK service .
The main indicator is the index of the New Users Offline , it describes the number of new users for the period. Note that the new user is the one who opened (and not just downloaded to his phone) the application for the first time in the selected period. There is also a metric of Total Users Offline , describing the total number of users in the base devtodev . com to your chosen date. If you integrated the devtodev SDK . com before launching the application, Total Users will be equal to the sum of all New Users since the project was launched.
How many new users should there be? It’s up to you to decide on how you evaluate the scope and prospects of your application. All things being equal, the rule “the more the better” applies, but in the end, it’s important not only the number of users, but also their quality.
Consider an example with two projects: A and B, each of which has just entered the market and attracts new users.
Project A attracted 100 users, while Project B attracted 60 users. Which project is better? So far it seems that A (and so far this is true), but let's look at the metrics for attracting users and will not draw final conclusions.
Users can come to you both for free (saw the application in the market, read the review, were invited by a friend, just found in the search, etc.) and paid (clicked on a paid banner, on the link to the resource you paid, etc. .).
In general, attracting free users is more profitable via coupons or discount codes revglue.com/blog-detail/5-how-to-setup-a-uk-discount-voucher-website-in-ten-minutes than paying, simply because you do not pay to attract them. However, a situation is theoretically possible when paid traffic comes so high that you get more money from it even after deducting the cost of attraction.
In order to compare paid and free traffic as well as to measure the effectiveness of various channels to attract paid traffic, will use the annual report Acquisition service devtodev . com .
improve traffic quality
In the table we see a comparison of free traffic (Organic traffic) with paid (All ads traffic), while paid traffic is divided into channels of attraction.
The column Installs we see the total number of app installs that come from the selected channel.
The column Installs Cost , we see the total cost of all the settings (for free traffic, this column is zero).
Column of the CPI (Cost Per the Install) is calculated as the ratio Installs Cost for Installs and shows the average price of the involved user (for free users again equal to zero).
Also in this table you can compare the effectiveness of the channels of attraction for the following indicators:
Gross the total amount of all payments of players for the period;
Paying Users the total number of paying players for the period (a paying player is a player who has made at least one payment during the selected period);
ARPU (Average Revenue Per User) average income per player per period (calculated as Gross divided by Installs);
ROI (Return Of Investment) is a value that shows how much your investment in paid traffic paid off. ROI in affiliate business revglue.com/blog-detail/36-create-free-affiliate-websites-with-revglue is calculated as Gross divided by Installs Cost. If ROI> 100%, then traffic has paid off.
At the same time, the quality of the attracting channel is not indicated by the absolute values of Gross and Paying Users, but by the relative ones: ARPU and ROI.
ARPU, although it shows the average income per player involved, does not take into account the cost of attraction. On the other hand, it is useful to compare the ARPU of a particular channel with the general ARPU of a project in order to understand how much higher (or lower) the quality of traffic attracted through this channel is than the project average.
ROI, in turn, takes into account both income and costs of attraction. ROI is a good indicator for comparing the performance of different channels. One only has to take into account that when calculating the ROI, the revenue from users received by the time the report was prepared (unless otherwise indicated) is taken into account, and the timing of different advertising campaigns may vary.
Check out the Campaign date filter. It is possible that you are comparing the effectiveness of two advertising campaigns, one of which has already ended, and users managed to pay money there, and the second has just begun, and users have not yet made payments.
You can also set the Payment Date filter, then two advertising campaigns will be compared with each other only for a certain period for users to make payments. If the Payment Date filter is not selected, then all user payments from the day of their registration to the day the report is generated are included in the analysis
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