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Mobile app marketing is a fast-changing world. Those in the industry know-how complex it can be and having resources for tips and insights is imperative. Our goal is to provide this information and ensure you are aware of all the ways to improve your efforts. One way is to enhance downstream event optimization, and we’re sharing some tips from our experts.

What Are Downstream Events?

Downstream events are any actions taken by users post-install. They are a key element in mobile app marketing and provide additional value. Some examples include:

  • Registrations
  • Free trials
  • Subscriptions
  • Orders

Downstream Event Optimization Helps with Engagement and ROAS

We work with many clients who want to improve downstream event optimization. They know it’s essential to ensure they receive highly engaged users and maximize their ROAS (return on ad spend).

Installs are valuable, but if users aren’t engaging further with your app, there’s less value in the user. That’s why we’ve expanded our inventory to include CPA (cost per action) models, placing emphasis on monitoring campaign benchmarks and KPIs (key performance indicators). These additions accommodate this industry shift towards downstream events.

How Can You Ensure You’re Getting the Most Engaged Users?

Determine downstream KPIs and benchmarks to optimize across all partners and advertising channels. Keep in mind that KPIs should be unique for each channel to account for variations between inventory and targeting capabilities.

Next, identify the strongest sources that are actively hitting your downstream events and create a whitelist to scale your highest performing sources. As you maintain this strategy throughout your campaign, you’ll see how focusing your efforts on the top-performing sources will not only drive the highest quality of engaged users but also improve your ROAS.

So, you’re already dominating the user acquisition (UA) game, but what comes next? If you’re a mobile app marketer looking to drive more engagement, improve retention rates, and increase your profitability, you’ve come to the right place.

Optimizing toward post-install events with cost per engagement (CPE) campaigns can help you accomplish these goals. Whether you want to drive more subscriptions or keep users engaged, these five tips will help maximize your CPE campaign.

Establish High Performing Events

Understanding user lifetime value (LTV) can shape your UA strategy and marketing budgets. LTV is a measure of a user’s value based on revenue generated throughout their engagement.

First, determine what actions and traits make for a quality user based on your KPIs and goals. This could be anything from users who stream at least two hours of TV shows or movies a day to users who go beyond level five in your game. LTV will look different to each advertiser. Once you understand what actions make for a quality user, establish the conversion event that drives the strongest LTV and engagement. Then continue to run campaigns converting on that event.

Test Multiple Conversion Events

If you want to get the most out of your ad spend, test multiple conversion points to determine which outcome is best for your goals. The highest LTV event may be impressive, but it isn’t always the most scalable. If the high volume is your goal, run additional events to find that sweet spot while being mindful of payout and engagement.

Lower conversion points could surprise you and ultimately provide more volume. Earlier events, like completing a tutorial, can run at a lower rate and drive more volume than a multi-hour level complete event, giving you more users for less.

Diversify Your Ad Spend

Think of ad spend like a bag of Chex Mix; the more diverse, the better. Test channels outside of Facebook, Google UAC, and Apple Search Ads. Diversifying can help you find new, incremental users and unlock additional volume potential.

Have you considered rewarded traffic? Reward Inventory can drive high engagement at scale with users completing actions like subscription sign-ups, surveys, or starting free trials. Once you test multiple channels and their performance, you can identify the strongest sources that are actively hitting your engagement goals. Focus your efforts on these top performers and continue driving quality users.

Optimize with Organic Installs

You might already be a UA superstar, but don’t forget the power of App Store rank. Run paid acquisition with CPE campaigns at scale to increase your App Store rank and boost organic lift. Organic users found your product page and chose to install your app. This action signals they are high-intent and more engaged users who will continue to make additional downstream conversions. These users are VIPs, and you should count them as such.

Listen to Your Users

What better way to keep your users engaged than listening to and actively addressing their needs and pain points? Monitor app reviews and track user churn to pinpoint areas for adjustments.

Are multiple users asking for a certain feature in their App Store reviews, or are they consistently dropping off at the same point in your app? Use this intel to make continual improvements to delight users, enhance in-app experiences, and boost conversion rates.

An added bonus? Having positive reviews and including news of product updates on your App Store page help with ASO (App Store Optimization) efforts, increasing organic installs from high-intent users.

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More related app promotion guides:

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