Making Your Funnel Work
App Marketing + Google Firebase
App Marketing + Google
Firebase
App Marketing + Google Firebase
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APP MARKETING
▪ App discovery
▪ Appstore conversion rates
▪ App churn/retention
▪ App acquisition funnel
▪ Metrics
▪ Cohorts
▪ Analytics challenges
▪ Attribution
▪ Universal app campaigns
▪ Smart app banners
▪ Univeral links
▪ ASO (App Store Optimization)
▪ Onboarding
▪ Engagementplatdorm
▪ Google Firebase
App Marketing + Google Firebase
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APP DISCOVERY
Source:
[Link]
App Marketing + Google Firebase
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APPLE APPSTORE CONVERSION RATE
Source:
[Link]
App Marketing + Google Firebase
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APP RETENTION
Source:
[Link]
App Marketing + Google Firebase
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APP MARKETING
Source:
[Link]
FUNNEL 4/26/the-mobile-app-marketing-funnel/
App Marketing + Google Firebase
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A LONG WAY… (ALL ARE DROP-OFF POINTS!!!)
1. Generic websearch on mobile phone
2. Click on searchresult (your website)
3. Click on smart app banner (on top of your landingpage)
4. Visit Appstore listing, views images and reviews
5. Clicks on install
6. Opens the app + onboarding
7. Creates an account + communication permissions
8. First interactions
9. …. De-install or recurring user
App Marketing + Google Firebase
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METRICS TO FOCUS ON (ALWAYS USE COHORTS)
Acquisition Retention / churn
▪ Views in appstore ▪ 2nd and more usage / logins
▪ Installs ▪ 1, 2, 3, 7, 14 and 28 day usage (interval)
▪ Conversion rate ▪ Critical Events Completion Rates
▪ CPI (Cost Per Install)
Succes / advocacy
Activation / Onboarding ▪ Invite other users / organic growth
▪ Account creation (%) ▪ Branded search (trends)
▪ E-mail confirmation (deliver/open/click) ▪ Reviews (# + average)
▪ First essential usage→ Ready to use
App Marketing + Google Firebase
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EXAMPLE COHORT
Source:
[Link]
App Marketing + Google Firebase
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THE CHALLENGE WITH APP MARKETING User-Engagement
Traffic sources
Inapp
Search
Push
E-mail
Website App Store App E-mail
Social
SMS
Ads
Ads
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CRM + messaging
THE CHALLENGE WITH APP MARKETING User-Engagement
Traffic sources
Inapp
Search
Google Analytics
Google Analytics (Firebase / app) Push
E-mail
Website App Store App E-mail
Social
Appstore Analytics (2x) SMS
Ads
Ads
Ad platforms
App Marketing + Google Firebase
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MOBILE ATTRIBUTION
Suppliers
▪ AppsFlyer
▪ Adjust
▪ Kochava
App Marketing + Google Firebase
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UNIVERSAL APP CAMPAIGNS
Google Ads
▪ UAC for Installs
▪ UAC for Installs Advanced
▪ UAC for Actions
▪ UAC for Value (Beta)
▪ UAC for Re-Engagement (Beta)
▪ No SDK, but GA4F (Google Analytics for Firebase)
Facebook App Install ads
▪ SDK is not necessary, but beneficial
App Marketing + Google Firebase
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SMART APP BANNERS
Banner on top of the webpages served on
smartphones / mobile devices.
<meta name="apple-mobile-web-app-title" content=“appname">
<meta name="application-name" content=“appname">
<meta name="google-play-app" content="app-id>
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CUSTOM URL SCHEMES / UNIVERSAL LINKS
URL Schemes
Universal links
[Link]
App Marketing + Google Firebase
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ASO (APP STORE OPTIMIZATION)
▪ App name, title, and URL optimization.
▪ Keyword research for ASO
▪ App rating and reviews generation and handling
▪ Deep linking within a mobile apps
▪ Indexation of Apps in Google SERPS (search engine results pages)
▪ Click through rate (CTR) optimization (images + video)
App Marketing + Google Firebase
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ONBOARDING
Goals:
1. Get them to know/use the app + create account
2. Only real usage will prevent churn
▪ Coachscreens
▪ Interactive tutorials (video’s etc) in-app
▪ Tooltips (notifications that tell the user what it’s for)
▪ Progress bars
▪ E-mail lessons
▪ Training video’s (website / youtube, not in-app)
[Link]
[Link]
[Link]
[Link]
App Marketing + Google Firebase
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CHURN PREVENTION
Analytics
▪ Learn when which users drop off
▪ Identify early warning indicators
▪ Ask them why leave / don’t use the app
Insights to gather:
1. Identify a lack of fundamental value
2. Identify bottlenecks in ineffective first experiences
Source:
3. Identify a lack of delivery on the fundamental value [Link]
4. Lack of stickiness
5. Insufficient update cadence
Strategy
▪ Develop a testing plan (design + tekst + flows/sequences)
▪ Develop a re-engagement plan (inapp, push, e-mail, SMS and ads)
▪ Adjust your product roadmap towards learnings
▪ Personalize
App Marketing + Google Firebase
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ENGAGEMENT PLATFORMS
Push In-app E-mail SMS Webbrowser
Airship Yes Yes Yes Yes -
Leanplum Yes Yes Yes - Yes
Braze Yes Yes Yes - Yes
OneSignal Yes Yes Yes - Yes
Clevertap* Yes Yes Yes Yes Yes
*whatsapp, facebook, google ads
Stats: [Link]
notifications-and-in-app-messages-for-mobile-apps-2018-edition/
App Marketing + Google Firebase
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GOOGLE FIREBASE
Developer
▪ Hosting
▪ Authencticion
▪ Storage
▪ (technical functions)
Analytics
▪ Events
▪ Conversions
▪ Audiences / funnels
Growth
▪ A/B testing
▪ Push messages
▪ Inapp messages
▪ Dynamic links
App Marketing + Google Firebase
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THE END
▪ Next session about:
▪ 4B: Landingpage Optimization
App Marketing + Google Firebase
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