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In this case, they can track users who made at least two bookings in different seasons. For them, high lifetime value is an extremely important goal to attain. Think about travel marketers operating in a seasonal industry. After all, segmenting “high income users who added at least two kids products worth at least $20 to the cart” instead of “shoppers who added a product to cart” gives you far greater flexibility and knowledge of your audience. However, finding correlation points allows you to optimize for these events and gives you a point at which to begin testing.īut going even deeper can produce even better results. For instance, rather than people buying more because they watch tutorials, maybe users that are intrinsically motivated to buy more anyway just happen to watch tutorials also. Keep in mind that correlation doesn’t equal causation. You get the picture-real business objectives and in-app event measurement go hand in hand. And a productivity app that seeks to boost usage can measure average sessions per user. Thus, they can measure and then segment users who completed tutorials.Ī retail app that wants to increase the number of paying users can measure the average number of in-app purchases per user. They know that users who complete a tutorial are much more likely to be retained over time than players that do not. Each app in each vertical is a world of its own. If retention, engagement, and lifetime value are goals, determining which in-app events to measure is the means. Stage 1: Which in-app events correlate with your goals? Which conversion rate should we measure to drive these goals? How can marketers squeeze the data lemon in our optimization efforts? Let’s explore. So we’ve established that focus is shifting from installs to retention, engagement, and lifetime value.