This is an essential step to complete before partnering with a mobile user acquisition partner. It’s important to set a measurable user flow and KPI before launching with your partner so you can track the performance of your marketing spend. For mobile UA partners this is the benchmark where all optimizations will come from and in its intended form, push them to a quire users who are purposefully interacting with your app to generate a return on ad spend (ROAS) for you.
Types of User Flow and KPI Metrics
DAU, AU, MAU
Here you are focused on driving performance based on users returning to the app post-install. If you can attribute this to the actual sources you will be in great shape.
Event
By placing event pixels within the app you can choose to be transparent or secretive on what the event is. The strategy here is asking your mobile UA partner to achieve a certain % on each event.
ROAS
This one is more behind the scenes, and usually uses post install in-app purchases to determine the return on ad spend. Mostly this info is only captured on a monthly basis.
Having a mix of KPI’s will give you the best downstream results.
By setting event pixels on meaningful actions within the app you can use this to not only guide your mobile user acquisition partner but also ensure you’re getting a return on your ad spend. By connecting to an app analytic partner you can get this info in real time in a dashboard format.
There are some benefits to not disclosing what the actual event is and just putting a % requirement here. This will give you the power to control your ROAS while preventing someone from force firing the event just to get payment.
Whatever type of KPI you choose, be sure to make it purposeful and one that provides feedback on your users journey after they install the app for best results.
