Traditional CPI campaigns are aimed at acquiring a substantial number of new users interested in installing the app. However, app developers and advertisers also wish to obtain higher-quality and long-term users.
Achieving a great number of new installs and climbing the leaderboards isn’t the main goal of app developers. Their purpose is to obtain high-quality users who can increase their ROAS and make the campaign successful.
That’s why your CPI campaign requires optimization towards in-app events, which will encourage users to carry out actions inside the app, thus increasing your user retention rate and your app revenues through in-app purchases (IAP) or advertising (IAA).
- What are in-app events?
- Which in-app events can users carry out?
- How to optimize CPI campaigns towards in-app events
- What are the advantages of in-app events?
- Conclusion
In-app events are actions that users may take after installing an app. They can be as simple as registration or subscription, or they can even go as far as purchasing or ordering something directly from the app.
A successful mobile app campaign involves convincing users to take a specific action once they’ve installed the advertised app. A CTA (call-to-action) is necessary to achieve high-quality users who will actively interact with the app and keep using it regularly.
In-app events are essential to generate in-app revenues for app developers and advertisers. During a CPI campaign a great number of installs should not be the only goal you want to achieve. Your aim should be to obtain users having a high LTV and interested in being active, thus reducing the churn rate and improving users’ retention.
There are two types of in-app events users can carry out once they’ve installed the advertised app:
- Standard in-app events. They include operations such as registration, add-to-cart, purchases, and opens. Their goal is to help you monitor your users’ behavior inside the app.
- Rich in-app events. They consist of actions such as level achievement, tutorial completion, user invites, and social shares. These kinds of post-install events can improve your CPI optimization campaign as they help you identify your users’ value and the outcome of your UA campaign.
CPI campaigns’ aim is to obtain a high number of installs for a specific mobile app. However, CPI optimization can also lead to high-quality user acquisition by including a series of in-app events users can carry out after installing the app.
In-app events should generate revenues and bring your campaign to the next level. That’s why it’s important to choose post-install events that will attract high-quality users who are willing to register, subscribe or purchase an item on the app.
Therefore, the in-app events you decide to monitor and optimize are of utmost importance. For this reason, you should identify in-app events carried out by high-quality users who can increase your ROAS.
For instance, reaching a specific level in a mobile game may represent a high-quality in-app event as users who manage to get there tend to keep on playing and spending money inside the app.
Another important step of your CPI campaign is to track your users’ funnel, which represents the journey users make from when they find out about your app to all the actions they take after installing it. MMPs (Mobile Measurement Partners) can help you measure in-app events so that you can understand your users’ behavior and check if your CPI campaign is helping you achieve your goals.
Tracking your users’ journey can also help you optimize your campaign thanks to the machine learning algorithms at work. Therefore, regularly checking and analyzing your app’s data will tell you if users are happy with the app and actively using it. Moreover, you can spot users having a more positive behavior towards your app and understand your ideal target audience.
In-app events have several advantages which can optimize your CPI campaign and improve your app’s performance and revenues.
CPI campaign towards in-app events can help you:
- Improve your UA campaign’s performance. In-app events optimization can help you monitor users’ engagement and understand how to improve your campaign’s performance and effectiveness.
- Re-engage inactive users. Thanks to in-app events campaigns you can reach specific targets and try to re-acquire lapsed users who have become inactive and lost interest in using your app.
- Increase the user retention rate. By adding in-app events to your CPI campaign, you can grasp your existing users’ attention and decrease the churn rate. Therefore, both existing and new users will be more likely to continue using the app and feel interested in its contents.
- Keep track of CPA. When conducting a CPI campaign, you can also determine and keep track of CPA (cost per action) by dividing the total cost of your campaign (CPI x installs) by the number of generated events. By monitoring all this, you will manage to figure out how to obtain high-quality users.
To summarize, CPI campaigns are always trying to get as many installs as possible, but advertisers and app developers often overlook the importance of optimizing post-install events. In-app events are essential for users to keep feeling engaged and attracted by your app’s features.
Moreover, in-app events provide your app with more visibility on the app store and increased user retention rate. That’s why you should always improve and monitor your in-app events, thus contributing to your campaign’s performance and effectiveness.
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