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January 10, 2023
Am I doing it right? (App download campaign funnel feedback)
We kicked off a Google Ads App Install campaign last month, and I'm wondering if we should be happy or concerned with the data we're seeing.
Key figures from the last seven days:
- 6.6% Campaign Click Through Rate
- 13.9% Campaign Conversion Rate (Conversion = App Install)
- 39% Registration Rate
Example numbers using the figures above:
- Number of people who saw the ad: 123924
- Number of people who click on the ad: 8179
- Number of people who downloaded our app: 1137
- Number of people who register in our app: 444
We're most concerned about the Registration Rate sitting between 30-50%. From my personal experience, I know I've definitely downloaded apps and never opened them. 😅
We're most curious if we should get laser-focused on improving the process between app download and registration (because our registration rate is super bad) or if this data look nominal. Any relevant feedback would be appreciated.
2 Comments
Hi, Philiptgarcia, I think you should focus more on ROI and the LTV from users downloading apps via your app download campaign. To know how effective the app campaign is, you should track related post-intall events and important metrics.
Here is a case study of our users using appflow.ai's funnel analysis to optimize their app campaign and grow 30% MRR each month: https://www.appflow.ai/blog/funnel-analysis-optimize-app-marketing. It may give you some ideas.
Based on available information online, the CTR and Conversion Rate seems to be less of a concern, but totally open to feedback on those as well.