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Omniata BlogOctober 29, 2015

Must Have Mobile Marketing Dashboard Reports

What are the must have reports and metrics for your mobile marketing dashboard?

In our last post for mobile marketers, we looked at user acquisition analytics and focused on the importance of removing data silos and aggregating all your marketing data, which will take exhausting hours aggregating data from numerous sources or you will use a platform that automatically does it for you.

Having data on spend, attribution, revenue, and in-app behavioral data in one place, allows you to slice and dice the data by specific dimensions, enabling you to focus on taking action.

In this post, we will take a deeper dive into your user acquisition strategy. Now that you have aggregated your data, and are beginning to take action, what are the reports that you need to have in order to best manage your user acquisition efforts.

Despite numerous custom metrics, all of our highest performing clients measure a campaign’s success according to the following:

  • Cost effectiveness
  • Retention rates
  • Monetization
  • LTV
  • Overall Marketing ROI

What are you measuring?

On their own, the above don’t do enough to paint a full picture - it’s important to be able to visualize how all of these work together to tell a story. Below are examples of dashboards that help mobile marketers see the bigger picture.

Performance Reports

These reports measure the performance based on cost effectiveness of campaigns. Some of the most useful reports in this category are:

Performance Summary

  • Daily and Cumulative Performance Summary by Source
    • The summary consists of a daily summary of each campaign’s performance. It shows spend, impressions, clicks, installs, CTR, conversion rate, CPM, CPC, and CPI for each source.
    • Sources are essentially how users are finding the app, through organic search, paid ads or in-app referrals. Sources can be organic, ad networks, campaigns, or specific creatives.
  • Daily and Cumulative Performance Summary by Country
  • Daily and Cumulative Performance Summary by Source and by Country

Installs

  • Daily and Cumulative Installs by Source
  • Daily and Cumulative Installs by Country
  • Daily and Cumulative Installs by Source and by Country

Spend

  • Daily and Cumulative Spend by Source
  • Daily and Cumulative Spend by Country
  • Daily and Cumulative Spend by Source and Country

Retention Reports

Most users who download mobile apps never return after their first launch. The retention rates help you understand the effectiveness of campaigns, based on retention rates of users. This is particularly important for apps that monetize through ads.

Some important retentian reports are:

  • Daily, Weekly, and Monthly retention cohorts by Source
  • Daily, Weekly, and Monthly retention cohorts by Source and by Country

Monetization Reports

Whether your app monetizes through Ads or in-app purchases, identifying the acquisition sources that drive your highest monetizing users, would let you optimize your marketing efforts. The primary monetization metrics are: Revenue, ARPU, and ARPPU.

Some important monetization reports are:

  • Revenue, ARPU, ARPPU, and Recoup% by Source
  • Revenue, ARPU, ARPPU, and Recoup% by Source and by Country

LTV Reports

There are several ways to calculate lifetime value (LTV) of user. Regardless of the methodology you choose to calculate LTV, you should identify the acquisition sources or campaigns that yield the highest LTV users to effectively optimize your campaigns.

Some important LTV reports are:

  • LTV by Source
  • LTV by Source and by Country

Overall Campaign Summary

The overall summary reports bring all the important KPIs in one table for you to get a complete snapshot in one place.

Two reports to look are:

  • Campaign Summary by Source
  • Campaign Summary by Source and by Country

The above list highlights only the basic reports you must have in order to make better decisions. There are a number of other metrics that can go into measuring your marketing performance. For example, session length and signup rates are also very popular.

To learn more on how Omniata can help you with user acquisition analytics, please feel free to contact us.

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