So you've decided to invest in mobile marketing (good call), but how do you know if your efforts are working? This is what to measure.
The new iPhone features a bigger screen, and competitors tout even larger “phablet” sizes. Still, phone keyboards are smaller than those on standard laptops and mis-taps frequently occurs. Why should that matter to your mobile marketing analytics? Because if you rely primarily on click-through rates (CTRs) to measure mobile ad performance—or, worse, pay for ads based on CTR—some 20 to 40 percent of those clicks are probably accidental due to mis-tapping. More troubling is a Nielsen study that reports the higher the CTR, the lower the rate of ad interaction.
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What other kinds of mobile metrics provide a more accurate picture of how successful you are at reaching your target markets?
Secondary Action Rates (SARs) and Store Visitation Lift (SVL)
Secondary Action Rates (SARs) measure user actions that follow an ad click, such as calling a number or requesting directions. Related to this is Store Visitation Lift (SVL), which measures in-store traffic that results from a geo-targeted mobile ad campaign (relevant, obviously, only to brick and mortar retailers). While cautioning that mobile’s role in driving purchase decisions varies by industry, a recent xAd study indicates that SAR and SVL are better indicators of purchase intent.
Mobile App Tracking
Increasingly, mobile users are choosing apps over web browsers to find what they need because apps are generally easier and quicker. From the marketer’s view, apps more precisely control and direct the user experience to minimize the likelihood of clicking links that lead off-message. Apps also allow for push notifications and similar interactions that increase user engagement.
If you have an app for your business, you can define and track specific user actions to determine conversion rates and what strategies result in a sale or a request for information. You can also measure the effectiveness of certain events. For example, you can compare the number of in-app purchases to the number of app screen views. If you discover that the ratio is low, that’s a valuable metric possibly indicating a design flaw that prevents or inhibits users from making a purchase.
Another thing to consider is the app activation rate. Users frequently download an app, but then never use it. If you find your app activation rate is low, then it’s time to consider following up with email reminders to stimulate engagement. You’d also want to contact those who have activated the app and solicit feedback to improve their experience.
Text Message Marketing Campaign Tracking
One of the best marketing vehicles is text messaging that contains a code to unlock a special offer or discount. Each code is associated with a different kind of offer, which allows you to track which offers generate the highest response rates. Services such as Clickatell can design, implement and measure such mobile marketing campaigns for you.