User Acquisition Best Tactics by AppsFlyer
With so many different options for user acquisition some could find it daunting, other’s could find it confusing, and the rest.. well, may just not be that interested in doing the due diligence to see which is actually ‘the best’ approach. Fortunately for us, AppsFlyer ha set out to get to the bottom of this issue through its analysis of billions of in-app events during Q1 of this year (2013).
As seen in the image below, according to the figures – incentivized downloads (in purple) provide the highest conversion rate, but suffers in quality when it comes to long-term engagement. Search (in yellow) provides high quality users, but low conversions, and low volume.
In this case, the diameter of each circle represents the volume each of the six types of user acquisition channel can provide.
As is apparent, social discovery (in blue) is what AppsFlyer says works the best. Also adding that, since Facebook entered into the realm of app discovery, this channel has become pre-eminent.
AppsFlyer notes on its blog:
“Facebook Mobile App Install Ad unit was by far the most effective social driver of high quality users at large volumes,”
When it comes to cross-promotion (in green), it is evident that the quality is similar to that of app discovery platforms (in red) but yield a higher conversion rate. Unsurprisingly, Ad networks (in orange) have the lowest quality of users as well as conversion rates.
AppsFlyer CEO Oren Kaniel commented:
“With app marketing the Wild West for game developers, we found that some channel distribution tactics perform better than others,”
“But there is one piece of advice I’d offer all game app developers and that is to continuously measure every marketing action you take so that you know which implementation for which media performs best.
“And keep on measuring because performance varies on a weekly basis.”
Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 6 years. You can follow Kevin on any of the social platforms below.
