Mobile marketing is a confusing world. There’s no exact way of telling how marketers can measure what they’ve got because they don’t know if they’ve got the real thing in the first place.
You’re probably getting obsessed with measuring the success of your mobile marketing campaigns because of this, but still couldn’t get the process quite right.
For example, if you’re launching an SMS marketing campaign, how do you measure its success? By counting the number of people who joined your contact list? By counting what percentage of people redeemed their SMS coupons and discount codes?
While these are good metrics to measure your success, it’s important to remember that different platforms measure things differently. For instance, in video marketing, YouTube alone uses 65 metrics to determine which videos are liked enough by people, according to Integral Ad Science.
So, there is much confusion in terms of articulating what true audience engagement and success really mean. It also doesn’t help that many of these search engines and social sites keep their formula for measuring ad views a secret. Not to mention that you have to use a different set of metrics for ads displayed on desktops and other devices.
Running mobile marketing campaigns is hard as it is already. Therefore, marketers tend to choose the easiest way(s) possible to make the most of their budget.
Here are the five best practices that will make measuring the success of your mobile marketing campaigns easier.
1. Set your priorities straight
If your goal is to increase the conversion rate by 25%, make it your number one priority and stick to it. Find out how your chosen marketing methods can help you boost your business.
For example, Mobile SMS can help you make sales by sending out text messages with tiny URLs to link customers to your landing page. You can set up a weekly or monthly reporting to determine what percentage of visitors visited your websites, where did they come from and how many purchased your products.
2. Standardize your metrics
Keep a standard metric that you can use across all platforms (and make it simple!). Take it from there and you will be able to add more data into the bigger picture like redemption rates, conversion rates, etc.
3. Consult mobile ad networks to help you identify your KPIs
There are mobile ad networks that provide their clients with KPIs in order to help them facilitate their cost per lead, cost per install, cost per click and cost per acquisition. This allows advertisers to see the performance of their mobile marketing campaigns.
4. Cheapest or most expensive ads don’t always translate into a conversion
If you run an ad campaign on Google search to drive traffic to your registration site, understand that there’s no guarantee that people will register to your subscription list immediately. They will move on to something else at some point but perhaps through retargeting, they will finally come back and sign up.
5. Use post-click tracking apps or tools
To track people’s activities in your platform, you can make use of the post-click tracking apps available to advertisers and marketers. These apps measure purchases made on mobile sites, how many times your links or videos are clicked on, downloads made and open rates.