App Marketing + Google Firebase

Making Your Funnel Work
App Marketing + Google Firebase

Recap
© https://e-commercemanagers.com 2

© https://e-commercemanagers.com
Report
Automate
Optimize
Customer
Journey Map
Measurement
Plan
Analytics
Implementation
Run Business
(ads, content,
leads, etc)
1A: OPTIMIZATION FRAMEWORK
3

1B: KPI’s + CRO + Marketingstack
4

2A: CONTENT MARKETING
5

2B: LEGAL
6
GDPR
 Timestamp, channel and reason for opt-in
 Limit data collection
 Opt-in only
CCPA
 Follow GDPR and in most cases you will be fine
Copyright
 Negotiate when you can
 Protect your brand and designs

3A: GOOGLE ANALYTICS + GOOGLE TAG MANAGER
7
Google Analytics
 Use filters in your Views to exclude IP adresses of internal users
 Use Goals to measure critical steps in your customer journey
 Use UTM tracking parameters to measure your traffic sources
 Use Event tracking to measure onsite behaviour
 Use Segments to slice up the behaviour of groups of users
Google Tag Manager
 Run all (including GA) your external scripts in one place
 Implement pixels and scripts without the help of a developer
 In most cases: speed up the loadtime of your website

SEO
Overview
Onpage
Content
Keywords
Semantics
UX metrics
Multimedia
Outbound
links (i/e)
Architecture
URL structure
Internal links
Microdata
Loadtime
SSL
Offpage /
Linkbuilding
Relevancy
Keywords Semantics
Anchor text
Webpage
Website
Importance
Topical
authority
Likeability
Social signals
Citations
(unlinked
mentions)

App Marketing + Google
Firebase

APP MARKETING
 App discovery
 Appstore conversion rates
 App churn/retention
 App acquisition funnel
 Metrics
 Cohorts
 Analytics challenges
 Attribution
 Universal app campaigns
 Smart app banners
 Univeral links
 ASO (App Store Optimization)
 Onboarding
 Engagementplatdorm
 Google Firebase

APP DISCOVERY
Source:
https://www.marketingcharts.com/

APPLE APPSTORE CONVERSION RATE
Source:
https://www.apptweak.com/

APP RETENTION
Source:
https://www.localytics.com

APP MARKETING
FUNNEL
Source:
https://www.apptentive.com/blog/2016/0
4/26/the-mobile-app-marketing-funnel/

A LONG WAY… (ALL ARE DROP-OFF POINTS!!!)
1. Generic websearch on mobile phone
2. Click on searchresult (your website)
3. Click on smart app banner (on top of your landingpage)
4. Visit Appstore listing, views images and reviews
5. Clicks on install
6. Opens the app + onboarding
7. Creates an account + communication permissions
8. First interactions
9. …. De-install or recurring user

METRICS TO FOCUS ON (ALWAYS USE COHORTS)
Acquisition
 Views in appstore
 Installs
 Conversion rate
 CPI (Cost Per Install)
Activation / Onboarding
 Account creation (%)
 E-mail confirmation (deliver/open/click)
 First essential usage Ready to use
Retention / churn
 2nd and more usage / logins
 1, 2, 3, 7, 14 and 28 day usage (interval)
 Critical Events Completion Rates
Succes / advocacy
 Invite other users / organic growth
 Branded search (trends)
 Reviews (# + average)

EXAMPLE COHORT
Source:
https://clevertap.com/

THE CHALLENGE WITH APP MARKETING
Search
E-mail
Social
Ads
Website App Store App
Inapp
Push
E-mail
SMS
Ads
Traffic sources
User-Engagement

THE CHALLENGE WITH APP MARKETING
Search
E-mail
Social
Ads
Website App Store App
Inapp
Push
E-mail
SMS
Ads
Traffic sources
User-Engagement
Ad platforms
Google Analytics
Appstore Analytics (2x)
Google Analytics
(Firebase / app)
CRM + messaging

MOBILE ATTRIBUTION
Suppliers
 AppsFlyer
 Adjust
 Kochava

UNIVERSAL APP CAMPAIGNS
Google Ads
 UAC for Installs
 UAC for Installs Advanced
 UAC for Actions
 UAC for Value (Beta)
 UAC for Re-Engagement (Beta)
 No SDK, but GA4F (Google Analytics for Firebase)
Facebook App Install ads
 SDK is not necessary, but beneficial

SMART APP BANNERS
Banner on top of the webpages served on
smartphones / mobile devices.
<meta name="apple-mobile-web-app-title" content=“appname">
<meta name="application-name" content=“appname">
<meta name="google-play-app" content="app-id>

CUSTOM URL SCHEMES / UNIVERSAL LINKS
URL Schemes
Universal links
https://medium.com/wolox/ios-deep-linking-url-scheme-vs-universal-links-50abd3802f97

ASO (APP STORE OPTIMIZATION)
 App name, title, and URL optimization.
 Keyword research for ASO
 App rating and reviews generation and handling
 Deep linking within a mobile apps
 Indexation of Apps in Google SERPS (search engine results pages)
 Click through rate (CTR) optimization (images + video)

ONBOARDING
https://uxcam.com/blog/10-apps-with-great-user-onboarding/
https://www.usertesting.com/blog/user-onboarding-techniques-for-mobile-apps
https://muxawards.com/2019-winners
https://appinventiv.com/blog/mobile-app-onboarding-best-practices/
Goals:
1. Get them to know/use the app + create account
2. Only real usage will prevent churn
 Coachscreens
 Interactive tutorials (video’s etc) in-app
 Tooltips (notifications that tell the user what it’s for)
 Progress bars
 E-mail lessons
 Training video’s (website / youtube, not in-app)

CHURN PREVENTION
Analytics
 Learn when which users drop off
 Identify early warning indicators
 Ask them why leave / don’t use the app
Insights to gather:
1. Identify a lack of fundamental value
2. Identify bottlenecks in ineffective first experiences
3. Identify a lack of delivery on the fundamental value
4. Lack of stickiness
5. Insufficient update cadence
Strategy
 Develop a testing plan (design + tekst + flows/sequences)
 Develop a re-engagement plan (inapp, push, e-mail, SMS and ads)
 Adjust your product roadmap towards learnings
 Personalize
Source:
https://www.retently.com/

ENGAGEMENT PLATFORMS
Push In-app E-mail SMS Webbrowser
Airship Yes Yes Yes Yes -
Leanplum Yes Yes Yes - Yes
Braze Yes Yes Yes - Yes
OneSignal Yes Yes Yes - Yes
Clevertap* Yes Yes Yes Yes Yes
*whatsapp, facebook, google ads
Stats: https://www.accengage.com/benchmark-opt-in-and-reaction-rates-of-push-
notifications-and-in-app-messages-for-mobile-apps-2018-edition/

GOOGLE FIREBASE
Developer
 Hosting
 Authencticion
 Storage
 (technical functions)
Analytics
 Events
 Conversions
 Audiences / funnels
Growth
 A/B testing
 Push messages
 Inapp messages
 Dynamic links

THE END
 Next session Wednesday, about:
 4B: Landingpage Optimization
 Tomorrow content will be uploaded and send to you by e-mail

App Marketing + Google Firebase

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