The document discusses mobile app marketing and the AARRR framework. It describes each stage of the framework - Acquisition, Activation, Retention, Referral, and Revenue. For each stage, it provides examples of key metrics and factors to consider to improve user conversion and app success. Overall, the document offers guidance on applying the AARRR framework to optimize the user experience and lifecycle from download to monetization.

1. AARRR!
April 2, 2014
ComboApp Team
http://comboap.com
Want
to
be
the
tiger
of
mobile
apps
jungles?

2. Mobile Marketing Agency
With
over
740
promotion
campaigns
for
mobile
apps
for
the
last
6
years,
ComboApp
team
gathered
significant
experience
of
performing
the
balanced
approach
to
app
product
marketing.
!
Now
we’d
like
to
share
it
with
you,
as
we
want
your
app
become
successful
too.

3. Mobile Marketing Agency
A!
A!
R!
R!
R
cquisition
ctivation
etention
eferral
evenue

4. Mobile Marketing Agency
A!
A!
R!
R!
R
cquisition
Social
Media
Advertising
networks
Blogs/
Affiliates
Organic
downloads
generated
from
TOP
positions
on
the
App
Store
PR
Biz
Dev
activity
Search
–
generated
downloads
App
Discovery
tools
This
is
the
stage
when
you
receive
your
prospective
users
and
they
perform
the
needed
action.
In
the
case
of
mobile
app
marketing
we’re
talking
about
app
download.
!
What
you
have
to
evaluate
is
where
/
what
channels
do
users
come
from?

5. Mobile Marketing Agency
A!
A!
R!
R!
R
ctivation
User
tries
the
app
for
the
first
time
Product
features
&
UI Design Localization
This
is
the
moment
when
user
should
get
their
"happy"
user
experience.
The
main
question
you
should
ask
at
this
stage
is
what
%
of
new
users
has
had
that
“happy”
experience.
!
Consider
utilizing
the
following
metrics:
• view
X
app
screens,
• spend
Y
seconds,
• make
Z
clicks
inside
the
app
Be
sure
to
pay
attention
to:

6. Mobile Marketing Agency
A!
A!
R!
R!
R
etention
The
app
is
being
used
multiple
times,
in-­‐app
events
are
being
tracked
and
tested.
Be
sure
to
use
a
tracking
solution
to
be
able
to
improve
the
app`s
performance
in
these
terms.
Be
sure
to
take
advantage
of:
In-­‐app
events
tracking
The
common
metric
is
the
number
of
users
that
make
at
least
3
visits
in
the
first
30
days
Periodic
mailing
with
news
&
updates
Push
notifications

7. Mobile Marketing Agency
A!
A!
R!
R!
R
eferral
• Make
sure
you’ve
chosen
the
appropriate
social
media
channels
• Make
sure
your
content
is
valuable
for
your
users
• Make
sure
it’s
engaging
• Make
to
sure
to
deliver
content
on
time
Social
Media
content
sharing
The
app
is
being
shared
via
various
channels
(social
media
sharing
tools
are
being
used).
Pick
the
right
channels
and
the
right
messages
to
become
more
`sharable`.
Take
advantage
of
the
Game
Center
to
motivate
users
share
their
results
thus
engaging
them
to
try
your
app

8. Mobile Marketing Agency
A!
A!
R!
R!
Revenue
The
app
is
being
monetized
via
the
chosen
model.
Be
sure
to
think
about
monetization
starting
from
the
`idea`
development
phase
since
it
is
the
most
crucial
issue
for
you.
Conduct
a
research
and
choose
your
model
wisely:
Free FreemiumPaid
app Free-­‐to-­‐play
You
have
to
decide
which
model
will
be
used
before
start
of
the
development
and
certainly
not
in
the
last
moment
just
before
the
release.

9. Mobile Marketing Agency
A!
A!
R!
R!
Revenue
The
app
is
being
monetized
via
the
chosen
model.
Be
sure
to
think
about
monetization
starting
from
the
`idea`
development
phase
since
it
is
the
most
crucial
issue
for
you.
Conduct
a
research
and
choose
your
model
wisely:
Free FreemiumPaid
app Free-­‐to-­‐play
You
have
to
decide
which
model
will
be
used
before
start
of
the
development
and
certainly
not
in
the
last
moment
just
before
the
release.

10. Mobile Marketing Agency
Customer
Lifecycle
/
Conversion
Behavior
• Acquisition:
users
from
miscellanea
channels
download
the
app
!
• Activation:
users
enjoy
1st
visit,
get
"happy"
user
experience
– view
X
app
screens,
spend
Y
seconds,
make
Z
clicks
• Retention:
users
re-­‐visit
the
app
multiple
times
– ex:
3+
visits
in
first
30
days
!
• Referral:
users
like
product
enough
to
refer
others
– referral
happens
via
email,
FB
&
Twitter
links,
blogs,
word-­‐of-­‐mouth,
etc
• Revenue:
users
conduct
monetization
behavior
– if
no
monetization,
choose
free
download
model

11. Mobile Marketing Agency
Conversion
Measurement
• Conversion
Criteria:
– best-­‐performing
(%)
channels
– largest-­‐volume
(#)
channels
– lowest-­‐cost
($)
channels
!
• Measurement
Components:
– Audience
Segment
(young
women,
teenagers,
older
singles)
– Channel
Source
(social
network,
paid
downloads,
organic,
PR,
etc)
– Campaign
Theme
/
Brand
Promise
(“Best
strategy
game”,
“Ultimate
cooking
guide”)
– Copy
&
Graphics

12. Mobile Marketing Agency
Types
of
Metrics
&
Measurement
• Quantitative:
Traffic
Analysis
/
User
Engagement
– Report
what
users
do,
track
usage
&
conversion
%'s
for
all
or
empirical
sample
#
of
users
!
• Qualitative:
Usability
Testing
/
Session
Monitoring
– Watch
what
users
do,
figure
out
problems
&
solutions
from
small
#
of
users
!
• Comparative:
A/B,
Multivariate
Testing
– Compare
what
users
do
in
one
scenario
vs
another,
see
which
copy/graphics/UI
are
most
effective
!
• Competitive:
Monitoring
&
Tracking
Competitors
– Track
competitor
activity
&
compare
against
yours;
if
possible
compare
channels,
keyword
traffic,
demographic
targeting,
user
satisfaction,
etc.

13. Mobile Marketing Agency
Got
questions?
Drop
us
a
line
at
contact@comboapp.com