Earlier in the mobile apps phenomenon, the main goal was to acquire as many users as possible. The more users they can get, the higher their apps rose in rank in the Google Play app store’s’ charts. The higher the app is in the list, more the organic downloads. However now it is continuously seen that many app marketers’ focus have also shifted. Not just quantity of users, more and more app marketers are now focusing on quality users.This time is the best to shift to your strategy to target quality users if you had not done so far.
Why Quality of Users is worth your attention?
Most free apps return on investment (ROI) is highly dependent on the quality of users who have installed the apps. Will they be making in-app purchases or sticking around long enough to watch in-app ads? If not, then they are not high-quality users who will drive your app’s ROI.
Let’s study an example to better understand ROI and quality of users. Suppose you have a game app that generates revenue when users purchase premium items to help advance them into the game. In a recent app marketing campaign, you have just acquired 500 new users at a Rs.2 cost per install (CPI). However,of the 500 new users, only 100 of them are high quality users.
If each of the 100 high quality users spent at least Rs.2 purchasing premium items in your game, you’ve made back the money you’ve spent on acquiring those 100. On the other hand, the other 400 users did not make any in-app purchases so you’ve actually spent Rs. 800 acquiring them but got nothing in return. Here less number of high quality users drive a stronger ROI
than more number of low quality users.
How Can You Target Quality Users?
Audience targeting comes into play when you want to find quality app users. App marketers can leverage historical data and learning from prior campaigns to develop audience insights. Combining these insights with relevant user information they can be utilized to predict user behavior. These predictions can be used by app marketers to target audiences that are most likely to continue using an app and spend money in it. In addition, app marketers should identify what are the key drivers that influence users to do so. Using these insights, app marketers can better determine what ad creative to use and through what media to place their ads.