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Though many mobile marketers still focus on getting their app installed – which is certainly more of a challenge than it was in the much less crowded app stores many years ago – the install is only the beginning of the mobile customer journey, even for the small percentage of paid apps.
Mobile customer engagement is the future of marketing, and the app install is the opening sprint of this marathon.
So what Key Performance Indicators (KPIs) should marketers look for in order to gauge performance on mobile?
Though there is no ‘one size fits all’ solution for mobile marketers, after more than a decade in mobile marketing, here are my top 12 KPIs for bringing users through the funnel.