In the digital era it is no longer about linear advertising; it is about getting the right ads, or apps in front of users at the opportune time. A study done by Google this year called “Consumers in the Micro-Moment” sites the importance of brands being visible in the moment. Society’s mobile connectivity has lead shoppers to be impulsive, making purchases 60% faster than previous years, because of online research. In fact, often users will be on their mobile devices while browsing in store in order to evaluate online reviews and competitor pricing.
Thankfully Facebook is helping to provide advertisers with mobile targeting options through their recent launch of Facebook Analytics for Apps. This new Analytics for Apps Tool is intended to help advertisers track key demographics and behaviours of their audience in order to effectively grow their business.
User patterns have long been showing that mobile users favour apps over browsing and other mobile functions. It is currently estimated that 89% of all mobile usage is done within mobile apps, making Facebook’s new Analytics for Apps Tool a crucial part of online marketing.
Prior to this function rollout, Facebook Mobile App Ads were fairly straightforward. Advertisers could promote their mobile app through a mobile Facebook ad displayed in the Newsfeed. Ads usually consisted of ad copy, and a call to action button (i.e. “install now) that took users to either the Apple Store or Google Play in order to install the app. Users could like, share, comment or install the app, but those were the only interactions advertisers could actively track through Facebook. In 2014 alone users shared over 50 billions pieces of content from apps, but without a key form of analytics attached to that data, it was unable to be leveraged.
Now with only a couple lines of code, businesses can track all of their app interactions through Facebook Analytics for Apps Tool, as well as how successful their mobile advertisements are for their apps. The new Facebook Analytics for Apps Tool tracks users across their devices, dissects analytics based on segments and cohorts, follows user flow, and ultimately leads to improved mobile advertising options. Below is a close examination of the top five benefits to using Facebook’s Analytics for Apps Tool:
1. Cross-Device Tracking
One of the biggest benefits for the Facebook Analytics for Apps Tool is that it offers the ability to track users across all the different devices they use to interact with your brand. This is a huge insight because it can give you a true pathway to purchase. As previously mentioned, online advertising is now about micro-moments and Facebook allows advertisers to connect the dots on those moments. For example a user could see a Facebook advertisement for a clothing company’s app and click on the ad to download it. After browsing briefly through the app the user might choose to then continue shopping at home on their desktop computer where they eventually make a purchase – all of which can be tracked and analyzed by the Facebook Analytics for Apps Tool.
2. Better Data Segmentation
Just like any good analytics tool, segmenting the data is an important step of the process. The Facebook Analytics for Apps Tool gives advertisers the option to break their data down into different audience segments based on demographics or technical specs (i.e. iOS vs. Android user). This will assist your brand in establishing which demographics are key for your mobile apps, as well as focusing on which devices users are actively using for purchasing. For example that clothing company may find that women 18-29 are most likely to complete registration on their app while on an iOS device.
3. Improved Lifetime Value with Cohorts
Alongside segments, Facebook is also providing the ability for advertisers to use cohorts to track similar usage patterns overtime in order to establish lifetime value. You can establish different cohorts you want to track and cross-examine them with audience segments. One effective way to track users with a cohort is to re-examine users who downloaded your app a week/month later to establish if they are still re-opening and engaging with your app. For example the clothing company might find that Android users are not returning to use their app a week later, which could highlight issues with Android compatibility and an area to improve upon in the future.
4. Funnels Track User Flow
Another key area for app analytics are app funnels to track a user’s pathway to purchase. Within the Facebook Analytics for Apps Tool, advertisers can set up different behavioural patterns to track. Here are some examples:
- Cart –> Purchase
- Launch App –> Cart –> Purchase
- App Installs –> App Launches –> Content View –> Complete Registration
Tracking these funnels will allow businesses to continually update and evaluate their apps for how effectively they gather leads and produce sales. For example the clothing company may find that many users are installing their app, launching it, viewing content but not completing registration, which could highlight issues with the app form (i.e. asking for too much information, difficulty inputting information on a mobile device, too time consuming etc.).
5. Smarter Advertising
With an increase in mobile activity, and app usage accounting for the majority of time spent on a mobile device, now more than ever it is critical for brands to get their mobile advertisements and apps in front of their target audience. Facebook Analytics for Apps Tool provides improved advertising options, gathering key analytics in order to assess which ads are the most likely to get an app download. Alongside mobile app marketing, Facebook is also launching a mobile ads manager as a standalone app for advertisers to use on the go. Campaign managers can now pause/resume campaigns, edit budgets/schedules, view insights and respond to their alerts from their mobile device.
Now more than ever it is easier to track mobile advertising, and mobile app usage through Facebook’s platform. With this new tool being free to use and requiring only a few lines of code to incorporate it into an app, it just makes sense to start exploring the benefits of the Facebook App Analytics Tool today.