Three most important pieces of information on App Marketing.
In-depth information about App Marketing is very rare today. Hence, Digital marketers who are trying to become app marketers or those who already started in the App marketing field are finding it difficult to understand and comprehend basic information about app marketing.
In this article, you will learn about the three most important pieces of information about App acquisition.
How To Track App Install Numbers
App install numbers are tracked on Multiple platforms.
Firebase console
Google Play Console
Mobile Measurement platforms(MMP)
Product Analytics platform, to name a few.
However, app install numbers from PlayStore don't match any other platforms. This mismatch overwhelms marketers, especially someone who entered the App marketing world.
Top 3 Vital Information on App Marketing
These are the three pieces of information you should know to easily navigate the app marketing world.
1. When the app gets installed on your device, three events happen
- Download of the App (Event-1)
- Installation of the App (Event-2)
- First-open of the App (Event-3)
Except for PlayStore, no one, not even the app owner/publisher, know when the first two events happen. Everyone knows about the installation when the last event happens.
This leads to my second point.
2. PlayStore counts the number of completed app installations, the 2nd event, as an install. Whereas every other platform counts, the number of first opens as app installs.
The other platforms include the Mobile attribution platforms, Firebase, and Product analytics platforms like Mixpanel, Amplitude, etc.
So theoretically, PlayStore install numbers should always be higher as Event-3 is a subset of Event-2.
But in most cases, you would see lower numbers in the PlayStore. This brings me to my last point.
3. Why is PlayStore installs always lesser than the app measurement platform?
PlayStore won't consider Installs & uninstalls on the same day as a new install.
But other platforms do.
PlayStore won't consider re-install as the new install. But other platforms do. And it is based on a fixed and configurable re-install attribution window.
And PlayStore won't know about installs from other sources. But all other platforms get first-open information from other App stores and direct SDK installs.
Interestingly 80% of marketers don’t know this. Knowing to will give you a big headstart in your App Marketing journey.
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