Conversion Value in Mobile Advertising

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In the data-driven world of mobile app marketing, every click, tap, and swipe holds immense value. However, accurately measuring the true worth of these user interactions requires a nuanced approach. Enter “Conversion Value,” a critical metric beyond simple clicks, and delves into the user actions’ true impact on your app’s business goals. This article explores the concept of conversion value in mobile advertising, its significance for sophisticated mobile marketers, effective strategies for implementation, and its role in optimizing campaign performance.

What is Conversion Value?

Conversion Value in mobile advertising refers to a numerical value assigned to specific user actions taken within your app after clicking on a mobile ad. These actions can range from completing a purchase to signing up for a free trial, subscribing to a service, or achieving a specific level within a game. By assigning a conversion value to these actions, the true worth of your mobile advertising campaigns beyond simple app installs is better understood.

In most cases, the conversion value in mobile advertising will be the revenue generated from an in-app purchase/ad, but the depth and potential of setting up custom conversion values are limitless.

This definition should not be confused with the Conversion Value Schema, a SKAdNetwork (SKAN) specific definition.

Why is Conversion Value in Mobile Advertising Important?

For mobile app marketers with a keen eye on ROI (Return on Investment), conversion value provides a wealth of benefits:

  • Measures True Campaign Effectiveness: Tracking app installs is a vital initial step, but conversion value in mobile advertising allows you to assess the true revenue or value generated by those installs. It helps you identify which campaigns drive users more likely to engage with your app in meaningful ways.
  • Optimizes User Acquisition Strategies: Analyzing conversion value across different ad formats, demographics, and targeting parameters helps you identify the strategies that yield the most valuable users. This allows you to refine your user acquisition efforts and allocate resources to campaigns delivering the highest ROI.
  • Informs In-App Product Development: Conversion value data can reveal which in-app features or functionalities users engage with most after installing the app. This insight can be invaluable for product development teams, allowing them to prioritize features that drive user conversion and maximize app value.
  • Provides Granular App Performance Insights: Conversion value in mobile advertising helps you analyze user behavior within your app at a granular level. You can track user journeys, identify conversion bottlenecks, and optimize the in-app experience to encourage further engagement and higher conversion rates.

5 Key Takeaways for Implementing Conversion Value in Mobile Advertising

  • Define Your Conversion Goals: Before assigning conversion values, clearly define the key actions within your app that contribute to your overall business goals. This could be purchasing, completing a level, subscribing to a premium service, or engaging with in-app advertising.
  • Segment Your User Base: Analyze user behavior and segment your audience based on demographics, interests, and previous interactions with your app. This allows you to assign more accurate conversion values to different user segments.
  • Utilize Third-Party Analytics Tools: Many mobile measurement platforms (MMPs) and analytics tools offer tracking and assigning conversion values features. These tools can provide valuable insights into user behavior and simplify conversion value implementation.
  • Test and Refine Conversion Values: Conversion values are not static. Regularly test and refine your values based on observed user behavior and campaign performance data. This ensures your conversion values accurately reflect the true impact of user actions within your app.
  • Align Conversion Value with Business Goals: Conversion values should align with your business objectives. For an e-commerce app, it might be the average order value. For a subscription-based service, it might be the monthly subscription fee.

Beyond the Basics: Advanced Conversion Value Strategies

For sophisticated mobile marketers seeking to maximize the potential of conversion values, here are some advanced strategies to consider:

  • Dynamic Conversion Values: Implement dynamic conversion values that adjust based on user behavior or specific in-app actions. This allows you to assign higher values to more valuable conversions within the user journey.
  • SKAdNetwork (SKAN) Support: Leverage SKAN, a privacy-focused framework on iOS, to measure conversion value for non-opted-in users. SKAN allows you to define conversion value ranges at a fine (0-63) and course (low, medium, high) level of granularity based on the importance of specific user actions within your app.
  • Machine Learning-Powered Optimization: Explore machine learning algorithms that analyze user behavior and predict future conversion value. This can be particularly valuable for targeted user acquisition campaigns and personalized in-app experiences.
  • Value Optimization (VO) Bidding: Utilize conversion value data to implement value optimization bidding strategies within your mobile ad campaigns. This allows you to set bids based on the desired value you want to acquire from each user, optimizing your campaigns for the most valuable app users.

Conversion Value: The Cornerstone of Data-Driven Mobile App Marketing

By integrating conversion value into your mobile app marketing strategy, you gain a deeper understanding of user behavior, optimize campaign performance, and drive real business value. Here’s how a data-driven approach centered around conversion value empowers mobile app success:

  • Data-Backed Decisions: Analyzing conversion value data empowers you to make informed decisions regarding user acquisition strategies. By identifying campaigns and channels that deliver users with higher conversion values, you can allocate resources more effectively and maximize your return on investment (ROI).
  • Predictive Analytics: Advanced analytics solutions can leverage historical conversion value data to predict future user behavior and conversion likelihood. This allows you to identify high-value user segments, and target them with personalized campaigns, maximizing the potential return from your advertising efforts.
  • A/B Testing Optimization: Utilize A/B testing to compare different in-app features, functionalities, and monetization models. By analyzing the impact on conversion values, you can identify the elements that drive higher user engagement and optimize the user journey for maximum value creation.
  • Focus on User Lifetime Value (LTV): Conversion Value is crucial in understanding and optimizing User Lifetime Value (LTV). By analyzing an average conversion value over a user’s lifetime within your app, you can identify strategies to improve user retention and encourage repeat engagement, ultimately leading to a more sustainable mobile app business.

In the competitive mobile app landscape, sophisticated marketers understand that clicks and downloads are just the beginning. By implementing conversion value in mobile advertising as a core metric, you gain a deeper understanding of user behavior and the true impact of your mobile advertising campaigns. This data-driven approach allows you to optimize user acquisition strategies, prioritize in-app feature development, and ultimately, drive sustainable growth for your mobile app business. Remember, conversion value in mobile advertising is not just a number; it’s a powerful tool for unlocking the true potential of your mobile app and maximizing its value proposition in the ever-evolving mobile ecosystem. 

Our mobile glossary is a great introduction to terms used often in mobile growth marketing.

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