How To Scale Your App with Mobile Attribution

18/07/2024
Glasshouse Venture Studio • Growth
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If you haven’t set up mobile attribution you could be leaving growth on the table.

 

In today's crowded mobile app marketplace, user acquisition is just the beginning. The real challenge? Maintaining a competitive edge and scaling your app.

 

By scaling multiple clients to millions in revenue across multiple industries, we’ve found there’s one key piece to your product strategy that has the potential to supercharge growth - Mobile attribution tracking.

 

Implementing mobile attribution allows you to understand where your users are coming from and what features and content are driving engagement with specific user cohorts. It's the key to unlocking data-driven insights that can be utilised to scale your app’s success.

 

There are many tools for mobile attribution, but our go-to is AppsFlyer.

 

Why?

 

We’ve found it to be critical for accurate user attribution and continual audience optimisation. Want to test multiple audiences at once? Need to attribute users from specific campaigns? Appsflyer’s suite of features is likely a great fit.

 

Specifically, we choose AppsFlyer as it offers:

 

  • Multi-touch attribution to identify your top user sources
  • Deep-linking to personalise acquisition journeys
  • Cohort analysis to help understand user behaviour

 

Having this rich data lets you double down on the channels or messaging strategy that attracts your highest-value users.

 

So, how can you use Appsflyer as a piece of an overarching mobile attribution strategy?

 

Step One: Optimising your App Store presence

 

Your app's product page is its digital storefront. By split testing custom product pages with tailored copy and creatives for different user cohorts, you can discover messaging approaches with higher conversion rates. With a lower CPI, you’ll find it increasingly feasible to put paid spend behind your app with Apple Search Ads.

 

Step Two: Implement a product analytics platform

 

Growth and product teams should never make decisions based on limited information. Implementing a product analytics platform such as Amplitude allows you to visualise, track, and analyse user behavior data. This will enable data-driven decisions that drive engagement and enhance the user experience.

 

Step Three: Experiment and iterate

 

Equipped with product usage insights from AppsFlyer and your product analytics platform, continually experiment with different tactics and strategies to retain users from specific cohorts. Try A/B testing messaging approaches or releasing targeted feature enhancements to see what makes an impact with each specific cohort, and then capitalise on any opportunities to scale.

 

Step Four: Scale with confidence

 

As your app grows, AppsFlyer will allow you to maintain visibility and control over your growth initiatives with its robust infrastructure.

 

Remember, apps with a great user experience always win in the long run. By leveraging a data-driven approach and the power of mobile attribution, you'll be well on your way to scaling your app to new heights.

 

If you’re looking to find out more about the specific audience tests we run with AppsFlyer to scale apps in growth-stage, get in touch with us today.