What is User engagement?
In mobile marketing, an engagement is the name for an interaction between a user and a mobile application. Engagement is measured by examining multiple metrics in tandem to produce a picture of how users are interacting with an app, including retention, usage figures, session lengths and session counts.
Other in-app numbers, such as how an app is used (in-app events triggered) and how usage is affected by advertising campaigns, can also be used to assess user engagement levels. Mobile advertisers also consider engagement within the context of mobile advertising. This includes measuring how users engage with mobile campaigns, as well as running campaigns designed to specifically increase or recommence engagement with an app.
Why is user engagement important?
Engagement is important to mobile marketers and advertisers because engaged users form the basis of a healthy mobile app business. Without an engaged user base, app businesses may find it harder to operate. For example, dating apps are particularly dependant on user engagements (such as likes and matches) because it directly correlates with the function of that app.
Without trying to drive in-app engagements, acquisition costs could become higher,
consumer lifetime value (LTV) might lower, and the positive effects associated with an engaging app (such as word of mouth recommendations) could also be missed out on. But with an engaged user base, app businesses will find it much easier to successfully generate revenues and expand. By understanding where an app can improve and enacting changes, app businesses are able to retain users for longer and benefit from their continued presence in-app.
More specifically in mobile advertising, understanding where engagement is high and low helps advertisers tailor campaigns. Retargeting and re-engagement campaigns, which tend to be a much cheaper than acquisition campaigns, can only be run successfully by advertisers who understand their audience. This means measuring and analyzing engagement levels to help reduce marketing costs and support the bottom line of a mobile-focused business.
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