The two strongest moments of the quarter are just around the corner: Black Friday and the Christmas campaign are getting closer and closer. After the months of confinement and the new economic and social context in which we find ourselves, it is time to propose a good strategy to “fire it” in this last stretch of the year. One of the consequences of the religious email database months we have spent at home has been the digital transformation of the consumer: the use of mobile devices increased, application downloads and online purchases increased. Let’s take advantage of this shift in consumer behavior by discovering how brands can optimize user activity in the app to get the most out of app campaigns before the end of the year.
What are app campaigns?
The first thing you should know is what app campaigns are . These are campaigns that aim to get users to download the brand’s app in order to later be able to redirect traffic towards specific actions. Like any other marketing strategy, there are different actions that can help us complement these campaigns and achieve a full-funnel strategy for our app. The 3 steps that these campaigns go through are the following. when we are looking for the user to download the app. Campaigns with this type of objective are also known as app download campaigns or App Installs.
Why is it important to be able to measure user activity in the app
As with the pixel on the web, in the application we also need to measure user activity information. From now on, we will refer to the “Pixel” of the app as SDK (software development kit) or the code that DX Leads will collect the information in the app. The SDK becomes a must for launching app campaigns and carrying out a full-funnel strategy. It is also important to correctly install all the SDK events, that is, the elements that will allow us to track the actions that the user will carry out: view a product, add it to the cart, buy it… But, how can I take advantage of this information.