Appboy Launches Conversion Tracking to Measure and Improve App Marketing

Appboy, which offers a marketing automation platform for app publishers, has recently launched conversion tracking, providing the opportunity to access a more comprehensive view of campaign effectiveness. Conversion tracking provides the ability to set custom campaign goals and monitor the actions users take after receiving a message. 

The AppBoy platform provide tools to segment users by behavior and deliver personalized, relevant content to the users via multi-channel messaging, both outside and inside an app. The platform offers options for customer segmentation, multi-channel messaging (push notifications, in-app messages, email, news feed, etc.) and multivariate testing to cultivate relationships with an apps user base.

An example of how the platform works can be demonstrated by the experiences of Saucey, an alcohol delivery app in Los Angeles and San Francisco. The company used Appboy’s conversion tracking to determine the effectiveness of a recent user engagement campaign. 

Using an email featuring a promo code, Saucey motivated a segment of its newer purchasers to revisit the app and make additional purchases 25% faster than customers who did not receive the campaign. “We experienced significant success through this campaign, with a 42.32% open rate seeing 9.54% of conversions taking place within the week the email was received,” said Daniel Leeb, CPO of Saucey. 

These types of campaigns using Appboy’s conversion tracking allow publishers to determine the exact revenue brought in by a campaign and increase the overall revenue generated by newer customers.

The platform provides the ability to feed actions (that the user has taken after receiving a message) into the user profile, providing the chance to understand the path they took prior to conversion and retarget in the future. Additionally, campaigns triggered by Appboy’s API allow the opportunity to gauge the effectiveness of campaigns run outside of the Appboy platform.

 “As a marketer, it is incredibly important to understand the true success of a campaign,” says Mark Ghermezian, CEO and Co-Founder at Appboy. “Prior to conversion tracking, marketers were only able to see open rates for push notifications, emails and in-app messaging. However, the goal of a campaign isn’t always interaction with a message or even opening the app. App publishers can now track custom actions such as making a purchase or sending a message.”

The company also recently debuted two new filters that provide the ability to segment users by their mobile device and OS version. You can learn more about how to incorporate these types of filers into your marketing strategy on the Appboy blog.