Essential Guide to In-App Events: What are they, and How to set them?

 

People download a wide range of mobile apps to satisfy their needs and wants. The process of downloading has been now reduced to a mundane activity conducted more with muscle memory, than high intent. That’s where in-app events become your means to turn high-end traffic into a loyal base of customers. Strategic placement of in-app events can help you improve the quality of your app - taking it from a passive application to one of pivotal importance in users’ day-to-day lives. Given their hyper-specific nature, in-app events vary according to the category in which your app is competing. Another important aspect to consider is that there should be proper attribution of each in-app event to ease your marketing decisions and ensure measurability to the mix. For this purpose, Apptrove MMP can be the right choice. As your mobile measurement partner, it can help you set up, track, and optimize app campaigns based on your target audience, KPIs, and business goals. Now that we know about the tool, let’s get an in-depth idea about the relevance of in-app events.

What are In-App Events in Android and iOS Apps? 

In-app events refer to any milestone user activities that happen in an app after it has been installed. It can vary from participating in a gaming tournament to making a purchase, upgrading to a premium account, completing KYC forms, etc. The revenue-generating capacity of an in-app event varies according to the monetization strategy of the app. Aligning your in-app events with your Key Performance Indicators (KPIs) is an efficient way to improve your app’s user journeys. In-app events can be majorly classified into three types, namely:

1. Standard Events

2. High-Value Events

3. Extreme High-Value Events

Let us look at each one of these in detail.

Fostering Prosperity Through Variety: Types Of In-App Events

In-app events are categorized based on the indicative nature of the cohort that has encountered them. Thus, each category has a distinct set of in-app event examples that you can include in your app to create conversion funnels. 

1. Standard Events: This set of events is fundamental to an app. It includes clicking on in-app ads, reading through published content, or viewing audio-visual assets. Standard events should be organized strategically so that the users are tempted to use the app for a longer period, yet at the same time, they aren’t overwhelmed. These events set the pace for your app, developing user expectations, and referral capacity, so standard events must be carefully chosen.

2. High-Value Events: This set of events is classified based on their ability to add value to the marketing efforts. Examples of these sets of activities include completing tutorials in a game, registering for in-app sales, or creating an account in the app. 

3. Extreme High-Value Events: This set of events is the most profitable for an app, as it translates into monetary benefits. In-app purchases are the typical event that symbolizes this group. Examples include subscribing to a premium account, investing money to unlock in-game goodies, checking out an abandoned cart, etc. 

3 Tips to Create Effective In-App Events

1. Use Images and Videos: Regardless of the type of in-app event you pick, the usage of high-quality images and short videos can be effective in catching the attention of the users. Make sure the creative assets are visually pleasing and provide the users with a clear understanding of how your app’s offerings are different from the competitors. 

2. Don’t Forget to Craft Witty Texts: Provide catchy one-liners or short descriptions to video or audio-based content. Texts are also an efficient method to improve your interaction with customers. Crisp, concise, to-the-point text campaigns can be very effective in drawing the detail-oriented app users.

3. Personalization: Personalization plays a key role in every marketing campaign and strategy. Providing personalized content in the app can leave a lasting impact on users’ psychology. It can make the users feel valued and ‘heard’. Your in-app events should be optimized as per your understanding of the users’ behavior patterns, session duration, location, age, and other demographics of your target audience.

In conclusion, it is safe to say that in-app events are an integral part of the digital landscape. They not only act as a beacon for guiding your mobile marketing campaigns but also help you record every minute user activity that can indicate user perception. Thanks to the technology of Apptrove Mobile Measurement Partner, you can do all this (and more) while ensuring complete data privacy for your users. Remember, the ultimate goal of mobile marketing is to bring your brand in sync with the highs and lows of user trends. And mobile attribution is the sole means to get a complete picture of all that’s happening in your app from a vantage point.