What are alternative app stores?

Alternative app stores, also known as OEM platforms, emerge from major device manufacturers such as Samsung, Oppo, Vivo, Xiaomi, Huawei, and V-Appstore. These platforms provide a distinct avenue for developers to distribute their apps beyond the confines of Google Play and the App Store. Let’s explore some notable examples:

• Samsung Galaxy Store: Samsung’s The Galaxy Store offers apps, games exclusive themes, and other customizations for mobile devices manufactured by Samsung Electronics. The app store boasts a substantial worldwide market share, offering developers access to users with significant spending power.
• Xiaomi GetApp: Rapidly expanding in emerging markets across Europe and South America, GetApps is Xiaomi’s official app distribution platform. It now operates in 59 regions and will gradually cover more than 100 regions in the future.
• Oppo App Market: With a growing presence in Southeast Asia, Oppo’s app market focuses on user engagement and monetization through in-app advertising.
• Huawei AppGallery: Huawei’s app store offers developers access to a global audience, leveraging carrier validation and firmware integration for enhanced user acquisition.
• V-Appstore: V-Appstore is the official app store of the smartphone manufacturer Vivo. Since 2009, Vivo has expanded its global market, serving over 400 million users with its mobile products and services in over 60 countries and regions.

Alternate App Stores and User Acquisition

Alternative app stores play a significant role in mobile user acquisition by providing developers and marketers with additional avenues to reach potential users beyond traditional app distribution platforms like Google Play Store and Apple App Store.

Alternative App Stores

Alternative Stores Have Niche Audiences and Less Competition

It’s true that Google Play boasts unparalleled visibility and potential success for apps that manage to stand out. However, there’s also competition within its ecosystem. Getting noticed in a sea of 80,000 to 120,000 new apps every month is challenging, and standing out requires a lot of effort and resources. 

An app’s success on Google Play often depends on ranking within the top 25 to 50 positions, which normally requires significant marketing resources. A saturated market makes organic growth difficult, while OEMs give you the opportunity to reach niche and engaged audiences through native placements where there’s less competition. 

How to Utilize OEMs Further?

• Dynamic Pre-Installs

  • The dynamic pre-install feature gives you unprecedented access to all devices sold by OEM partners and carriers. Your app is displayed when users open their new phones, grabbing their attention immediately. This gives you the opportunity to reach users ahead of your competitors and ensure continuous exposure for your app. In addition to thousands of new device owners, you can access more users with every system update. 

• On-Device Recommendation Model

  • On Android phones, the recommendation engine includes app vaults, native browsers, and recommended sections. The recommended placements have high opt-in rates, which enable apps to increase LTV and retention rates.

Below are some statistics about alternative app store you might want to know: 

• As of 2023, there are 3.3 billion users of Android OS worldwide.
• According to AppsFlyer, 32% of preinstall campaign users continue using the app one month after installing it.

Android market share: 

• USA: 42.29%
• UK: 49.13%
• India: 95.10%
• South America: 88.37%
• Europe: 72.87%

Why should you try OEMs over conventional methods?

• Using firmware means 100% fraud-free:
  The installation process happens during device setup, so fraudulent activity or unauthorized installations are not risky. Secure app distribution safeguards against potential threats to user data and ensures a trustworthy experience.
• Users who install apps while setting up their new devices retain them:
  When new devices are set up, apps that are seamlessly integrated into their experience from the beginning tend to have higher retention rates. Using OEMs, developers can establish a lasting connection with users, encouraging long-term engagement and loyalty.
• Carrier-validated installations ensure accuracy:
  By validating app installations, carriers ensure the accuracy and legitimacy of the installs and their source campaigns. 

Read how mobile game giant TapNation achieved 147% ROAS with AppSamurai OEMs.

Alternative app stores offer developers unprecedented opportunities to reach their audiences. Diversifying distribution channels and incorporating innovative promotion strategies can help developers overcome the limitations of traditional app stores and achieve greater growth and success.

Interested in learning more? Contact us to discuss alternative app stores and discover new ways to grow your app. Your audience awaits, and the opportunities are limitless!

The post Alternative App Stores and Why They’re Worth Exploring first appeared on AppSamurai.

Fundamentals of Media Mix Modeling

In essence, media mix modeling is a quantitative method of analyzing the effectiveness of different marketing channels. Unlike direct response models focusing on immediate conversions, MMM takes a broader view. For instance, attribution analyzes user-level data to determine which marketing activities led to a conversion using the customer’s journey across various touchpoints. In this approach, external factors aren’t considered; the focus is on the user’s path to purchase within a short timeframe. 

Meanwhile, the MMM approach analyzes historical data, including variables like marketing spend and sales figures and external factors such as economic conditions or seasonal trends. It evaluates the impact of each media channel on overall user acquisition, considering long-term brand building and customer engagement. This comprehensive approach allows marketers to differentiate the direct impact of their campaigns from other influencing factors, enabling more informed decision-making.

Role of MMM in Mobile User Acquisition

Mobile marketing requires a deep understanding of user behavior. Here, MMM provides a granular analysis of how different media channels contribute to acquiring new users. Beyond superficial metrics, it reveals the paths that lead to app installations and engagements by diving into the user journey.

MMM helps allocate budgets more efficiently by analyzing the performance of various channels – programmatic user acquisition, social media, search ads, or even traditional media. It’s not just about reducing costs; it’s about maximizing impact, making sure every dollar is an investment towards building a loyal customer base.

An MMM can help you answer the following questions: 

• How should we allocate our advertising budget?
• Which marketing channels have the best ROI?
• Is there an optimal time of year to invest?
• What is the impact of external factors, such as seasonality and economic trends?

Data Collection and Analysis in MMM

Data collection and analysis are the cornerstones of any effective MMM strategy. The data spectrum for MMM is vast, encompassing metrics such as app downloads, user engagement rates, and click-through rates. The challenge lies not only in collecting this vast array of data but also in ensuring its quality and relevance. Privacy considerations, especially in the context of digital data, are paramount. As data privacy laws become more complex, MMM practitioners must find ways to ensure compliance.

MMM employs various analytical methods, with regression analysis being a common one. Regression analysis offers structured insights into historical relationships, laying the foundation for strategic decision-making. This involves identifying relationships between various media investments and user acquisition metrics. Advanced techniques like Bayesian probabilistic models are also used, providing a more dynamic and adaptive approach to understanding and predicting user behavior. Bayesian probabilistic models introduce adaptability, allowing marketers to respond in real time to shifts in consumer behavior and emerging trends. 

Here’s a quote from Singular’s CTO and Co-founder Eran Friedman:

“Part of the challenge with MMM is with very, very granular and very tactical kind of decision-making. It’s difficult to get insights, for example, at the creative level ROI … of course, if you have a lot of data if you’re running creatives at scale … then you can optimize things. But generally speaking, usually, it would be easier to seek a solution from the other methods such as deterministic attribution versus MMM for the operational or daily stuff.”

Integrating MMM with Mobile Marketing Strategies

MMM integration into mobile marketing strategies requires a delicate balance and a comprehensive understanding of the target audience. This section emphasizes the creation of a cohesive strategy that resonates with the audience by amalgamating insights from various digital media channels. Recognizing the diverse responses of different demographics to varied media mixes, customization emerges as a critical factor.

MMM facilitates customization and introduces the concept of real-time strategy adjustments. Marketers can swiftly pivot their strategies by continuously monitoring performance data and adapting to evolving market trends and changes in consumer behavior. This integration process is an ongoing, iterative, and adaptable journey, ensuring that marketing strategies remain responsive to the dynamic nature of the mobile landscape.

Emerging Trends and Technologies in MMM

With new technologies and trends influencing its application, the landscape of MMM is constantly evolving. Machine learning and artificial intelligence (AI) are at the forefront of predictive analytics, offering transformative potential. As a result of these technologies, modeling can be more nuanced and accurate, taking into account complex patterns and variables that might otherwise be overlooked by traditional methods. Consumer behavior is constantly changing, and the digital footprint is ever-expanding, which makes MMM’s future dependent on its ability to adapt to this ever-changing environment.

Best Practices for Implementing MMM in Mobile User Acquisition

It is essential to follow a structured approach when implementing MMM. Here are some best practices you can follow: 

Set Clear Goals:

• Establish specific and measurable objectives for your Mobile Marketing Mix (MMM).
• Determine the key performance indicators (KPIs) that align with your business objectives.

Collect Comprehensive Data:

• Collect data that includes relevant metrics, including conversions, engagement, and marketing channel performance.
• Create a holistic view of the mobile user acquisition landscape by integrating data sources from various departments.

Structured Analysis:

• Utilize statistical and machine learning techniques to analyze the collected data.
• Optimize marketing efforts by identifying patterns, correlations, and insights.

Cross-Departmental Collaboration:

• Align strategies and share expertise among marketing, data science, and IT teams.

 Continuous Learning and Adaptation:

• Be responsive to changes in the mobile user acquisition landscape, adapting your approach based on emerging trends and consumer behavior.
• Invest in tools and platforms that enable more sophisticated data analysis and provide real-time insights for informed decision-making.

Test and Iterate

• Verify the impact the MMM suggests for your media channels regularly through geo/matched market tests.

To sum it up

A media mix model is more than a tool; it’s a strategic map guiding marketers through the user acquisition process. MMM stands as a crucial component of informed decision-making, helping marketers formulate effective, resilient, and adaptable strategies to the changing tides of consumer behavior and technological advancement.

The post Media Mix Modeling in Mobile User Acquisition: A Comprehensive Guide first appeared on AppSamurai.

For a deeper understanding of ATT, we must look at the roots of privacy measures in the digital era. Each step has paved the way for ATT, from early attempts at user data protection to the landmark General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). 

General Data Protection Regulation (GDPR):

A major milestone was reached in the evolution of privacy regulations in Europe when the GDPR was implemented in 2018. Besides providing comprehensive rules for the European Union, GDPR had extraterritorial implications, impacting any organization that processed data of EU residents. Focusing on principles like data minimization, purpose limitation and the right to be forgotten sets a high standard for global privacy protection.

California Consumer Privacy Act (CCPA):

In 2020, California enacted the California Consumer Privacy Act (CCPA), which was a groundbreaking piece of privacy legislation in the United States. A key feature of the CCPA is that it gives California residents enhanced rights regarding their data, such as the right to know what personal information a business collects about them and the ability to opt out of the sale of their data. This move signaled a growing awareness and acknowledgment of the need for enhanced privacy protections, even at the state level.

The Impact of ATT on Consumers and Businesses

ATT isn’t just a regulation; it’s a game-changer for both consumers and businesses. We’ll explore how users gain more control over their data, making informed choices about app permissions. Simultaneously, businesses face a paradigm shift in their advertising strategies, prompting them to reevaluate their approaches to data collection, personalization and user targeting.

Understanding the ATT Framework

What’s ATT?

Apple introduced App Tracking Transparency (ATT) as a privacy feature that gives users more control over their personal data within mobile apps. As part of iOS 14.5 and later versions, ATT requires app developers to request explicit permission from users before tracking their activity across other apps and websites. By granting or denying permission to apps to access their Identifier for Advertisers (IDFA), this transparency initiative aims to enhance user privacy. 

As a result of ATT’s consent requirement, it introduces a new level of transparency into the digital ecosystem, shifting the balance towards users’ empowerment and fostering a more privacy-conscious approach to app tracking and targeted advertising.

Key Features and Components of ATT

The App Tracking Transparency (ATT) framework consists of several key components that enhance user privacy. An important new feature is the addition of privacy nutrition labels to the App Store. Users can check these labels to learn more about an app’s data collection practices, including the type of data collected and whether it is connected to the user’s identity. Transparency allows users to make informed decisions about apps that align with privacy preferences.

Another crucial component of ATT is the requirement for explicit consent from the user. To ensure that users have a say in how their information is utilized, apps must now obtain explicit permission from users before tracking their data across apps and websites.

How ATT Changes the App Permission Model

By placing consent at the forefront of the user experience, ATT represents a paradigm shift in app permissions. In the past, apps had access to certain data by default, which could be limited by the user after installation. 

The ATT model, however, requires apps to explicitly request permission to track before users engage with the app. The data-sharing process is now more transparent and proactive for users. Consent is clearly requested and privacy settings can be managed and adjusted easily. By empowering users, these changes aim to make them active participants in their data usage decisions.

Requirements for Developers under ATT Regulations

The role of developers in ensuring ATT compliance is crucial. They must follow specific guidelines to prioritize user privacy under ATT regulations. They must implement the App Tracking Transparency framework into their apps, provide clear and concise explanations in tracking permission dialog boxes and respect user choices regarding data tracking. Developers must also update their apps’ privacy policies to reflect how they collect and use data accurately.

Impact of ATT on App Developers and Advertisers

Changes in Data Collection and Usage

ATT introduces a fundamental shift in how app developers and advertisers collect and use data. It has been common practice for apps to gather user data implicitly, without explicit consent, by quietly tracking user behavior. ATT disrupts this norm by requiring developers to obtain explicit user consent before tracking their activities across apps and websites. As a result, there are profound implications for the types and amounts of data available. Now, developers must work within the constraints of user-approved data access, limiting the amount and type of data collected.

Shifts in Advertising Strategies and Budgeting

ATT’s limitations on tracking users force advertisers to adjust their advertising strategies and budgets accordingly. Due to limited tracking capabilities, targeting specific user segments becomes more complicated. As a result, advertisers are forced to explore alternative advertising strategies, such as contextual targeting, which tailors ads based on the context of a user rather than their past behavior. These shifts in advertising methodologies require budgeting reassessment. For advertisers to remain competitive, they need to reallocate resources in a way that prioritizes user privacy while maintaining campaign effectiveness.

New Challenges for Personalization and Targeting

The ATT era presents novel challenges for personalization, a cornerstone of digital marketing. With user tracking becoming more limited, delivering personalized content demands innovative solutions. The challenge marketers face is achieving personalized user experiences without using invasive tracking techniques. The challenges include understanding user preferences, anticipating user behavior and tailoring content accordingly. New strategies include leveraging first-party data, leveraging user information and deploying advanced machine-learning algorithms to predict consumer behavior. In an environment where privacy takes precedence, marketers must balance delivering tailored experiences and respecting user privacy, fostering trust and engagement.

How do users feel about ATT?

According to Statista, the monthly opt-in rate of mobile users worldwide, allowing app tracking after the iOS 14.5 update as of April 2022, is 25%, which was only 11% in April 2021. Even though there’s an increase, a huge majority still choose not to opt-in for tracking. 

What should advertisers/developers do?

So advertisers need to analyze user engagement post-ATT implementation. Studying user interactions within the app, such as time spent on the platform, frequency of use and specific features accessed. Developers can use user engagement data to identify patterns and trends, enabling them to adjust their strategies for content delivery, user interface design and overall user experience. App developers can enhance user satisfaction by closely monitoring user engagement after ATT and making informed decisions based on that information.

ATT’s Significant Impact on Mobile Gaming 

Real-world examples provide valuable lessons. Let’s look at how ATT made groundbreaking changes to mobile gaming as told in our latest e-book, ‘’The Rise of Hybrid-Casual Games’’:

‘’Due to ATT, measuring and generating non-organic installs have become more difficult and user acquisition costs have increased in the mobile game market. With costs rising, mobile game owners have been struggling to compensate for their return on investment (ROI). 

This means they needed to find a new way to keep players in the game for long periods so that they could increase their ad revenue and balance the costs emerging from user acquisition. In light of these, the solution was to adapt the product to existing conditions, adding meta layers to games and giving birth to hybrid-casual games.’’

The impact of ATT on the mobile gaming industry has been transformative, prompting significant shifts in user acquisition and monetization strategies. ATT privacy measures have led to increased challenges in measuring and generating non-organic installs, resulting in elevated user acquisition costs. Adapting to the evolving landscape has resulted in hybrid-casual games ushering in a new era of gaming. These games, enriched with meta layers, not only adhere to ATT’s constraints but also offer a sustainable model for prolonged user engagement. Mobile gaming has exhibited resilience and adaptability in the wake of ATT, showing how challenges can spur innovation and shape a sector.

Adapting to the ATT Era

Strategies for App Monetization in a Post-ATT World:

Developers are challenged to explore innovative monetization approaches that align with heightened user privacy. The reliance on traditional advertising methods driven by extensive user tracking is diminishing in the post-ATT landscape.Due to this, developers are increasingly embracing alternative monetization strategies.

• Users can subscribe to premium content or features for a recurring fee, providing a direct revenue stream while respecting their privacy.
• In-app purchases become pivotal, allowing users to buy virtual goods or additional functionalities within the app. 
• Hybrid monetization combines multiple revenue streams and is also a popular monetization strategy.

Innovations in Attribution and Analytics Without Invasive Tracking:

Under ATT, invasive tracking is restricted, forcing a paradigm shift in attribution and analytics. Businesses and developers are exploring new technologies and methodologies to gain valuable insights into user behavior without resorting to invasive tracking techniques. Several approaches are being adopted, including advanced attribution models, anonymized data aggregation and privacy-preserving analytics. With these innovative solutions, businesses can enhance user experience, target audiences efficiently and make informed strategic decisions while maintaining users’ privacy.

Future of App Tracking and User Privacy

Machine learning will continue to rise

A marketing campaign’s performance is traditionally evaluated using data pipelines that rely heavily on device identifiers to measure user monetization over time. Due to losing device IDs, marketers must redesign those data pipelines to measure return on ad spend (ROAS).

Instead of relying on measured or observed metrics, new marketing strategies will rely on machine learning and predictive metrics. To do this, marketers will need to develop new technological capabilities.

For example, machine learning can predict how users will monetize at 30 days or 60 days, LTV and churn using a campaign’s first four days of event data. Even though many publishers may not have considered AI and machine learning to be necessary because they could measure metrics directly, they are now relying heavily on AI and machine learning.

Retention is even more crucial than before

It has traditionally been the norm for app marketers not to worry about churn since retargeting can bring back their most valuable users, extending their lifetime value. Privacy constraints make it challenging to regain a churning user in today’s world.

In today’s business environment, churn prevention must be a key component of your strategy before you lose a customer permanently.

This is where predictive analytics comes into play. The marketer can target the users who are most likely to churn to capture their attention and persuade them to stay. Additionally, they can observe related user behavior, such as the actions that led to them leaving or the most effective marketing strategies to keep them.

How to best adapt?

In anticipation of Android privacy changes, there are a few things developers can do today to minimize challenges in the future.

In order to begin preparing for these upcoming changes, developers should consult ad tech providers and other marketing providers to find out how they plan to handle them from a technical perspective.

Many of the concepts that Android is developing in the Privacy Sandbox also apply to the new iOS SKAd Network reporting structure. These frameworks will help you optimize your app’s conversion tracking. Last but not least, ensure you secure bandwidth from internal product teams and tech teams to conduct privacy sandbox integration tests and test the latest features of the SKAd Network by the end of the year.

Final Thoughts

The App Tracking Transparency (ATT) initiative represents an important milestone in the digital era, reshaping user privacy and app functionality. ATT emerged not merely as a regulation but as a catalyst for change as we examined its origins, impact and evolving norms. The consumer gains unprecedented control over their data, while the advertising industry has to adapt its strategies to the new structure. The developers are responsible for ensuring compliance and the post-ATT landscape sees innovative ways to monetize, attribute and analyze apps. We can predict a dynamic yet promising future by examining evolving privacy norms, upcoming technologies and transparency. To navigate the post-ATT era with resilience and ethical foresight, brands must embrace principles of transparency and user empowerment.

The post What is App Tracking Transparency? How Does it Work? first appeared on AppSamurai.

Why so hectic?

The holiday season is a time when people are not only in the mood for celebration but also in a shopping frenzy. According to the National Retail Federation, the holiday season can represent as much as 30% of a retailer’s annual sales. This gives mobile apps a unique opportunity to grow their user base, engagement, and revenue. You must, however, have a well-planned marketing strategy if you want to make the most of this season.

The holiday season can significantly impact your app’s success throughout the year. This is the time of year when users actively search for deals, discounts, and brand engagement opportunities. By using the right holiday marketing strategy, you can increase your app’s visibility and build long-term relationships with your users.

Holiday Season Marketing Landscape

Before diving into holiday marketing specifics, let’s understand the landscape. A typical holiday season runs from Thanksgiving through New Year’s Eve. It’s marked by key shopping events such as Black Friday and Cyber Monday. The day following Thanksgiving, Black Friday, is known for in-store shopping, while Cyber Monday follows as the online equivalent, featuring many discounts and deals.

However, these events have evolved over the years. Traditionally, Black Friday was characterized by early morning store openings and long lines, but today it is a multi-channel shopping experience. Mobile apps play a significant role in connecting customers around the world to deals. 

Cyber Monday, on the other hand, focuses primarily on digital deals, making it a prime target for mobile app marketers. 

Thanksgiving, the fourth Thursday of November, officially marks the start of the holiday season and it is not just about turkey and family gatherings; it’s also an excellent opportunity to engage with your app’s users.

How to Prepare Your Mobile App for the Holidays

Assess Your Mobile App’s Current Status

You should assess the current state of your mobile app before planning holiday marketing campaigns. Take a look at your user data, the performance of your app, and the results from past holiday seasons. By analyzing your performance, you will be able to identify your strengths and weaknesses and set realistic goals for the season. Start by looking at your app’s analytics. Especially for e-commerce apps:

• What does your user data reveal about past holiday seasons?
• When does user engagement typically peak?
• Which products or services are most popular during the holidays?
• How does the holiday season affect user acquisition and retention?

Set Clear Goals and Objectives

This holiday season, what are you hoping to accomplish? Are you looking to increase downloads, user engagement, or revenue? Having clear, measurable goals will guide your marketing efforts and help you track the success of your app.

As an example, if you want to boost revenue over the holiday season, set a specific revenue target you want to reach. If you want to increase user engagement, consider KPIs like time spent in-app or the number of interactions. It is easier to evaluate your app’s performance if you attach key performance indicators (KPIs) to each goal.

Allocate Your Budget Wisely 

Advertising, promotions, and user acquisition require a substantial budget for holiday marketing. You must allocate your budget strategically to ensure your holiday campaigns deliver the best results. To effectively reach your target audience, you must invest in paid advertising, influencer collaborations, and social media promotions.

The budget you allocate for your holiday marketing campaign should be based on your goals and the scale of the campaign. If your aim is to increase user acquisition, you may need to allocate a significant portion of your budget to paid advertising and promotion to reach new audiences. On the other hand, if your primary focus is retaining and engaging existing users, you might allocate more of your budget to in-app promotions and rewards.

Know Your Audience

Segmenting your audience is an essential part of a holiday marketing campaign. It is important to remember that not all users are the same, and their preferences and behaviors may vary. Segmenting your audience allows you to tailor marketing messages and promotions to each group’s specific needs and interests.

Segment customers based on past purchase history, demographics, location, and user behavior. For example, you might have segments for loyal customers, first-time users, or users who browse often but rarely make purchases and adjust your deals and messaging according to the segments.

Thanksgiving Engagement

Thanksgiving is a great time to show your appreciation to your app’s users. Provide exclusive discounts or early access to Black Friday deals as a token of your appreciation.

Thanksgiving-themed contests and promotions generate excitement and engagement. From food and drink to mobile games, developers can consider a “Thanksgiving Recipe Contest” or a special holiday-themed in-app game to keep users entertained and involved. You can also update your ad creatives to catch users’ attention during the season.

Let’s look at some numbers:

• Online shopping reached a record $5.29 billion on Thanksgiving Day 2022.
• A Salesforce report noted that Thanksgiving online spending grew 9% to $7.5 billion in the U.S. Additionally, 78% of sales traffic came from mobile devices. (2022)

Cheetah Digital

Leveraging Black Friday Marketing

Strategies for Pre-Black Friday Promotions

Black Friday is the perfect time to build excitement and anticipation. Publish teaser campaigns, create a sense of urgency, and offer sneak peeks at your Black Friday deals. You can increase participation on the big day by engaging your audience early.

Running Black Friday Flash Sales and Discounts

Offer irresistible deals on Black Friday to attract users. Promoting buy-one-get-one (BOGO) sales, limited-time discounts, and flash sales are effective tactics. Ensure your app clearly communicates discounts, whether you’re offering 50% off or buy-one-get-one-free. When the deals are hard to navigate, it might lead to user churn. Don’t forget to optimize your app in order for it to handle more traffic as well.

Let’s look at some numbers 

• There was a 3.5% increase in Black Friday online sales in 2022, reaching $65.3 billion globally. 
• Almost 73% of sales from merchants on Shopify’s platform were performed via mobile in 2022, up from 71% in 2021.
• Black Friday plans begin at least two weeks in advance for 40% of Gen Z shoppers.

​​

Apptopia

Cyber Monday Campaigns

Crafting Compelling Cyber Monday Deals

Give users a reason to shop with you on Cyber Monday by offering different deals from Black Friday. You can sweeten the deal by bundling products together at a discount, offering exclusive digital content, or providing free shipping. The key to making Cyber Monday a successful shopping event is to present it as a distinct and appealing event.

Let’s look at some numbers:

• Cyber Monday sales are expected to generate $13.7 billion in revenue in 2023. 
• Compared to an average day, US buyer activity on Cyber Monday is up 512%.
• Cyber Monday 2022 conversion rates were 6.9% through desktops and 3.4% through mobiles.

Aampe

How to Retain the Holiday Season Shoppers?

Shopify reports that 64% of retailers‘ customers acquired during BFCM have a lower lifetime value (LTV) than customers acquired during any other time of the year. To prevent that from happening to your users, engage them with:

• Post-holiday promotions
• Loyalty programs
• Relevant push notifications
• E-mail marketing

As the New Year approaches shortly after Thanksgiving, start offering new deals and content to your users to turn them into repeat customers.

Final Thoughts

Mobile app marketing during the holiday season offers users a tremendous opportunity to engage with your users, drive revenue, and build long-term relationships. Black Friday, Cyber Monday, and Thanksgiving all have unique marketing demands, so it is important to understand their significance before creating your marketing plans.

Remember to assess your app’s current status, set clear objectives, and allocate your budget wisely as you prepare for the holiday season. Analyze your performance data and industry statistics from 2022 to identify trends and benchmarks for continuous improvement. Incorporating lessons learned from the past holiday season into your planning for the year ahead will help you make smarter decisions for the future.

Your app’s success depends on staying on top of changing consumer behavior and trends during the holiday season. With the right strategies in place, your mobile app can flourish during the season and beyond.

The post The Big 3: Preparing Your Mobile App for Black Friday, Cyber Monday and Thanksgiving first appeared on AppSamurai.

Why is the ranking so important?

In a marketplace with millions of apps, standing out can be challenging. Getting high rankings in search results can make your app more visible and increase downloads.

The aim of SEO (Search Engine Optimization) is to improve the ranking of your app in search results by optimizing its content and metadata. It is possible to increase organic traffic and reach potential users by implementing effective SEO strategies.

Understand the Basics of Google Play Store SEO

Google Play Store’s Ranking Algorithm 

Google Play Store’s ranking algorithm considers various factors when determining an app’s ranking. A number of factors play a vital role in the algorithm, including app relevance, user engagement, app quality, and user ratings.

The Role of Keywords in App Ranking 

A successful app store SEO strategy relies on keywords. Your app’s visibility can be significantly enhanced by understanding and using the right keywords. To target relevant search queries, keyword optimization requires thorough research and strategic implementation.

Importance of App Performance Metrics

The performance metrics of an app, such as its crash rate, load time, and responsiveness, are critical to the user experience. Since user satisfaction is a top priority for Google, it takes these metrics into account when determining an app’s ranking.

The Relationship between User Reviews/Ratings and Ranking

Ratings and reviews are powerful social proofs that can influence potential users’ decisions. The Google Play algorithm considers both the quantity and quality of a review or rating when ranking apps.

App Optimization Strategies

Staying relevant is crucial to the keyword research and tracking process. Make sure that you are not overstuffing keywords in your descriptions. You can utilize several tools, such as Google Play Console, data.ai, Mobile Action and Sensor Tower that will aid you in finding relevant keywords and assessing their competitiveness.

After finding keywords, you need to carefully select them. Strive for a balance between highly competitive and less competitive keywords. Long-tail keywords can be valuable for targeting specific user segments. 

The keyword process doesn’t end there. You must regularly monitor and update your keyword list to adapt to changing trends. If you are not closely following your rank and evaluating the keywords, you can’t take any actions to improve your ranking.

App Title and Description Optimization

The app title and description are critical components contributing to your app’s discoverability. It is important to create a compelling title and description so that users are enticed to click and install your app. Your app title must be 30 characters or less.

App store optimization requires SEO-friendly titles and descriptions. Create effective titles and descriptions by incorporating relevant keywords naturally, making sure they are clear and concise, and highlighting the app’s unique selling points. A full description allows for 4,000 characters. A short description should convey your app or game’s message in 80 characters or less.

Make your message compelling by focusing on the value that the app will create in the users’ lives, but avoid exaggerations or misleading claims. Always test and optimize your content, adhering to app store guidelines and avoiding keyword stuffing. Consider localization for different markets, and keep in mind that app store optimization is an ongoing process.

App Performance Metrics

Importance of User Engagement and Retention

User engagement and retention are strong indicators of app quality. The more engaged your users are, the more likely they are to leave positive reviews and higher ratings, which can increase the ranking of your app. Regularly updating your app with new content and features will keep users engaged and coming back for more. Enhance the user experience and encourage long-term use by using personalized notifications and rewards.

User Ratings and Reviews

In addition to influencing user perception, positive ratings and reviews affect your app’s visibility in search engine results. Build a positive reputation by maintaining a high average rating and responding to user feedback. Encourage users to leave reviews with in-app prompts and incentives. Address users’ concerns and respond promptly to negative reviews to demonstrate your commitment to your app’s improvement

Hello World! The Importance App Localization

The ability to expand the reach of your app beyond borders can open up a whole new world of possibilities. The process of app localization includes adapting your app’s content, language, and visuals to each region’s preferences and cultural nuances. The more you cater to local audiences, the more likely it is that you will receive positive reviews and rank higher. Users are more likely to engage with an app that speaks their language and understands their unique needs, leading to increased downloads and improved user retention rates.

Click here to read AppSamurai’s Mobile Game Localization guide!

How to Localize Your App for Different Regions?

Localizing an app requires meticulous planning and execution. The first step is to conduct thorough market research to understand each target audience’s preferences and needs. Make sure you translate your app’s content accurately, using natural and culturally appropriate language. You might want to work with native speakers who are also interested in whatever your app is about- always helps! Take into account local sensibilities when adapting visuals and design elements. To create a seamless and tailored user experience in each region, consider localizing pricing, payment options, and promotional materials.

High-Quality Backlinks

Backlinks are links that point to your app’s page on the app store from other websites. Having them on your app acts as an endorsement and a signal of credibility, which helps search algorithms recognize them as valuable and relevant. An app’s authority and ranking in search results can be significantly enhanced with high-quality backlinks from reputable sources. The key is to focus on quality over quantity; a few high-quality backlinks can make a big difference compared to a lot of low-quality ones.

How to Acquire High-Quality Backlinks?

It is imperative to take a proactive approach to building high-quality backlinks. Provide valuable content or incentives to industry influencers, bloggers, and app review sites to feature and review your app. Engage your audience with shareable and engaging content to naturally attract backlinks. Establish your app as an authoritative resource in app-related forums and communities and encourage others to link to it. Gain exposure and valuable backlinks by collaborating with partners and sponsors.

Monitor and Update Your SEO Strategy Regularly

Market trends, user preferences, and app store algorithms are constantly evolving. Maintaining a competitive edge requires continuous monitoring of your app’s performance and updating your SEO strategy accordingly. Keep your app relevant and optimized by regularly assessing your keywords, titles, and descriptions.

Tools for Monitoring App Performance and Rankings

You can monitor your app’s performance and rankings using several tools. Google Play Console provides valuable insights into keyword performance, user engagement, and crash reports. Check out this list by G2 for the ultimate list of application performance monitoring tools.

Final Thoughts

App developers seeking success and recognition must master Google Play Store SEO in the ever-changing mobile app landscape. Through the strategies discussed in this comprehensive guide, you can improve your app’s visibility, attract organic traffic, and increase downloads. You should continually monitor and update your SEO strategy as the app market changes and maintain your app’s ranking. It takes consistent effort and dedication to optimize your app to succeed in the competitive world of app stores. Follow these strategies, and your app will rise to prominence, capturing users’ hearts worldwide!

The post Mastering Google Play Store SEO: The Key to App Ranking Success first appeared on AppSamurai.

How does fraud happen in mobile gaming?

User acquisition fraud is any fraudulent activity that artificially inflates the number of installs, clicks, or views on a mobile game. Several common types of fraud in user acquisition include fake installs, click spamming, SDK spoofing, and bots and farms. 

• Fake installs occur when a user is paid to download and install a mobile game without any intention of playing it. 
• Click spamming is when a user clicks on an ad multiple times to inflate the click-through rate artificially. 
• SDK spoofing is when fraudsters impersonate legitimate SDKs to steal attribution data. 
• Bots and farms are automated programs or groups of people that artificially simulate user behavior to inflate metrics.

The impact of fraud on user acquisition and the gaming industry as a whole is significant. Fraudulent activity can lead to wasted ad spend, reduced engagement, and a negative impact on the user experience. Furthermore, it can harm the reputation of the mobile game and the developer, decreasing user acquisition and revenue.

Beware of these signs!

It is important to recognize the signs of fraudulent activity to avoid fraud in user acquisition. One way to identify fraudulent installs is to look for patterns of behavior that deviate from typical user behavior. For example, if many installs come from the same IP address or device, it may be a sign of fraud. 

Multiple installs from the same IP address or device: If you notice a high volume of installs originating from the same IP address or device, it could indicate fraudulent activity. Legitimate users typically have unique IP addresses and use various devices, whereas fraudsters may attempt to generate multiple installations from a single source. Keep an eye out for disproportionate installs coming from a single IP address or device.

Click spamming: Analyzing click-through rates can help identify abnormal spikes that may be signs of click spamming. Observing a sudden and significant increase in clicks within a short period could indicate fraudulent activity. Fraudsters may employ techniques to artificially inflate click numbers, making it seem like there is a high level of user interest when, in reality, the clicks are generated through fraudulent means.

SDK spoofing: Monitoring attribution data can help uncover discrepancies that point to SDK spoofing. You should ook for inconsistencies between the attributed installs or actions and the expected distribution. If the data indicates unrealistic user behavior or if there are discrepancies between the reported data and actual user interactions, it may indicate that the attribution data has been manipulated.

Bot activity and farms: Detecting bot activity and farms involves analyzing user behavior for patterns that deviate from normal user behavior. Signs such as excessive app usage within a short period, consistent patterns of interaction, or similar behavior across multiple user accounts are what you don’t want to see. Bots often exhibit predictable and repetitive actions, lacking the natural variations observed in genuine users.

Also, here’re some metrics to look out for:

Install conversion rate

• Observe the average conversion rates of your competitors or similar brands.

Click-to-install-time

• If CTIT shows hours or days, this might indicate that you are dealing with ad fraud. The expected turnaround time for most ads is seconds or a few minutes.

Funnel-down event

• If your app has funnel-down events such as sign-up or creating an account, and they are completed before the needed interaction happened, this might indicate fraud.

Here’re Some Best Practices to Avoid UA Fraud

Tips for Verifying Genuine Installs

Analyze IP Addresses and Devices:

• Look for various IP addresses and devices associated with the installs.
• Be cautious if a significant number of installs originate from the same IP address or device, as it may indicate fraudulent activity.

Monitor Install Patterns:

• Examine the timing and frequency of installs to identify any suspicious patterns.
• Large spikes in installations within a short period may indicate fraudulent behavior.

Validate User Engagement:

• Assess the level of user engagement, such as app usage, actions taken, or purchases made.
• Genuine users typically exhibit varied and meaningful engagement, while fraudulent installations may lack real user interactions.

Strategies to Detect and Prevent Click Spamming:

• Track Click-Through Rates (CTRs):
  • Regularly monitor CTRs to establish baseline metrics.
  • Look for sudden and significant spikes in CTRs, as it may indicate click spamming attempts.
• Set Realistic Expectations:
  • Compare CTRs with industry benchmarks and historical data.
  • Unusually high CTRs that deviate from expectations should be thoroughly investigated.
• Implement Fraud Detection Tools:
  • Utilize specialized fraud detection tools and services to identify and filter out fraudulent clicks.
  • These tools often employ advanced algorithms and machine learning techniques to detect patterns of click spamming.

Measures to Counter SDK Spoofing:

• Monitor Attribution Data:
  • Regularly analyze attribution data to identify any inconsistencies or discrepancies.
  • Look for discrepancies between reported installs or actions and the expected distribution.
• Validate User Behavior:
  • Compare the attributed installs or actions with typical user behavior.
  • Unrealistic user behavior or unexpected patterns may indicate SDK spoofing attempts.
• Establish Secure Attribution Frameworks:
  • Implement secure attribution frameworks that leverage encryption and authentication mechanisms.
  • This helps prevent unauthorized modifications or manipulations of attribution data.

Techniques to Identify and Block Bot Activity and Farms:

• Analyze User Behavior:
  • Study user engagement patterns to identify behaviors that deviate from normal user activity.
  • Look for excessive app usage within a short period, repetitive actions, or similar behavior across multiple user accounts.
• Employ CAPTCHAs and Human Verification:
  • Implement CAPTCHAs and other human verification mechanisms during critical touchpoints.
  • These measures can help distinguish human users from bots or automated scripts.
• Utilize Machine Learning and AI:
  • Leverage machine learning and AI algorithms to detect and classify bot activity.
  • Train models to identify bot signatures, anomalous behavior, and patterns associated with bot farms.

Tools and Technologies to Combat User Acquisition Fraud

What are some anti-fraud tools for user acquisition?

To identify and block fraudulent installation attempts, fraud detection software like Adjust, Kochava, or Singular, utilize sophisticated algorithms and machine learning. These tools analyze a wide array of parameters, such as IP addresses, device fingerprints, click patterns, and user behavior, to flag suspicious activity and prevent fraudulent installs.

Distributing analytics platforms like AppsFlyer, Branch, or Adjust can improve user acquisition campaigns. As users click on ads to install apps, they track their journey, helping to verify genuine installs. User acquisition managers can identify discrepancies and anomalies in attribution data with these tools, enabling them to validate attribution data and analyze user engagement.

DoubleVerify, MOAT, and IAS (Integral Ad Science) are a few examples of ad verification tools that play a crucial role in ensuring the authenticity of ad impressions and user interactions. The tools use sophisticated algorithms to detect and remove non-human traffic, such as bots or farms, from ad campaigns. In order to reduce the risk of ad fraud, ad verification tools monitor viewability and click-through rates.

Would you like to learn more about AppSamurai’s mobile gaming UA services? Click here.

Machine learning and AI in detecting fraud

As mentioned above, machine learning and AI are increasingly used to combat user acquisition fraud. In terms of user behavior, these technologies are adept at detecting patterns and identifying anomalies. They can distinguish between legitimate and fraudulent activities by training algorithms on large datasets. Machine learning and artificial intelligence allow fraud detection to be more efficient, adaptable, and scalable with their real-time analysis and automation. Users acquisition managers can take proactive steps to combat evolving fraud techniques and protect their user base and businesses with the help of these technologies.

Check out some case studies of combating ad fraud

AppsFlyer’s fraud prevention solutions helped the global mobile game publisher Genera to detect ad fraud and its source and take action to stop it. The AppsFlyer product Protect 360 detected that over 85% of unrated DeviceIDs installed many apps through different publishers. After more observation, the publisher stopped working with troubled SiteIDs, and boosted ROAS, organic growth and, ultimately revenue.

Adjust’s Fraud Prevention Suite assisted the app albo in their UA efforts and increased their conversion rate by 600%. 

What to Do If You Encounter User Acquisition Fraud?

If you suspect fraudulent activity, it is important to take immediate action in order to mitigate the damage. Here are some steps you can take:

Immediate steps to take if you suspect fraudulent activity

1. Conduct an audit of your user acquisition campaigns. This will help you identify any fraudulent activity and determine how it impacts your campaigns.
2. Block suspicious IP addresses and devices. This will prevent fraudulent activity from continuing and help protect your campaigns from further harm.
3. Contact your ad network or platform to report the fraud. They may be able to help you identify the source of the fraud and take action to prevent it from happening again.

Reporting fraud to relevant authorities and platforms

Reporting fraud to relevant authorities and platforms is crucial in preventing it from spreading. It is important to report any instances of fraud to the appropriate authorities and platforms. This can help identify and prosecute the individuals or organizations responsible for the fraud.

Legal avenues and protections for user acquisition managers

If you encounter fraud, you may have legal avenues and protections available to you. For example, you may be able to file a lawsuit against the fraudsters or seek damages from ad networks or platforms that facilitated the fraud. Understanding your legal options and seeking appropriate legal advice if necessary is important.

Collaboration Makes Impact 

Industry-wide collaboration is crucial

Preventing and combating user acquisition fraud requires collaboration. Having a cooperative relationship among user acquisition managers is beneficial to identifying and preventing fraudulent behavior. Furthermore, collaboration can promote industry-wide efforts to combat fraud and raise awareness of it.

To combat fraud, user acquisition managers must foster open dialogue and learn from each other. It is crucial for user acquisition managers to build a culture of transparency and collaboration in order to identify fraud, prevent it, and stay up-to-date on fraud prevention tools.

It is possible to accomplish this by holding regular meetings or webinars where user acquisition managers can share their insights and experiences. In addition, they can create online communities for exchanging information and discussing best practices.

Final Thoughts

Mobile gaming is plagued by user acquisition fraud. A user acquisition manager must understand the different types of fraud, recognize the signs of fraudulent activity, and implement best practices to avoid fraud and maximize ROI. A positive user experience and maximum revenue potential can be achieved by following these strategies by mobile game developers.

Let your friends know about this article if you found it helpful and be a part of creating awareness. The more we share about the issue of user acquisition fraud, the better equipped we will be to combat it.

Let us know what your thoughts, experiences, or tips to overcome user acquisition fraud!

Would you like to learn more about AppSamurai’s mobile gaming UA services? Click here.

The post Navigating Mobile Game User Acquisition: Strategies to Avoid Fraud and Maximize ROAS first appeared on AppSamurai.