Michael Wong

Michael Wong
Understanding Mobile Engagement: Measurement Beyond the Download

Tracking installs used to be the standard measurement of success for mobile app advertisers. But as anyone with an array of barely touched apps on their mobile device can attest, installation doesn't equate to engagement. In other words, a million downloads are meaningless to marketers and app developers if users aren't coming back and creating value, either through in-app purchases, display ad monetization or even brand recognition. Here are some key best practices for moving beyond downloads to measure and understand the most important factor for mobile marketing success: engagement.