Mobile app marketing is a fast-changing world. Those in the industry know how complex it can be and having resources for tips and insights is imperative. Our goal is to provide this information and ensure you are aware of all the ways to improve your efforts. One way is to enhance downstream event optimization, and we’re sharing some tips from our experts.
What Are Downstream Events?
Downstream events are any actions taken by users post-install. They are a key element in mobile app marketing and provide additional value. Some examples include:
- Registrations
- Free trials
- Subscriptions
- Orders
Downstream Event Optimization Helps with Engagement and ROAS
We work with many clients who want to improve downstream event optimization. They know it’s essential to ensure they receive highly engaged users and maximize their ROAS (return on ad spend).
Installs are valuable, but if users aren’t engaging further with your app, there’s less value in the user. That’s why we’ve expanded our inventory to include CPA (cost per action) models, placing emphasis on monitoring campaign benchmarks and KPIs (key performance indicators). These additions accommodate this industry shift towards downstream events.
How Can You Ensure You’re Getting the Most Engaged Users?
Determine downstream KPIs and benchmarks to optimize across all partners and advertising channels. Keep in mind that KPIs should be unique for each channel to account for variations between inventory and targeting capabilities.
Next, identify the strongest sources that are actively hitting your downstream events and create a whitelist to scale your highest performing sources. As you maintain this strategy throughout your campaign, you’ll see how focusing your efforts on the top-performing sources will not only drive the highest quality of engaged users but also improve your ROAS.
Learn More About How We Can Help You with Downstream Event Optimization and Improve ROI
If you’d like to learn more about downstream event optimization, our pros are ready to support your efforts. Contact us today to learn more.
Anna is a writer for the HighSpeedOptions team focusing on streaming. She started her career as a content writer in 2017, working one year in the fintech industry before joining the mobile ad tech space with HighSpeedOptions’ parent company, AdAction.
