Lessons from Jet.com
How to track, measure and analyze
Before launching a new app or a new marketing campaign, it is important to have all the right tracking in place to measure performance.
Start by figuring out how all your tools will work together since the mobile industry is actually quite fragmented. There are a lot of tools that work only for mobile app but don’t work across platforms (app and web). You can end up with fragmented data. Think about your data infrastructure.
Make it easy for your team to access the data they need when they need it. Define clearly the metrics that matter most to your business. It must be easy to pull metrics and insights to evaluate performance. The metrics should be actionable.
Before starting with pay per install campaigns, take advantage of the free stuff. Some organic channels to consider: