Metrics & Reporting: Reporting Goals and Tracking Improvements
Every coherent push campaign needs metrics so they can map out a set of measurable, attainable goals that they hope to achieve. Otherwise you’re just putting a lot of time and effort into a mobile engagement platform, sending off notifications blindly, and hoping for the best. The OpenBack SDK and Dashboard allow you to set up goals to track user actions that they complete within your mobile app. You can assign these goals either a default monetary value, or a variable monetary value through the SDK. All data on goal completions are then displayed in charts and tables. You can customize these through a filter to show results from the last 30 days or all time for all apps integrated with the SDK. Alternatively, you can set a filter to report goal completions for a specific app, and for a custom date range.
Why Is It Important to Track Your Goals?
In short, it’s key to analyze your push notification metrics and track goals so you can see trends over periods of time. What have you tried that works? What doesn’t work? Which direction should you take your mobile marketing campaign in the short and long-term?
A 2015 report by Forbes states that “only 22% of marketers have data-driven initiatives achieving significant results,” while “74% of marketers can’t measure or report how their efforts impact their business.” But marketing analytics and goal reporting are a means of plotting how past successes and failures of your marketing campaign. And, in doing so, you can project likely trends for future actions, and you can optimize your tactics to maximize ROI.
With OpenBack, our entire platform is structured to provide you the resources, metrics analysis, and goals reporting to finetune your mobile marketing strategy boost your Return on Push.
What Features Does OpenBack Offer to Track Goals Improvements?
The OpenBack Dashboard offers a comprehensive suite of features to track the value of a notification based on in-app events such as purchases. The value of a goal can be monetary – that is, how much revenue has it earned, whether by an in-app purchase, revenues from ad views, or other forms of meonetization. Or the value of a goal can be more abstract: for example, it can track a user connected their social media account after receiving a notification, or if a notification led to them completing their onboarding process.
Tables and charts give the user a visual representation of the value of each of their notifications, to compare rising and falling trends. Users can track the total value of a goal, as well as seeing the goal performance of each notification attached to that goal. The dashboard also provides full insight into the currency used when an app user completes a goal.
OpenBack can track the following goals, with the timeframe customizable to show for all time, or for over the past 30 days:
- Direct Goal Completion
- Indirect Goals Within Conversion Window
- Indirect Goals Outside Window – User Got Push Sometime
- Goals – No Push Ever
- Direct Goal – Cumulative Value
- Indirect Goals within Conversion Window
- Indirect Goals outside Conversion Window – User Got Push
- All Goals – Cumulative Value