When looking at customer acquisition, it’s important to look beyond vanity metrics such as the number of installs. Vanity metrics are easy to report on, but they don’t provide an accurate picture of the value of your mobile marketing efforts. Mobile isn’t just a siloed part of your brand. It is a representation of your entire brand that users will want to engage with. Mobile marketers need to think critically to measure the metrics that matter most to the bottom line.
These are five types of reports marketers should use to measure their mobile performance:
Via Russ Merz, Ph.D.