Mobile MarketingMarketing Analytics

Mobile Marketing KPIs: Success Measurement Made Easy

Katharina-Maria Röder3/13/2023

Unsure if your mobile marketing campaigns are successful? We introduce the most important mobile marketing KPIs.

Table of contents
  1. What are the most important mobile marketing KPIs?
  2. More tips: What should you pay attention to?
  3. What mobile marketing tools can you use to track the KPIs?
Mobile marketing is an important part of the marketing strategy. Knowledge of the key KPIs for mobile marketing is necessary for the success of a campaign.
Knowing the right KPIs for mobile marketing is important to measure the performance of campaigns and make data-based decisions. In this article, we will introduce you to the nine most important KPIs for mobile marketing and give some tips to make your mobile marketing campaign a complete success.

What are the most important mobile marketing KPIs?

Mobile Marketing KPIs (Key Performance Indicators) are measurable metrics used to evaluate the success of mobile marketing campaigns. Some relevant KPIs for mobile marketing are:
  1. Conversion Rate: The percentage of subscribers who make a purchase via a specific link they received via a text message from you. If, for example, one of your subscribers leaves the browser or app without buying the items in the shopping cart, he or she will receive an SMS reminder with a link. This link leads back to the shopping cart where the purchase is completed.
  2. User Engagement: Measured by the number of sessions per user, the duration of each session and the number of pages viewed during a session.
  3. Cost per Action: Cost per Action refers to the cost you pay for a specific action of the user. You only pay when users perform the desired action. The metric is typically used in advertising campaigns that aim to motivate users to perform a specific action. This can be a purchase, filling out a form, or installing an app.
  4. Cost per Engagement: Cost per Engagement is the cost you pay for users' engagement with your mobile ad. Engagement includes actions like clicking on the ad, watching a video ad for a certain period of time, or sharing the ad on social media. The users do not have to perform a specific action. They just have to engage with the ad in some form. It is often used in awareness campaigns to increase brand awareness.
  5. Cost per Acquisition: These are the costs of acquiring new customers or users for your mobile offer.
  6. Customer Lifetime Value: The total value of a user over the duration of their customer relationship with your application or company. It is cheaper to keep existing customers than to gain new ones.
  7. User Retention: User retention is one of the most important KPIs in mobile marketing. It measures how many users use your app or mobile offer for the long term. A high user retention rate is a sign that your offer and user experience are good.
  8. Return on Investment: The revenue generated by a mobile marketing campaign compared to the costs incurred for conducting the campaign.
  9. Click-Through-Rate: The percentage of people who click on a specific link in a text message or ad, relative to the total number of users who received the message or saw the ad.

Recommended Mobile Marketing Software

On our comparison platform OMR Reviews you can find more recommended mobile marketing software. We present over 100 solutions that are specifically tailored to the requirements of mobile marketing agencies, brands and companies. These mobile marketing tools offer comprehensive support in all areas of mobile marketing. Take this opportunity to compare the different software solutions and access authentic and verified user reviews:

More tips: What should you pay attention to?

In addition to the already mentioned KPIs for mobile marketing there are some tips you should pay attention to in your mobile marketing campaigns:
  • Set clear goals: Before you start a mobile marketing campaign, you should set clear goals regarding the results you want to achieve with your campaign. This will help you find the best KPIs for measuring success.
  • Sources of user acquisition: Find out where the users of your app or visitors of your mobile website come from. This will help you to determine which channels are most effective at generating traffic and acquiring new users.
  • Observe user behavior: Analyze user behavior within your app or mobile website. Find out which features are most popular and which ones are not being used. This allows you to improve the user experience and increase interaction.
  • Determine session duration: Within the app or the mobile website, the duration of the user sessions should be monitored. This will give you a better understanding of user behavior and you can identify areas where improvements make sense.
  • Watch your competitors: Watch your competitors and their mobile marketing strategies. Analyze their app or mobile website and find out where you can improve your offer and stand out from the competition.
  • Test and experiment: Continually test and experiment with different mobile marketing strategies, channels and methods. This way, you can find out what works best for your target audience and improve your campaign performance.
  • Evaluate user data: Analyzing user data is the key factor in understanding user behavior and optimizing your campaigns. Look at data like device type, geographic location, and demographic information to better understand who your users are and how they use your offer.

What mobile marketing tools can you use to track the KPIs?

Because of the many different types of mobile devices and platforms, it is difficult to measure the efficiency of mobile marketing campaigns and track how users interact with your campaign. To keep track, you need a mobile marketing tool. With these tools you can track the most important KPIs of your mobile marketing campaigns and optimize them continuously. Check out the best mobile marketing tools here:
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Katharina-Maria Röder
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Diese Autorin ist seit 2019 freiberufliche Texterin und Text-Trainerin und unterstützt Unternehmen dabei, ihren Blog-Content zu optimieren und mehr Reichweite zu generieren. Zuvor war sie als Produktmanagerin im E-Commerce bei Bechtle Logistik & Service GmbH tätig und koordinierte Marketingaktivitäten sowie Produktsupport. Außerdem sammelte sie Erfahrung als Project & Support Coordinator im Bereich Digital Learning bei der Haufe Akademie, wo sie Kundenprojekte im E-Learning betreute.

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Software mentioned in the article

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Product or service categories mentioned in the article

Mobile Marketing
Mobile marketing software and apps help to plan, launch, manage, analyze, and optimize marketing and advertising campaigns across all mobile devices (e.g., smartphones, tablets, smartwatches) and the associated channels (mainly browser, app and app store). From insights from your own app to mobile loyalty programs to campaign management of mobile ads, mobile marketing software encompasses everything that helps consumers come into contact with brands on their mobile devices. In terms of campaign management, mobile marketing software (in this specific case also mobile advertising software) refers to buying, managing, and placing mobile video and banner ads, as well as in-app ads. Mobile marketing software also focuses on acquiring new mobile users, ad monetization, linking advertisers and publishers in terms of mobile affiliate marketing, app analysis and optimization, as well as mobile attribution and tracking. Affiliate platforms and search engine advertising software often offer mobile marketing functions.
Marketing Analytics
Marketing analysis tools (also known as Marketing Analytics Software) include all software used for managing, evaluating and controlling marketing measures by making their performance measurable. The use of such a tool allows for the optimization of marketing activities and strategies and the increase of Return on Investment (ROI). This is achieved by identifying effective marketing measures and adjusting marketing campaigns to achieve more conversions and sales while incurring similar or lower costs. The tools of marketing analysis providers make marketing measures measurable across all target groups and marketing channels, such as email marketing, social media, digital advertising and web analytics. To this end, most standalone marketing analytics tools offer interfaces and integrations with other marketing software such as Marketing Automation Software, CRM Systems, Search Advertising Software or Digital Analytics Software, using them as data sources. The software uses the accumulated data to analyze and process marketing campaign-related information. Therefore, marketing analysis tools collect data on marketing campaigns across various channels and thus enable the observation of marketing campaigns and target groups and the derivation of results. The results and accumulated data can be analyzed using the solutions and the campaign performance can be visualized in dashboards. Alternatively, some companies also rely on Business Intelligence Platforms (BI), which accumulate and prepare additional company data in addition to marketing data.

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