You're running an App campaign for OneStop, an international clothing retailer, and you're trying to follow best practices for your measurement strategy. Which three questions should you be focused on answering? Select the best answers.
How effective is deep linking at getting new users to install the OneStop app?
How are users moving between OneStop's app and web properties?
Which of OneStop's app users have the highest long-term value?
Are view-through conversions being measured and valued appropriately?
Explanation
A strong measurement strategy for an App campaign focuses on understanding the full user journey and long-term business impact.
Analysis of Correct Answer(s)
-
How are users moving between OneStop's app and web properties?: This is crucial for understanding the cross-platform user journey. Customers often interact with a brand on both its app and website. Measuring this flow provides a complete view of user behavior, leading to better attribution and a more effective, unified marketing strategy.
-
Which of OneStop's app users have the highest long-term value?: This question focuses on Lifetime Value (LTV). The goal of an App campaign isn't just to generate installs, but to acquire users who will remain engaged and profitable over time. Identifying high-LTV users allows you to optimize bidding and targeting to find more people like them.
-
Are view-through conversions being measured and valued appropriately?: This addresses the importance of comprehensive attribution. View-through conversions (VTCs) are conversions that happen after a user sees an ad but does not click. For App campaigns running on visual formats like video and display, VTCs are a key indicator of ad impact. Accurate measurement is essential for understanding true campaign performance.
Analysis of Incorrect Options
- How effective is deep linking at getting new users to install the OneStop app?: This question misinterprets the primary role of deep linking. Deep linking is mainly used to re-engage existing app users by sending them directly to specific content. While it can improve the post-install experience for new users (deferred deep linking), its primary function is not to drive the initial install. Therefore, it's a less fundamental measurement question than understanding the overall user journey and value.