One of the most interesting and useful features of Apple App Analytics is the ability to see how many people saw your app on the app store vs. how many actually downloaded it.
We will call this the ‘App Store conversion rate’, meaning the rate at which an app store view converts to an app download.
In this post you will learn how you can actually use this data to improve the performance of your Facebook App Install Ad Campaigns. There are some significant savings to be made when it comes to reducing your CPI. Keep reading for the exact method and some impressive examples of what can be achieved.
How a Facebook App Install Ad Works
Before we do anything else it’s important to understand the process behind Facebook App Install Ads.
Step 1 – Someone Clicks on Your Ad
This is the culmination of all of your targeting & ad creation efforts. Hopefully you’ve nailed your ad targeting and also created a great ad and you’ve got people clicking on it.
Step 2 – Your App Store Page
When a person clicks on your App Install Ad, they are taken to your app page on the App Store.
They will now look at your icon, app name, description, screenshots and preview video. These will be the deciding factor in whether or not this person moves on to step 3.
Step 3 – The Install
This is the final step, and the primary goal of a Facebook App Install Ad campaign.
Hopefully your app store page convinces the user to actually click the download button and install your app. One that happens and they open the app it’s registered as an install generated by your Facebook Ad Campaign reporting.
As you can see, there is more to the process than just getting people to click on a Facebook Ad.
It doesn’t matter how many people click on your FB ads if you aren’t converting people who visit your app store page into downloads.
This is where you can use App Analytics to improve your FB app install ad campaigns.
Lower Facebook App Install Ad CPI’s With App Analytics
As I mentioned earlier, App Analytics allows you to measure your App Store conversion rate (note, the figures only include iOS 8 users). This means we can measure the percentage of people who ‘convert’ to downloads after looking at your app in the App Store.
The goal here is to increase the conversion rate as much as possible. This will make your Facebook App Install Ads much more effective. Why? Because you are increasing the number of users who are installing your app after they click on the app install ad.
In other words, we want to increase the number of conversions from ad clicks (step 1) to app installs (step 3).
Let’s look at how to measure the percentage of users who are downloading your app after viewing your App Store page. To do this, open App Analytics and select the app you want to look at.
You will be taken to the ‘Overview’ page and right at the very top you can see the All Time ‘App Store Views’ and ‘App Units’.
Here is an example of an app I just released:
To work out the percentage of people who download the app after viewing it on the app store we simply use:
App Store Conversion Rate = (App Units / App Store Views) x 100
So for my example above that’s: (1105 / 1702) x 100 = 64.9%
This means that for every 100 people who click on my Facebook App Install Ads, I can expect ~65 downloads.
By improving the conversion rate we can get more downloads from the same number of clicks, which means we will see a lower CPI from our Facebook App Install Ads.
For example, if I improve my conversion rate to 75%, I can expect 75 downloads for every 100 people who click on my ad.
Let’s break out some more math to emphasise how powerful this can be:
We’ll say you are paying $1 per install (CPI of $1), and have a 65% conversion rate.
That means for every $1000 you spend on Facebook ads, you are getting ~1539 people clicking on your ad, and as a result, 1000 installs.
If you were to increase your conversion rate to 75%, here’s what the same $1000 spend would get you, assuming the same number of clicks:
1539 clicks @ 75% conversion = 1154 installs
That leaves you with a CPI of $0.87
As you can see, a 10% increase in App Store conversion rate results in a 13% decrease in your CPI. I’ll take that any day!
What if we go from a 65% conversion rate to 85%?
1539 clicks @ 85% conversion = 1308 installs
CPI = $0.76
A 24% reduction in CPI!
I know you might be thinking “I can already do this by monitoring the number of clicks to app installs in the Facebook reports”. And that is true, but that’s only useful after you’ve already spent money on ads. This means you have to risk wasting money on an app with a low App Store conversion rate before you know that you have a problem there.
Using App Analytics, you can see how well your app store page is converting before you start running ads. That will allow you to improve it before you spend any money on your Facebook Ad Campaign.
How Do You Improve Your App Store Conversion Rate?
By improving your app icon, title, description, screenshots and preview video!
You should be updating and testing each of these elements regularly and measuring the effect on conversions from app store views to app installs.
Based on early details shared by other app developers, conversion rates seem to vary quite a bit. I’ve heard of one developer who is seeing an 80%+ conversion rate, while others are seeing closer to the 40-50% mark. Personally my highest converting app is at 77%.
I’m sure no matter what your current conversion rate is there is room for improvement. If you want to get the most out of your Facebook app install ads and minimise your CPI, optimising your App Store conversion rate is a great place to start. And best of all, you can do it before you start spending money on an ad campaign!
Want to find out even more ways to improve your Facebook App Install Ad campaigns?
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