Tracking Results Measuring Marketing ROI

Establish Measurement Criteria

The next step is to determine how you will measure your desired goals. If your goal is to increase iPhone/iPad application sales, you will measure the success by reviewing the number of sales coming in after each campaign. Measure sales before you start the campaign and then during the campaign to compare the difference.

You’ll most likely want to associate these measurements to a specific campaign so that you can determine the pieces of the overall plan that were most effective in reaching a set goal. This allows you to refine the marketing plan over time to make it as successful as possible. Here are some examples of measurements that you’ll want to evaluate for your own iPhone/iPad apps:

Number of application sales on the Application Store.

Strong lead response to messaging ensure success of all lead generation programs.

Review revenue associated by campaign to determine if sales increase can be attributed to marketing plan.

Gather Prospects to Target for Campaign

Perform a thorough review your target audience. Do you have a database with customers that have purchased an application from you previously? As we have mentioned before, always include a registration option on your product website so that visitors can be notified by email of your latest apps and upgrades.

Other developers have email databases from previous products launched. Maybe you have a PC game that you are now launching as an iPhone application. If you’ve sold to a PC audience, you should notify them of the availability of your new iPhone application. Gather all of the leads that should be targeted for the campaign and use a clean email list, meaning the names have been scrubbed for duplicates and invalid addresses.

One of the most important tasks is tracking the successes and failures for each marketing initiative, campaign, and so on. You will better understand the most effective ways to promote your application to your audience, therefore allowing you to maximize your marketing dollars. Learn how to track results:

Build tracking mechanisms into your marketing pieces if possible.

Send users to a landing page on your website and track hits using Google Analytics.

Add mechanisms to your product website to track unique hits for each page and links within your site understand where website traffic is coming from (like business directories) and what they’re viewing when they get to your site.

Analyze leads and sources by revenue.

Track sales by lead source.

Compare total application sales from Apple’s stats to conversions from your product website.

You will be able to identify if your website is producing more sales than the Application Store by itself.

If your website is converting less than the Application Store on its own, you need to work to improve your website hits and conversion rates.

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