If you're a mobile marketer, you're likely familiar with the daily challenges of devising strategies to attract and retain app users. It's a complex task involving user acquisition campaigns, reliable partners, data analysis, push notifications, an effective CRM, a quality product, and compelling creatives. All these elements must align for your user growth strategy to succeed.
A growing trend in the mobile industry is the diversification of media partners. According to Adjust's App Trends Report of 2021, the average number of partners per app across all verticals is around six. However, this number varies by vertical. For example, gaming apps often work with up to nine partners, the highest of all verticals. In contrast, fintech apps tend to have the fewest partners, averaging only three.
First and foremost, diversifying your media partners allows you to test new sources and reach different types of users, each with unique behaviors. Different sources use different algorithms to optimize and find the best users for your app.
Consider your routine grocery shopping. You usually go to a small supermarket nearby, which has limited product variety but is convenient. One day, your neighbor tells you about another nearby supermarket with a wider selection and lower prices. When you shop there, you find better products at a better price. Similarly, diversifying your media partners can improve your cost per install by finding better sources to meet your needs.
Diversification also helps avoid channel saturation. Imagine you're hosting a Halloween party and forget to buy drinks. The first supermarket you visit is sold out because someone else bought the drinks earlier. You then try a second supermarket, but it's also out of stock. Finally, you find a third supermarket that has everything you need. The same can happen with your campaigns during peak times. The market can become saturated, so having multiple partners ensures a steady supply of new users from different sources.
Relying on a single source for user acquisition can lead to inefficiencies and higher costs. Algorithms may become overly aggressive in bidding for ads, driving up the cost per user. Having multiple partners provides a variety of users with different behavior patterns, preventing this issue.
Different partners will introduce you to different user behaviors. App sessions increased by 30% from 2019 to 2020 and continue to grow. Users are becoming more active on apps, with nearly two sessions per user on the day of installation, according to Adjust. Time spent per session has also increased, averaging around 20 minutes between the day of installation and the following day.
These metrics are crucial for evaluating partners. Finding a reliable media source that delivers users with good retention and high activity is key to successful user acquisition, ROI, and app growth. Set aside a budget each month to test new media and partners, and allow time for the partner's algorithm to learn and optimize your campaign. This learning phase can take one to four weeks, depending on your daily budget.