T R U E I M PA C T 2 . 0 W E B I N A R2 / 9 / 1 7

Agenda• Best Practices

• Setting Up Your Campaign• Evaluating Your Campaign

• True Impact 2.0 Walkthrough

Best Practices:Setting Up Your Campaign Properly

Set a Goal for Each Campaign You Build• Setting a goal helps you define what success will look like for

your campaign.

• Start by asking yourself, “Why am I sending this message? What do I want users to do after they receive this message? Why do I want them to perform that action?”

• Use the answers to these questions to define the goal of your campaign.

• The goal you set helps you determine which metrics to focus on when it comes time to evaluate your campaign’s results.

Use Conversion Events Properly• A conversion event measures how effective your campaign is at

driving users to perform a specific action(e.g. “added item to cart” or “watched video”)

• A good conversion event is an action the recipient could have performed even if they hadn’t received your message.

• Keep in mind that very common actions (such as launching your app) tend to limit the number of insights you can get when analyzing a campaign

Take Advantage of Control Groups• A control group is a small portion of your campaign’s audience

that doesn’t receive your message

• With a control group, you can see exactly how your campaign drove changes in user behavior

• A control group is crucial if you’re looking to prove that your marketing efforts are delivering results

• It’s also vital for A/B testing (more on this shortly)

When Should You Use Control Groups?• Because of the valuable insights you get with a control group,

our opinion is you should almost always use one.

• The two exceptions are:1. Situations where it’s crucial to send a notification to every

possible audience member (e.g. telling users that an old app version will no longer be supported)

2. When it comes to campaigns that will get sent to very small audiences (less than 1,000 people), then it’s unlikely that the control group will be big enough to generate any statistically significant results.

A/B Testing – Act Like a Scientist• Always start your A/B test with a hypothesis:

“I believe a message that mentions a specific product will drive more check outs than a message that just talks about a sale.”

• Only test one change at a time, so that you can tell what’s driving any differences in user behavior

• The metrics that you care about for an A/B test are the same as the for the campaign’s goal, with some additional considerations:• Click rate can be very useful for evaluating which message

variation is the most compelling

Why A/B Tests Should Always Include a Control Group• Without a control group, you have to assume that sending any

sort of message is better than sending no message at all.

Message A:Conversion Rate

12%

No Message:Conversion Rate

15%

Message B:Conversion Rate

9%

Best Practices:Evaluating Your Campaign

View Through vs. Click Through Conversion• View Through Conversions (VTCs) are users who were sent your

campaign and then did the conversion event.

• Click Through Conversions (CTCs) are users who were sent your campaign, clicked on it, and then did the conversion event.

• If you’re looking for definitive proof that your message was seen and therefore played a role in influencing user behavior, then you should focus on CTC as the primary conversion metric for your campaign.

• The risk is, you might conclude a campaign is ineffective when that’s not the case.

View Through vs. Click Through Conversion• Keep in mind that because users are constantly picking up and

putting down their phones, it’s very common for users to read a message and then getting distracted before they interact with it.

• Therefore, we recommend using starting with VTC as the primary Conversion metric and backing it up with CTC.

Campaign Success: More Than Just Conversion Rates• Conversion rates are a great metric for evaluating the

effectiveness of your campaign

• However, overreliance on conversion rates can lead you to send messages that cause long-term damage to your app and your mobile marketing strategy

• Let’s take a look at how this can happen

Which Message Do You Think is Better?

Message A:Conversion Rate 12%

Message B:Conversion Rate 9%

What About Now?

Message A:Conversion Rate 12%

Message B:Conversion Rate 9%

7-Day Retention: 12%Revenue Per User:

$1.15Push Opt Out Rate:

25%Uninstall Rate: 8%

7-Day Retention: 8.7%Revenue Per User:

$2.20Push Opt Out Rate:

5%Uninstall Rate: 3%

Summary• It’s very rare to have a campaign that yields nothing but

positive results

• The key is to remember what the goal is for your campaign and use that to dictate which metrics are important and which you’re willing to sacrifice

True Impact 2.0

Questions?