Overcoming tracking limitations, Apple Search Ads, and more

Estimating campaign results without conversion tracking

We’ve all been there.

You’re running a campaign with a decent budget, but there’s no conversion tracking in place.

Because of that, you can’t quite report more than cost, impressions, CTR, and clicks. As a marketer, that’s not really a spot you wanna be in. Well, unless you could find a way to get close enough to reality without relying on engineering 😉

Here are three ways to achieve that:

1. Use the overall conversion rate of your product: on apps, for example, you can know how many in-app purchases you sell daily in total, but not necessarily by traffic source. In this case, you could take your app’s overall conversion rate and assume your campaigns perform similarly.

2. Ask BI for the number of conversions registered in your products’ database during a given time: let’s say they tell you that you had 92 sales registered on your database last month. If you divide that by the number of visitors you had in the same period, now you got an assumed conversion rate that you could use.

3. You can get a benchmark from a market study: this is not ideal, and I wouldn’t recommend this approach to make any big decisions, but I’ve seen it being used for back-of-the-envelope calculations. Still, if your company doesn’t know how much it’s selling, then maybe that’s a strong signal you might have bigger problems to worry about.

By the way, using assumptions like this (in the right way) is a clear indication of seniority. The opposite is also true. So learning how to feel comfortable with using proxies is a great way to get to a next level in your career.

⭐ Extra tip: when reporting results using proxies and assumptions, it’s always a good idea to mention how you got that number somewhere in your presentation.

Easy App Reports and a new newsletter: App Bakers 🥐

If you’re new here, maybe you don’t know that I built a SaaS with a close friend a year and a half ago. Back then, I thought that If we got 20 subscribers in the first year, I’d consider it an ultimate success.

Fast forward to now, we reached 170 customers from all over the world. Pretty mindblowing, to be honest. It’s incredible what happens when you build something that solves a problem you deeply understand – and there’s enough demand for it.

One of our main initiatives is this newsletter on Analytics and Marketing for apps. We’re calling it App Bakers.

So if you’re here for all the app-specific content, you might want to check it out: click here.

I’m personally curating the content that is going there and I’ll also write/record original content whenever possible.

Takes on Apple Search Ads

In December, I spoke at the App Growth Week about Apple Search Ads and the impact of UA on organic rankings. Now they released the full interview on YouTube, so I thought maybe you’d like to watch it:

App Growth Week | Evolution of Apple Search Ads and effective UA strategies for 2023

Some of the questions I covered:

 

🛠 Tools I’m using

HelloNext is a web-based platform that enables users to manage and prioritize product feedback from their customers. It offers a variety of features such as customizable feedback boards, voting systems, and integrations with popular tools like Slack and Trello. I use HelloNext on Easy App Reports because it’s simple to understand and manage all customer suggestions, with that in hand we can priotize every single sprint fast and easily.

📕 Books I’m reading

The Great CEO Within is a comprehensive guide to building and scaling a successful business, written by veteran CEO and executive coach, Matt Mochary. The book emphasizes the importance of self-awareness and continuous learning as key traits for successful leaders and provides practical insights and advice on topics such as creating a vision, building a strong team, setting goals and metrics, developing a company culture, and managing growth. With valuable insights from Mochary’s own experiences as a CEO and executive coach, “The Great CEO Within” is an essential read for entrepreneurs and CEOs who want to take their businesses to the next level.

Quote of the week

It’s a cliché question to ask, What would I change about my life if the doctor told me I had cancer? After our answer, we inevitably comfort ourselves with the same insidious lie: Well, thank God I don’t have cancer – The Obstacle Is the Way by Ryan Holiday.

Resurfaced using Readwise<

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