What is Engagement?

Engagement is the name for an interaction between a user and a mobile application.

Engagement is measured by examining multiple metrics in tandem to produce a picture of how users are interacting with an app. These metrics include retention, usage figures, session lengths and session counts. But other in-app numbers, such as how an app is used (in-app events triggered) and how usage is affected by advertising campaigns, can also be used to assess levels of user engagement.

Mobile advertisers also consider engagement within the context of mobile advertising. This includes measuring how users engage with mobile campaigns, as well as running campaigns designed to specifically increase or recommence engagement with an app.

Why is Engagement Important?

Engagement is important to mobile marketers and advertisers because engaged users form the basis of a healthy mobile app business.

Without an engaged user base, app businesses may find it harder to operate. Acquisition costs could become higher; consumer lifetime value might lower; positive effects associated with an engaging app (such as word of mouth recommendation) could be missed out on.

But with an engaged user base, app businesses will find it much easier to successfully generate revenues and expand. By successfully measuring engagement, understanding where an app can improve and enacting changes, app businesses will be able to retain users for longer and benefit from their continued presence in-app.

More specifically in a mobile advertising context, understanding where engagement is high and low helps advertisers to tailor their campaigns.

Retargeting and re-engagement campaigns, which tend to be a much cheaper than acquisition campaigns, can only be run successfully by advertisers who know who they should be reaching out to.

This means measuring and understanding engagement levels can help reduce marketing costs and support the bottom line of a mobile-focused business.

Reference: “Adjust,” Retrieved – 23 April 2018