Understanding user engagement and performance is essential for successful mobile marketing. With SplitMetrics Acquire, you can effectively track different types of events to gain insights into the entire user journey. These key events include installs, reattributed reinstalls, in-app events, and sessions. Monitoring these events will allow you to:
Analyze your ad campaigns effectiveness to improve conversion rates and reduce user acquisition costs.
Identify and re-engage lapsed users with targeted campaigns to improve retention rates.
Determine user behavior, which helps optimize the app's user experience, and much more.
All this ultimately leads to improved app performance and revenue.
To start tracking events, first link your Mobile Attribution Partner (MMP) with your SplitMetrics Acquire account. The integration is currently available with various MMPs such as Adjust, AppsFlyer, Singular, Branch, Adapty, Kochava, RevenueCat, Tenjin, Apphud, Qonversion. If you use a different MMP, please reach out to our support team, and we'll guide you through the integration process.
Then, create custom conversions for your events to monitor them on the account dashboards. After creating custom conversions, don't forget to add columns for them by clicking Column settings > Edit Columns > Custom Conversions, and selecting the relevant custom conversions. Remember to save your settings to ensure that the custom conversions are added to your account dashboard and available for monitoring.
Once you complete these steps, you'll have access to full-funnel data, providing you with a detailed understanding of your campaigns' performance.
❗Important to know:
We receive statistics from trackers in real-time, so as soon as an event happens, we get the data. However, we'll show data on the dashboards only within 1-2 hours once they have been refreshed. Also note that after the initial integration setup, it may take up to 3-4 hours for the data to be fully synchronized with the tracker and displayed in your account.
We display events on our dashboards based on the install time, while trackers record data based on the event time, which may result in discrepancies between the two systems.
We receive events from MMPs in UTC and display them in the organization's timezone (ORTZ), which is inherited from the Apple account. Meanwhile, trackers use the timezone specified in their settings. Remember to consider timezone differences when comparing data between SplitMetrics Acquire and your tracker.
Let's learn more about each type of event available in SplitMetrics Acquire.
Tracking installs helps you measure how successful your user acquisition efforts are and find ways to improve them.
It's crucial to note the difference in how MMP, SplitMetrics Acquire, and Apple Ads interpret installs. For MMP, an install occurs when a user first opens the app after downloading and installing it on their device. On our platform, this data is displayed in the Installs column. Apple Ads, on the other hand, counts an install when a user taps the Get button in App Store. We show this data in the Downloads column.
Note. If in your MMP settings, you previously set up sending reattributions to SplitMetrics Acquire, the Installs column will include statistics for installs + reattributions. If you want to monitor installs separately, you can create and add to your dashboard a custom column based on the formula: MMP Installs = Installs — Reattributed Reinstalls.
When the integration setup is done correctly, our system automatically starts receiving installs from MMP and displays them on the dashboards. This means you don't have to include installs in custom conversions to track them, unlike in-app events.
Reattributed reinstalls enable you to track the number of users who have reinstalled the app after deleting it, providing valuable insight into user retention. This metric can be especially helpful for managing retargeting campaigns, brand campaigns, and campaigns where the number of redownloads is higher than new downloads.
❗ Important. Support for reattribution tracking in SplitMetrics Acquire depends on your MMP. If you're looking to set up and monitor reattributions, we recommend reviewing the 📖 partner integration guide for your tracker in our Help Center.
Tracking in-app events can significantly enhance your app's optimization and user experience. By gaining insights into how users engage with your app, what features they find most valuable, and where they might be experiencing frustration or difficulty, you can make informed decisions about how to improve your app and create a more engaging experience for your users.
In-app events are actions that users take within an app after it has been installed, such as making a purchase, achieving a new level, subscribing to a service, or registering an account. To track in-app events in SplitMetrics Acquire, you need to create custom conversions. This involves mapping the events to specific conversion categories within your app. You have the option to select from six categories, and we can also customize the category names to align with your specific use case upon request.
When creating custom conversions, it's important to:
Identify the events you want to track within your app.
Ensure that these events are added to the MMP integration settings.
Verify that the names of these events are identical in your tracker and SplitMetrics Acquire. If they differ, our platform won't recognize and save data on them.
Note. To prevent discrepancies between the two systems, make sure to include all revenue events in SplitMetrics Acquire and choose the appropriate option for revenue calculation.
There are 3 options available:
Use the value from the in-app event (the tracker sends it to us automatically).
Use a fixed value for each in-app event (defined by you in a separate field).
Not to use any value.
Read more about options in How to set up value calculation for conversions.
💡Tip: You can find in-app events without Custom Conversions by going to Settings > Integrations and checking the Integrations popup.
Sessions give you an understanding of user behavior within your app, such as how long they spend in the app and when they are most active.
At the moment, session forwarding is available exclusively for Adjust users. Adjust defines a session as a period of user activity that is measured only when the app is open in the foreground for a minimum of 30 minutes. If a user interacts with the app outside of this time frame, it will count as a new session.
Due to the high volume of sessions handled by Adjust, the tracker has a policy of not sending session callbacks automatically. If you want to track sessions in your account, please contact us via the conversation box 💬 and provide details on the number of session events per day, week, and month. We'll be glad to help you with the configuration.
By tracking these different types of events, you can gain a deeper understanding of how users engage with your app and where there may be opportunities to improve the user experience.