Choosing Campaign Objective
You're the Performance Marketing Manager for an emerging productivity app. The app has gained 600,000 users, with strong support from early adopters in the project management niche. Its key feature is an automatic task prioritization system.
As user acquisition campaigns scale up, the newer cohorts differ significantly from early adopters. This shift has led to a lower percentage of installs converting to premium users. Improving the quality of user acquisition has become the company's top priority, prompting a major growth strategy overhaul.
As part of this overhaul, you've been tasked with moving the campaign objective from app installs to other objectives.
→ How will you identify potential objectives or events to optimize the campaigns for?
→ What data do you need to select these events?
→ What success criteria will you use to choose the most effective objective from this potential pool?
As user acquisition campaigns scale up, the newer cohorts differ significantly from early adopters. This shift has led to a lower percentage of installs converting to premium users. Improving the quality of user acquisition has become the company's top priority, prompting a major growth strategy overhaul.
As part of this overhaul, you've been tasked with moving the campaign objective from app installs to other objectives.
→ How will you identify potential objectives or events to optimize the campaigns for?
→ What data do you need to select these events?
→ What success criteria will you use to choose the most effective objective from this potential pool?