The document provides information on using analytics and personalized engagement campaigns to improve user retention strategies for apps. It discusses pairing real-time analytics with campaigns, segmenting and analyzing user funnels to understand drop-off points, comparing user cohorts to see what drives retention, and using lifecycle optimization to experiment with different engagements and automate user journeys through app stages. The goal is to maximize user retention, lifetime value, and overall business metrics.

1. Learn the Growth Secrets Driving Success
for Today’s Winning Brands

2. Recap

3. Day 3:
Retention & Growth

4. Sushant Kaw
Customer Success Manager
Rajat Srivastava
Apps Solution Manager, India

5. Pairing real-time analytics with personalized engagement
campaigns to supercharge your retention strategies.
You’ll learn about…
Igniting user engagement with insider tips on making the
most of your Google App Campaigns.

6. Re-engagement
and Growth
Ignite user engagement with insider
tips on making the most of your
Google App Campaigns.

7. Audience Strategies

8. Engage and drive actions with
machine learning
Expand on all the touchpoints in a consumer’s user journey on apps
Acquisition
Installed the app, but
haven’t subscribed
**Downloaded but never
launched the app (ACe
exclusive)
Replenishment
Repeat Transactions OR
subscription renewals
Re-activation
Haven’t used the
app in the last 30
days (Dormant
User)
Remarketing
Dynamic remarketing
ads (show me what I
was seeing earlier)
Cross-selling
Promote genre 2 to
those looking at
genre 1. Ex - Bought
electronics, but
didn’t buy apparels.

9. Boost revenue by driving users back
to the app
Revenues/Admonetization
Active &
payers
Inactive & previous
payers
Engagement
Payers about
to lapse
Inactive &
non-payers
Active &
non-payers
Get users back into the app
Engage users before
they are “lost”
Increase activity
& prevent churn
Get users back into the app Increase pay rate from active users

10. User Segmentation
Customer Match:
Previous/Regular repeat transactors, Gold tier
customers
Event Based List Combinations: Not
transacted in the last X days, Lapsed users,
Cross-sell & Upsell categories etc.
Google Play Lists: All users
BI/Analytics Defined Segments
Installed but not Registered
Registered but not viewed content
Viewed content but not added to
cart
Added to cart but not
purchased
Remarketing - Funnel
Drop-off

11. App Campaigns for
Engagement (ACe)

12. ACe: Automated, cross channel, tCPA product targeting
users who already have the app to come back and engage

13. 3 requirements to become part
of the Beta!
Deep-linking
● Ads needs to be deep
linked into your app
● Supports universal links,
app links and custom
schemes
Audience
● The bigger the audience, the
easier it is to reach them
● At least 250k device IDs per
list are good to have
Measurement
● Have conversion tracking enabled
● You must track session_starts
appended to gclid
● Use a supported 3P (Firebase,
Branch, AppsFlyer, Adjust, Singular
or Kochava)

14. Getting the Most Out of Your
ACe Campaigns

15. How to optimize App
Campaigns
Data Inputs
[Bids, Budgets,
Actions etc]
Business Objectives
[Audience, Landing
page]
Creative
New controls for marketers

16. Building your ACe campaign
Build your assets to
engage the audience
Build an
audience list
Decide on conversion
event & your bid
Measure success

17. What to expect: App campaigns will establish
boundaries, then identify patterns
During this learning process, the actual cost-per-install might fluctuate. Give your campaign time to ramp up. ACe needs time
and conversions to amass enough data.
Best Practice

18. ACe Best Practices
Hygiene Requirements
Making the product work
Choose the right userlist
Help our models get enough data - i.e. conversions
● Configure your conversion flow
● Choose a conversion event that occurs at least
200 times per week
● Set your tCPA high enough to see at least 100
Google-attributed conversions per week and
per campaign
● Set a budget for your campaign to at least 15x
your target CPA
Performance Boosters
Helping the product perform
● Choose an audience list large enough (250k
device IDs recommended)
● Provide video and image assets
● Raise your budget when you are budget
constraints
● Send full-funnel in-app (conversion) events via
AAP/SDK and import conversions*
● Ad Groups - higher relevance & customized
experience (ex- category pages for lapsed
users)
+

19. Thank you!

20. Analytics
Pairing real-time analytics with
personalized engagement campaigns
to supercharge your retention
strategies.

21. Funnels

22. Funnel Analysis
Define the
metrics important to
your business
All funnels should be
built around metrics
important to your
business.
Identify
key
touch points
A user’s journey on
your app is not
always linear.
Segment
users and compare
funnels
Not all users behave the
same way, even if all of
them end up purchasing
your product!

23. How many users who add to
cart actually go ahead and
complete a purchase?
Track User Flows and
Drop-off Points in Your App

24. • Time Bound trends help
you identify how effective
your communication is
inside the app.
Analyze time taken
between User Actions
Conversion Analysis

25. Compare purchase patterns
between two segments of
users.
Compare Segments
in Funnel

26. Errors to Avoid
Don’t focus on the high drop-off points
1
2
3
High drop-off doesn’t necessarily mean there is
something wrong with your app
All users don’t need to follow the
same conversion path

27. Cohorts

28. Cohort Analysis
How can an Online Entertainment Ticketing app
improve retention strategies using cohorts?1
2 Two strategies to begin with to improve user retention:
• Acquisition Cohorts
• Behavioural Cohorts

29. Cohort analysis lets you view
how the metrics develop
over the customer as well as
the product lifetime
Cohort Analysis

30. Behavioural cohorts help you
in identifying which actions
drive user retention
Cohort Analysis

31. Combine multiple cohorts
for further analysis
Cohort Analysis

32. Lifecycle Optimizer

33. Scenario #1
Without Marketing Automation
No
Interest ConversionAcknowledgement
NoNo

34. Scenario #2
Powered by Lifecycle Optimizer
Get them to
Establish Loyalty
Get them to
Create their Own Post
Interest Conversion
Get them to
Register
Acknowledgement

35. Select
Lifecycle
Framework
Define
Lifecycle
Stages
Experiment
And
Iterate
Rollout
to
All Users
#1 #2 #3 #4
Lifecycle Optimization
in Four Easy Steps

36. Choose events that qualify
users into each stage of
their lifecycle.
Define Lifecycle Stages

37. Experiment and Iterate
Try different engagement to
see which works best in moving
users to the next stage.

38. Rollout the campaign variation
which performs best to all users
in a stage.
Rollout

39. 1
Review lifecycle
metrics at a glance
Lifecycle Optimizer Value
Maximize retention and
LTV
Easily experiment
to understand the most
effective campaigns
2
3
● Understand key customer metrics
● Compare key customer metrics
● Ascertain the impact of each engagement
● Transition users through lifecycle stages
● Impact retention and overall business KPIs
● Make data driven decisions
● Automate journeys to influence users

40. Questions?

41. webinars@clevertap.com
Thank you!