In this webinar, we discuss best practices for measuring the success of your mobile marketing campaigns and walk through True Impact 2.0, which is Localytics' completely redesigned campaign performance tool. You will learn how True Impact 2.0 can prove that your campaigns are delivering meaningful results. We'll also show you how True Impact 2.0 can help you optimize every message you send.

1. T R U E I M PA C T 2 . 0 W E B I N A R
2 / 9 / 1 7

2. Agenda
• Best Practices
• Setting Up Your Campaign
• Evaluating Your Campaign
• True Impact 2.0 Walkthrough

3. Best Practices:
Setting Up Your Campaign Properly

4. Set a Goal for Each Campaign You Build
• Setting a goal helps you define what success will look like for your
campaign.
• Start by asking yourself, “Why am I sending this message? What do I
want users to do after they receive this message? Why do I want them to
perform that action?”
• Use the answers to these questions to define the goal of your campaign.
• The goal you set helps you determine which metrics to focus on when it
comes time to evaluate your campaign’s results.

5. Use Conversion Events Properly
• A conversion event measures how effective your campaign is at driving
users to perform a specific action(e.g. “added item to cart” or “watched
video”)
• A good conversion event is an action the recipient could have performed
even if they hadn’t received your message.
• Keep in mind that very common actions (such as launching your app)
tend to limit the number of insights you can get when analyzing a
campaign

6. Take Advantage of Control Groups
• A control group is a small portion of your campaign’s audience that
doesn’t receive your message
• With a control group, you can see exactly how your campaign drove
changes in user behavior
• A control group is crucial if you’re looking to prove that your marketing
efforts are delivering results
• It’s also vital for A/B testing (more on this shortly)

7. When Should You Use Control Groups?
• Because of the valuable insights you get with a control group, our
opinion is you should almost always use one.
• The two exceptions are:
1. Situations where it’s crucial to send a notification to every possible
audience member (e.g. telling users that an old app version will no
longer be supported)
2. When it comes to campaigns that will get sent to very small
audiences (less than 1,000 people), then it’s unlikely that the control
group will be big enough to generate any statistically significant
results.

8. A/B Testing – Act Like a Scientist
• Always start your A/B test with a hypothesis:
“I believe a message that mentions a specific product will drive more
check outs than a message that just talks about a sale.”
• Only test one change at a time, so that you can tell what’s driving any
differences in user behavior
• The metrics that you care about for an A/B test are the same as the for
the campaign’s goal, with some additional considerations:
• Click rate can be very useful for evaluating which message variation
is the most compelling

9. Why A/B Tests Should Always Include a Control Group
• Without a control group, you have to assume that sending any sort of
message is better than sending no message at all.
Message A:
Conversion Rate 12%
No Message:
Conversion Rate
15%
Message B:
Conversion Rate 9%

10. Best Practices:
Evaluating Your Campaign

11. View Through vs. Click Through Conversion
• View Through Conversions (VTCs) are users who were sent your
campaign and then did the conversion event.
• Click Through Conversions (CTCs) are users who were sent your
campaign, clicked on it, and then did the conversion event.
• If you’re looking for definitive proof that your message was seen and
therefore played a role in influencing user behavior, then you should
focus on CTC as the primary conversion metric for your campaign.
• The risk is, you might conclude a campaign is ineffective when that’s not
the case.

12. View Through vs. Click Through Conversion
• Keep in mind that because users are constantly picking up and putting
down their phones, it’s very common for users to read a message and
then getting distracted before they interact with it.
• Therefore, we recommend using starting with VTC as the primary
Conversion metric and backing it up with CTC.

13. Campaign Success: More Than Just Conversion
Rates• Conversion rates are a great metric for evaluating the effectiveness of
your campaign
• However, overreliance on conversion rates can lead you to send
messages that cause long-term damage to your app and your mobile
marketing strategy
• Let’s take a look at how this can happen

14. Which Message Do You Think is Better?
Message A:
Conversion Rate 12%
Message B:
Conversion Rate 9%

15. What About Now?
Message A:
Conversion Rate 12%
Message B:
Conversion Rate 9%
7-Day Retention: 12%
Revenue Per User: $1.15
Push Opt Out Rate: 25%
Uninstall Rate: 8%
7-Day Retention: 8.7%
Revenue Per User: $2.20
Push Opt Out Rate: 5%
Uninstall Rate: 3%

16. Summary
• It’s very rare to have a campaign that yields nothing but positive results
• The key is to remember what the goal is for your campaign and use that
to dictate which metrics are important and which you’re willing to
sacrifice

17. True Impact 2.0

18. Questions?