Product News

The new Re-engagement Cohort report: No revenue left behind

Sandor Jones

re-engagement cohort report

Why re-engage? 7X more for 10X less

Re-engaging and retaining one existing customer is vastly less expensive — anywhere from five to 10 times cheaper — than acquiring a new one. Just think about that for a second. Now, think about that at scale.

Re-engagement is also a more effective strategy for growing revenue as a company matures in mobile. According to Remerge, a TUNE Integrated Advertising Partner that specializes in re-engagement, retaining a user is seven times more effective at driving revenue than acquiring a new one. Add it all up, and the numbers start to make a big difference.  

If you’re an app marketer, you’re probably aware that the average mobile app loses 80% of users within the first month after install. That’s because 80% of all downloaded apps are opened just once before they’re deleted. Retaining users has become a huge challenge for mobile marketers, so finding some way to rekindle the initial spark that prompted someone to download and install your mobile app is critical.

Place some winning bets

No marketer wants to lose a hard-earned customer, which explains the increasing prevalence of marketing dollars focused on re-engagement campaigns. But as with acquisition marketing, not all partners (or ads, or campaigns) are created equally. And to truly measure the performance and direct revenue generated from those campaigns, a marketer needs the full picture: the ability to measure a successful re-engagement effort through to the customer’s post-re-engagement activity. Because ultimately, even with a re-engaged customer, the measure of success is conversion, based on revenue and in-app events.  This is what matters most to your business.

Compare re-engagement cohorts by revenue & activity

TUNE designed the industry’s first Re-engagement Cohort report in the TUNE Marketing Console to help marketers compare ad partners and marketing channels based on their ability to bring customers back. More importantly, the report allows TUNE Marketing Console clients to compare revenue and post-re-engagement activity for customers who return to your app after clicking on a partner’s ad — or on your own marketing message. Also, TUNE is only the solution on the market that is able to measure re-engagements based off of views … and yes, these events are able to be surfaced along with clicks in this new powerful report. With this capability, all of your re-engagement efforts will be able to be captured completely. To read more about the view-through re-engagement attribution, you can reference this guide here.

By cohorting your users for reengagement analysis, we’ve given you the ability to see exactly how much revenue and how many events are tied directly to the partner running the re-engagement campaigns. We do this by looking for activity in your mobile app that follows an ad view or click occurring after the initial install for one of your customers. Using that information, we’re able to tell you two things: one, how many times a particular set of customers have been successfully re-engaged; and two, the count of in-app events performed by that same group over pre-defined intervals following re-engagement.

Here at TUNE, we’re constantly evaluating new ways to help our clients make the most of their data. We’re excited to add this new window into the performance of your re-engagement efforts with the Re-engagement Cohort report, which we consider the first of many steps we will take to provide you with re-engagement related reporting. If you’d like to learn more about the details of the report, please click here.

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Author
Sandor Jones

Sandor is a Product Marketer at TUNE. Prior to this role, he was an account manager with the Tune Marketing Console product for 3.5 years. He received his bachelor’s degree in biology and worked as a R&D scientist for 4 years at a biotech company. After receiving his MBA, he transitioned to tech and has loved it ever since. Outside of work he is learning to golf and loves laughing at memes.