Understand your COST per acquisition. For this data set I am analyzing profits and losses by ad set for a company. As you can see their cost per purchase is high where as their cost per app install is lower.
Re-targeting should be set up to lessen the gap.
Keep in mind the conversion windows with purchase behavior vary over the past 30 days. Not everyone will buy on the first touch.
The pipeline is getting consumers to download the app, install it and then make a purchase, in which they are influenced by internal app content.
The cost per app install is low, the lowest at $3. However the cost per purchase is only as low as $90 for a $149 product.
Based on this information where would you say the pipeline is failing?
I would have to say after the install is where the pipeline needs improvement as well as a re-target strategy to receive purchases in under 30 days from the first touch.
By analyzing the journey of these consumers you can see where they left off in the app to create an improved user journey to increase sales.
