Last Updated on 12 months ago by School4Seo Team
Assign specific values to different in-app events and Use longer lookback windows when analyzing data are the two actions Rose should take to discover her most valuable users.
Rose has run her Google App campaign for a long time and she wants to identify users who are most valuable to her business. What two actions should Rose take to discover her most valuable users? (Choose two)
- Analyze a cross section of reviews left on her app store listing.
- Create a detailed survey to send to her most active users.
- Assign specific values to different in-app events.
- Use longer lookback windows when analyzing data.
The correct answers are: Assign specific values to different in-app events and Use longer lookback windows when analyzing data.
Explanation: To identify the most valuable users, Rose should take these two actions:
- Assign specific values to different in-app events: Not all in-app actions are equally valuable. By assigning monetary or relative values to different events (e.g., a subscription is worth more than a free trial, a high-value purchase is worth more than a small one), Rose can quantify user worth. This allows Google’s machine learning to optimize for users likely to perform higher-value actions, directly targeting “most valuable users.”
- Use longer lookback windows when analyzing data: Valuable users often exhibit complex conversion paths that involve multiple touchpoints over time. A longer lookback window (the period after an ad interaction during which a conversion is recorded) provides a more comprehensive view of how ads contributed to these valuable, sometimes delayed, conversions. This helps attribute value accurately to touchpoints influencing long-term valuable users.
Reference Links:
- About App campaigns for engagement – Google Ads Help: While this page focuses on engagement campaigns, it states, “We recommend that you calculate your bid based on the value of the in-app event that you’re trying to drive.” This implies assigning value to events. It also mentions “Conversion Windows” which are synonymous with lookback windows, and the importance of setting them to “match your needs and users’ behavior.” https://support.google.com/google-ads/answer/9234180
- Set Objectives – Google Grow My App: This page discusses monetisation strategies and how to “Find users likely to make in-app purchases of your products and services” and for in-app action campaigns, you “Set a target CPA based on the average value of a user who completes the action.” https://ads.google.com/home/grow-my-app/set-objectives/
Assign specific values to different in-app events and use longer lookback windows to discover the users that are most valuable to your business.