What it means: # app downloads that were driven from your event.
More and more retailers are turning to branded mobile apps to drive customer engagement. So much so that retailers who have both mobile sites and apps are seeing, on average, two-thirds of their online sales coming from mobile devices. Events are a great opportunity to drive more app downloads.
Before an event, market your event exclusively on your consumer app – for example, point all of your event’s social and email marketing materials to “see an exclusive shopping experience” in the app. In order to RSVP, they’ll need to download the app to access the event page. Then, on your post-event page, include a link to your app to offer up more exclusive experiences – and measure how many hits and downloads resulted from this post-event communication.
How to calculate it: Make sure you’re tracking how many new app downloads happened between event promotion and event start. If you are placing an app download link on your event pages or your ecommerce pages, make sure you're using respective tracking links for appropriate attribution.
Pro tip: You can also set up Single Sign On (SSO) in this instance to increase App downloads.