Analytics that matter for Travel Apps

When it comes to user engagement, travel apps (and related apps) have to focus around monitoring several key user events happening inside the app. In fact, full-scale long distance travel planning and booking apps such as, Tripit, Hipmunk, Airbnb, etc. come with a basketful of diverse requirements.

As the ask is high, from a marketing perspective, travel apps have a lot to gain from opting for an analytics solution provider for marketing attribution, in-app analytics and user engagement.

But what are some real-time perks that travel apps can acquire from an analytics platform?

Glance through these 4 pointers to get a quick run on this topic.

1) Pinpoint the best performing traffic sources

As you run multiple performance marketing campaigns for your app, you can easily monitor and compare the efficiency of every traffic source (ad networks or publishers) based on your predefined KPIs.

Say, TouristEye is running a user acquisition campaign, what it can do is keep checking the number of installs and registrations coming from every traffic source. Based on such attribution data, it can narrow down the sources that deliver the best results and allocate its marketing spends accordingly.  

But how do you qualify a good traffic source?

Just by looking at your registration and install data for measuring the quality of your traffic source isn’t a good idea. It would be wise to not overrate a source just because it’s helping you acquire large number of users. (Say, for cases when you’re buying media from incent sources)

In fact, what you need to look at is – the post install activity of users on your app.

For this, monitoring user-search events is highly recommended as these events are important for travel apps. Users who are frequently using your travel app to search for travel destinations, deals and family packages or hotel reservations demonstrate good signs of engagement. So, it makes sense to track such in-app user events and identify the traffic sources that helped you acquire these users. That’s how you can efficiently measure the performance of your traffic sources and pick quality sources for your marketing campaigns.

2) Dig deeper into in-app events

Smart travel app marketers are already monitoring ordinary in-app user events like registrations, average time spent by users on a travel deal, user search about flights or hotel accommodation, volume of ticket purchases and other in-app transactions for gathering additional insights.

But not all of them are aware of the events that matter the most. So, while you can keep tracking numerous in-app events inside your app, you’re most likely to end up with huge volumes of unorganized data. This is simply a tedious affair and extremely puzzling.

Hence, our recommendation.

Monitor A-Category in-app events.

To avoid such a complicated experience, you should be looking at a narrowed down list of in-app events that can give you actionable insights.

You may call them your ‘priority events’ or ‘key events’. At mTraction, we like to call them as A-Category in-app events.

Our A-Category in-app events take you ten steps ahead of what comes from monitoring ordinary in-app events.

Here, you can rely on Key Value Pairs (KVPs) to capture user events, which hold a higher potential for conversions. KVPs give you additional insights on user behaviour by capturing detailed observations about them. So, depending on the KPIs of your travel app, define your KVPs such that they meet your business goals.

All you have to do is combine multiple parameters that are relevant to your travel app and gather actionable user insights from them.

Here’s an example on how to use KVPs under User Bookings

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With these insights, you can track a number of things.

Say, if you define your KVP as (Destination, Booking Source), you can track the number of users who purchased Switzerland flight tickets on your travel app from your Push Notifications or Facebook Ad Campaign.

And this is just the beginning. We will tell you more about more such exciting A-Category in-app events for travel apps in one of our future blog-posts.

3) Segment your travel app users

Based on the type of in-app events or A-Category in-app events you choose to monitor, you can create unlimited user buckets for better retargeting and get great results for your travel app.

For example, you can create user segments such as:

  • Users who only prefer to travel in business class
  • Users who like to pre-book their tickets well in advance
  • Users who book tickets only during offers or sales.

So on and so forth.

4) Retarget or re-engage users with push notifications

By building specific user-segments, you can retarget users with travel deals and offers that are of their interest through push notification campaigns.

To make sure that your users are redirected towards a specific landing page, mTraction offers the deep-linking feature for your push notifications.

So make sure that you use the deep-linking feature for the specific deals or promotions and increase the chances of conversions. With the in-app user insights, you can also retarget your users using their GAID data through Facebook Ads or other marketing campaigns.

Apart from these 4 amazing plus points, there are several additional benefits that travel apps can attain by using a robust analytics solution platform.


Want to learn about how mTraction can help your Travel App?

Just drop me a line at neelanjana@affle.com and I’ll be happy to answer your queries or schedule a quick demo for you.

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