{"id":11161,"date":"2022-02-24T08:00:00","date_gmt":"2022-02-24T08:00:00","guid":{"rendered":"https:\/\/customlytics.com\/?p=11161"},"modified":"2022-02-24T10:24:50","modified_gmt":"2022-02-24T10:24:50","slug":"user-acquisition-retention-with-apple-in-app-events","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/user-acquisition-retention-with-apple-in-app-events\/","title":{"rendered":"A lesson in Apple In-App Events: It\u2019s not \ufffcthe same for every user"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11161\" class=\"elementor elementor-11161\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-15820a92 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"15820a92\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-372d6631\" data-id=\"372d6631\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-79dc1147 elementor-widget elementor-widget-text-editor\" data-id=\"79dc1147\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p><strong>Author: <\/strong>Steffen Meyer, <em>Mobile Marketing Content Specialist<\/em><\/p>\n\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\n\n<p>It seems simple: Choose a title and a picture, fill in the required fields and \u2013 voil\u00e1 \u2013 you got yourself an In-App Event in Apple\u2019s App Store. But to fully master this feature, you should tailor your events to certain user stages because there are some things to consider whether you want to appeal to new users, inform active ones or reactivate lapsed ones.<\/p>\n\n<p>This blog entry will give you a rough overview about In-App Events, explain where they appear for different users in the store and give recommendations to choose the apt type of event for the right user, so you get the most out of In-App Events.<\/p>\n\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\n\n<h2 id=\"what-are-in-app-events\">What are In-App Events?<\/h2>\n\n<p>In-App Events allow you to promote certain time-bound events for your app in the App Store, for example when there\u2019s a special event coming up, a big update with major changes is announced or an exciting challenge is about to begin. For a general overview of In-App Events, <span style=\"text-decoration: underline;\"><a href=\"https:\/\/developer.apple.com\/app-store\/in-app-events\/\">read this introduction<\/a><\/span> or <span style=\"text-decoration: underline;\"><a href=\"https:\/\/developer.apple.com\/videos\/play\/wwdc2021\/10171\/\">watch this video<\/a>.<\/span><\/p>\n\n<p>The feature was launched by Apple <a href=\"https:\/\/9to5mac.com\/2021\/10\/21\/apple-says-in-app-events-on-the-app-store-will-officially-launch-next-week\/\">in <span style=\"text-decoration: underline;\">October 2021<\/span><\/a><span style=\"text-decoration: underline;\">.<\/span> Since January 2022, you <span style=\"text-decoration: underline;\"><a href=\"https:\/\/9to5mac.com\/2021\/10\/21\/apple-says-in-app-events-on-the-app-store-will-officially-launch-next-week\/\">get data insights<\/a><\/span> in App Store Connect. Google\u2019s similar tool called LiveOps is only available for games at the moment but is being tested for a broader scope of apps. According to our friends over at <a href=\"https:\/\/apptweak.com\/\">Apptweak<\/a>, It is expected<span style=\"text-decoration: underline;\"> <a href=\"https:\/\/www.apptweak.com\/en\/aso-blog\/expert-predictions-for-app-store-optimization-in-2022\">to be out of beta this year<\/a>.<\/span>\u00a0\u00a0<\/p>\n\n<p>The name \u201eIn-App Event\u201c may confuse some more experienced mobile marketers, since the term is used as well for <span style=\"text-decoration: underline;\"><a href=\"https:\/\/customlytics.com\/marketing-infrastructure\/mobile-attribution-tracking\/\">certain trackable actions inside<\/a><\/span> an app, such as reaching Level 10 in mobile games or adding a product to a shopping cart. But as with the \u201eApp Store\u201c, Apple engulfs this name to brand a product of its own.<\/p>\n\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\n\n<h2 id=\"where-in-app-events-appear-for-different-users\">Where In-App Events appear for different users<\/h2>\n\n<p>In-App Events are shown on various spots in the App Store, though when it comes to searching for apps, users who have downloaded your app and those who didn\u2019t will see different results. Furthermore, you decide who gets personalized recommendations and who does not. Have a look at this list and the cheat sheet for a complete overview:<\/p>\n\n<ul>\n<li><strong>On your product page<\/strong>, all of your currently published events will be visible to all users.\u00a0<\/li>\n<\/ul>\n\n<ul>\n<li><strong>In app search results, <\/strong>the events only appear alongside your app if users have already downloaded your software \u2013 which are lapsed and active users. Those who haven\u2019t downloaded your app, meaning new users, will see the usual screenshots and no In-App Events.<\/li>\n<\/ul>\n\n<ul>\n<li><strong>In event search results, <\/strong>In-App Events will appear alongside your app for all users, no matter if they got your product on the phone or not.<\/li>\n<\/ul>\n\n<ul>\n<li><strong>In editorially curated selections, <\/strong>your events will only appear if the Apple editorial team decides they are worthy. But if they are, it may give you a huge boost in visibility for all users. You may give Apple\u2019s staff <span style=\"text-decoration: underline;\"><a href=\"https:\/\/developer.apple.com\/app-store\/getting-featured\/\">a hint here<\/a>.<\/span>\u00a0<\/li>\n<\/ul>\n\n<ul>\n<li><strong>In personalized recommendations, <\/strong>the appearance of In-App Events depends on your answer during the set-up if the event is best suited for active, lapsed, new or all users. By selecting a certain group, you decide which users may get to see the event in their personalized space and which do not.\u00a0<\/li>\n<\/ul>\n\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" class=\"wp-image-11164\" src=\"https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table1-copy-1024x576.png\" alt=\"\" srcset=\"https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table1-copy-1024x576.png 1024w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table1-copy-300x169.png 300w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table1-copy-768x432.png 768w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table1-copy-1536x864.png 1536w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table1-copy-2048x1152.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\n\n<h2 id=\"choose-the-right-event-type-for-the-right-user\">Choose the right event type for the right user<\/h2>\n\n<p>Whereas active users may find any event interesting (since they use the app anyway), this is not the case for lapsed or new users (who need some motivation to open your app). Keep this in mind when choosing the type of event and its respective badge that will be shown in the App Store to the users. Below, you find general assumptions on how different event types are suited for lapsed and new users:<\/p>\n\n<ul>\n<li><strong>Challenges<\/strong> and <strong>Competitions<\/strong> mostly do not appeal much to new users, since both events do not provide something new but appeal to experienced ones that want to show off their skills and probably to inactive ones who like to see if they still got it.<\/li>\n<\/ul>\n\n<ul>\n<li><strong>Major Updates<\/strong> seldom interest new users but rather lapsed ones who were maybe waiting for things to change.<\/li>\n<\/ul>\n\n<ul>\n<li><strong>Live Events<\/strong> may have a chance of reaching new or lapsed users who could be interested in a particular topic that occurs in real-time and happens for all users simultaneously.<\/li>\n<\/ul>\n\n<ul>\n<li><strong>New Seasons<\/strong> or <strong>Premieres<\/strong> are the most suitable for new and lapsed users because you provide new content that lapsed users were waiting for\u00a0 or new users could be interested in .<\/li>\n<\/ul>\n\n<ul>\n<li><strong>Special Events <\/strong>are hard to pin down, since they are used for events that don\u2019t fit into any other category. So it really depends on your creativity and intention.<\/li>\n<\/ul>\n\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" class=\"wp-image-11166\" src=\"https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table2-copy-1024x576.png\" alt=\"\" srcset=\"https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table2-copy-1024x576.png 1024w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table2-copy-300x169.png 300w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table2-copy-768x432.png 768w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table2-copy-1536x864.png 1536w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/02\/table2-copy-2048x1152.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\n\n<h2 id=\"make-in-app-events-fit-into-your-overall-marketing-strategy\">Make In-App Events fit into your overall marketing strategy<\/h2>\n\n<p>So save or print the Cheat Sheets in this blog and have a look at them when creating your In-App Events. They will help you to appeal to the right user stage.<\/p>\n\n<p>More generally, In-App Live Events should always fit into your overall marketing strategy. Download <span style=\"text-decoration: underline;\"><a href=\"https:\/\/customlytics.com\/marketing-master-map\/\">our Marketing Master Map<\/a><\/span> to understand in which stages the feature may come in handy. Also, feel free to contact us.<\/p>\n\n<p>\ud83d\udca1 Knowledge sharing is at the core of what we do. Learn more about the app industry and discover useful resources by signing up for our <span style=\"text-decoration: underline;\"><a href=\"https:\/\/customlytics.com\/newsletter-sign-up\/\">newsletter<\/a> <\/span>or become part of our community on <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.linkedin.com\/company\/customlytics\/\">LinkedIn<\/a>, <a href=\"https:\/\/twitter.com\/CustomlyticsDE\">Twitter<\/a>, <a href=\"https:\/\/www.glassdoor.de\/Standort\/Customlytics-Berlin-Standort-EI_IE2171820.0,12_IL.13,19_IC2622109.htm?countryRedirect=true\">Glassdoor<\/a><\/span> or <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.instagram.com\/customlytics\/\">Instagram<\/a><\/span>.<\/p>\n\n<p>Helpful Links:<\/p>\n\n<ul>\n<li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/developer.apple.com\/app-store\/in-app-events\/\">Overview: Apple\u2019s In-App Events\u00a0<\/a><\/span><\/li>\n<\/ul>\n\n<ul>\n<li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/developer.apple.com\/videos\/play\/wwdc2021\/10171\/\">Video: Meet In-App Events on the App Store<\/a><\/span><\/li>\n<\/ul>\n\n<ul>\n<li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.apptweak.com\/en\/aso-blog\/what-are-in-app-events-how-do-they-impact-aso\">Which team \u201cowns\u201d In-App Events? (scroll to the 5th headline)<\/a><\/span><\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>This blog entry will give you a rough overview about In-App Events, explain where they appear for different users in the store and give recommendations to choose the apt type of event for the right user, so you get the most out of In-App Events<\/p>\n","protected":false},"author":1,"featured_media":11162,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[69],"tags":[88,71,111,184],"class_list":["post-11161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aso-de","tag-app-store-de","tag-apple-de","tag-cheatsheet-de","tag-in-app-events","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Apple In-App Events are different for every user \u2013 an overview<\/title>\n<meta name=\"description\" content=\"Apple\u2019s In-App Events should be tailored to appeal to the right user stage. 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