What is Engagement
When it comes to mobile marketing, user engagement refers to the interaction between your customer and your mobile app - or website. It is measured by looking at different metrics that generate an X-ray of a user's behaviour, such as generated revenue, retention, app usage, session length or online interaction.
Why does Engagement matter
Engagement is likely one of the most important metrics to look at for a mobile marketer or advertiser. Engaged users make up the most of your revenue-generating engine and are the most likely to have a high LTV out of all your audience.
Brands that don't focus on increasing engagement levels generally have higher acquisition costs, but most importantly, they don't tap into what brand enthusiasts can bring to the table - word of mouth recommendations and positive online reviews.