As the mobile channel evolves, advertisers are quickly recognizing that engagement is the new mantra for the most successful and profitable mobile app advertisers. In a recent eM+C article, Michael Wong outlines some key best practices for moving beyond downloads to measure and understand engagement.

• Define what successful “engagement” means. Clearly define the actions that create value for your brand and each event leading to up to it.
• Track events. In-app “events,” such as log-ins, game plays, clicks, social media shares, purchases and other actions taken within the app.
• Find the right balance. The best performing apps strike the right balance between quantity (downloads) and quality (attracting top notch users).

Read the full article here.