Set clear KPIs tied directly to the goals of the application. These are metrics that will assist you in assessing the effectiveness of the promotional activities against data-driven approaches for optimization purposes. Active users; cost per acquisition (CPA); cost per install (CPI); click-through rate (CTR); conversion rate; retention rate; churn etc are some common KPIs https://hafijgianttech.com/app-marketing-strategies-for-success/