How Location-Tracking Features Can Increase App Success

By Grayson Kemper
5 Min Read
How Location-Tracking Features Can Increase App Success 1

Location-tracking features help companies deliver the most engaging and relevant app experience to customers.


According to The Manifest, more than half of people are comfortable with apps that track their location. Location-tracking offers convenience to app users and helps them feel more secure.

Companies can use location data to gain insight about their users, which enables a more targeted and personalized app experience.

Location-tracking also gives businesses the ability to serve ads to customers in real-time. Targeting the right user with the right message in the right moment helps to boost profitability.

Mobile app development companies can help businesses implement these location-tracking features so they do not seem irrelevant to the user experience.

This article explores the benefits of incorporating location-tracking features into business apps and how it improves the app experience for users.

Better Understand Your Customers

Location-tracking provides insight into customers. A user’s location can indicate where they live, their daily routine, as well as their socioeconomic status.

Gathering and analyzing this data helps businesses understand what motivates their customers. When a business where people spend their time and money, they can deepen their customer personas and better segment their customer base.

From here, businesses can refine their marketing strategy to satisfy the needs of customers in real-time. This includes the push notifications companies send, the features they add, and the promotions they offer.

Use location-tracking features to help map the customer journey and enhance the value of a customer’s app experience.

Deliver a Targeted App Experience

Location-tracking features add value and ease to peoples’ lives.

Location-based push notifications give customers immediate access to the information they need to make decisions on-the-go.

People use location-based notifications to:

  • Discover, locate, and navigate to nearby business
  • Find location specific-services and ads
  • Simplify their decision process on mobile devices

Business can use location-based push notifications to drive action and engagement. These messages are both timely and relevant because they’re delivered once the user enters a designated area.

Since 2014, Starbucks has used locational messaging to alert customers of discounts when they are nearby stores, as seen below.

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Store visits increased by 100% as a result of their location-based notifications.

Confirming this, location-based push notifications have a 40% click-through-rate. When people are passing a nearby store and receive a relevant notification, the convenience makes the offer even more appealing.

App developers can help build location-based push notifications that combine personalization with convenience, which will increase the potential for customer engagement.

Increase App Profitability with Geo-Targeted Messaging

Most consumers use location-tracking apps to access discounts, which indicates that geo-targeted promotions are an effective and reliable way to engage customers.

Geo-targeting uses location-tracking technology to reach audiences that are physically nearby a store. When a customer who’s downloaded the app enters the chosen area, they receive an alert for a location-based promotion.

In the following example, McDonald’s uses geo-targeting to offer free fries to football fans after a Sunday game.

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Predictive algorithms in the app alert users based on their location and movements. To assist, the mobile app features a map to guide people to a nearby McDonald’s restaurant and ensure a sale.

Location-based in-app messages can also offer personalized discounts, though, unlike ads, they require the customer to be using the app. For this reason, in-app messages are more effective at promoting:

  • Cart-level discounts
  • Lifecycle reminders, such as lapsed service
  • Discounts based on real-time actions in the app

For example, a retailer might remind customers that a wanted item has been restocked and is available for pickup. If the user’s action takes them outside the app, it’s important to direct them to a message-specific landing page that maximizes their chances of converting.

Lastly, remember that your customers want value but they don’t want to feel monitored. Use location-based messaging to position your brand as attentive, not invasive

Location-Tracking Features Lead to App Success

Location-tracking helps people receive more value and convenience from their apps.

Mobile apps are a storehouse of customer information, so businesses must leverage these insights to improve their marketing. Mobile app development companies can help implement these features and create a more personalized experience for users.

Location-based push notifications and geo-targeted ads are vital to improving app engagement and driving app profitability.

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Grayson Kemper is a Content Marketing Manager for Clutch and a Senior Writer for The Manifest.