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Asena Atilla Saunders
Asena Atilla Saunders 19 June 2017

The Key Mobile App Metrics you Should Follow

You might have a great app with all the cool features meeting your customers’ needs; and the total download number, registered users or page views you see are quite impressive. Does this mean you are able to determine how your app is performing or analyse your users’ behaviour?

You might have a great app with all the cool features meeting your customers’ needs; and the total download number, registered users or page views you see are quite impressive. Does this mean you are able to determine how your app is performing or analyse your users’ behaviour?

Not at all…These numbers are of course important indicators; however users might delete your app right away, or use rarely/maybe not at all. User engagement has a major role to identify how successful your app is; therefore you need to take into consideration some important marketing metrics to reach meaningful data.

First of all, use the relevant metrics according to your business model and app life stage

It might seem too obvious at first, but it is crucial to know your key performance indicators and choose the right metrics to evaluate them. If your app is in the introduction phase, it can be a challenge to interpret all the information into actionable responses; thus maturity phase metrics won’t give you meaningful insights.

To be sure how to avoid unrelated metrics, focus on well-defined KPI’s for your app. For example; tracking the top of the funnel metrics like unique visitors and sessions is a good place to start with when you recently launched your app. Then, you can move your attention to your visitors’ conversion rates.

The same logic goes with your business model. If your app relies on advertisements, then you should track the amount of time a user spends in your app by measuring sessions. If you earn money from in-app purchases, pay attention to which screens users spend the most time on, in your app. Or if you are a brand running campaigns, you should pay more attention to user engagement  metrics.

Are all active users the same?

When your download numbers start to increase, you can now analyse how many users that downloaded your app stay as permanent users. Tracking the usage rate is actually meaningful for understanding your traffic and measuring user engagement. However; there is one thing to keep in mind: you need to consider how often they were active and how long they were active.

How often your users are active: This is the time slot covering the user’s first and the following visits to your app.  With this metric, you can see how attractive and relevant communication you provide to your customers.

How long your users are active: This metric indicates how much time your users spend in your app. It’s significant since it indicates whether the content in your app is interesting and attractive to your users. On the other hand, it can also show you that your users find your app complicated or not user-friendly therefore they spend a lot of time in your app trying to figure it out.  

Be extra meticulous while evaluating this data; because a user who uses the app for more than a couple times per week could be counted as a unique user per day.

It’s time to calculate the revenue

ARPU (Average Revenue Per User)= Total revenue generation in specific time /Total number of active users in a specific time period

Average Revenue Per User is revenue acquired from your active users. These calculations show alterations according to the app and also calculated in every month usually. ARPU can be very insightful in order to determine the success of an app. A reliable ARPU data enables you to calculate Cost Per Install (CPI) for some of your paid marketing channels and it gives you a financial view of your mobile app’s marketing spending.

Mobile marketing metrics and analysis act as a guide for many companies and brands to develop their strategies. Netmera provides a wide range of metrics allowing you to gain a deep insight into key performance parameters and understand how to make the best of your campaigns. These real-time detailed campaign analytics and reporting tools not only show you what your users are doing in your app or responding to your campaigns but they also allow you to act on it, in real-time.

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