A common misunderstanding is that downloads determine the success of a mobile app. However, among the millions of apps, some downloads won’t make you rich. Actually, users might get yours but abandon it after the first use.
The fierce competition makes it hard to know how efficient your mobile app investment is and how the product is reaching customers. What you need to track the success of your application is overall data.
As you might know, marketing channels have their metrics that help marketers measure success or failure. The same goes for mobile. Analyzing these metrics will help you understand how users interact with your mobile app. That’s crucial because if you want to improve your product, you need to know how it performs first.
Engaging mobile app design is essential for its success because downloading doesn’t mean that it’s actually used. According to statistics 25% of downloaded apps have been used only once. That’s why you should keep track of the consumers and see how they interact with your app, to make them continue using it.
With all the data, it’s quite easy to get confused. That’s why as one of the best mobile design companies, we’re here to help you out. In this post, we’ll list the 7 most important metrics you should track for faster mobile app success.
Tracking all users, not just new ones is the foundation of creating deeper engagement. As we mentioned, not all people who download your app are active users. This metric shows the levels of engagement and how useful the product is to end-users
Having more active users means people find the solution your mobile app provides as helpful and use it frequently. Once you have a base knowledge of usage rates, you can start looking for ways to increase user engagement.
You can trace the levels of active users with most analytic tools. Google Analytics also provides such data. It measures daily and monthly active users.
Session length measures the period of time between opening and closing a mobile app. That’s another great metric for user engagement as it shows how much time users spend on your app per session. When measured right it provides a clear picture of how users are involved with the app and what they want from it.
For m-commerce apps, for instance, this metric is crucial for keeping track of how long the checkout flow takes. The average length is five minutes and yours is longer than you probably need to simplify the check out process.
The average daily sessions metric shows how many times per day users open the app and engage with it. It’s very important of social media apps, but the requirements of the number of average daily sessions may vary.
You can easily get an insight into the average daily sessions per active user by dividing the number of daily sessions by the number of daily active users. Usually, as noted social media apps have the highest number of daily sessions with a longer length. You might be okay with a lower number as well if your app doesn’t need to be used as frequently.
The app retention rate measures the number of users that return to your app aster previously using it. This rate shows how many users are retained after a set period of time. It’s hard to keep people’s attention and this makes app retention the biggest challenge.
Analyzing this metric allows you to determine what needs to be improved or fixed in your app to make it more convenient for users. After an update, its retention rate is the first thing you should have a look at. A high retention rate means engaged users, which is key to a profitable app.
This metric track exits by screen, visits to screen and flow between screens. It enables you to visualize users interactions in your mobile app. Screen flow can be used to identify problem areas, that most often are the screens users interact with right before exiting the app.
Having this data, you design the mobile app better and create marketing campaigns, do that dropped user could be re-engaged. Again Google Analytics is the tool to help you track that.
You know how many people downloaded your mobile app, but also knowing where the downloads came from is very important. The acquisition shows a certain location of download. It’s an important metric for tracking how your paid promotions perform. Furthermore, it reports how much money you spend to acquire users, and what they do when they start using your app.
App Acquisition enables you to analyze the value of acquired users against organic ones as well. It lets you know whether you need to enhance mobile app store optimization or run more campaigns. That’s extremely helpful for your marketing strategy and promotions.
Probably the key purpose of your app is to make money one way or another. So last but not least comes lifetime value, which is the primary revenue metric. It shows how much a user is worth in the app’s lifetime and it’s overall financial value.
The lifetime value could be divided into monthly value or value per customer. It can measure growth over time. Moreover, it informs how much more you can spend to gain more users, while still turning a profit. That way yo can also see the value of mobile against non-mobile customers, which are more loyal and spend more.
To measure app lifetime value you have to multiply the average value of conversion on an average number of conversion and average customer lifetime.
If you want your app to be profitable, you need to constantly improve it to engage more users. You need to have a clear purpose on what you’re looking for from it before you dive into all the data. There are so many metrics out there and we’ve listed only seven of the most important ones.
Optimizing and measuring is crucial for attracting new users and keeping existing ones. However, focus on what matters most for you and the achievement of your goals. You can also check those 10 myths that can ruin your mobile UX to make sure you’re on the right track.