GITNUX MARKETDATA REPORT 2023

Must-Know Mobile Application Metrics

Last Updated: October 31, 2023

Written & Summarized by: Jannik Lindner

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Highlights: The Most Important Mobile Application Metrics

1. Active users
2. Downloads
3. Retention rate
4. Churn rate
5. Session duration
6. Sessions per user
7. Screen flow
8. Time in app
9. Acquisition source
10. In-app purchases
11. Revenue per user (RPU)
12. Customer lifetime value (CLTV)
13. Cost per acquisition (CPA)
14. App crashes
15. Ratings and reviews
16. Conversion rate
17. User demographic data

Mobile Application Metrics: Our Guide

In an era where mobile applications rule the digital market, understanding key performance metrics becomes fundamental for success. This blog post will demystify the essential mobile application metrics that every app developer and marketer should know. Dive in, to discover how these metrics can help optimize your app, maximize user engagement, and significantly boost your profits.

Active Users

The number of people who have used the mobile application within a specific timeframe, often measured as daily active users (DAU), weekly active users (WAU), and monthly active.

Ratings And Reviews

The average rating and user feedback for the app in the app store. High ratings and positive reviews can boost the app’s credibility, visibility, and downloads.

App Crashes

The number of times the app has stopped functioning unexpectedly. Frequent app crashes can negatively impact user experience and overall app ratings.

Cost Per Acquisition

The average cost required to acquire a new user, often including expenses for marketing, advertising campaigns, and promotions.

Customer Lifetime Value

Estimation of the total revenue generated by a user throughout their relationship with the app. CLTV helps to evaluate the profitability of a user and allocate resources for user acquisition.

Revenue Per User

Average revenue generated per user within a given period. It includes revenue from in-app purchases, subscriptions, and advertisements.

In-App Purchases

The number of users who make purchases within the app, and the total revenue generated from these transactions.

Acquisition Source

The origin from which users discover and download the app, such as app store, organic search, paid campaigns, or referrals.

Time In App

The total amount of time spent in the app by all users within a given period. This indicator can help to assess the app’s overall stickiness and user engagement.

Screen Flow

A measure of the user’s path through the app, including which screens are visited, in what order, and how long users spend on each screen.

Sessions Per User

The average number of sessions each user has within a given period. This metric helps to understand the frequency of app usage and the level of user engagement.

Session Duration

The average time spent by users within the app during a single session. Long session duration can indicate high user engagement and satisfaction.

Churn Rate

The percentage of users who stop using the app within a specific period, it is the opposite of retention rate. A high churn rate indicates that the app is not meeting the expectations.

Retention Rate

The percentage of users who continue to use the app after a certain time, usually compared to the total user base. Retention rate reflects user engagement and satisfaction with the app.

Downloads

The number of times the mobile application has been installed and downloaded from the app store or other sources.

Frequently Asked Questions

What are mobile application metrics?

Mobile application metrics are the quantitative measurements used to track and analyze the performance, user behavior, and overall success of mobile apps. These metrics help app developers and marketers understand how well the app is meeting its objectives, identify areas that need improvement, and optimize the user experience.

Which are the key performance indicators (KPIs) for mobile application metrics?

Some of the most important KPIs for mobile application metrics include app downloads, active users (daily, weekly, or monthly), user retention rate, session length, churn rate, user engagement, conversion rates, and customer acquisition costs.

How do mobile app developers use metrics to improve their apps?

App developers use mobile application metrics to gain insights into user behavior, which helps them identify trends, uncover issues, and optimize the app for better performance. By analyzing metrics, developers can make data-driven decisions to update and improve their apps, prioritize new features, or adjust marketing strategies to attract and retain users.

What tools can app developers use to measure mobile application metrics?

There are multiple analytics tools available that app developers can use to track and measure mobile application metrics. Some popular options include Google Analytics, Firebase, Flurry, Mixpanel, and Localytics. These platforms provide a wide range of metrics and allow developers to track crucial KPIs, analyze user interactions, and monitor overall performance.

Why is tracking user retention rates important for a mobile app?

User retention is a critical metric as it measures the percentage of users who continue to use the app over time. A high retention rate indicates that users find the app valuable and engaging, while a low retention rate might suggest there are issues that need to be addressed. Tracking retention helps developers and marketers assess the app’s long-term success and understand how well it meets user needs and expectations, allowing them to make informed decisions about product improvements and marketing strategies.

How we write these articles

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly. See our Editorial Guidelines.

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