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Obviously downloads are a key metric for any app provider, but the number means nothing without context.
Apps present a unique opportunity for brands, and they should not be treated as an app version of the website. When you start thinking about "stickiness," you realize how much app usage trumps app downloads, as usage suggests enjoyment, utility and value. In addition to specific goals, you should have a flow in mind that you hope users will complete — register, refer friends, share content, purchase an item, link to social networks, et cetera. Now, without further ado, here are some of the most important KPIs to pay attention to when assessing the success of your mobile app. If people are using the app, they are getting value of it, whether it's helping them order food, kill time or find a more efficient route to work.
Getting a sense of these engagement metrics will provide insights into how the app is used, letting you know where you should double-down and where you have weaknesses.
How you quantify "value" depends on your vertical — a news app may value ad impressions, a music app may value time spent listening to content, a retail app would value purchases, a game may track in-game currency. It's great if your app is the hottest thing of the moment, but you won't be satisfied when the fleeting obsession ends. Plus, app store rankings are becoming more sophisticated and focusing more on retention and engagement, so we'll start seeing fewer flash-in-the-pan apps on the charts.
Anyone can download an app, but it takes a special kind of app to compel people to use it with regularity. There's a difference between opening an app when you're in line at a store and spending an hour using the app on your commute home. It's great to have an engaged user base, but you probably created an app to drive revenue in some way.
One way to acquire new users is to study how existing users found your app, whether through organic search, paid advertisements, in-app referrals or word of mouth.
Are people spending five minutes actually extracting value from your app, or are they trying to find the page they're looking for, tapping through pages in a frustrated state?


Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. In the last two years, Facebook and Google have gone from a position of merely being two big, fast-growing players in mobile advertising to dominating it completely. In 2014, Google alone is expected to be roughly as big as all other companies combined, as this chart of mobile ad revenues from Statista shows.
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There isn't a one-size-fits-all set of key performance indicators (KPIs), but what follows is a primer that will provide a few things to think about.
Each business should have specific goals for its app, and then base success on the metrics that are most relevant to those goals, says Ashley Twist, mobile innovation strategist at Engauge. This information can help you allocate resources for strengthening the app to drive greater engagement and, thereafter, revenue.
The point is that knowing the value of various consumers means you can compare users and identify key segments of successful users as well as cohorts that need improvement, says Cipolla. Strive for longevity, and pay attention to the app's retention rate, specifically the one-, seven- and 30-day retention rates. Just like pageviews versus time spent on the web, session length on an app can help mobile strategists "quantify the depth of a person's relationship with an app," says Pietrzak. You might eke $100 out of your top 100 users for a cool $10,000, but if you have a user base of 15,000 people, that's not a very impressive sum.
As Internet wisdom tells us, "Ain't nobody got time for that." Time is of the essence, and it's your responsibility to make your app loading experience as efficient and frictionless as possible, says Peter Galvin, SVP of marketing at SOASTA.
People are drawn to different kinds of apps for different reasons, and it's useful to know the best way to reach your target audience. Before you dive into the analytics of your mobile app, be sure to determine the few KPIs that are most important to your business, and focus on those.
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Combined, they have cornered 75.2% of the entire mobile market in 2013, according to new data by eMarketer. If you require further details regarding the transaction data, please contact the supplier directly. For example, H&R Block's key metric is how many users schedule an appointment, but an ecommerce app is more interested in conversions, average purchase size and the point at which people abandon their shopping cart. They like your app, they use it a lot, and they may even rely on it to get them through the day.
You have to look at the whole picture, and the average revenue per user (ARPU) indicates the value of an individual to your app business. She says her experience working with brands like The North Face and bebe show that app users spend 15% more online and 25% more overall on an annual basis. Users should be able to launch the app, load new pages and make purchases seamlessly without thinking, What's taking so long?
Guy Rosen, CEO of Onavo Insights, cites how aggressive paid advertising has helped Candy Crush convert more than 20% of U.S. Of course, you can scope out reviews and ratings on app stores, but you can also use tools like Helpshift and in-app messaging to get feedback about crashes, bugs and UI using that feedback to enhance the user experience. Your app should bring something fresh and exciting to the table, enhancing the customer experience and boosting loyalty and brand affinity. You need to learn everything about this cohort and how they're using your app so you can create a more engaging app and convert more users into active users. For example, MLS worked with Double Encore to develop an app, which could have been a channel through which to check scores and watch games. Instead, the app was built to be a soccer fan's ultimate companion, immersing the fan in soccer culture and offering information and an experience that the website didn't offer.



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