10 Analytics KPIs To Measure Your User Engagement Attribution Via Mobile App

And the best tools to measure them


Would you rather take well-informed decisions or are still taking decisions based on gut instinct? Undoubtedly, the former is a logical way to go, especially when it comes to deciding the right path for your mobile app. Analytics presents a clear picture before us, and, when done right, it can help you leverage the most out of your mobile apps. 

There are more than 2 million apps on Google PlayStore and Apple app store respectively. Further, there are other 669,000 apps from Windows store. This is a huge number and it is easy to deduce how popular mobile apps are! The concern is that the majority of people fail to track the performance of the app after the launch. The parameters generally include ROI and KPI (Key Performance Indicators) of the app. The failure to measure such performance can essentially render the whole development process worthless.

Let’s have a look at a few of the most mobile app analytics metrics to ensure that your app doesn’t get lost among millions of others.

1) Number of downloads (or upgrades)

This probably tops the list of parameters to be measured for user management. It signifies the popularity of the app. Similarly, the number of upgrades also clearly helps in identifying the current users of the application.

A few metrics:

 # Number of installations - Statistics give the total number of installs through app store downloads in a lifetime or over a period of time (say, a month)

 # Number of uninstalls - This tells us about the total uninstalls of the app through its lifetime or over a period of time

 # Upgrades - The number of users upgraded to the latest version

2) Number of times sessions opened in a week/month/quarter/etc. (activity)

Nearly 33% of apps are not used after installation. It’s imperative to track the number of users on a weekly/daily or monthly basis. These parameters help in identifying the user inclination to the application.

A few parameters:

 # Number of distinct sessions (unique visitors to the website)

 # Number of sessions opened by all users (views on the website)

 # Session time by the users determines the user attraction to the app

It is highly recommended to use Google analytics or Flurry to measure the above parameters.

3) New user vs. old user (acquisition)

The number of users acquired indicates the popularity and the growth of the app. This can be easily calculated using the below formula with time standards.

Growth Rate = (New Customer – Old Customers)/Old Customers * 100

4) User retention and Churn rate

If you have been in the mobile app industry for a few years now, you might have noticed how initially everyone was mad to have more and more users download their respective mobile apps. What no-one  bothered about was the fickleness of the users. It is a high time now that we look beyond the number of installs an app is getting and focus on broader concepts like engagement and usage.

If  a certain % of people install and the same % uninstall, it signifies no growth. Churn rate can thus be defined as the number of people who stopped using your app, for any reason whatsoever.

User retention is another important parameter for deciding the success of your app. Retention rate can be defined as the rate at which you are successfully able to retain your users. If your users are returning at least once in a month, stay assured, you’re doing good.

According to a report by Flurry, Android and iOS manage to retain only 4% of users while losing 96% during the first year. This accounts for 8% of monthly churn rate.

5) App downloads versus App usage

It is not as much about the number of times your app is downloaded as it is about the usage of your app. There might be various associated perks like hidden incentives and so on that might force your users to download your app. However, the majority of users doesn’t use the app after downloading. And when this happens, the lifetime value of your users with respect to your app decreases like anything!

6) Conversion (if the app allows transactions as well)

Tracking conversions that your mobile app is providing is another great metric to focus upon. If the application has some remarkable and convenient features like signing up, logging in, reviewing and allowing transactions – all these can be tracked for conversion. The tools such as AppsFlyer and Apsalar can be used for conversion and tracking. Also, Apsalar is helpful in the funneling of data and measuring the conversion rate.

7) Track ROI (return on investment)

One of your top priorities is making sure that your resources are being utilized properly, and the very first step towards this is by tracking the ROI. You should track the sources from where your users are pouring in. Knowing the accurate source of your referrals is very important. It helps you know about the ads which are working, and which are not.

Further, you need to study your various marketing channels regarding which are working and which are not. You can thus then boost the marketing campaigns with more money which are working awesome and yielding good results.

8) Crashes and Exceptions

The sustainability and the stability of the application are measured based on the errors generated and the number of crashes occurred at a given point of time. The metric is quite important, as an application with higher crashes gets bad reviews and will eventually lead to its failure. Google analytics helps in finding the errors, locating the crashes, and in handling the exceptions.

9) Behavior flow

Behaviour flow is the study of your users’ behavior towards your app. what actions do they do before quitting or how do they behave with push up notifications and so on? Google analytics can help you in learning of behavior flow.

10) Average Time between openings of 2 sessions (Recency)

This is how you track the usage of a particular application by the user. This metric indicates the activeness of the applications by a specific user as to how many times he uses it (in a day or a month). Google Analytics again is quintessential for the measurement of this parameter.

Importance of hiring SEO experts

To make sure that your app doesn’t get lost among the million others, it is necessary that proper steps are taken to enhance its reach and visibility. This could be effectively done through SEO services. The hired SEO expert will review the web page of your mobile app and identify if the business goals and targets are met. Not only this, even the description and other info provided by the app stores related to the app can be SEO optimized for better visibility.

There are broadly two optimization techniques:

 => Off Page-App Optimization

Here the major focus is to spread awareness about the mobile app. This is done by spreading the news regarding the app by updating, rating and reviewing it on major platforms that enjoy great traffic and audiences. This works by convincing the users to download the app. As the number of downloads of the app along with other factors (read it as engagement and usage) increases, the ranking of the app on respective app store improves, thus serving the purpose.

 => On Page- App Optimization

On-page app optimization is done to fetch better visibility on respective app store’s search engine. Here the main focus is on the improvement of titles, descriptions, logos and pictures of the application. All possible searchable keywords are used to optimize the application.

Do you have an APP? Well! It’s time to review its performance. Make use of all of the above-mentioned metrics to fetch the most out of your app. Or alternatively, hire an SEO expert who will do the task for you. 

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