The massive adoption of mobile apps not withstanding, almost every app owner I meet starts the conversation with the question, “What are the key mobile app performance metrics that I must track?”
The answer varies for every industry, vertical and domain the app operates in. While there are popular mobile app metrics known to one and all, and all of us track them in some way or the other.
In this post, I have tried to be domain agnostic and create a list of 7 most critical mobile app metrics that you must track in order to build a solid understanding of adoption, retention, and growth for your mobile app.
Ideally track a daily trend of downloads, weekly in the least
Where are these downloads coming from? This becomes critically important if you are running ads or spending money to get downloads.
Are your users launching the app after install? It is quite surprising how far away from 100% this number is in reality. There are many factors that influence decline, but this is the first point of drop-off that you should understand and dig into.
The primary question to answer is whether users are coming back to your app.
Use first time app launch as the proxy for cohort acquisition and use subsequent app launches in the cohort for longer term tracking of user retention.
You want to understand if your users are performing key activities within your app and how frequently. Taking an e-commerce app as an example, the following could be 2 user-engagement paths you track.
Ideally you want to identify 1 to 3 key flows within your mobile app that you want your users to take and use simple funnels to track those flows over time.
Ideally track a daily trend of uninstalls, weekly in the least.
It helps to compare daily uninstalls with number of daily downloads and daily activations to get a net result of your mobile app growth.
This is related to Engagement above, but you want to understand if users are completing key activities within your app. Retention cohorts are the simplest way to measure this over time.
Your ability to connect with your users, via different channels is an important mobile app metric to track over time. Are your users opting out of push notifications? How many of your mobile app users do you have email addresses?
Tracking reachability per channel over time, and comparing those trends to your daily app installs and activations is critical to be able to engage with them in the future and create sticky experiences.
So that completes our list of mobile app metrics that matter. I hope that gives you a clearer picture of your mobile app analytics dashboard you need to create and have a look at every day.
At CleverTap, we are working towards making the whole mobile app engagement space easier. Sign up for a free CleverTap demo account and discover new ways to up your mobile marketing game.