What are the best metrics for measuring user engagement for travel apps like AirBnb? Sunil Thomas, CEO for CleverTap recently answered this question on his Quora channel.
In a b2c marketplace you want to ensure that BOTH sides are healthy and doing well. You might be focussing primarily on one side at different stages of your app’s life-cycle but its critical that your app metrics instrumentation lets you know in case any one side sputters at any point in time.
In other words instrumentation of user-actions (or events) you record with the app/site should be for both sides:
Let’s take AirBnB for example – and I’ll list the top 5 events or metrics they should be recording:
Recording and analyzing these 5 user-actions across the mobile app and website over time will give you a great sense of the health of your marketplace. Comparing one over the other (for example seller daily logins as compared to buyer daily logins) will give you a sense of which one is doing better over the other. Same thing for reviews/ratings for example.
I would also recommend breaking up basic metrics like DAUs (Daily Active Users) and MAUs (Monthly Active Users) to be broken up by buyers and sellers so you get a sense daily.
Irrespective of the analytics tool you are using, there’s a great blog post one of our customer success team members had written – it’s a great guide to event design; just remember in a two-sided marketplace you need to think about both sides independently i.e. do the exercise twice over.
