App User Lifecycle

Key Mobile Engagement Metrics Every Product Manager Should Track

Mobile engagement metrics are key indicators on how you’re keeping your users interested after installing our app.Previously on my Quora channel, I answered the following question.

I am curious to know what parameter of usage pattern I should track on my server to aid me in decision making for the future version of my service? Should it be session length, click stream or location?

The following key points below should be tracked by app publishers to measure the success of their app. I based this advice on a previous article written by CleverTap’s CEO Sunil Thomas.

  1. Acquisition

Track the number of downloads of your app acquires across platforms to see the trend. You can break this out by Daily, Weekly, and Monthly. Track Download Attribution. What are the sources that are referring or sending your user to install? An important metric which can influence where you spend advertising dollars in the future.

  1. Activations. Check to see if your users are opening and activating your app. If there’s a significant drop-off, below 85%, you might want to tweak things in your product or the CPI campaigns.

  2. Retention. Check your “drop off” trajectory. Review the tail end of Day 3 and Day 7 to check if you’re losing a lot of users. Statistics show on average, 80% of users will uninstall your app after the first time using it.

  3. Engagement. You’ll want to track the user flow at a critical point in your app to see where they drop off. For example, if your use case is for a social Twitter app; User Logs in -> Creates messages -> Broadcasts Messages -> Checks Engagement Stats -> Responds to Tweets. You can track all of these steps in a generated funnel and see where the “chain” is breaking.

  4. Uninstalls. A metric that CleverTap tracks on its mobile analytics and engagement platform. You can compare this number against your daily, weekly or monthly Installs to gauge actual user growth.

  5. Reachability. Track how many users you can reach through various channels like in-app push notification, email, etc. Tracking your reachability over time and comparing that to your install rate will give you insight into your engagement strategy.

You can read more about these key App Metrics in CleverTap’s blog article here: The 7 Key Mobile App Metrics You Should Track | CleverTap Blog

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