User engagement – also known as customer engagement – is a measurement of a user’s response to your app or specific app features. It also measures users’ response to your advertising and marketing campaigns and whether your campaigns are compelling them to do certain actions.
These actions can be anything from launching the app, to making in-app purchases, booking flights, signing up for a monthly subscription, or other interactions between the user and your app.
Engagement depends upon an individual user’s behavioral traits and patterns. You can measure user engagement directly through the number and quality of interactions between user and app.
The level of engagement that a user shows in your app indicates their level of interest in your product or brand. The more time they spend in your app, the more the engagement, which also means the more they’re interested in your brand.
It’s about building a connection with your users. And positive engagement shows that they are investing time and emotion into you.
But not only are they aware of your brand, this also increases the likelihood of monetization.
80% of users transition to engagement from the onboarding stage within 44 minutes, once they start a search within your app.
You need to track the time it takes to get to the first engagement. If you monitor, optimize, and improve this metric, you deliver value to your users early in their journey and more easily convert them.