Key Metrics for mobile apps

Critical KPI'S for Mobile

Apps,Actions,Platforms and

BenchMark

Key Metrics - Metrics to Measure

Acquisition:User Downloads

Install Apps

Value of Money spend to acquire users to meet ROI

Sources of downloads

Demographics includes region,Devices,OS, Location of Access and Time

Key Metrics- Behavior and Conversion

Behavior and Conversion

Session Length

Session Interval

Time Spent in App

Screen Flow

Life Time Value

Conversions like successful booking for an Taxi app.

Retention and Frequency of Usage

Average revenue per User ,important especially on Paid Marketing Campaigns

Rate and Review of app on store

Optimize App Performance

Actions

ASO/SEO

Increase number of reviews of your app at Google Play and iTunes store

Reduce App Download time

Conversion – Optimizing the Conversion paths and understanding the Consumer flow patterns

Integrate tools to get feedback and review on the spot

Measuring Cost Per Acquisition to Life time value and this number should be positive

Major App Tools for measurement

1. Google Analytics for Mobiles2. Apsalar3. Flurry4. Localytics5. Distimo6. AppsFlyer

Marketers Benchmarks – TapSense(2013)

Cost Per Download (CPD) avg: $2.52

Click to Conversion Rate avg: 3.25%

Cost Per Visit (CPV) avg $0.13

Cost Per Acquisition (CPA) avg $5.16

Lifetime Value (LTV) avg $16.07