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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