Metrics for mobile apps: The important ones to track and why

14 important metrics to track when building a mobile app

Number of app downloads

This metric gives you an idea of how many people are using your app. Keep track of the number of downloads per day, week, or month to see if there is a trend.

Number of active users (DAU, MAU, YAU)

This metric tells you how many people are using your app on a regular basis. Keep track of the number of active users per day, week, or month to see if there is a trend.

DAU –  Daily Active Users
MAU – Monthly Active Users
YAU – Yearly Active Users

Session length

The session length for an app is the amount of time that a user spends on the app in a single session. The average session length for an app varies depending on the type of app and the users' demographics.

For example, weather apps tend to have shorter session lengths than social media apps. This is because users generally only need to check the weather forecast for a few minutes at a time, whereas they may spend much longer scrolling through their social media feed.

Age also plays a role in determining session length, with younger users typically spending less time on an app than older users. This is likely due to the fact that young people have shorter attention spans and are more quickly distracted by other things. Ultimately, the session length for an app is determined by its content and its audience.

Screenviews

In order to improve user engagement and retention, it is important to track screenviews for an app. Screenviews give insights into how users interact with the app and what features they use the most. By tracking screenviews, developers can identify which areas of the app need further development and which areas are being used most often.

Additionally, screenviews can be used to identify potential areas of user frustration. By addressing these issues, developers can improve the overall user experience and increase app usage. Ultimately, tracking screenviews is a critical part of ensuring that an app is successful.

Retention rate

The retention rate or an app is the percentage of people who continue to use it after they have downloaded it. While there are a number of factors that can affect retention rates, one of the most important is the user interface.

If users find your app difficult to use or navigate, they are less likely to stick with it. Likewise, if your app doesn't offer something unique or valuable, users may not see the need to keep it on their devices. That's why it's important to focus on creating an intuitive and user-friendly interface, as well as ensuring that your app has something to offer that other apps don't.

By paying attention to these factors, you can help increase your app's retention rate and ensure that more people continue using it over time.

Crash rate

App crashes are one of the most frustrating things that can happen while you are using your phone. Not only do they interrupt what you are doing, but they can also lead to lost data and wasted time. While there is no guaranteed way to prevent all app crashes, there are some things you can do to reduce the chances of your app crashing. First, make sure that your app is up to date. Updates often include bug fixes that can help to prevent crashes.

Second, clear your app cache regularly. This will help to free up memory and improve performance. Finally, delete any unused apps from your device. This will help to free up storage space and reduce the chances of resource contention. By taking these steps, you can help to keep your app running smoothly and avoid the frustration of crashes.

Cost per install (CPI)

The CPI (cost-per-install) for an app is determined by dividing the total cost of advertising by the number of installations that result from the ad campaign. In other words, it is the amount that you would need to spend on advertising in order to generate one installation of your app.

The CPI can vary considerably depending on the platform on which you are advertising, the geographical region that you are targeting, and the type of app that you are promoting. For example, apps that are aimed at a mass market audience are likely to have a lower CPI than those that are targeting a niche market.

Similarly, apps that are being promoted in developed countries are typically more expensive to advertise than those in developing countries. As a result, it is important to consider all of these factors when setting your CPI goals.

Conversion rate – Free to premium

As the name suggests, a conversion rate is the percentage of people who take a desired action after viewing a given piece of content. For example, if 100 people download your app and 10 of them sign up for a free trial of the product, the conversion rate would be 10%.

When it comes to converting free users to paying customers, or "freemium" conversions, the average rate is around 2-5%. So, for every 100 free users, 2-5 will convert to paying customers. While this may not seem like a high number, it's important to remember that most businesses only need a small number of paying customers to be successful.

Plus, with a well-designed freemium model, even those who don't convert can still generate value for the business by using and promoting the free product. As such, conversion rates should be viewed as just one metric in a larger picture.

Customer Lifetime Value (CLTV)

As a business owner, one of your primary goals is to increase your customer base and ultimately your profits. While there are many ways to achieve this, one of the most important is to focus on customer lifetime value (CLV). CLV is a metric that measures the total value of a customer to your business over their lifetime.

In other words, it takes into account not only the revenue they generate through initial purchases, but also any repeat business or referrals they may bring in.

Average Revenue Per User (ARPU)

In the app business world, Average Revenue Per User (ARPU) is a key metric that is used to assess the financial performance of a company. ARPU is calculated by dividing a company's total revenue by the number of its users. This metric provides valuable insight into a company's ability to generate revenue from its user base.

A high ARPU indicates that a company is effectively monetizing its user base, while a low ARPU indicates that there is room for improvement in this area. Companies with a high ARPU are typically more successful than those with a low ARPU, and as such, ARPU is an important metric to watch.

Stickiness Ratio

In order to ensure that an app is well received by users, it is important to consider the stickiness ratio. The stickiness ratio is a measure of how often users return to an app after using it.

A high stickiness ratio indicates that users are engaged with the app and find it useful, while a low stickiness ratio indicates that users are less likely to return to the app after using it. There are a number of factors that can influence the stickiness ratio, including the quality of the app, the user's level of interest in the app, and how easy it is to use the app.

Churn rate/Retention

Churn rate defines how many of our users that are staying with you over time. By tracking the right metrics, developers can get a clear picture of how their app is performing and make necessary changes to improve user experience, but also insights on your pricing strategy.

There are many other metrics that you can track for your mobile app, but these are some of the most important ones. By tracking these data points,

‍

‍

Of course, these are not the only metrics developers should track when building a mobile app. However, these are some of the most important metrics to keep an eye on. By tracking these data points, developers can get a clear picture of how their app is performing and make necessary changes to improve user experience.

There is now another way to track and forecast your most important app metrics in one place

At Gilion we have build an analytics tool for app businesses. Connect your app analytics stack, and we’ll do the rest. The Gilion platformdraws on all data related to your growth - operational costs, acquisition metrics, cohort metrics, LTV metrics. No cost is left out, essentially merging the growth models of your CFO, marketing and sales team into a complete and unbiased one.

It keeps track of the alternating variables - efficiency trends, seasonal trends, customer behavior trends - and connects them all the way down to your 5-year cash position forecast. This means always-on forecasting, so you can place all bets with surgical precision.