Mobile app developers must rely on metrics to gauge the success of their apps. Learn how to use mobile app metrics to your advantage by understanding what they mean and using them as actionable steps in evaluating your mobile app’s performance.
The number of downloads
Several audiences will search for an app according to the platforms on which it’s available. As a developer, you must develop Android and IOS versions of your app.
Track download and install rates using a report from your app’s marketer or third-party mobile analytics software such as Google Analytics. Having your download numbers handy will help you determine the success of your app and ensure that you know what course to take for future updates.
DAU/MAU ratio refers to the quantitative relationship between the app’s total number of DAU (daily active users) and the MAU (monthly active users). The DAU/MAU ratio shows how engaged your customers are with your app.
A constant DAU/MAU ratio means your mobile app will be perceived as trustworthy by its users, who will continue to engage with it regularly. Conversely, a lower DAU/MAU ratio than competitors means it may be time for an update or creative marketing strategy changes to make yourself stand out from other apps.
Cohort analysis allows you to track users who share a common characteristic over time and see how they interact with your app. By analyzing your data according to different segments and understanding their behavior, you’ll be able to set up marketing campaigns that target your users’ needs and interests.
For instance, if you notice a decrease in retention rate among 18-24-year-olds, then it’s worth investigating what is happening in the user experience for this age group. If there are posts about competitors offering better deals, this might be the reason why these people are leaving your app.
Average session length
Calculate average session lengths by dividing the amount of time spent on the app by the total number of sessions completed in that period. Higher numbers indicate more engagement from your user base, improving your sales engagement. Lower numbers may be indicative of poor retention rates or high churn levels.
To increase average session length, consider adding new features or improving existing ones, so users stay more engaged. For instance, you can utilize push notifications that will bring users back into the app if they have been inactive for a while.
Conversion path analysis
A conversion path is a user’s steps from discovering your app to becoming a paying customer. Place a tracking code on your app’s download pages, which allows you to know conversion rates for specific pages, landing pages, and individual items.
Conversion path analysis enables you to identify which areas of your app need improvement to increase conversions. Detailed demographic information also helps identify where converting users come from and how they behave on each channel.
As a mobile app developer, you must track your app’s metrics to determine what’s working and what isn’t. By doing so, you can make changes that will improve your app’s performance and user experience.