Welcome to the metrics – Everything you need to know about app marketing KPIs

Cell app advertising and marketing, very like the world we reside in, thrives on information. Merely put, it’s essentially the most environment friendly approach to assess your apps’ efficiency, perceive what must be improved, and propel your corporation ahead. Cell app metrics are each marketer’s key indicators of success: whether or not acquisition or discovery intel, consumer engagement charges, or lifetime worth and return on advert spend, cell entrepreneurs reside and breathe measurement.


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That’s why after publishing your app on the Google Play or App Retailer, the three questions that can occupy the bigger chunk of your mind are:

  1. How do I get extra customers to obtain my app (i.e. consumer acquisition)?
  2. How do I get customers to spend extra time in my app (i.e. stickiness and engagement)?
  3. And the way do I enhance my app’s monetization (by means of in-app buying or in-app promoting)?

These are the million greenback questions, and no single parameter may give you inch-perfect solutions. The fact is that almost all firms are scrambling to drive extra high quality customers to their app, or maintain those that do – engaged and lively.

However don’t lose coronary heart. Because the app market is increasing exponentially, and competitors over customers’ hearts and wallets has change into fiercer than ever earlier than, even minor optimization tweaks may have a tangible affect in your app’s success.

So, to get you effectively outfitted for battle, we’re going to cowl 19 of essentially the most very important app metrics that can let you observe and enhance your acquisition, engagement, retention, conversion, and app efficiency.

Let’s get began.

What are app metrics and why are entrepreneurs so obsessive about them?


App metrics are the window into the efficiency of your advertising and marketing campaigns, holding you continuously knowledgeable on essentially the most urgent developments.

That stated, these metrics can’t provide true worth on their very own, and it’s actually their mixed forces that can assist level you in the proper course, and allow you to repeatedly optimize your app technique.

A fantastic instance of the significance of cross-referencing your metrics can be app downloads. Whereas holding observe of your variety of installs is an effective place to begin with, keep in mind that each 1 in 2 apps is uninstalled throughout the 1st month, with “not in use” being the highest motive for hitting the ‘uninstall’ button (40%). This is the reason it’s essential to all the time join your set up metrics to your post-install metrics.

One other vital issue to contemplate earlier than leaping into the metrics is that not all are essentially relevant to your corporation. Excessive abandonment charges on a registration type for an Insurance coverage app – is a significant purple flag that must be addressed ASAP, whereas for a Gaming app – skipping kinds wouldn’t intervene a lot with the consumer move.

To make sure you pursue related measurement, it’s paramount to pinpoint which metrics are value mapping for your corporation, and which don’t have any actual affect in your backside line .

Probably the most strategic app metrics to measure in 2021-2022

To make it simpler so that you can navigate the dense woods of app metrics, we’ve segmented the under into buckets – marketing campaign, App Retailer, set up, engagement, income, and fraud. Let’s make sense of all of it:

Marketing campaign associated metrics


Every marketing campaign is completely different, which brings uncertainty to many entrepreneurs who are usually not certain what to measure.

For instance, social media requires that entrepreneurs take note of engagement for the sake of remarketing. PPC lives and breathes on the clicking. And an web optimization technique revolves round area authority and rankings.

This is the reason the marketing campaign metrics you measure ought to all the time revolve across the marketing campaign targets you’ve set upfront.

Listed here are two campaign-related metrics you really want to make pals with:

1 – Click on by means of Fee (CTR)

Definition: The share of customers who clicked an advert, out of the whole variety of customers who seen it.

Why does it matter: Though considerably of a conceit metric, CTR is an effective indication that an advert’s artistic is performing effectively based mostly on the clicks obtained.

2 – Click on to Set up (CTI)

Definition: The share of customers who clicked an advert and went on to put in your app.

Why does it matter: Measuring the direct conversion between the 2 strongest touchpoints on a pre-install consumer journey, CTI is each socially and technically vital, as decrease charges may point out an irrelevant viewers, ineffective creatives, poorly optimized App Retailer web page, or gradual loading time earlier than an set up is full.

App Retailer associated metrics


Tied into App Retailer Optimization (ASO), these metrics let you optimize and enhance your app’s visibility, in a similar way to web optimization. though ASO is an unlimited world (learn extra about it right here), right here’s an vital one you must maintain observe of:

3 – App Retailer conversion charge

Definition: The share of customers who reached the App Retailer web page and went on to put in your app.

Why does it matter: Gauging your App Retailer web page efficiency is a key part to sustaining your ASO. In case your web page is correctly optimized, and informs your customers of the added worth of your app in a transparent and engaging method (ideally with video) – will gas up your App Retailer conversion charges.

Set up-related metrics

A key ingredient in each marketer’s cookbook, install-related metrics are your method to make sure your advertising and marketing efforts are justifying themselves. Listed here are a few essential install-related metrics it’s a must to maintain a detailed eye on:

4 – Natural / non-organic break up

Definition: The proportion of marketing-driven installs,

Why does it matter: Understanding your set up kind break up and the ratio between paid and natural customers will assist you to decide your app’s natural multiplier and halo impact.

A sub class can be non-organic break up by channels, the place you possibly can additional break down non-organic installs to paid and owned media (e.g. SMS, web-to-app conversions, e mail, weblog) to know how one can allocate your price range extra effectively through the use of extra of your individual, reasonably than paid media properties.

5 – Share of remarketing conversions 

Definition: What’s remarketing, you ask? A advertising and marketing technique is designed to re-engage present app customers throughout paid and owned channels.

Share of remarketing conversions, additionally known as the common retargeting share, is the proportion of remarketing conversions out of total advertising and marketing conversions (together with NOI).

An app’s remarketing conversion is counted when a consumer clicks on a promotion and opens an app.

Why does it matter: Throughout most verticals, app entrepreneurs are utilizing owned and paid media to re-engage with present customers. Remarketing has change into a key technique that improves retention and in flip consumer LTV and profitability (it’s less expensive than consumer acquisition).

Engagement-related metrics

There are many metrics for analyzing consumer engagement. Nevertheless, you don’t actually need to trace all of them. Those you need to observe rely on the specifics of your corporation and the class of your cell app.

For instance, the variety of gadgets added to a cart or cart abandonment charges are related to eCommerce cell apps. However for social media apps, monitoring figures like time per session per consumer or the variety of clicks, feedback, shares, and likes – are rather more vital.

Listed here are 6 engagement-related metrics that each marketer wants to watch carefully, throughout most strains of enterprise:

6 – Retention charge

Definition: The variety of returning customers after a given time interval.

Why does it matter: A excessive retention charge is usually a very good indicator of a “sticky” or beneficial consumer expertise, because it includes frequent or constant utilization by its customers. In different phrases, retention is the supply of monetization; it will increase the prospects of in-app purchases and drives larger in-app advert income.

Usually talking, common retention charges are usually very low throughout the board, which fits to point out how a lot of an issue it truly is, and the way vital it’s to continuously measure and mitigate it.

7 – Common periods per consumer

​​Definition: The common period of time customers spend in your app per single go to.

A session begins the second a customer arrives at your app and ends once they exit or stay inactive for a predetermined time span. So long as the customer interacts along with your app, the session continues.

Calculation: Complete # of periods / Complete # of customers

Why does it matter: Measuring session lengths and analyzing them based mostly on segments will assist you to higher plan your campaigns, by figuring out prime quality vs. much less engaged customers and concentrating on them accordingly.

8 – Uninstall charge

Definition: The speed at which customers uninstall your app inside a predefined window.

Why does it matter: The speed of uninstalls lets you evaluate the standard of the customers you purchase from completely different media sources, campaigns, single adverts or international locations.

Throughout all industries, uninstall charges are usually extraordinarily excessive. They’re a powerful indication that one thing is perhaps improper along with your app or onboarding course of, or that your promotions didn’t match your customers’ expectations.

9 – Funnel conversion charges

Definition: The proportion that identifies at what charge persons are progressing in your app’s funnel.

By mapping key in-app occasions in your funnel first, the conversion charge could be measured between any two occasions you outline, similar to set up to buy, add to cart to buy, and so on.

Why does it matter: Funnel conversion charges can shortly illuminate the place your advertising and marketing and gross sales processes have fallen out of alignment. As soon as you identify and measure sturdy funnel metrics, you possibly can drive holistic calibration with goal insights, similar to figuring out optimum personas for higher marketing campaign positioning, or validating the effectiveness of your advertising and marketing efforts.

10 – Paid Conversion Fee (PCR) 

Definition: The quantity of conversion through paid promoting.

This consists of PPC, show adverts, social media adverts (e.g. promoted Tweets or boosted Fb posts), sponsored posts or critiques, or every other technique of promoting that includes a direct trade of cash for mentions or views.

For instance, in the event you had 50 conversions from 1,000 interactions, your conversion charge can be 5% (50 ÷ 1,000 = 5%).

Why does it matter: PCR is a key ingredient in your paid search technique. In any case, in the event you’re not really turning lookers into consumers at a excessive charge, what are you promoting for?

PCR optimization allows you to maximize each cent of your PPC spend by discovering that candy spot that convinces the utmost share of your prospects to take motion – and in the end convert.

11 – Natural Conversion Fee (OCR)

Definition: The quantity of conversion through unpaid discovery.

This consists of natural search, phrase of mouth mentions on social media, influencer advertising and marketing, public relations mentions and buzz, associated apps within the app retailer listings, or every other method of promoting that doesn’t contain direct paid promoting.

Calculations: Complete # of conversions – Complete # of paid conversions

Why does it matter: OCR is a superb benchmark of inbound advertising and marketing success. In response to Search Engine Journal, customers obtained from inbound actions, similar to blogs or webinars, have a a lot larger closing charge than their outbound counterparts, similar to e mail or SMS campaigns.

Income-related metrics


In enterprise, the only most vital issue is the underside line. Listed here are 7 methods you possibly can measure your app’s potential to generate income and drive profitability:

12 – Value Per Set up (CPI)

Definition: Monitoring paid installs reasonably than natural ones, CPI measures the fee an advertiser pays a writer for driving an set up.

Why does it matter: Again within the days when $0.99 apps had been the trade customary, CPI was essentially the most continuously used metric for measuring marketing campaign efficiency. Right this moment, KPIs like price per motion – that higher mirror the complexities of free-to-play markets – are gaining floor.

13 – Value Per Motion (CPA)

Definition: The associated fee per a conversion motion.

This doesn’t essentially indicate the conversion comes from a brand new consumer, however from a brand new conduct similar to signing up for a subscription, upgrading to a premium account, in-app purchases, or new permissions.

Why does it matter: CPA is a pure efficiency metric that ensures fee is barely made when prime quality customers are acquired.

It’s usually distinguished from Value of Buying Buyer (CAC) by its granular software. Armed along with your Common Order Worth (AOV) and Lifetime Worth (LTV – see under), you possibly can decide your individual CPA requirements.

14 – Lifetime Worth (LTV)

Definition: The quantity of income customers have generated from the second they put in your app up to now.

Why does it matter: Mixed with the common income per consumer, LTV is a golden metric to find out the whole potential income or worth of your customers. Within the free-to-install app financial system, it’s a necessary metric to measure enterprise well being.

15 – Common Income Per Consumer (ARPU) 

Definition: The common amount of money generated per consumer through in-app purchases, advert impressions or clicks, subscriptions, paid downloads, or different types of monetization.

Why does it matter: ARPU informs you of the standard of your common consumer by way of what issues most – generated income.

In our trade, ARPU and LTV are used interchangeably; Day 90 LTV is similar as day 90 ARPU. The distinction lies in the truth that LTV needs to be based mostly on an set up date, whereas ARPU doesn’t.

If no set up date is about in your exercise experiences, merely search for all income generated throughout timeframe X, and divide that quantity by all lively customers throughout the identical timeframe, no matter once they put in.

16 – Share of paying customers

Definition: The proportion of installers who ended up making an in-app buy inside a given timeframe for the reason that preliminary set up.

Why does it matter: A key indication of high quality customers pushed from media sources, in addition to a great way to measure the efficiency of your monetization mannequin.

Although solely 5% of customers spend cash on in-app purchases, the income these customers generate is 20 instances better than the income earned from all different paid customers mixed.

17 – Buy Frequency (PF)

Definition: The common variety of purchases your customers made throughout a selected time frame.

By definition, this metric can even let you maintain observe of customers who made zero purchases, and who may very well be enticed to position orders utilizing focused campaigns.

Why does it matter: PF is a perfect KPI to measure consumer loyalty, in addition to spotlight underperforming merchandise or classes.

It additionally offers you the flexibility to establish these customers for smarter look alike advertising and marketing and remarketing campaigns. You’ll be able to reward your highest PF customers, or on the flip aspect – exclude them out of your paid remarketing efforts, as they’re already extremely engaged as it’s.

18 – Return on Advert Spend (ROAS)

Definition: The cash spent on advertising and marketing divided by the income generated by customers from the advertising and marketing marketing campaign in a given timeframe.

For instance, a Day 7 ROAS of fifty% implies that a consumer generated income that counts for 50% of the cash spent to accumulate that consumer. In different phrases, the 100% mark is the breakeven level.

Why does it matter: The metric of profitability, ROAS is an important metric for UA managers. By continuously evaluating earnings to ROAS, you possibly can higher consider the efficiency of your campaigns and the standard of customers they purchase.

Fraud-related metrics


What can we imply by cell fraud? Cell fraud encompasses a variety of schemes that embody pretend installs, clicks, impressions, or in-app occasions.

Fraud detection options use a mixture of massive information, real-time machine studying and AI, to assist entrepreneurs establish and flag fraudulent actions similar to set up hijacking and click on flooding.

Listed here are 2 vital fraud-related metrics you need to all the time take note of:

19 – App set up fraud charge

Definition: The share of total recognized or blocked fraudulent installs inside a sure cohort of app installs. Additionally known as attribution fraud, as its intention is to attempt to sport attribution firms to assign credit score to a fraudulent media supply.

Why does it matter: At $1.6 billion in H1 of 2020 alone, potential losses stay extraordinarily excessive. There’s no getting round it: proactively defending your app towards cell advert fraud by holding an eye fixed out for fraudulent exercise – is an inevitable actuality that’s exhibiting no indicators of slowing down anytime quickly.

20 – In-app fraud charge

Definition: The quantity of in-app, post-install measurable occasions that both adopted a fraudulent set up or that had been detected as fraudulent, whatever the related set up’s standing.

These occasions can embody measurable, optimization-related occasions similar to Value Per Motion (CPA) with related fee, in addition to in-app purchases.

Why does it matter: Fraudsters have lately moved past installs to perpetrate fraudulent in-app exercise, simply as entrepreneurs began to maneuver in direction of CPA. For instance, putting bulk orders to a buying app, then cancelling throughout the allowed window to money in on excessive CPA prices.

The truth is, we’ve discovered a ratio improve of 3x between fraudulent installs and fraudulent in-app occasions, an increase primarily pushed by gaming apps.

Honorable mentions


1 – Efficient Value Per Mille (eCPM)

The income generated per 1,000 impressions, eCPM gives a fundamental strategy to evaluating the worth of your visitors and figuring out your CPM.

Whereas CPM is the speed a given advertiser is keen to pay for 1,000 impressions, eCPM is the writer’s earnings per 1,000 impressions.

2 – Day by day Energetic Customers (DAU) 

The variety of distinctive customers that have interaction along with your app inside a 24-hour window. DAU is often utilized by companies the place customers are anticipated to work together with the app every day (e.g. gaming apps).

3 – Month-to-month Energetic Customers (MAU) 

The variety of distinctive customers that have interaction along with your app inside a 30-day window. MAU is often utilized by B2B apps the place customers are anticipated to work together a couple of instances a month or much less (eg. banking apps).

4 – The DAU/MAU ratio 

This method lets you measure the relative quantity of month-to-month lively customers who have interaction along with your app over a number of 24-hour time intervals.

Utilizing the DAU/MAU metric, you possibly can forecast traction and potential income over time, however much more importantly – it helps you establish the worth of your product by holding observe of how typically customers return to your app.

5 – Churn charge

The precise reverse to retention charges, churn charge is outlined as the speed at which your customers uninstall your app, cancel or downgrade subscriptions.

Whereas churn charge is dangerous in itself, it turns into particularly problematic when your most respected or high revenue-generating customers churn, which may have a noticeable, multi-faceted affect in your total enterprise.

6 – Repeat Buy Fee (RPR)

This metric offers you the variety of clients that return to your app in an effort to make an extra buy. It might assist you to with measuring buyer loyalty in addition to plan your gross sales methods.

Repeat purchases drive larger LTV for every acquired or natural buyer. The upper the repeat buy charge, the upper the ROI.

7 – Common Order Worth (AOV)

Often extra relevant to eCommerce, AOV tells you the way a lot your clients normally spend in a single order. It lets you establish completely different segments in response to spend, or to see which channels are simplest by way of income.

8 – Net-to-app conversion

The share of customers who begin their shopping for journey on the internet and later convert in your app.

In a world the place customers continuously change between units, encouraging your net guests to modify to your app is extremely really useful. The native app gives a much better consumer expertise and is more likely to entice customers to buy than your web site.

9 – Common Income Per Paying Consumer (ARPPU)

ARPPU is used to guage the effectivity of present in-app buy (IAP) occasions, the success of latest IAP occasions launched to the consumer move, and the impact of different occasions on IAP income (e.g. the choice to observe an advert reasonably than pay).

10 – Return on Expertise (ROX)

ROX measures the monetary affect of experiences on campaigns, making it a extra scalable, ongoing by-product of ROI. It’s the hassle to leverage campaign-focused actions which have a decisive affect on CX, which is able to finally have a constructive impact in your backside line within the not so distant future.


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