The metrics determines the popularity of mobile app to provide its customers with success. There are some performance metrics which are essential & help developers to stay informed about how their apps are performing better.
1. Active users - Active users are the community who are constantly engaging themselves from the crowd who is just downloading the app & not regularly using it. The "active users" metric is different from "the downloads". Active users are then classified into the sessions of activity and inactivity. Active users are often further segmented by the frequency of their daily active users (DAU) and monthly active users (MAU) sessions. A DAU is a user who is at least one of the most important users of your app.
2. Usage of the app - It allows you to know which screen the users are going to keep you connected to your app. One can navigate through the fluctuation happening in the screens.
3. User Retention - The number of people using your mobile app is very important to you. Retention measures how many active users return to your app after their first visit. Since there are lots of chances for your app to be successful when users stick with your app,
4. Session length - The session length is another most important metric. This is the period of time between the opening and closing of your app, which indicates how much time your users are spending in your app. Gather the relevant data about how long a user is in your app from the time they open till the time they are active. Segment the users and unlock the revenue potential.
5. Churn - It measures the % of users who stop using your apps. Churn is more significant when it’s your best or most active users (e.g., top revenue-generating users) who are leaving rather than new or “lower value” users. If many users are leaving soon after installing your app, you may not have an effective onboarding process. Reason could be Bugs, crashes, and other performance flaws or the marketing and outreach channels could be attracting the wrong If users are dropping off after using your application for some time, your mobile app might not provide enough long-term value or excitement. Look into ways to reengage users who show the warning signs of leaving your app before they actually churn & convince them to stay with personalized messaging and other incentives.
6. Average Revenue per user (ARPU) - ARPU is used where the average revenue per user is calculated by adding up the revenue obtained from users and dividing it by the total number of users. This metric is very important as it help the mobile application developers know how to make it all profitable.
7. User acquisition cost (UAC) - It is essential for mobile app developers to know how much it costs to acquire a user. This data is useful to estimate how much to spend on advertising. The user acquisition cost is calculated by adding up all the expenses allocated to acquire new users during a given period of time and dividing this figure by the total number of mobile app users acquired during that period.
8. Customer lifetime value (LTV) - Customer lifetime value is an important metric that help mobile app developers calculate user value. It’s the result of multiplying Average Revenue per User (ARPU) with average customer lifetime. This data enable you to calculate total estimates about product release and capital requirements. Each mobile apps will have its own marketing metrics and you can use some of them based on your requirements.
9. In-app revenue - In-app revenue is the revenue collected from customers as they use the app by unlocking levels, ads, purchasing points and other purchases. These metrics do not include download revenue. One can find the percentage of total revenue driven by the in-app purchases by dividing the monthly revenue of the in-app by monthly recurring revenue.
10. User conversion rates - Conversion points is the best metrics that ensure that your app is meeting its financial goals through exceptional user experience. These points refer to different funnels that trigger paid conversion. Conversion rate is usually measured by considering the number of trails or leads in a period of time and dividing it by the number of new customers added during the same period of time. You can increase the number of potential customers by increasing your conversion rate to customer in a small amount of time.
11. In-app feedback - In-app feedback allows mobile app users to report their experience and suggest accordingly for better user experience. This metric help mobile application developer to fix defects quickly or as soon as they receive feedback from the user. This metric is becoming most popular among companies with mobile app presence. Some mobile app development companies even go far and provide rewards to users who provide valuable feedback.
12. Net Promoter Score - Your mobile app's net promoter is the likelihood of a friend, family member, or acquaintance. It uses a ranking on a 1-10 scale. The scale reflects 9-10 as promoters, which are users who are more likely to recommend your app, 7-8 as passive, and everyone else as detractors. Only promoters and detractors decide your net promoter score. Passives are not included in the equation.