Mobile App Analytics: 10 Metrics for App Success

So you’ve launched your app – congratulations! But now you want to know if it’s truly hitting the mark.

Success in mobile app development isn’t just about downloads and installations; it’s about understanding how your app performs and engages with users over time. Understanding the key metrics of mobile app analytics is crucial for evaluating the performance of your app and making informed decisions to drive growth.

In this article, we’ll guide you through the key metrics every mobile app owner should be tracking and how to interpret them to set your app up for success.

Why Tracking Mobile App Metrics Matters

Before diving into the specifics, let’s talk about why tracking your app’s metrics is essential. Simply put, metrics provide valuable insights into how users are engaging with your app, what features they love, and where they may be encountering challenges. By monitoring these metrics early on, you can identify areas for improvement, optimise the user experience, and ultimately increase user retention and app monetisation.

Understanding Mobile App Metrics

Tracking app metrics is a bit like having a compass that guides you through the vast landscape of the app ecosystem.

Now, let’s delve into the key metrics every mobile app product owner should be monitoring:

User Acquisition

User acquisition refers to the number of new users who download and install your app within a specific timeframe. This metric helps you understand the effectiveness of your marketing efforts and user acquisition channels.

In the early days, aim for a healthy acquisition rate, with a benchmark of around 20-30% month-over-month growth.

Retention Rate

Retention rate measures the percentage of users who continue to use your app over time. It’s a critical metric for assessing user satisfaction and app stickiness. Invest in enhancing user experience, personalised messaging, and targeted promotions to retain users and reduce churn.

A high retention rate indicates strong user engagement and satisfaction – aim for a 25% retention rate after 30 days

Session Length

Session length tracks the average amount of time users spend actively using your app during a single session. Longer session lengths indicate higher user engagement and satisfaction. Analysing user behaviour within sessions can help you identify opportunities for enhancing app usability and the relevance of your content.

An average session length of over 3 minutes is generally positive, showing that users find your app engaging.

Daily Active Users (DAU) and Monthly Active Users (MAU)

DAU and MAU represent the number of unique users who engage with your app on a daily and monthly basis, respectively. These metrics provide insights into the overall user base and usage frequency. It’s a good idea to monitor trends in DAU and MAU to identify user engagement patterns and adjust marketing strategies accordingly.

Aim for a healthy ratio of DAU to MAU, with a benchmark of at least 20%.

Average Revenue Per User (ARPU)

ARPU measures the average revenue generated by each user over a specific period. It’s a crucial metric for assessing the effectiveness of your monetisation strategies. Analyse ARPU trends to identify high-value user segments and tailor your monetisation strategies to maximise your app’s revenue.

Aim for an ARPU that exceeds your cost per acquisition (CPA) to ensure profitability.

Conversion Rate

Conversion rate tracks the percentage of users who complete a specific action or goal within your app, such as making a purchase or signing up for a subscription. It’s a key indicator of user engagement and app performance.

Analysing this metric can help you optimise conversion funnels and remove friction points to increase conversion rates and drive revenue growth.

Aim for a conversion rate of at least 5-10% for in-app purchases and 20-30% for subscription sign-ups.

App Store Rating and Reviews

Positive reviews help boost your app’s visibility, credibility, and build user trust, encouraging more people to download your app.

App store ratings and reviews also provide valuable feedback from users about their experience with your app and opportunities to enhance your app’s features. You should monitor this regularly and respond to feedback promptly.

Strive to maintain a rating of 4 stars or higher. You can also encourage positive reviews with non-intrusive in-app prompts.

Churn Rate

Churn rate measures the percentage of users who uninstall your app within a specific period. High churn rates indicate dissatisfaction or issues with your app’s user experience. Identify churn triggers and implement strategies to re-engage inactive users and reduce churn rates over time.

Aim to keep churn rates below 5% per month for optimal user retention.

Average Session Interval (ASI)

ASI measures the average time elapsed between consecutive app sessions for a user. It provides insights into user engagement frequency and app usage patterns.

Analyse ASI trends to identify optimal timing for sending push notifications, in-app messages, or promotional offers to re-engage users and drive app usage.

An ASI of less than 24 hours indicates that users are returning to your app daily, which is a strong sign of engagement.

Screen Flow Analysis

Screen flow analysis tracks the sequential path users take within your app, highlighting popular navigation paths and potential drop-off points.

Use screen flow data to optimise app navigation, streamline user journeys, and enhance overall app usability and accessibility.

Identifying and optimising screens where 70% of users drop off can significantly improve user experience and retention rates.

Using App Metrics to Drive Growth

In addition to tracking key metrics, it’s essential to leverage app data to drive growth and improve user experience continuously. Conduct A/B tests, gather user feedback, and iterate on app features based on data-driven insights. Invest in user segmentation and personalised messaging to deliver targeted experiences that resonate with your audience.

By adopting a data-driven approach to app development and marketing, you can unlock the full potential of your mobile app and achieve sustainable growth in a competitive marketplace.

Conclusion

Mastering mobile app analytics is a journey that requires ongoing monitoring, analysis, and optimisation. Understanding and tracking these key metrics are essential for evaluating the success of your mobile app and making data-driven decisions to drive growth and improve user experience.

By tracking these key metrics, you’ll be well equipped to take actionable steps to optimise your app for success in the competitive app marketplace and chart a course for continued success.

DreamWalk is an award-winning Australian app development company. We pride ourselves on our ethical and transparent app development process and operate by our unique Ethical App Development Charter. To learn more about us and the work we do, head to www.dreamwalk.com.au.