Metrics that matter in App

Each year, over 180 billion people download apps to use on their mobile

devices and with this huge total, it is very difficult to stand in cutting-edge technology to remain in the competition.

With this fierce of app success, knowing what to modify that take your app towards win; is a kingpin of the modern technology world.

In this constantly changing ecosystem of apps, the biggest question emanate is on which metrics developer should focus? And it is not easy for a developer to build an app that hits to millions among the million other apps available app in the Play store.

Also, the success is not just stepping a single step of developing an app and ranking an app in the app, an app needs to be continually checked for the upgradation.

For these, there are few categories to be focused on and we have incorporated them into 4 broad categories:

1)User Acquisition

2) App Performance

3) User Engagement

4) Customer Satisfaction

Following are some of the things which decides the credibility of an app:

  • App Download

Downloads, or units, represent the total number of times your app has been downloaded and is the first indication of how your app is doing. If your app has fewer number of downloads, it implies the app does not attract users.  To attract users, a developer must understand user’s requirement. This is not jut one reason for lesser number of downloads, there can be many other reasons, which may include marketing problems, no proper app store optimization, unattractive app story listing, etc.

Source: App Annie

  • Active Users of your app

Not everyone who download your app, use your app and they can not be categorized as Active users are one who regularly open your app and use it. This metric is crucial as it demonstrates you how much your app attracts its users. There are various tools available ton identify the active user of your app. According to Google Analytics, a user is active user if he/she has logged in and interacted with an app within the last 30 days.

  • Average visit time/ Time duration of session

An average visit time or time duration session conveys an average time a user spend on your time. Just downloading an app and shutting it down, means the app is not attractive to user and fails to engage user to the fullest.

With the help of latest tools and technology, an app owner can find out the time duration a user spends on your app.

  • App retention rates

People get bored easily and pleasing them is the hardest job to do. The retention comes in picture when you have convinced user to download your app, app retention calculates the number of users you retain after a set of time period.

  • App churn

Even the top-notch app fails to retain its users and so, it is crucial to track this one. App churn is complete opposite of app retention, it defines the rate of those users who will download and use the app, but after the usage they will never come back. The lower the app churn, higher the rate of success of a app.

  • App interval sessions

This is the average time; a user spends on your app in a single session. If the app has attractive features undoubtedly users will get attracted to the app. It is usually better to have shorter interval sessions, which would mean users aren’t disconnected with your app.

  • Screen flow

This includes both of the number of navigational flow among the various screens in an app and also the number of visits made by user per screen. Analysing the screen flow pattern will help you know the navigation pattern of user, problems area, drop off screens, an conversion road bumps.

  • App rating

Reviews plays an important role, not just in downloading an app but also with respect to every product we want to buy. It is obvious if we want to buy any product we will first have a look at the reviews, it is same for the app. When a user wants to download a app, they will check the reviews and if the reviews are positive, there are chances they will download the app. If reviews are negative owner needs to rectify on the issues mentioned.

  • Reviews on the app store

Reviews on app store are the direct feedback from the user indicating what they feel about an app. There are various tools which can measure app rating, like AppFigure, Appbot, and many more.

  • Ranking on the app stores

When the number of user’s searchers for a particular app on the app stores, it simply means the app is interesting and people want to download it. This ranking on the app store can be enhanced by optimizing the app on the app store listing. The various tools which can be used for this ranking are rank analysis are SearchMan, App Annie, and appFigures.

  • Net Promoter Scores

Net Promoter Score (NPS) is the likelihood of a user to refer your app to someone. It uses a ranking on the scale on scale of 1-10 scale. HelpScout defines the scale benchmark.

  • App Attribution

App attribution allows you to know the source that lead users to your app. In simple terms, this tell you where your users are from. It is beneficial in measuring the success of your marketing campaigns. Tools used for it are Adjust and Branch.io.

  • Viralness

This is similar to NPS, and it also measure the rate of interest of the user in recommending app to someone. Generally, this recommendation is through mouth publicity so there is low cost of acquisition. This can be enhanced by encouraging user for recommending the app by offering vouchers, rewards, etc. The tools needed are Branch.io and Buzzsumo.

  • App Abandonment

App Abandonment defines the rate of users who abandoned the app soon after their first interaction sometimes soon after signing in. This can pinpoint the owner about the issues which are troubling the users and can rectify them.

  • Revenue Targets

This is a check on the amount gained through app over a period of time.  This allow the app owner to set a goal for getting a specific and a realistic revenue from a particular app.

  • Lifetime value

Lifetime Value (LTV) refers to the total revenue generated from a particular app, before the user abandons it. In order to calculate the profit, the cost per acquisition need to be subtracted from the total generated revenue.

  • App Crashes

This is an event in which an app gets shuts down even if the user is still using the app. This issue is to be rectified as soon as possible before the potential customers are lost. The best way to avoid this to have vigorous testing of the app during the development.

  • Average Revenue per User

The overall revenue of the app is added by the revenue of an individual. This average revenue is the revenue generated by each user. For calculating average revenue per user, total revenue generated can be divided by the total user.

  • Issues with the Network

Sometime app working can be distributed by the network. If the network is not supporting, then it may lead to app shut down, landing the user in displeasing experience.

  • App Speed

It is very obvious that user expect app to run fast in its operation. So, in order to deliver the best experience to users, it is highly recommended to test the app for the speed.

Conclusion

By |2019-05-08T05:27:34+00:00March 27th, 2019|Uncategorized|0 Comments