Key Mobile App Metrics That You Must Measure in 2020

  • User Acquisition Metrics
  • User Activation Metrics
  • User Engagement Metrics
  • User Retention Metrics

1. User Acquisition Metrics

  • New Downloads: The total number of new downloads in a specific time period (daily, weekly, or monthly).
  • Cost per Install (CPI): Cost per install is the total cost incurred by your business to acquire a new user through paid advertisements. This metric takes only paid installs into consideration.
  • App Download Attribution: It is important to attribute the downloads to its respective channel. You need to know where your users are coming from and optimise the one that consistently gets you more users. Using this data, a mobile marketer — like you — will be able to optimise the ROI from the ad campaigns.

2. User Activation Metrics

  • App Activation Rate
  • App Download to Launch Rate
  • Gamifying your activation process
  • Enhanced user onboarding
  • Incentivising activation with promo codes
  • Offering access to exclusive in-app content
  • This is also the stage at which you’re the first hurdle of your mobile marketing prowess is tested, i.e. seeking an explicit buy-in from your users to send them push notifications in the future.

3. User Engagement Metrics

  • Daily Active Users (DAU), Weekly Active Users (WAU), Monthly Active Users (MAU)
  • App Stickiness
  • App Session Length
  • App Click-Through Rate

4. User Retention Metrics

  • App Retention Rate
  • App Churn Rate
  • Customer Lifetime Value (CLTV)
  • Benchmark your app metrics
  • Measuring Customer Loyalty

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