Mobile App KPIs List

Mobile app KPIs measure a mobile app’s success over time, starting with its development and on to the revenue generated from the final product. These KPIs must also include engagement and marketing objectives. And the results of all of these mobile app KPIs drive the app’s overall success.

Mobile App – Revenue metrics

Mobile app objectives are designed to measure the mobile app’s revenue over time. These measurable results are required to improve the development company’s marketing strategies and grow the company’s bottom line. Without these statistics, it is impossible to measure the company’s strengths and improve its weaknesses.

  • Improve the average revenue per user metric – The Average Revenue Per User is the average amount of value generated per user. This revenue is produced from in-app purchases, ad impressions or clicks, subscriptions, paid downloads, or other monetization methods. When this figure is multiplied by the total user base, it gives an idea of the app’s value.
  • Improve the time to first purchase metric – The time to first purchase is the total time taken by a user from downloading and installing the app to making the first in-app purchase. It is essential to track this metric because it is important to shorten the average user’s time taken to make the first purchase.

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  • Improve the customer’s Lifetime Value (LTV) – The customer’s Lifetime Value (LTV), as opposed to the app’s LTV, is defined as the lifetime value of a customer based on the net profit in relation to the cost of their acquisition. The net profit is based on their purchases via the app and related to the app.
  • Improve the paid conversion rate – The paid conversion rate is the customer conversion rate as a consequence of the paid marketing efforts, including Pay-Per-Click, display ads, social media advertising, sponsored posts, reviews, or any other marketing methods for your mobile app that involves a direct exchange of money for mentions or views of your app.
  • Improve the organic conversion rate – The organic conversion rate is the customer conversion rate that has occurred via unpaid marketing efforts such as organic search engine results, word of mouth mentions on social media, guest post blogging, social media influencer trends, and inbound organic link building.
  • Improve the effective cost per mile – The effective cost per mile is a marketing term. And it is the actual cost per 1000 impressions or actions that include both paid and organic marketing efforts. It also provides for the value of the time spent and any other expenses incurred when marketing the app.
  • Improve the financial growth metrics – The fundamental reason that you are in business is to grow financially. This mobile app is just another investment that will help you achieve your financial goals. It’s essential to keep track of this metric to ensure that your business finances grow consistently over a period of time.
  • Improve the effective customer acquisition cost – The effective customer acquisition cost is translated into the physical or actual cost of acquiring a new customer. This includes organic search methods, paid advertising, and time spent, or other expenses incurred during the brand marketing process.

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Mobile App – Engagement Metrics

Mobile app engagement metrics are designed to track and measure user engagement with the app. The app’s success is linked to how well users understand the app’s value proposition; the greater the user understanding, the higher the user engagement, the more successful the app.

  • Improve the retention rate metric – The retention rate metric is an essential analytical statistic that shows what the app’s success rate is. The retention rate measures the number of users who have returned to using the app or have continued to use it after a specific number of days post-install.
  • Increase the number of daily active users – The number of Daily Active Users (DAU) is the number of users who use the app every day. This metric is used to predict the app’s potential growth and market penetration numbers. The DAU calculation is generally considered the primary measure of growth for a mobile app business.

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  • Increase the number of monthly active users – The Monthly Active Users (MAU) calculation provides the mobile app business with the total number of active users per month. This metric helps companies measure their app’s growth every month. And it is crucial to increase this metric so that the business keeps on growing.
  • Improve the Return on Investment (ROI) metric – The ROI metric is calculated by taking the overall cost of the app and dividing it by the total revenue generated by the app. The app’s overall costs include app development costs, maintenance costs, as well as any marketing costs. The higher the ROI metric, the greater the profitability metrics.
  • Improve the growth rate metric – The growth rate metric shows how many new users have started using the app within a given timeframe. It demonstrates whether the app’s userbase is consistently growing or not. This metric shows the real growth numbers and from which marketing activities are driving this growth.
  • Improve the session length metric – The session length is the time spent on the app per individual session. This session length metric is an indicator of app crashes or uninstalls. It is crucial to monitor the session length per user to determine whether there is any correlation between the session length and a glitch.
  • Improve the session interval metric – The session interval metric measures the frequency with which users return to your app. This metric gauges to what extent users engage with your app. The shorter the session intervals, the better because it shows that your app’s users are frequently returning to use the app.
  • Improve the session depth metric – The session depth metric is described as the number of user interactions per session or how successful the user has used the app in one session. It also translates into how far the user navigates or explores through the app before exiting the app.
  • Improve the glitches and crashes metric – It is usual for every app to have a number of glitches and crashes at some point during its lifecycle. However, it is criticial to keep the number of errors as low as possible; otherwise, users will uninstall your app.
  • Improve the upgrades metric – Whether the option to upgrade your app from a freemium version to a premium version is successful or not can be measured by keeping track of the time it takes for a user to upgrade from the initial signup date as well as what subscription packages they sign up for.

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Mobile App – Development metrics

Mobile app development metrics are designed to track and measure the app development successes. Elements such as the number of installations versus uninstallations, the LTV, the time it takes for the app to load, and session length and depth are measured to ensure that the app’s successes continue.

  • Improve the app uninstallations metric – Uninstalling an app is negative. An app is uninstalled when it is not useful, or it doesn’t function properly. Users do not always inform the company why they have uninstalled the app. So, the number of uninstallations is used to measure the app’s ability to meet its stated purpose.
  • Improve the app’s Lifetime Value (LTV) – The app’s Lifetime Value (LTV) is defined as a prediction of the total financial worth of an app user to the over the entire length of time that the customer uses the app. This statistic is a vital measurement to monitor; maintaining existing users costs less than attracting new customers.

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  • Improve the app loading time – The app loading time translates into the time it takes for an app to load from when the user tapped on the app to open it to when it is ready for use. Your app must load faster than any app in its niche, especially its competition.
  • Increase the number of devices used to access your app – The number of devices used to access your app metric is defined as the measurement of which mobile devices your audience uses to access your app. This is an important metric to track and measure because it shows the app’s market penetration per Android or iOS (Apple) device.
  • Improve the number of app permissions granted – Many mobile apps function by accessing the device’s default functions such as the GPS location tracker, the camera, and the phone’s contacts. It is essential to ensure that the app requests the minimum permissions to access the device’s default functions for security reasons.
  • Improve your knowledge of the app’s install sources – It is essential to know where your app’s users found its details. This knowledge is necessary to track which segments of your marketing strategies are performing and which are not performing and need optimization. Knowing which sources attract the most users can be a driving force for your marketing campaign.
  • Improve the app session metric – An app session is the length of time that a user interacts with an app. The session starts with the app opening and ends when the app is closed. It records the length of time the app is used to show how much time users spend engaged with the app.
  • Improve the session length metric – The session length is the time spent on the app per individual session. This session length metric is an indicator of app crashes or uninstalls. It is crucial to monitor the session length per user to determine whether there is any correlation between the session length and a glitch.
  • Improve the session interval metric – The session interval metric measures the frequency with which users return to your app. This metric gauges to what extent users engage with your app. The shorter the session intervals, the better because it shows that your app’s users are frequently returning to use the app.
  • Improve the session depth metric – The session depth metric is described as the number of user interactions per session or how successful the user has used the app in one session. It also translates into how far the user navigates or explores through the app before exiting the app.

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Mobile App – Marketing strategy metrics

Mobile App marketing strategy metrics are designed to measure and track marketing strategy successes and failures. The mobile app’s marketing strategy metrics can help optimize the strategy and support team leaders decision-making to determine what improvements or upgrades should be made to the app’s functionality and design.

  • Increase the number of social media shares – The number of social media shares is calculated by tracking the number of times your app is recommended or shared on social media. The higher the number of social shares, the greater the brand’s potential for growth.
  • Improve the brand awareness metric – Brand awareness is definable in many different ways, but it usually indicates how aware your target audience is of your brand. The higher the brand awareness metric, the greater your app’s market penetration, and the higher the chance there is of driving business growth and improving your company’s bottom line.

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  • Increase the number of app downloads – The number of times an app is downloaded to a unique device shows how popular your app is. It is essential to measure this metric as it forms the foundation for all other mobile app KPIs.
  • Increase the number of mobile app installations – There is a fundamental difference between downloading a mobile app and installing the app on your device. It is important to measure the number of app installations because there could be issues with the install file. A mobile app’s function is to be installed and used by mobile device owners.
  • Increase the number of app registrations – The number of app registrations shows that users are using your app’s functionality for the purpose that it is designed for. Users will register with the app with their personal information if they believe in its value. This metric must be measured to determine the app’s success rate.
  • Increase the app subscription rate – The app subscription rate is defined as the number of signups versus the number of people who unsubscribe after signing up for one of your offerings. The higher the subscription rate, the more successful the app, and the higher the income generated from the app.

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A mobile app provides a unique opportunity for a brand to interact with its target audience on a level not experienced before. Consequently, mobile apps should not be treated as an extension of the brand’s website. Instead, the app should be treated as a marketing opportunity worthy of its own time and attention, based on its ability to broaden the brand’s target audience and communicate with a subset of individuals that the brand has not yet reached.

Mobile app Key Performance Indicators are fundamental to understanding the unique relationship between the brand, the app, and the consumer. They shine a spotlight on the app’s development, customer engagement levels, marketing strategy successes, and culminating in the income generated explicitly from the app.

The primary aim and reasons for the app’s development are to drive traffic to the brand and to increase customer-targeted revenue. These KPIs drive optimal development, marketing, customer engagement, and increase revenue generated. They also foster and strengthen relationships between the app’s developers, the app itself, and the app’s target audience.

Company management is often unaware of the potential disconnect between the app developers, brand marketers, and the target audience until the app’s revenue drops or does not reach forecast levels. These KPIs highlight the potential pain points between these elements before they spiral out of control and cause irrevocable harm to the company-client relationship.

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