Most businesses are struggling to get more customers to interact with them through digital channels such as apps and websites. Many organizations do not actively measure interaction in mobile apps. When digital interaction grows, minor changes and optimizations to your digital experience become necessary. Here are the seven most important mobile app metrics to help you take action and improve app engagement.
How devoted are your clients? It must be tracked and developed from the start. This metric adeptly shows the percentage of your users who return to your app at least once during a 90-day business quarter, or it can be measured over 30 days, depending on your industry. The retention rate reflects how satisfied your customers are with your product.
The churn rate is one of the topmost important KPIs. Your app’s “churn rate” is the actual percentage of customers who leave within a specific time frame. Because this issue affects all mobile apps, it’s critical to monitor this rate and try to outperform your competitors. Maintaining a low churn rate allows you to keep users for a more extended period, bringing more revenue to your relevant product and brand overall.
Daily & Monthly Active Users, aka DAU & MAU
The title is self-explanatory, but these are important KPIs that should not be overlooked. It indicates whether your app provides value to your customers and whether they return to it daily or monthly. It could be measured through app interactions or sign-ins. It also doesn’t matter if the user logs in several times throughout the day because only the first action is recorded.
Average Session Duration
The average amount of time a user generally spends in the app from launch to exit. The more time a common user spends in an app, the more intrigued and satisfied they are with the content. The more you update the content and optimize your UI to meet your customers’ needs, the longer they will like to stay in the app. It can directly impact your revenue from ads or in-app purchases.
Maybe you’re a startup with a brand new out-of-this-world app that you get a lot of users from word of mouth and don’t have to spend any money marketing to the audience. In most cases, you must spend money on marketing, and at this point, knowing how much money you are paying to gain a user is invaluable.
It’s a splendid metric to track, and by using app analytic data platforms like Mixpanel and Branch.io, you can see which channels are performing best and the costs of acquiring users.
One of the most common reasons to stop using someone’s app is that it keeps crashing. Even a single crash at a critical time can cause a user to abandon an app and actively spread the word to others about the bad experience. We tend to remember negative experiences far longer than positive ones.
It is critical to identify the exact cause of a crash and correct it as soon as possible. Another important nurture aspect is to communicate clearly about all app updates. People who previously had a bad experience may give the app a second chance if they believe the problem has been resolved.
It is an important takeaway when viewing your product through the eyes of the users. What features are they looking for that you aren’t providing? You can track user behaviour using various heat-map tracking software and try to add more features as demand arises.
You’re already on the right kind of track if you’ve considered tracking these KPIs. The best day to start tracking these was yesterday, but today is the second best.