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Complete Guide on Mobile App Analytics Metrics – Measure your App’s Success

If you already have a mobile application live in the app store or are planning to turn your website into an app for your business, then this is a must-read for you.

You’ve built a stunning mobile application for yourself, it is highly intuitive in design and works even smoother than you thought it would. You’re even starting to see some traction on it, some downloads and a few comments and share.

But do you actually know how successful your mobile app exactly is? The success of a mobile phone depends on the main KPIs (Key Performance Indicators) in the mobile industry. Once your application goes live, it’s out there in the world for your users to download and use.

To understand how well your app is performing, you must track its performance against the standard mobile app KPIs. These KPIs are the top mobile app metrics for success that help you determine the success of your app.

That being said, how exactly do you track your progress towards your goals and business objectives?

It all begins by defining the KPIs and industry-relevant metrics that matter the most for your mobile application. To determine your KPIs, you must first define what success means to you when it comes to your brand’s mobile application, as well as determining how to measure the indicators along the way.

Defining key metrics for mobile apps involves stating what good performance means to you in relation to your app as well as find out how to measure mobile success indicators along the way. In other words, defining unique KPIs means determining what good performance looks like and how to capture and measure the various indicators along the journey.

The final step is then tracking metrics of performance for your mobile application against these KPIs and performance metrics.

That being said, defining metrics used to measure success for any mobile app should be included in the development and marketing phases of your mobile application itself so that you are collecting all the necessary data that you require for tracking from the beginning.

In this guide

  1. General mobile app analytics metrics
  2. User engagement metrics
  3. User experience metrics
  4. Mobile App Marketing Metrics
  5. App Store Optimisation (ASO)

General mobile app analytics metrics

Be it the developers or the marketing team, these general KPIs are tracked by everyone involved in a team. These general KPIs give us a general overview of the mobile application’s performance.

Read: How to become a mobile app developer?

Furthermore, how much weight each KPI carries totally depends on the nature of the application and its stakeholders.

1. Mobile App Downloads

Mobile app downloads is the most obvious measure of how successful an app is. This metric, when compared with the given time period, gives us an even better measurable metric. This KPI measures how popular an application actually is.

For example, if measure app downloads for an app that gets a million downloads in one year will be deemed more popular than another app that gets a million downloads, but in say, 10 years. Even the interpretation of the same metric may be different for different people. The same 1 million downloads in 1 year may be interpreted as success for some and maybe too slow for others.

Whichever the case, you must track mobile app downloads as measuring app downloads will point you to the areas which need to be improved on. Could be the application development and enhancements or marketing strategies.

2. Total Installs

Total downloads app metric alone is not a fair representation of how well your mobile applications are being received by your users. You should actually be tracking the number of installations of your mobile applications as well.

You can easily set up app install tracking using Google Analytics for both Android and iOS. If you wondering how to track app installs then here is a step-by-step guide on how to do that.

Suggested Read: How to get existing customers to install your new app

3. Total Uninstalls

Similar to the above app metric, you should also keep a track on the number uninstalls of your mobile applications. Your audience may choose to uninstall your app for a number of reasons, and they don’t even leave feedback in the majority of the cases.

If the uninstalls are happening majorly after an update or modifications in your application, then you have a clear indication of what may be the reason. Sometimes, this exodus is also seen after certain marketing campaigns, a marketing campaign that may not be well received by the audience may lead to an increase in total uninstalls.

These mobile metrics will help you understand how your application is being perceived by the audiences.

4. Registrations

To download a mobile application is one thing, but for a user to be willing to register on your app with personal information is another victory altogether. An increasing number of registrations is always a positive sign for your brand as more and more people are now trusting your name and are willing to make the purchase what you want to sell to them.

Their data can be further utilised for marketing other products on your brand.

5. Subscriptions

The next step after registration on your mobile application is subscription or payments. If your subscription rates are increasing then that means you have even more users on board that are willing to spend their hard-earned money on your product.

This directly translates towards your revenues and then profits. Additionally, keeping a track of how much time a user takes to subscribe or to make the first payment after registration will help you understand your users’ behaviours on your mobile application.

6. Crashes

This is a metric that totally reflects on the technical aspects of your mobile application. Obviously, in an ideal world, you’d never want your application to crash.

But in the real world, applications do crash sometime sooner or later. Keep a track on the number of crashes as it will eventually only help you improve the performance of your mobile application and eventually improve the overall experience for your user and retention rates.

7. Upgrades

Upgrades are fairly expected for a mobile application. Every business enhances its offerings from time to time and as a result roll-out an upgrade in their application. Alternatively, many mobile applications do have premium offerings in them for which a user an upgrade to by paying a premium.

For both cases, you can check the number of upgrades against the total number of active users for a given period. This will give you a great insight into how many people are willing to spend more for your premium offering.

Additionally, you can track the time a user takes to upgrade from freemium to the premium version of your offering. These metrics also give you great insights into the user experience of your mobile application.

8. User Growth Rate

This is a general KPI metric that not many businesses track but it essential none the less. You’ll track this not only to ensure that your consumer-base is growing but also to get an insight on how your users are growing.

Does this metric experience a spike on a special occasion or an event? Or is it due to a current marketing campaign, price modifications, discounts, deals or any updated in the mobile application or any other activity? How slow or fast is it is another insight that can be gauged from this metric.

A simple formula to calculate this growth rate of users is below:

User Growth Rate = ((Present – Past) / (Past)) X 100

User Engagement Metrics

Apart from the general KPI metrics, there are many metrics that can be the deciding factor for a mobile application’s success or failure. These other user & app engagement metrics discuss the users’ retention and engagement with the application, including how, when and where your users connect with the application.

The major user engagement app usage metrics are discussed below.

1. Daily Active Users (DAU)

One of the best ways to predict growth for an app is to calculate the number of Daily Active Users within a period of time. DAU is another extension of the Total Daily Sessions.

DAU is calculated by tracking the users who have created an account on your app and have logged in for any interaction. Daily Active Users rate is generally considered as the primary measure of growth or engagement for Web and mobile app businesses.

2. Monthly Active Users (MAU)

Similar to Daily Active Users, Monthly Active Users or MAU gives us the total number of active users over a monthly period. MAU helps businesses track their growth on a monthly basis.

Do note that MAU is generally tracked as total unique visitors who may visit for multiple sessions in a month, so it is important to pay attention to both KPIs.

3. Sessions (AOR or App Open Rate)

Sessions is also referred to as the number of times that a user opens your mobile application or interacts with your mobile applications. The total number of sessions your app generates over a given period of time is a very important metric that indicates the popularity of your app, also referred to as the “stickiness” of your app.

Additionally, you can also calculate the “stickiness” for your mobile application with the below formula. This is also referred to as the App Open Rate or the AOR.

App Stickiness = DAU / MAU

DAU = Daily Active Users (DAU is discussed in detail below)

MAU = Monthly Active Users

Technically speaking, digital analytics defines a session is as a user or device-specific group of interactions that occur on your website or app within a given time frame. It, therefore, becomes important to pre-define what a “session” really means for your mobile application.

Generally speaking, the more the number of sessions a user generates on your app, or more the app stickiness, the better.

4. Session Length

Session Length is another important metric when it comes to tracking the app growth and the total number of sessions. It is not only important to have a high total number of sessions but also a high session length as it indicates the time a user is spending on your mobile app.

Session length is defined as the total time users spend on your app per session. Generally, the more time a user spends on the app, the better. However, session lengths are also sometimes an indication of the number of crashes and uninstall as there is a direct correlation between the two.

That being said, you must be careful how you want to treat session length as a KPI. Some mobile apps, depending on the app’s functionality and objectives, may not need longer session lengths as it may indicate higher conversion times and the total number of sessions, AOR, or depth of sessions may be a more useful KPI to track.

5. Session Interval

Session Intervals helps you understand how frequently your customers are opening your mobile application. It tracks the time between two consecutive sessions. For example, do your customers visit your app multiple times in a day, or on a daily, weekly or monthly frequency?

Generally, the shorter the Session Interval period the better. But then it can also be directly related to the content or product updates on your application. Push notifications, deals and discounts are also a major contributor in enhancing the session interval rates for a mobile app.

If your app is a content-based app and you publish content on a regular interval then you can expect your session interval rate to reflect the same. Otherwise the shorter session interval, the better.

6. Session Depth

Session depth is an interesting metric that defines how successful a session has been from your user. Successful depends on the goals and objectives of your business and your app. It could be conversions or subscriptions or upgrades and so on. For a gaming app, it may mean how much time is a user taking from one level to the next.

Session Depth is defined as the number of successful interactions per session. This metric gives an insight into how many conversions have been made in a session. Are the sessions only being made for browsing your application and if conversions are being made then how much time does it take for a customer to convert after logging on your app.

7. Retention Rate

This metric discusses the number of users that return to your mobile application in a given period of time. In other words, this retention KPI gives us an insight into how much time does it take for a user to come back to your mobile application.

A good retention rate for a mobile app is a good indication of how “sticky” or valuable an app is for your users. This is because more and more users are using the app on a regular or more consistent basis. The higher the retention rate, the more positive indications for future earnings from the app.

The retention rate per mobile application is calculated by the formula below.

Retention Rate = ((CE – CN) / CS)) X 100


CE = number of customers at the end of the period

CN = number of new customers acquired during the period

CS = number of customers at the start of the period

Suggested Read: Convert WooCommerce to mobile app to reconnect with customers

8. Average Screens per Visit

The total number of unique screens or pages visited on your app per session is defined as Average Screens per Visit. Usually, the higher average screens visited the better but it may also depend on your particular goals or objective. Your app may or may not want your user to stick on a particular screen.

On the other hand, if your mobile app is heavily dependent on advertising for monetization then you’d want a higher metric score of Average Screens per Visit as more screens mean more views or impressions.

9. Number of Social Shares

Another metric that is becoming highly popular in the digital world is the number of social shares. The number of times your app is recommended or shared on the social media or the messaging applications the better or your brand’s growth.

No marketing methodology can beat the power of word of mouth. If your app can convince your customers to share with their friends and family on messaging apps and social media then you are set up for success.

Retails applications that sell products (like Amazon) tend to have a high social share number as customers tend to share the product before buying for opinion and after purchase to show off.

However, you must be mindful of when and where your app is being shared, and in what context. Your app must have an inbuilt social media sharing functionality to promote social shares.

10. Brand Awareness

Brand awareness can be defined in multiple different ways but it generally depicts how much awareness is there about your brand amongst your target consumer base. As mentioned, brand awareness can be defined in different ways and different ideas are relevant for different businesses. It can be how many times your brand appears on search engines, or on different relevant social networks and so on.

Needless to say, the more the brand awareness the better for your business and as well as for your app. There are different marketing and branding techniques to generate or grow brand awareness for yourself.

Suggested Read: 6 Reasons to Build an App for your Business

11. App Churn Rate

App Churn Rate is defined as the rate at which your users unsubscribe or uninstall your mobile app. While it has a negative effect overall, but studying the app churn rate will help you improve your business offering through your mobile application. A low app churn rate is ideal for every business for obvious reasons.

A sudden spike in the app churn rate could indicate one or more problems with your app or it’s deliverables. It could the latest update, or a new product addition on your app. Sometimes even multiple app crashes lead to a higher churn rate and other times even a failed marketing campaign lead to an increase in the churn rate.

Alternatively, it can also be a consequence of lack of new updates or changes, new content, or newer levels of achievement (if your app is a game or gamified in some way). Churn rate can be measured as a direct opposite of the retention rate.

Churn Rate = 1 – Retention Rate

User Experience Metrics

user experience metrics

Even if you feel that you’ve built the best mobile app in the world, it can only be measured by how good your user’s experience on your app has been. It is probably the single most important factor that decides the fate of a mobile app.

Therefore, it becomes highly important to track how well your users’ experience on your app has been. This will let you analyse where and what parts of your app need to be optimised for future updates. An app that doesn’t provide a good user experience is bound to be eventually uninstalled.

Some of the most important user experience KPIs are as follows.

1. Load Time

Load Time measure metrics keep a track how much time your app is taking to load. The time interval from when a user taps on the app icon to the time it becomes active for use is defined as the load time. This also implies the time between app screens as well.

Remember that people are impatient, therefore, if your app takes a long time to load, it’ll end up frustrating your user, which then may result in higher uninstalls. Thus, as low the load time for your app, the better.

2. Devices

There are different devices that can be utilised to access your app and it is a good metric to keep a track of. Depending on your target clientele, it is essential to know if they usually use tablets versus smartphones, or Android versus iOS, or other specific devices app loaders in computer systems and laptops. You can then target your app’s performance accordingly.

Suggested Read: Power of easy and instant mobile access to your website for your users

3. Carriers

Carriers are the devices that your customers use to access your app. It becomes even more important to analyse the carriers that your customer base tends to prefer if you are focussing on a particular geographic region for your app.

4. Performance on OS

It is rare, but some businesses do want to focus on one platform only, sometimes they want to test the waters with one and then plan to launch in the next.

Irrespective of that, mobile app performance metrics on both the platforms will vary as Android and iOS app development​ is often done independently. And this boils down to how well the application has been developed for both the platforms

If there is a higher crash or uninstall rate on either of the platforms, it is a very strong indicator that the app needs a thorough investigations as to what the issue is and its repair and modifications on the particular platform.

Additionally, if you notice that your mobile app is attracting users more on one platform than others, then you should also investigate why this behaviour is being observed.

5. Screen Dimensions/Resolutions

This KPI is heavily dependent on the devices that your customers use to access and operate on your app. This KPI is directly related to other performance and user metrics like crashes or uninstalls on your mobile app and can give good insights during releasing future updates.

6. Permissions Granted

The total number of access permissions granted by your customers for your app.

The importance of this metric is immense as you can capture a lot of data from your users to understand user behaviour and optimise your app’s offering for your customers. Do note, ethical utilisation of customer data is advised.

7. API Latency

API Latency is defined as the time interval between the triggering of an API proxy to your app receiving its response. This KPI formula is directly related to an app’s load time along with the behaviour patterns of your users.

Financial KPIs or the Revenue Focussed KPIs

Your brand and your mobile app may or may not the revenues in the immediate focus but regardless, it is one of the most important factors in running a business. Constant revenue is the prime force that keeps a business alive for long.

Everyone wants their app to be profitable in one way or the other and the following KPIs are great indicators to measure the financial stability for your app. If you observe the most profitable apps of all time, then you’ll see that their performance on the following list of metric measurements has been exceptional.

1. Lifetime Value (LTV)

The Lifetime Value, or LTV is the defined as the amount of revenue a user has generated for your mobile app.

When compared alongside with the ARPU (Average Revenue per User) metric, it can be a very effective way to determine the value of an app or total prospective revenue.

Lifetime Value = Average value of a conversion x Average no. of conversions in a time period x Average Customer Lifetime

2. Average Revenue Per User (ARPU)

Average Revenue Per User or ARPU is defined as average amount of value generated per user. This revenue generated can be from various sources like subscriptions, via in-app purchases​, paid downloads, ad impressions or clicks or any other form of monetization depending on the business objectives of the mobile app.

A good estimate of the Average Revenue Per User or ARPU calculation can be derived by the total lifetime revenue generated by the total number of active users. Calculating average revenue is easy with average revenue formula or the ARPU formula, it is defined below.

Average Revenue per User Equation = Lifetime Revenue / # of Users

3. Time to First Purchase

Time to first purchase is the total time taken by a user from downloading and installing the app to making the first purchase.

Depending on the business objectives, this can be either an in-app purchase, any ecommerce purchase, or upgrading to a premium subscription or other upgrading to a paid version of the app.

Date / Time of First Purchase – Date / Time Registered

4. Purchases

This metric is very straightforward in its nature, it calculates the total number of purchases made by a user on your app.

Depending on the objectives of the app, these purchases can involve any kind of exchange of funds, in-app purchases, upgrades to a premium version, subscriptions, or an ecommerce purchase.

5. Customer Acquisition Cost (CAC)

This metric calculates the total cost required in acquiring a new customer. This can include all kinds of costs like investment on a sales and marketing team if included, the money spent advertisements for your app, digital paid ads spent on app stores and various social media, influencers involved and so on, including the time factored in for marketing costs.

This number can be determined by dividing the total gross revenue for a given time period by the sales and marketing costs incurred in that time period.

CAC = Cost of Acquiring a New Customer / # of New Customers

6. Cost Per Acquisition (CPA)

This metric calculates the total cost required for making every conversion. This includes both, the conversion of a new customer and old customer upgrading or signing up for a new subscription, making in-app purchases or even giving new permissions.

CPA = Total Cost / # of Acquisitions

7. Customer Lifetime Value (CLV)

Customer Lifetime Value or CLV calculates the net profit generated over time by a customer. This is based on the money they’ve spent on making purchases in and on the app, in proportion to the total cost required in acquiring the customer.

Generally, most successful apps have a higher CLV to CAC ratio, which is why a customer base with a high average CLV is a tremendous asset for any mobile app to have.

CLV = Avg value of a Conversion X Avg # of Conversions in a Time Frame X Avg Customer Lifetime

8. eCAC (Effective Customer Acquisition Cost)

eCAC is also referred to as the Actual Cost of Acquiring New Customers and it includes organic discovery along with the marketing campaigns, which includes paid advertising and the time and money invested on and during the marketing process.

Effective Customer Acquisition Cost is measured by comparing the number of new customers to the total number of impressions generated by marketing campaigns. This also factors in the cost of all those campaigns to achieve the final number or the business goal.

9. eCPM (Effective Cost per Mile)

The actual cost incurred per 1000 impressions or actions, that includes both, organic and paid marketing efforts and the cost of time spent inclusive of all other expenses incurred.

eCPM = Cost for Advertising X (Impressions / 1000)

10. Paid Conversion Rate

Paid Conversion Rate is the rate of conversions received exclusively via paid advertisements. Paid advertisements can include any method of marketing for your mobile app that involves a direct exchange of money for mentions or views like PPC advertising, display ads, social media ads, sponsored posts or reviews.

11. Organic Conversion Rate

The rate of conversion achieved through unpaid discoveries is defined as the Organic Conversion Rate. Unpaid discoveries can include discoveries via any way of mobile app marketing that doesn’t involve direct paid advertising or payment for conversions. This includes conversions via organic search, word of mouth via your existing customers, it can also be via mentions on social media, free promotions via influencer marketing, public relation mentions and promotions, related apps in the app store listings and so on.

Suggested Read: Why you must have a WooCommerce app to sell more

12. Return on Investment (ROI)

Return on investment (ROI) measures the gain or loss generated on an investment relative to the amount of money invested. Mobile ROI is usually expressed as a percentage and is typically used for personal financial decisions, to compare a company’s profitability or to compare the efficiency of different investments.

When you spend money and other resources on the app (e.g. marketing the app through advertisement) you expect to make profits out of it. For our particular case, the Return on Investment for any marketing technique can be calculated by dividing the total gain in customers or revenue, that your app has generated with the total spent on marketing, including time spent or any expenses incurred.

(Gain from Investment — Cost of Investment) / Cost of Investment

13. Cost Per Install (CPI)

The Cost Per Install measures the customer acquisition costs for your users that have installed your mobile app in response to an advertisement. This includes tracking the installs for paid advertisements rather than organic installs.

Ad Spend / # of Installs Directly Tied to Ad Campaign

Mobile App Marketing Metrics

mobile app marketing metrics can be measured in multiple ways

There are many key marketing metrics that indicate the effectiveness of your marketing campaigns for your mobile application. These KPIs clearly segment the top performing marketing strategies from the poorly performing strategies.

Choosing the right measurable metrics and KPIs for your marketing campaign is essential to efficiently track the effectives of your campaigns. Some of the top mobile app marketing KPIs are listed below.

1. Install Source (Attribution)

The knowledge of where your users found your app first is essential for you to track which segments of your marketing campaigns are performing the best. This knowledge of the sources that attract the greatest number of users can become a driving force for your campaign.

It also gives you an insight on the marketing campaigns that are performing poorly, as well as the information on paid and organic campaigns. This will easily bifurcate the right marketing strategies and the strategies that need optimisation.

2. Virality and K Factor

Mobile app marketing teams do make efforts on getting a mobile app viral or rapid word of mouth promotions that exponentially boosts your growth in terms of number of installs and downloads.

The viral popularity or the virality of an app is measured in terms of K-factor. There are other measures of virality as well but K-factor is the most trusted standard. K-factor is calculated by multiplying the number of mentions (organic or paid) by the corresponding conversion percentage.

It is important that you fix your virality tracking measures at the beginning for consistent metric tracking and progress analysis.

3. Geo Metrics

This metric becomes especially important when your app focusses on a target audience from certain geo-locations. Geo metrics will give you an insight of what percentage of users belong to which geo-locations.

It can be a great insight for your marketing campaigns in the future, it also gives an insight to what locations are already saturated.

4. Demographics

Demographics is defined as the statistical data relating to the population and particular groups within it. In this case the population is the customer base of your target audience.

It includes everything ranging from gender, ethnicity and age of your audience. A great way to judge the effectiveness of your marketing efforts, is to track the demographics of your actual customer base and compare it with your defined target audience.

5. Cohort Analysis

A cohort is a group of people with shared characteristic and behavioural patterns. Similarly, you can create multiple cohorts within your customer base. They can be grouped based on multiple categories like demographics, location, in-app behaviour and other common characteristics.

This activity of grouping your audience in multiple cohorts and studying them can bring amazing insights to your user behaviour that is segmented based on their shared characteristics. This also helps studying the current customers to identify the potential customers.

6. Behavioural Metrics

This metric is unique to your app and your business objectives. This tracks your users from their discovery of your app on the app store, to app installation on their mobile devices and then their behavioural response on your app when they access and use it.

As mentioned earlier, this metric is unique to your app and what your offer through your app and at the end what your business objectives and goals are. The behavioural mobile metrics will help you gauge how well are your responding to your app and how aligned their behaviour is to your UI and business goals.

The type of behaviours that are unique to your app can be a valuable insight into your audience’s’ minds. This will also help you optimise your app features and marketing strategies for future.

Suggested Read: Influence customer purchase behaviour by building a mobile app

App Store Optimisation (ASO)

The most important part of marketing and promotion for your mobile application boils down to this, how well your app is optimised and then listed on the app store? How your users discover your app and how well does it attract your users, do they decide to install the app or not? What kind of feedback is your app receiving from your users?

You should make an effort to monitor and analyse the feedback you receive along with the other analytical KPIs. This will help you optimise your offerings in the future app updates.

1. Content Optimisation and Keywords

From the perspective of App Store Optimisation, keywords are the words and phrases that your users enter into app store tracking search bar, also known as “search queries”.

These keywords are what your users search for in the app store to discover an app and download for use. You must ensure that the content on your app store listing must be optimised in a way that your mobile app gets the top spot for every search result for your targeted keywords or key-phrases.

Tracking the user funnel for the keywords that they searched for and eventually installed your app will give you an insight on the keywords that are ranking well for your mobile application and keywords that are not ranking well at the same time.

These ranking keywords are revenue generating keywords and this activity will give you an idea on what features and offerings you should focus on and optimise in future updates. For example, if someone searched for ‘recipe videos’ then you must ensure that your app has the best quality recipe videos to offer to your users.

2. App Store Ranking

A very important app store metrics is your app’s rankings on the app store, which over time should ideally increase. Monitoring the rankings of your app on app store category listings will help you understand your app’s performance.

This mobile KPI is very crucial as the better your app’s ranking gets, the better visibility it gets, and this results in more lifetime downloads and eventually better performance progress.

3. Ratings

Ratings are an easier option for your users to leave a feedback is app ratings. And the more ratings the better, on top of that, the more positive ratings, even better.

Having a top score of 5/5 calculated from an average of just three ratings doesn’t help because the user will not be able to gauge the trustworthiness of those reviews.

You must ensure that you regularly prompt your users to leave a positive rating for your app on the app store. More number of ratings that are on the positive side increases the trust for your app amongst the new and potential customers.

Additionally, it also helps increase your Appstore rankings as the platform (Android or iOS) pushes you up the rank ladder as they sense that your app is the best search result compared to other apps in your category.

4. Reviews

Just like ratings, the more reviews the better, on top of that, the more positive reviews the better. More number of reviews that are on the positive side increases the trust for your app amongst the new and potential customers.

Additionally, it also helps increase your Appstore rankings as the platform (Android or iOS) pushes you up the rank ladder as they sense that your app is the best search result compared to other apps in your category.

At the same time, studying the targeted metrics reviews and the negative reviews will help you improve upon your app’s offerings. Customers are more likely to leave a negative review than a positive review and this should be utilised as a direct opportunity for you to get instant feedback from your app users. Sometimes businesses learn the most about what their customers want from this type of direct feedback channel.

Remember, that a customer who takes out some time from their busy lives, only to write a review about your app, no matter how long or short it may be, is a sign of being engaged with your app.

Both positive feedback and negative feedback like complaints and criticism are great insights for you to get to know your users’ requirements and expectations from your app. They also help you understand how much your users are liking your app and what features to improve upon and optimise in further updates.

It is very important to keep responding to the reviews you receive, especially the negative ones to help reduce churn rate. A customer who leaves a negative review and gets no response back will feel neglected and uninstall.

5. Views to Installs

Finally, the last KPI metric in this segment is the Views to installs, which calculates the number of times a particular user has viewed your app store listing before installing it.

Ideally, this number should be as low as possible, which indicates that your marketing, advertising and app store listing are very effective and attractive and compels the user to download the app in the first go.


There you have it, an extensive and complete list of all the KPIs and metrics to measure success of any mobile app. Do note that not all KPIs and keymetrics are equal when it comes to measuring a mobile app’s success. Some daily metrics hold higher priority and some do not. At the end of the day, it comes down the individual app and the business, and what the objectives and goals of the business are.

With AppMySite WooCommerce app builder, many businesses have converted their WordPress and WooCommerce website into mobile app. AppMySite offers real-time analytics to brands on their mobile apps, which are a good determinant of their success.

As discussed earlier, measuring success metrics for a mobile app can be done in multiple ways. However, just by monitoring the key performance indicators that are relevant to your business model will give you a great insight into your mobile app’s performance and also help devise informed growth plans for future.

For more details on measuring metrics of success for mobile apps or any assistance to turn website into app, get in touch with AppMySite and our experts will be glad to help you out.

Frequently asked questions

Have questions about mobile app KPIs and analytics? Here are answers to some commonly asked questions about mobile app analytics metrics.

What metrics are used for mobile analytics?

A range of metrics is used in mobile app analytics to see how an app is performing. The metrics can be classified based on traffic, performance, engagement, and various other key app-related factors. Some of the standard metrics you will find on a typical mobile app analytics tool are traffic, popular screens, downloads, and so on. 

Some tools can also track data related to screen load time, average session duration, etc.

​ What mobile metrics are used to measure app engagement?

Typically, the mobile metric used to measure engagement is average session duration. High session durations show that users tend to have a smooth and effortless experience while browsing your app. Another metric to measure user engagement is screen heatmaps.

​ How do you measure mobile app performance?

You can measure your mobile app’s performance with metrics like page loading times, exit screens, and so on. This data will help you analyze how your app’s page speeds measure up compared to expected standards. Your average session duration is largely determined by how fast your pages load, thus the ideal metric for measuring your mobile app’s performance. 

​ What does KPI mean in reference to mobile apps?

KPI is short for key performance indicator and in reference to mobile apps, it is simply a metric to measure your app’s performance. 

Businesses use various KPIs to measure their app’s performance. From app traffic and downloads to screen loading time and average session duration, you can use various KPIs to see how your app is performing on different levels.

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