How to Measure your Mobile App Performance?
Once the users start downloading your app, you might be interested in tracking how it is going.
Actually, it should be not just the matter of interest. Regular measuring of mobile app performance helps you to improve it and therefore generate more revenue.
Assessing your mobile app’s value starts with understanding which metrics and KPIs (key performance indicators) you should track and measure. There is a bunch of various ways to measure the app retention capabilities. Yet, which one you should choose to define success and measure the progress to your ultimate goals? Let’s figure it out.
The named bellow KPIs are the general metrics that would help you to see the metrics as not just numbers. These key indicators would assist you in understanding of basic approaches towards retention and revenue increase.
#1 Mobile downloads
Measuring the number of times that the app is downloaded is still the simplest method to track its popularity among the users. The more is certainly the better. However, focusing on the number of downloads alone is wrong. As they might result in low-quality downloads.
#2 Session duration
The average session duration stands for the average amount of time that the users spend in the app from open until the exit. In most cases, a greater session length means greater users’ engagement. Lengthy session duration shows that the users are engaged with your app.
#3 Daily users
Daily users metric measures the number of app users in any given one day period (often referred to the performance for the previous day). This allows you to build the course for future improvement.
#4 Monthly users
This metric is quite identic to daily active users but on a monthly timeframe. Both daily users and monthly users metrics should be measured in terms of a particular action, e.g. sign-in, log-in or some other user interaction.
#5 Turnover rate
It is the percentage of users that uninstall the app over a certain period of time. It is one of the most important mobile metrics to keep eye one. High uninstallation rate indicates potential functional problems in the app. It should be the matter of priority to watch where the app crashes, and users decide to drop it off.
#6 Behavioral metrics
This metric applies to how the user interacts with your app. How do they pass from one screen to another, which buttons they press and which one fail to complete the action? We would say that this metric should be among those to keep a close watch on.
#7 Most/least popular screens
This metric provides you with the information about the app screens that the users interact with most or least. This information will show you, which type of content/ functionality the users want to experience more/ less often.
#8 Retention rate
The retention rate is the percentage of users who return to the app after their first visit. There is no use of the data about the number of downloads if these users don’t stick around. Retention rate indicates the loyalty of the users. Moreover, retaining users are likely to spend 31% more in the app than the new customers.
#9 Session intervals
Session interval is the amount of time between sessions. Usually, the shorter the interval is the better. But, again a lot depends on the app type.
#10 Crashed sessions
Crashed sessions metric shows you how frequently, and most important where your app is crashing. Keeping track of where in the user process the crashes happen helps to enhance the user experience and increase retention rate.
If you offer an option to update your app, then you might be interested in the sequences. For example, what percentage of the users upgrade your app otherwise how many people prefer the basic version. Is the updated version have higher rates and better reviews or not. This data tells you about the level of users’ engagement and loyalty.
#12 Conversion rate
The conversion rate is the percentage of app visits that results in the goal conversion. Often, this goal is the purchase or payment transaction. This metric is especially important for retail and e-commerce apps.
There are dozens of KPIs that measure how your app generates revenue. For example, you can measure the average value generated per user inside the app. Or measure the amount of time it takes a user to make their first purchase.
#14 Social shares
Refers to the number of times the users share and recommend your app on social media. Again, the more is the better. The extra attention should be paid to a) the context that goes shared and b) via which channels.
#15 Install source
It is important to know the referral sources, from which the users discover your app. What sources are the most and least profitable? Is it ads, keyword search or organic mention? Knowing that allows you to focus on the most successful sources and to reduce costs on non-gainful ones.
First, it might sound unimportant to trace the geographic location of your users. Nevertheless, it appears to be a handy marketing metric. The users’ location may affect their purchase activity. By knowing that you can target the app marketing campaigns to specific regions more effectively.
Why is it important to trace which devices your audience uses to access your app? Depending on clients’ preferences, you would understand if they usually use tablets instead of smartphones or vice versa. Thus, you might want to shift focus to the increase of app’s performance accordingly to these preferences.
It is a simple and useful KPI to measure. If you notice a high turnover rate for either iOS or Android, that is the point to consider. There might be a problem, which indicates why these preferences towards a particular OS occur.
#19 App Store category ranking
Throughout your mobile app presence in the store, its ranking would likely to change over time. Thus, it is preferable to study how your app performs. The better the ranking is, the better your app performs.
You’re mistaken if you think that you should measure positive reviews only. Negative ones are even more important. They give you the chance to learn what should be enhanced or improved in your app. This free direct feedback might help you to bring the app to the next level. Always comment every review, either positive or negative.
In the end
The suggested checklist with principle KPIs is designed in order to ease the understanding and measurement of your mobile app performance. Check each one and get the access to the mobile data that will help you to enhance user engagement and retention rate.
Read also: Why Mobile Apps Fail?