Key Metrics that Matter for Mobile App Development


21 Metrics That Matter for Your App

in 2018

Building an app is not that easy, it requires lot of efforts, time and money. Even after spending so much efforts, time and money on developing an app, what actually matters to the users is its applicability to them. Also, once an app is developed it is not just sufficient it is also important to keep a check on it upgradation. For these, there are certain things to be considered. These various things can be categorized into four broad categories which are as follows

  1. User Acquisition
  2. App performance
  3. User engagement
  4. Customer satisfaction

Following are some of those things which decides the credibility of an app

  • Active users:

The number of active users of the app determines the success of the any mobile app. It is not just sufficient to download the app, but it is also important that how many users are truly using the app. In order to measure the number of active users, there are so many tools available, each of which work on different parameter. For instance, Google analytics, which work on the session parameter. It depends on how many users are using the app at least for 30 minutes session.

  • Time duration of the session

The time duration of using the app also matters a lot. Just opening the app and shutting it off, means that the app is not so attractive. If at all, the user is using the app for a longer time, then it means that particular app can engage the user to the fullest.

With the help of the latest technology, the app owner can even find out the time duration which the user is using the mobile app and also can get feedbacks from them.

  • App churn

App churn refers to the rate of those users who will download and use the app, but after the usage they will never come the app again. The lower the app churn rate, the higher is the success of the app.

  • App retention

This is absolutely opposite to the app churn, where in, it is the measure of the number of users who will return to the same app within a time period of 30 days. This is more important, because satisfying the users and raising the stickiness of the users to the app determines the success of the app. The app owners can raise the rate of app retention by keeping the app updated with latest technology. The app retention time can be calculated using various tools like Localytics, Fabric, and AWS Mobile Analytics.

  • App Downloads

The number of users downloading app, determines how successful the app is. If the number of users downloading the app is very less, it implies that the app is not able to attract the user. The user’s requirement need to be understood and then the app developers need to design the suitable app which can meet the user’s requirement for the success of the app. There may be many reasons for the less number of app downloads, which may include marketing problems, no proper app store optimization unattractive app story listening, etc.


  • Intervals of the Sessions

This is the measure of the time interval between the user leaving the app and again visiting the app again. If the app has bundle of attractive features, then the users will undoubtedly get attracted to the app and will be returning to the app soon. This can also be measured using various tools like AWS Mobile Analytics and google analytics. This rate can be raised by introducing the number of push notifications.

  • Flow of the screen

This includes the rate of both navigational flow among the various screens and also the number of visits made by the user per screen. The understanding of this screen flow will help in knowing the navigation pattern of the user, problem areas, drop off screens, and conversion road bumps. To enhance this screen flow, one can employ tools like mixpanel, localytics, and google analytics.

  • Reviews on the app stores

Reviews place a vital roles, not only with regard to the apps, but also with respect to each and every product. It’s just like when we buy any particular product, we will check the reviews of it and buy, in a similar fashion, when a user want to download an app, then it is obvious that the user will go through the reviews of the app, then will decide. If the reviews are positive, then the chances of downloading the app are high, whereas if the reviews are negative, that leaves the app owner with the option of rectifying the issue mentioned.

  • Rating of the app

App rates are the direct reflection of what the user fee about the app. This serves as a booster for the new users to download that particular app. There are various tools which can measure the app rating, like AppFigure, Appbot, and many more.

  • In-app Feedback

This is the feature which enables the user with the option of providing the feedback about the app by the user. The best part of this In-app feedback is that the user can provide the feedback without leaving the app. Also, these feedbacks are considered to be very much genuine as these are given by active users of the app. The tools used for diagnosing these In-app feedback are Intercom, Drift, Uservoice, Instabug, etc.

  • Ranking on the app stores

When the number of users searching for a particular app is more, it simple implies that the app is more penetrated into users and many people want to download it. This ranking on the app stores can be enhanced by optimization the app on the app store listing. The various tools which can be employed for this rank analysis are SearchMan, App Annie, appFigures.

  • Net Promoter Scores

Net Promoter Score, NPS refers to the index in the range of 100 to -100 in which the willingness of the users for recommending a particular app to their family and friends is measured. NPS, can be given in terms of scores on a scale of 0 to 10 based on the questions related to their willingness to recommend a particular app.

With the help of these scores, the users can be categorized into three groups

  • Promoters- who will highly recommend the app and their NPS would be 9 or 10
  • Passives- who will recommend the app, only under the condition that, if there is no better option, their NPS would be 7 or 8
  • Detractors- who are not so satisfied with the app and will hesitate to recommend the app, their scores falls in the range of 6 or less.

The simple equation used for measuring the NPS is subtracting the percentage of detractors from promoters. The tools employed for this NPS are Medallia, HelpScout, Drift, and Delighted.

  • App Attribution

In this, the effectiveness of the various marketing strategies can be known, and it refers to the score of the users who want to acquire the app. This can be improved by a technique called deep link technique in which the advertisement page and the desired page can be linked. Tools used for it are Adjust and

  • Viralness

This is a bit similar to NPS, and it also measures the interest of the users in recommending the app to their family and friends. The people are got attracted to this app recommend to others and make other people also to use it. This recommendation is mostly through mouth publicity, hence of cost of acquisition is low. This can be enhanced by encouraging the users for recommending the app by offering incentives like free vouchers, rewards, etc. Tools needed for this are and Buzzsumo. Also, the various social media apps like Instagram, Twitter and facebook also helps to evaluate it.

  • App Abandonment

With the help of this, one can know about the users who are dissatisfied with the app and left the app after their first interaction or sometimes even before signing into app. This helps in knowing the issues which are troubling the users and the app owner can pinpoint the problem and can rectify it. For better signing up process, the app owners can reach the users using deep links and the various tools used are, which can help the user in signing up the process easily and make a trial in improving the user’s overall experience

  • Revenue Targets

This is a check on the amount gained through app over a period of time. This will allow the app owner to set a goal for getting a specific and a realistic revenue from a particular app The various marketing strategies helps in understanding the progress on a weekly or monthly basis.

  • Lifetime Value

Lifetime Value, LTV refers to the total revenue that can be generated from a particular app, before the user abandons it. In order to calculate the profit, the cost per acquisition need to be subtracted from the total amount generated. In order to get good LTV, the main thing which has to be focused is to meet the user’s needs. Also, gathering the feedbacks and offering customer care support will help in improving the app helps in raising LTV.

  • App Crashes

This is an unpleasant event in which the app gets shuts down while the user is still using the app. This problem has to be rectified as soon as possible before the potential users are lost. The best way available to prevent it is to have a vigorous testing of the app during the development of the app. A beta group can be deployed in order to identify the problems and solve it as early as possible. There are so many testing tools available in the market for identifying these problems, one can choose the best suited as per the requirement.

  • Average Revenue per User

The overall revenue of the app is added by the revenue given by individual users. This average revenue refers to the average revenue generated by each user. For calculating the average revenue per user, the total revenue generated can be divided by the number of users. If the revenue from individual users is low and the number of users are high, then the average would be fine.

  • Issues with the Network

Sometimes, the app working can be disturbed by the issues with the network. If the network is not supporting, then it may lead to shut down the app abruptly, landing the user in a displeasing experience. This can be avoided by not allowing the app to fully dependent on network. Tools employed for this are android tools and Xcode. Other tools like OKHttp and Charles Proxy also helps in determining the network connection speed.

  • App Speed

It is obvious that the user expect the app to be fast in its operations. So, in order to deliver the best experience of using the app to the users, it is highly recommended to test for the speed of the app. Also, the speed of the app need to be checked across various operating systems. The various tools which can measure the speed of app are Rollbar, New Relic, APM, etc.


Developing an app is not as difficult as maintaining it. Even after the launch, the job is not done yet. It would be a continuous process of upgrading the mobile app, check the functionalities of the app and checking for it merits and demerits. So, all these various metrics account for the successful running of the app.

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