Even More Mobile App KPI’s
You want them, you need them, can’t live without them. Here are 3 more mobile app KPI’s. If you missed out, here is the link to our first list!
Who is Active?
Getting someone to download your app is great but to get those same people to use it regularly is the true success. Your most important metric in this department is your daily active user (DAU) or your monthly active user (MAU). This demographic enjoys your app enough to make it part of their schedule. For instance, every time I wake up and go to work I use a music application to stream my favorite tunes, without it I would have to listen to the radio. Who does that anymore? Try to find out everything you can about these users and in what ways they are using your app. Once you have gained more information about your users, then you can begin to improve and create a more immersive app that can translate into more active users!
App Use Length
Downloading an application and using it to pass the time while in line at Walmart is different from starting from where you left off in Clash of Clans while on the toilet for an hour. Just like when monitoring a website you usually look at page views compared to time spent on the web. With mobile apps, we look at when an app opens and how long it is used. Session length can help mobile strategists evaluate a person’s relationship with an app; the longer the session the more enjoyable the app.
The average revenue per user (ARPU) is used to show the value of a user to your app business. Although having great user engagement is key you also want your consumers to spend money. Hanging out at the comic store was always great when I was younger. Reading books always came at a price though. I would have loved to sit in and read all I could but eventually the shop owner would ask you kids buying anything? The same goes for your application, you want to drive revenue. When determining ARPU, keep in mind that app users shop across multiple platforms. Don’t make the mistake of only looking at what they are buying in-app. Research shows that app users spend 15% online and 25% more overall on an annual basis.
Check out the next article in this series 3 Need to Know KPI’s!