Mobile marketing is one very important characteristic in the digital marketing world. Running a business requires adequate calculation and, in the final analysis, the evaluation of mobile marketing metrics to measure the performance of the company and to make the needed strategies for optimization. For mobile app advertising, choosing the relevant key performance indicators (KPIs) is the first step, as they are usually very different from the ones that exist in other types of advertising.
Mobile Measurement Partner is the point where companies use these services. MMPs, such as Apptrove, assist brand names in the tracking, analysis, and attribution of mobile marketing performance by providing juicy details about the purchases, conversions, as well as the effectiveness of campaigns. Proper analysis by using MMPs will assist businesses in achieving a competitive advantage, as well as in effecting more productive promotional activities, which will result in higher business returns (ROI).
Several companies allocate certain departments to the measurement of mobile app performance, nevertheless, in the absence of adequate tools, analyzing volumes of information is unfeasible. MMPs, however, simplify this process by providing the current state-of-the-art technology; accurate attribution models, fraud detection, and segmentation of the audience are examples. Thus, marketers can draw accurate data-driven conclusions and consequently get better results from their campaigns.
Now let us look at some of the major mobile app performance metrics.
Major Mobile App Performance Metrics
Several metrics need to be thoroughly studied for a proper understanding of the performance of the brand and to know how can we improve this performance. Some of the major metrics are :
- Retention Rate – This is an important mobile app measurement metric that gives you details about the long-term sustainability of a user with your brand this is the rate of users that have been connected with your brand over a period. With this right, you will be able to understand the satisfaction of customers who use your product or services for a longer time.
- Churn Rate – This is a vital tool for understanding the success of your mobile app. This rate gives you details about the rate of users who gave up on your brand and did not use your brand after a period. Users may be dissatisfied with your product or services or may have other reasons it is essential to know these reasons and upgrade them to reduce churn rate and for better mobile app success.
- App Downloads – This is the most important tool that we consider in the case of a mobile app. This gives us the number of people who download your mobile app from the Play Store or App Store. A proper App Store Optimisation can be very helpful to achieve better mobile app downloads. Every metric is directly or indirectly associated with this metric as we will be able to track the performance of a mobile app only if it is downloaded by people.
- User Growth Rate – This metric will help us to analyze the growth or shrinkage our mobile app is facing. If this is declining, we should seriously consider our marketing strategies and other elements related to mobile apps. If it is increasing then we need to analyze to check if it is a constant growth or a response to an efficient marketing strategy.
- Crashes – These are unavoidable evils in our mobile app industry. Crashes are inevitably going to happen, our duty is to find a solution to crashes as soon as they happen. A higher rate of crashes can be the sole reason for the failure of your mobile app. It can disappoint users and force them to abandon your mobile app. Identifying the problem, solving them in real-time, and analyzing the crash logs are some of the effective methods that you can implement in the business.
- Session Length – This allows the brand to know how much time a user spends on your mobile app and the number of pages or features they access in a single visit. Depending on the nature of your business, this metric may or may not be a crucial one. Usually, a higher session time means higher engagement and higher engagement can make the user have a long-term relationship with the brand.
- Cost Per Acquisition – This refers to the total cost of a customer completing a specific action or specific process in your app. This shows how much money will be spent to get a customer down your sales funnel from the first to the final conversion. Sale, signup, or download can be the conversion action. It is essential for budget management and return on investment measurement.
- Daily Active Users (DAU) and Monthly Active Users (MAU) – This is the measurement of users who engage with your mobile app on a daily and monthly basis. User growth rate, retention rate, engagement rate, etc can be analyzed with the calculation of both these metrics. User behavior can also be understood by properly studying these.
In conclusion, these are some of the essential metrics to be examined in the mobile app industry. These data are important for the improvement of the mobile app and to take data driven decisions.For the tracking of these data and analysis, Apptrove MMP will be the ideal companion that your brand can ever choose. Selection of Apptrove ensures your brand has a clear, neat, and thorough calculation and analysis of every major metric a brand needs to know in the industry. Apptrove can give you an edge over other competitors in the market.
