Mobile Analytics Metrics

Name	Definition	Comment
DAU (Daily active users)	# of Unique users per day	Downloads are misleading because 80 to 90 percent of those who download an app never return
MAU (Monthly active users)	# of Unique users per month	Downloads are misleading
Stickiness	(DAU / MAU ) x 100	Higher stickiness = higher ROI, mobile stickiness is 20x more than mobile/desktop
Retention rate	((# of customers at end of period – # of customers acquired during period) / # of customers at start of period ) x 100	High retention is almost always a good thing.
Churn rate	1- Customer Retention Rate
CPA (Cost per acquisition)	Total Marketing Cost / Total User Acquisitions	the lower the better
Average daily sessions per DAU	how frequently your users log into your app each day. Not always a good thing.
LTV (Lifetime value)	Average value of conversion x Average # of conversions in a timeframe x Average customer value	is losing money = Boolean(LTV < CPA)
ARPU (Average revenue per user)	Lifetime revenue of app/ Lifetime # of users	ARPU answers when you should be earning more revenue per user
ARPPU (average revenue per paying user)	Lifetime revenue of app / Lifetime # of paying users
ROI (Return on Investment)	Return / Investment	stay consistent to measure relative progress year-to-year
App load time		should <= 2 sec
User satisfaction	measured in CSAT and NPS	better user satisfaction = more user retention + more LTV
CSAT (customer satisfaction score)	(# of satisfied customers / # of survey respondents) x 100	ask customers to rate their satisfaction on a scale from 1 to 5. 4 or 5 means satisfied
NPS (Net Promoter Score)	((# of promoters – # of detractors ) / # of survey respondents) x 100	ask customers to rate their satisfaction on a scale from 1 to 10. Users reply 0 to 6 are detractors. Users reply 8 to 10 are promoters.
Goal achievement	% Users that achieve their goals each session	Goals can be a purchase, a signup, a share, etc.
Marketing Acquisition	%, $, and dollar value % of visitors from a top marketing channel