Mobile Analytics Metrics -

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

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