Mobile Analytics Metrics

47643 2019-08-15 10:47
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

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