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Mobile Analytics Metrics

NameDefinitionComment
DAU (Daily active users)# of Unique users per dayDownloads are misleading because 80 to 90 percent of those who download an app never return
MAU (Monthly active users)# of Unique users per monthDownloads are misleading
Stickiness(DAU / MAU ) x 100Higher 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 100High retention is almost always a good thing.
Churn rate1- Customer Retention Rate
CPA (Cost per acquisition)Total Marketing Cost / Total User Acquisitionsthe lower the better
Average daily sessions per DAUhow 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 valueis losing money = Boolean(LTV < CPA)
ARPU (Average revenue per user)Lifetime revenue of app/ Lifetime # of usersARPU 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 / Investmentstay consistent to measure relative progress year-to-year
App load timeshould <= 2 sec
User satisfactionmeasured in CSAT and NPSbetter user satisfaction = more user retention + more LTV
CSAT (customer satisfaction score)(# of satisfied customers / # of survey respondents) x 100ask 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 100ask 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 sessionGoals can be a purchase, a signup, a share, etc.
Marketing Acquisition%, $, and dollar value % of visitors from a top marketing channel
References:Want to keep learning more?