mobile app engagement

11 ways to Analyze Mobile App Engagement Metrics

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Clicks or ratings or an app’s downloads are not sufficient parameters to determine good mobile app engagement. it is paramount for users to understand the main value proposition of the app. There is no particular metric to measure engagement. The app’s purpose, outcome, and goals should be clear enough to determine the right metrics for the mobile app.

As brands start to create their mobile presence and hope to meet user requirements, it has become a prerequisite to creating an engaging user experience. Building apps and looking to leverage the mobile platform to get more users to your business is good. Still, the app’s success would be determined by the user engagement and activity of the app.

The number of apps on the play store and apple store are uncountable, and it will continue to increase. Most of the developers do not even check their app’s performance after publishing it, which is not good.

If you want your app to succeed, you need to measure the right metrics and optimize your apps to your target goals.

Here are some metrics to gauge user engagement of your mobile apps

1. Number of downloads

The first step is to get a substantially large number of downloads to gain app success. It is the most critical metric for measuring mobile app engagement since it aims to consolidate a broad user base.

Understanding and tracking the source of your app installation is also essential. From a marketing point of view, this will assist you in evaluating the effectiveness of your marketing efforts and advertising channels.

11 ways to Analyze Mobile App Engagement Metrics | Number of app downloads
11 ways to Analyze Mobile App Engagement Metrics | Number of app downloads. Image Source: Alphr.

2. The total number of users.

Tracking users for your mobile app is essential to build better engagement with them, like launching successful marketing campaigns, tracking specific behavior, and segmenting audiences.

The numbers comprise daily active users, weekly active users, or monthly active users. You can break it further down by the device, age, demography, gender, etc. In addition to measuring engagement, getting these numbers helps plan for your app’s growth.

RELATED ARTICLE: Mobile Game Ads: 5 Formats To Monetize.

3. Active app users

The active user metric is different from the installation and downloads metric because it checks if users are using the app regularly rather than just downloading it. These numbers are great for granting you a basic understanding of the growth of your pp. for a better experience of your app usage; daily active users, weekly active users, and monthly active users are the few critical metrics.

The number of active users number as it would indicate that there are recurring users in the app. Analytics tools have different criteria, and sometimes active users may revolve around the session like google analytics which considers a user session only if the user opens and interacts with the app until 30 minutes of inactivity.

Stickiness is also an essential factor, and by knowing which features are making your app addictive or sticky, you will know the areas of your app that drive engagement.

4. Session interval

It is the time between two consecutive sessions of your app and shows the rate at which users open and use the app. It helps to gauge the addictiveness because it tells how soon or not soon users return to your app. It quantifies your app’s retention value and stickiness and gives you direct inputs to improve on.

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5. Session length

It measures the period between opening and closing an app by the user or between the first and last activity he performs. More engagement would result in longer session durations. Apart from the length and the number of sessions per day, developers can pick those customers that spend more time on the app to improve the experience for users that engage less.

6. Time in the app

It defines the time a user spends on your app. time in the app is a function of session frequency and session length. It tells how long users spend in your app daily, weekly, or monthly basis. Similar to other known metrics, it also helps to understand user behavior and patterns regarding app usage.

Questions you should ask yourself when you see that users are not opening the app to boost user engagement are: “Are the screen flow of users similar?” “Why are they using the app for long or short periods?” or “Are they just searching or buying more?”

7. Screen flow

A screen flow analysis is used to keep track of the total number of visits per screen, exits by the screen, and the navigation flow between screens. A screen flow helps to visualize the actions that your app users exhibit. This analysis helps you get insights regarding what users did on any screen in particular and where they went after that.

By looking at the navigation pattern of your users, you will get a clear sense of drop-off screens, conversion road bumps, and problem areas. With all this data, you can create in-app marketing campaigns to get backdropped users and implement redesigns to create clearer funnels. 

8. Retention

The rate of users that return to your app in the last 30 days defines the retention capability of the app. Stickiness and retention go hand in hand to see how addicted users are to your app. by making some changes to the flow of your onboarding after analyzing the behavior of both those who retain and who do not, you can raise the retention rate.

Retention tracking spots your most valuable and engaged users, creating better targeting opportunities and customization of the app’s experience. The apps retain only 40% of their initial users after 30 days. As installation costs are rising, it is better to focus on keeping rather than acquiring.

9. Churn

It is another critical metric. Churn measures the percentage of users that close the app and never return to it. It is the opposite of the retention rate. The reduction in retention would determine where your users are churning. Regarding flurry data, Android and iOS apps have a retention rate of 4$ and hence lose 96% of users. The monthly churn rate is 8%, and you need to have a better target than this for your app.

11 ways to Analyze Mobile App Engagement Metrics | Churn.
11 ways to Analyze Mobile App Engagement Metrics | Churn. Image Source: CleverTap.

10. Conversion

 Some features give a call to action in your app, like signing up, making a transaction, filling a form, providing a review, etc. In that case, You will want to measure how many users are getting converted. 

Conversion rate is the percentage of users that perform set goals or a specific goal that you want them to in your app. by calculating the conversion rate at each step in your funneled data; you may know where the users are dropping off.

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11. Lifetime value

It is the revenue metric for looking at how well you can monetize your app. Also, it is the total revenue you earn from a user before they quit using your app. It helps determine the profit users can generate and predict the amount of money your app will make in the future.

You can measure it through a monthly average user, which evaluates how much money the user can generate over some time. Some formulas can show the average revenue per customer. 

In conclusion, optimizing your mobile app engagement metric is essential to keep existing users and gain new users. It will help contribute to the growth of your app, enabling it to generate more revenue and profit for you.

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