The Mobile App Metrics You Should Be Tracking

Posted by admin | September 29th 2017

Data is crucial to the success of any mobile app. It’s what differentiates the big apps from the mediocre ones. Nowadays, mobile app marketers are getting more savvy and emphasizing the importance of metrics more than ever. The bottomline: it’s all about engagement. Engaged users bring in more revenue, more loyal, and likely to refer your app.

If you don’t have an idea of which mobile app metrics you should be tracking, we’re here to help.

Number of users

What it is: The average number of people who use your app daily or monthly The number of people who install your app can differ significantly from the number of active users. Active users create value for you business. Determining the number of active users allows you to understand how they experience your app and how valuable they are.

Session length

What it is: The amount of time each user spends in an app, from open to close According to Statista, the average time spent in apps varies by category, from 7.55 minutes in gaming apps to 2.61 minutes in tech apps. While there’s no industry benchmark for session length, the ideal time depends on how long it takes to convert your users. Identifying session length will help you identify when users abandon your app without converting.

Retention rate

What it is: The percentage of users who return to your app after initial visit Acquiring new users is important—and so is retaining them. After all, what good is your app if you don’t have any long-term users? However, retaining users is not an easy feat. Divide retention rate based on device, campaign, and segment so you can target your marketing better. Tracking retention rate helps identify trends and determine if users are consistently engaged.


What it is: The number of users who download your app Whether you acquire users via organic search or paid ads, tracking acquisition results in more valuable users over time. Tracking acquisition is particularly important if you’re running paid ads on Facebook or Google.

Lifetime value (LTV)

What it is: LTV determines how much revenue you can expect to receive from a user Identifying LTV allows you to know how much profit you can expect to receive from a user so you can calculate how much you can spend on acquiring new ones. If you want to increase LTV, focus on getting feedback to gauge user satisfaction. Higher user satisfaction = higher LTV.

Determining these mobile app metrics will enable you to track engagement and review in-depth your app marketing campaigns. If you need help in establishing a solid digital marketing campaign, you can get in touch with us today. We’d be happy to help.

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