Top 24 Important Mobile App Marketing KPIs You Must Measure in 2024

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The mobile app industry is booming. It is set to generate $932 billion in revenue by the end of 2023. When it comes to user activity, they spent 3.8 trillion hours on apps in 2022 alone. 

These figures aren't just mind-boggling; they highlight the untapped potential in the app market. But launching an app is just the beginning. The real task? Effective mobile app marketing. Central to this is understanding and measuring Key Performance Indicators (KPIs). Learning how to optimize KPIs is crucial for succeeding in this competitive market.

Bookmark this article; it's your guide. We're diving into the top 24 mobile app marketing KPIs you must measure in 2023. 

Important KPIs to Measure Mobile App Performance

User Acquisition and Growth

1. App Downloads

2. Impressions and Share of Voice

3. Cost per Acquisition (CPA)

4. Cost per Install (CPI)

User Engagement Mobile App KPIs

1. Monthly Active Users (MAUs)

2. Daily Active Users (DAUs)

3. Daily Sessions per Daily Active User

4. Monthly Sessions per Monthly Active User

5. Install Conversion Rate

6. Time to First Key Conversion Event

7. Feature Adoption/Usage

8. Average Session Length

9. Load Speed

10. Time to First Purchase

User Satisfaction Mobile App Performance KPIs

1. Mobile App NPS (Net Promoter Score)

User Retention Mobile App Marketing KPIs

1. Average Retention Rate

2. Day 7, 14, 30 Retention Rates

3. Average Churn Rate

Financial KPI Metrics

1. Customer Lifetime Value (LTV)

2. Free-to-Paid Conversions

3. Average Revenue per User (ARPU)

App Performance and Visibility

1. App Store Rating and Ranking

2. In-App Purchases

3. Return on Investment

User Acquisition and Growth KPIs

Attracting new users is pivotal for any app's growth. With the saturated market, a solid user acquisition strategy backed by effective app store optimization and strategic marketing activities is your path to stand out. But a strategy alone won't cut it; tracking the right mobile app performance metrics using advanced mobile analytics tools is crucial.

The User Acquisition and Growth KPIs measure how effectively a business or app is gaining new users over time. They monitor the rate at which new users are signing up or installing an app, helping to gauge the success of marketing and outreach efforts. 

These KPIs are vital for understanding growth trends, assessing the impact of promotional activities, and planning strategies to attract more users.

Let's delve into the most important mobile app KPIs to measure performance:

App Downloads

App downloads are the beginning of your user relationship. More downloads mean better app store rankings, and each download carries potential revenue. Monitoring this closely lets you see the relationship between marketing efforts and download trends. It's not just about numbers, but the quality of these downloads, as this reflects on user engagement.

Here's why you should keep a keen eye on these numbers:

• The more your app is downloaded, the higher it climbs in app store rankings. This increased visibility acts like a magnet, attracting even more users.

• Initial users are invaluable. They'll tell you if your app meets expectations if there are bugs, or if there are areas needing improvement.

• Every download carries a revenue potential. Whether they're making in-app purchases or viewing ads, there's a financial opportunity in each user.

Still, one must remain realistic. Not all apps skyrocket to fame instantly. But with consistent observation of your download trends and understanding their relationship with your marketing actions, you can set your app on the road toward success.

Impressions and Share of Voice

Impressions and Share of Voice are two important metrics used in marketing to gauge brand presence and effectiveness.

1. Impressions: This metric represents the number of times an ad or content is displayed to users. It doesn't necessarily mean that the content was clicked on, but it shows how many times it was visible. 

Impressions are crucial for understanding the reach of an advertising campaign or a piece of content within a digital platform. 

2. Share of Voice (SOV): This metric measures how much of the market conversation your brand owns compared to competitors. 

It's calculated by dividing your brand's measures (like social mentions, ad clicks, or website traffic) by the total market measures in the same category. 

Share of Voice gives insight into brand awareness and presence across different channels, such as social media, SEO, and advertising. It can be used to evaluate how well your brand is performing against the competition in terms of visibility and engagement in the industry.

Cost Per Acquisition (CPA) 

This metric, often considered a significant KPI for mobile marketing, reflects the average amount spent to get a user to complete a specific action, like purchasing. 

Understanding your users and their behavior through tracking mobile app metrics, testing different acquisition strategies, and constantly optimizing based on the metrics you measure ensures you get the most out of every cent spent.

Striking the right CPA balance is pivotal in the realm of mobile marketing. Overspend and your returns may not justify the investment; underspend, and you risk bypassing valuable users. To navigate this: 

• Understand Your Users: Know what your users want, where they hang out, and what prompts them to download an app.

• Test and Repeat: Don't put all your eggs in one basket. Experiment with different acquisition strategies, see what works best, and refine your approach.

• Optimize: Keep an eye on marketing metrics. Is the CPA leading to profitable users or just window shoppers? Track KPIs and adjust your strategy accordingly.

Remember, the CPA doesn't just reflect cost—it's a barometer of your campaign's efficiency. When optimized, it can be a powerful tool for achieving a favorable return on investment. 

Cost Per Install (CPI)

Cost Per Install, or CPI, is like a sibling to CPA. It's the average amount you pay every time someone installs your app. 

This KPI relates directly to app store metrics. A high CPI with little engagement afterwards can be a sign to revisit your marketing strategies.

Remember:

• Quality Over Quantity: Don’t just chase installs. Chase quality installs. It's better to have 100 users who engage with your app than 1000 who forget about it after the first use.

• Monitor and Adjust with Mobile Marketing Tools: The digital world changes rapidly. What worked yesterday might not work today. Regularly review your CPI and adjust your strategies as needed.

User Engagement Mobile App KPIs 

Engagement is the lifeblood of any app. It transcends mere downloads or sign-ups, reflecting how immersed and invested users are once they're inside. As we navigate the landscape of mobile app analytics metrics, understanding the vital user engagement metrics is paramount.

Daily and Monthly Active Users (DAUs & MAUs) are key metrics to understand your app's draw and stickiness. The average session length and daily sessions per user are vital KPI engagement metrics that indicate the depth of their interaction with your app.

Monthly Active Users (MAUs)

MAUs are the big picture. It's the number of unique users who interact with your app at least once a month. It gives you a broad sense of your app’s pull.

Why it matters:

• Scale and Reach: Beyond just monthly numbers, MAUs allow you to assess the month-on-month growth rate. Are newer audiences being captivated? Is your marketing outreach effective?

• Loyalty Indicator: A rising MAU signifies more than just visits; it points towards recurring user trust. If you witness returning users, pat yourself on the back — your app is not only attracting them but also compelling them to return, signaling inherent value.

• Comparison with DAUs: Tracking MAUs alongside DAUs is vital. The DAU to MAU ratio, commonly called 'stickiness,' serves as an engagement meter. The closer this ratio is to 1, the better the daily engagement.

Daily Active Users (DAUs)

While MAUs give you the monthly picture, DAUs break it down day by day. How many users are hooked enough to visit daily?

What DAUs tell you:

• Daily Relevance: Is your app becoming a daily habit for users?

• Engagement Health: High DAUs with growing MAUs are a golden combo. It hints at a highly engaged user base. 

Daily Sessions Per Daily Active User

This metric captures how often a daily user interacts with your app. Is it multiple times within a day, or just once?  Beyond the length of sessions, the app session intervals reveal the frequency at which users return and the depth of their interactions. 

For instance, a user who delves deep into your app during each session showcases a higher level of engagement, suggesting your app might be indispensable to them.

The relevance and freshness of your content also play a role. Frequent updates or new content can influence how often users return to your app.

If your app isn't among the top ten apps frequently accessed on a user's device, refining your strategy might be necessary. Tools like UXCam can further enhance your understanding of user behavior and preferences.

Monthly Sessions per Monthly Active User

This metric measures the average number of times an active user engages with an app within a month. This KPI provides insights into the long-term engagement and recurring usage patterns of users. 

It's essential for understanding the sustained appeal of the app, indicating whether users are consistently finding value and reasons to return to the app over a more extended period. 

A higher average suggests strong user engagement and app stickiness, whereas a lower average may indicate a need for improved user engagement strategies.

Install Conversion Rate

This KPI measures the effectiveness of your app's visibility. It calculates the percentage of users who install your app after seeing an ad or a listing. A higher conversion rate indicates successful marketing and app store optimization strategies. 

This metric is essential for evaluating the efficacy of your advertisements and the overall appeal of your app.

Time to First Key Conversion Event

This KPI measures how long it takes for a new user to complete an important action in an app, like making their first purchase or signing up for a subscription. 

It helps understand how quickly users find value in the app, indicating the effectiveness of the app's design, onboarding process, and overall user experience. 

A shorter time suggests that users quickly see the app's benefits, while a longer time might point to areas needing improvement to encourage quicker user engagement.

Feature Adoption/Usag

Feature Adoption KPI measures how much users are using a specific feature of a software. It's calculated by seeing how many people use this feature compared to the total number of people who log in. 

A high number means many people find the feature useful, while a low number suggests it's not being used much. This KPI helps companies understand which features of their software are hits with users and which might need a rethink.

Average Session Length

Session length refers to the time span during which a user interacts with your app. It begins when the app is launched and concludes when there's a prolonged period of inactivity. This KPI tracks how long app users are engrossed with your app in a single go.

An extended average session time generally points to a valuable app experience. Users are investing time because they see worth in what you offer. In fact, research by Statista reveals that users tend to allocate 77% of their mobile time to their top three favorite apps.

Short sessions can be a double-edged sword. On one hand, it could indicate your app's ability to swiftly deliver on its promise, leading to quick user satisfaction. On the flip side, abrupt sessions may be a red flag for usability issues or content that doesn't resonate.

The average session length is interlinked with other vital metrics, such as session depth, which reveals how close a user gets to a pivotal action, like making a purchase. Under its “Behavior” tab, Google Analytics can be your ally in uncovering these insights.

Load Speed

In the application performance game, speed is king. The speed at which your app loads can make or break its success, directly influencing user engagement and satisfaction.

First Impressions Matter

Your app's initial experience sets the tone. A study by Think with Google highlighted the weight of this first interaction: a mere one-second delay can significantly impact your business. A sluggish start can deter users, pushing them away before they've truly experienced what your app has to offer.

Performance Optimization is Key

Delve into tools like Firebase Analytics to pinpoint your app's load times. You can gain actionable insights by checking the Performance tab under the 'Release & Monitor' menu. Regular monitoring and proactive optimization can ensure your app remains not just fast, but consistently smooth for all users.

Beyond the Two-Second Benchmark

While the industry standard advises a load time of under two seconds, aiming higher—or in this case, faster—can set your app apart. A load time of under one second can drastically elevate the user experience. Such efficiency results in longer session durations, increased page views, and a marked reduction in bounces and cart abandonments.

In the grand scheme, speed isn't merely about time—it's about offering an experience that's swift, seamless, and satisfying. In a competitive app market, those split-second differences determine whether users stay or stray.

Time to First Purchase

From the moment a user downloads your app, how long does it take them to make their first purchase? This metric, one of the important KPI engagement metrics, is vital for e-commerce or any app with a monetization model.

A swift initial purchase can shed light on the effectiveness of your onboarding process and the efficiency of your sales funnel. For instance, a surge in in-app purchases after a specific marketing campaign or during peak shopping seasons, like holidays, can offer valuable insights into which triggers work best when using your app.

Conversely, the duration before that first transaction also measures how quickly users trust your platform, signaling its credibility.

Understanding the average time to purchase within your industry helps you position your app's performance against competitors. If your metrics show a prolonged purchase delay compared to industry standards, it's a cue to innovate. 

Consider strategies like loyalty programs, discounts, or streamlining the purchase process to reduce friction and accelerate sales. Furthermore, you can craft personalized in-app campaigns by segmenting users based on their buying behaviors. This tailored approach enhances the user experience and can nudge those hesitant about completing a purchase.

User Satisfaction Mobile App Performance KPIs

Happy users are the backbone of any successful app. In a world full of choices, it's not enough for users to just like your app; they need to love it. 

The User Satisfaction KPI measures how content users are with an app. It's often gauged through surveys, feedback, and ratings, indicating whether users enjoy the app and find it useful. 

High satisfaction levels typically mean users are likely to keep using the app and recommend it to others, while low satisfaction could signal areas needing improvement. This metric, one of the important mobile app performance KPIs, is vital for e-commerce or any app with a monetization model.

So, what is a key way to measure app satisfaction? The Mobile App NPS.

Mobile App NPS (Net Promoter Score)

NPS is a simple yet profound tool. In essence, it measures the willingness of users to recommend your mobile app to others. It's a barometer of user sentiment and loyalty, boiled down to a single number among other mobile app KPIs and metrics.

Why is NPS critical?

• Loyalty Indicator: A high NPS signifies that users don’t just like your app—they love it. They're willing to put their name on the line and recommend it to their friends and family. Study shows that people are four times more likely to download an app if a friend suggests it. Moreover, users who come via referrals possess a 16% greater long-term value compared to other users.

• Feedback Funnel: The beauty of NPS lies in its follow-up question: "Why did you give this score?" This opens the door to invaluable qualitative feedback. Users might highlight pain points or rave about standout features.

• Growth Predictor: Recommendations are organic growth fuel. The higher your NPS, the more word-of-mouth growth you can anticipate.

• Competitive Benchmark: How does your app stack up against the competition? NPS allows for industry comparison, letting you know where you stand.

User Retention Mobile App Marketing KPIs 

In today's saturated mobile app market, success isn't solely about initial downloads. Monitoring the right mobile app KPI can help foster a lasting connection with users. Let’s delve into the key metrics you need to pay attention to, to strengthen this bond.

Average Retention Rate

For your app to make a real impact, it’s not enough for people to simply download it. What matters is how often they return, underscoring the retention rate's significance.

Retention rate measures the users who revisit your app after their initial interaction. 

A surprising fact to note: about one in four mobile apps is opened just once and then forgotten. The most drop-offs? They happen within the first two days.

Given this, it's vital to focus on those initial hours. Ensure users have a smooth and engaging experience so they're compelled to return. To get insights on user behavior, track retention daily, weekly, and monthly. This monitoring can clue you in on potential app issues, such as crashes.

Ultimately, to achieve high retention, prioritize a seamless and intuitive user interface. Exceptional UX/UI design can make all the difference.

Day 7, 14, 30 Retention Rates

Day 7, 14, and 30 Retention Rates are used to evaluate the engagement and long-term user retention of an app or website product. These metrics measure the percentage of users who return to the product after specific time intervals following their initial usage:

1. Day 7 Retention (D7R): This metric assesses the percentage of users who come back to the app or website one week after their initial visit. It provides insights into how well the product retains users in the short term.

2. Day 14 Retention (D14R): Similar to D7R, D14R measures the percentage of users who return after two weeks. It offers a slightly longer-term perspective on user engagement and retention.

3. Day 30 Retention (D30R): D30R evaluates the percentage of users who continue using the product after one month from their first interaction. It represents a more extended and significant measure of user loyalty and product stickiness.

These retention rates are crucial for understanding user behavior, identifying trends, and assessing the effectiveness of strategies aimed at retaining users. 

Higher retention rates indicate a healthier and more engaged user base, while lower rates may signify issues with the product's user experience or value proposition.

Average Churn Rate

The churn rate measures how many users uninstall your app. If you're losing a lot of your most active and engaged users, it's a red flag.

Recent data shows that apps typically lose 57% of their users within the first month, which increases to 71% by the third month. Such high rates can indicate problems like frequent app crashes, lack of fresh content, or not enough user engagement features, especially in gaming apps. While every app will see some churn, understanding and addressing its root causes is key to long-term success. 

Financial KPI Metrics

Financial KPI Metrics provide critical insights into how effectively your app is generating revenue, retaining users, and converting engagements into financial gains. 

These metrics not only reflect the current financial health of your app but also help in forecasting its long-term profitability and sustainability. 

By closely monitoring KPIs like Customer Lifetime Value (LTV), Free-to-Paid Conversions, and Average Revenue per User (ARPU), you can make informed decisions to enhance user experience, optimize monetization strategies, and ultimately drive growth. 

Let’s explore these key financial indicators in more detail.

Customer Lifetime Value (LTV)

This metric reveals how much your mobile app users are worth over time. By understanding the average Customer Lifetime Value (LTV), you can gauge user loyalty and better customize your strategies for them.

Wondering how to determine LTV? Here are two popular methods: 

1. First, for SaaS mobile apps, focus on the Average Revenue Per Account (ARPA). Divide ARPA by the customer churn rate. This gives a clear picture of value over time.

2. Alternatively, there's a broader approach to this key mobile app metric. All you need to do is follow this formula:  

Your marketing strategies significantly influence user lifetime value. The journey doesn't end once users download the app. It's essential to foster engagement, roll out timely updates, offer top-notch support, and consistently deliver a stellar user experience.

Free-to-Paid Conversions

Free-to-paid conversion KPI measure how many people switch from using a free version of a product or service to paying for it. It’s is crucial for businesses, especially those selling software or online services. 

A higher rate means more people find the product worth paying for, which is good for business. To improve this rate, companies need to make their product appealing and useful enough that users want to upgrade. 

This involves understanding what customers need, making payment easy, and keeping an eye on how well their strategies are working. In short, it's about getting more people to go from just trying out something for free to actually paying for it.

Average Revenue Per User (ARPU)

ARPU (Average Revenue Per User) is a key performance indicator (KPI) that measures the average revenue generated by each active user of an app. It's calculated by dividing the total revenue in a specific time period by the number of active users during that same period. 

For instance, if an app earns $200 in a month with 4000 active users, the ARPU would be $0.05. This metric is crucial for understanding the effectiveness of monetization strategies and guiding decisions on pricing and marketing for mobile apps. 

It differs from ARPA (Average Revenue Per Account), which is more common in SaaS models and focuses on revenue per account rather than individual users.

App Performance and Visibility in the App Store 

In today's competitive mobile app market, having great features is not enough. Your app's visibility in the store and its performance play a crucial role in its success. If users can't find your app or face issues using it, its value diminishes. Here, we'll break down the vital metrics that determine an app’s standing in the marketplace and how users perceive it.

App Store Rating and Ranking

Think of ratings and rankings as your app's report card. Good reviews can point out the best parts of your app, while bad ones show where to improve your app. The more reviews, especially good ones, the better. 

Your app's ranking shows how popular it is compared to others. A high rank means more visibility and more downloads without extra advertising. And remember, a good rating can make someone more likely to download. 

While ratings give a quick overview, reviews offer detailed feedback. Developers should use both, along with other data, to understand and improve their app.

In-App Purchases

In-app purchases are simple: they tell you how often users spend real money in your app. To track this, you need purchases turned on in your app. Track this number to see if events or campaigns make users buy more.

Take ecommerce apps. During holidays, people might buy more in-app. Or, for a gaming app, a good ad might boost purchases.

So, why care about in-app purchases?

• User Interest: If people buy regularly, they like what you're offering.

• Earn More: Beyond ads, in-app purchases can be a steady way to make money.

• Tune Your App: If purchases are low, maybe check your prices or how users buy in your app. 

In short, in-app purchases aren't just about money. They are vital revenue metrics that show if users like your app and if you're doing things right.

Return on investment

ROI, or Return on Investment, tells you how much profit your app makes compared to the amount of revenue spent on it. 

When ROI is positive, it means you're making more than you spend—a great sign. But if it's low or even negative, you might need to make some changes. This could be tweaks in your app or maybe a new marketing approach. 

Remember, you can't just check ROI once; you should keep an eye on it regularly. This helps you see trends and plan better for the future. The formula to calculate it is: ROI = (Profit from the app - Money spent on the app) ÷ Money spent on the app. 

Think of ROI as a tool: it doesn't just tell you about now but helps you make better decisions for your app's future.

Conclusion 

Succeding in the mobile app market demands more than just a well-designed app; it requires a foundational knowledge of mobile app marketing KPIs. They act as clear indicators of user loyalty through tools like NPS, gauge user engagement via retention and churn rates, and assess financial viability through metrics like LTV, app store ratings, in-app purchases, and ROI.

But knowing these KPIs isn’t enough; the real challenge lies in interpreting and leveraging them for sustainable growth. This is where Consultmyapp steps in. We don't just help you grow your app; we also guide you in discerning which KPIs should be prioritized. By understanding your unique needs, we help tailor campaigns that target these KPIs effectively, ensuring your app thrives and remains responsive to user demands.

Creating an app is just the start. To truly make it resonate and succeed in the market, you must be in tune with your users. Let Consultmyapp be your guide in this journey. Contact us today to elevate your app's potential.