What metrics do you track in your mobile app?

1 Downloads and installs

The first and most obvious metric to track is how many people download and install your app. This metric tells you how popular and visible your app is, and how effective your app store optimization and marketing campaigns are. However, downloads and installs alone do not indicate the quality or success of your app. You also need to look at other metrics that show how users engage and retain with your app.

2 Active users

Active users are the number of people who use your app within a certain period of time, such as a day, a week, or a month. This metric helps you understand how frequently and consistently your app is used, and how loyal your user base is. You can also segment your active users by different criteria, such as location, device, or behavior, to gain more insights into your user segments and personas.

3 Session length and frequency

Session length is the average amount of time that a user spends on your app in a single session. Session frequency is the average number of sessions that a user has on your app in a given period of time. These metrics measure how engaging and relevant your app is to your users, and how well it meets their needs and expectations. You can also compare these metrics across different app versions, features, or user groups to identify what works and what needs improvement.

4 Retention and churn

Retention is the percentage of users who return to your app after their first session, or after a specific period of time, such as a day, a week, or a month. Churn is the opposite of retention, and it is the percentage of users who stop using your app after their first session, or after a specific period of time. These metrics indicate how sticky and valuable your app is to your users, and how well you can retain them over time. You can also calculate the retention rate and churn rate for different cohorts, or groups of users who started using your app at the same time.

5 Conversion and revenue

Conversion is the percentage of users who complete a desired action or goal on your app, such as signing up, making a purchase, or sharing content. Revenue is the amount of money that your app generates from your users, either directly or indirectly. These metrics measure how effective your app is at driving business outcomes and generating value for your users and yourself. You can also track the conversion rate and revenue per user, per session, or per source, to optimize your app monetization and marketing strategies.

6 User feedback and ratings

User feedback and ratings are the qualitative data that you can collect from your users through surveys, reviews, ratings, comments, or other methods. This metric helps you understand how satisfied and loyal your users are, what they like and dislike about your app, and what they want or need from your app. You can also use this metric to identify and fix bugs, issues, or errors, and to prioritize and implement new features or improvements.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?