With your mobile app now launched in the Apple App and Google Play Store, it is important for you to measure its success, and continue to make improvements in order for your app to remain successful. Your mobile app needs to engage users continuously, and in order to do that, you need to measure the right metrics, and make improvements accordingly. The following are some metrics you should be aware of when measuring the success of your mobile app.

Number of Downloads

The easiest way to measure your mobile app’s initial success is to see how many users download it, as one of the main goals when almost any app launches is to attract a broad user base. You can also look for trends among those that download your app which will help dictate your marketing decisions in the future. For example, looking at the source of downloads, as well as what day of the week the majority of downloads happen, can help you evaluate the effectiveness of your app marketing efforts and make adjustments, if needed, in the future.

Total Number of Users

While knowing the number of downloads your app has will help, you need to dig deeper in order to find out how successful your mobile app really is. Finding out the number of actual users, new and old, that your app has can help you build better engagement by giving you insight into who your users are, and their habits when it comes to your mobile app. Users can be broken down by Daily Active Users (DAUs) and Monthly Active Users (MAUs). 

DAUs will show how many users your app has in relation to the day of the week (or month), showing each individual using the app that day, not the number of sessions, as each user is counted only once. MAUs will show the number of unique people using your app over the course of one month, or the previous 30 days. You can also use DAU and MAU numbers to calculate the stickiness ratio of your app. Stickiness is how often users come back to your app, and can be calculated by dividing DAU by MAU, and multiplying the result by 100 to get a percentage. The higher the percentage, the better, as that means users are coming back to your app at a higher rate. Ideally, you want this number to increase over time, as that means your mobile app is gaining more loyal users who find your mobile app useful in their everyday lives.

Average Session Length

This tells you how much time a typical user is spent using your mobile app in a single session. This is useful information, as you want to know how engaged users are when they interact with your app. You want users to spend time on your app, especially if it is something like a game or e-commerce platform, rather than rather than closing it after just a few seconds. As with most of the metrics mentioned in this article, you can track average session length using analytic platforms such as Google Analytics or Apple Analytics.

Retention Rate

Your retention rate measures the number of users who reengage with your app after a certain amount of time, normally thirty days. It is important to understand and track this number, as it gives you insight into the future success of your mobile app. The average app retains about 40% of its users after 30 days, so any number around that is a good place to start. Your retention percentage can be calculated by dividing the number of user retained at the end of 30 days by the total number of users at the beginning of the time period, and then multiplying that number by 100. Users get bored easily, so improving your retention rates will be one of the biggest challenges you face in maintaining the success of your mobile app. 

Ratings & Reviews

This is the easiest, most obvious, and arguably most important measure of your app’s success, as almost everyone looks at an app’s rating before downloading it. You can also use reviews to find common themes that may help you improve your feature offering, or make UI/UX changes that make your app more appealing to new and existing users. While there are successful apps out there with less than stellar reviews, they are typically outliers, as most new apps cannot succeed with poor reviews and ratings.

Once your app is released into stores, it is important to measure its success by going through mobile analytics, and to do this you need to understand what you are looking for and how to interpret it. Once you understand the metrics, you can use the data to make the improvements that will increase user adoption and retention, and grow the success of your mobile app.

Wve Labs
Jan 07, 2020