2024's Must-Know Metrics for Mobile App Engagement
What are the objectives of an app when it comes to Google Play Store or App Store? Well, those are:
-
Download the app
-
Use the app
-
In-app purchase
However, these should not be confused with user engagement metrics. Rather, the user engagement metrics help you drive these results.
Now, you must be curious to know exactly what user engagement metrics are. How do they help you drive these results?
Why should you learn about user engagement metrics?
Around 2.44 million and 1.8 million apps are currently available on Google Play store and App Store respectively. As you can see, competition in the app stores is fierce.
Hence, to stand out in the competition, you must understand your users and how they feel about your app. And the best way to get these insights is to learn through the app engagement metrics.
How do they help you?
App engagement metrics refer to the interaction between users and your app. In simple words, it tells you about the user journey on your app such as the time they spend, pages they like or dislike, and interactions with app features.
Essential mobile app engagement metrics
The following are essential terms for understanding mobile app engagement. However, all of them may not apply to your business app, but knowing these metrics will guide you to do your best in your campaigns.
User retention rate
User retention rate is the percentage of users who keep using a product or service over time. It measures the ability of a business to retain its users and indicates the level of satisfaction and loyalty among its user bases.
Retention also called stickiness, the more retention your app has, the better opportunities you will have to convert users into customers. To maintain the user retention, you can employ push notifications.
“User Retention Rate= (E−N /S) ×100“
Where:
-
E is the number of existing users at the end of a period (usually a month).
-
N is the number of new users acquired during that period.
-
S is the number of users at the start of the period.
User churn rate
User churn rate, also known simply as churn rate, is the percentage of users or customers who stop using a product, service, or platform over a specific period.
It is the opposite of user retention rate and is often used as a metric to assess customer attrition and the effectiveness of retention strategies.
Though it’s normal for users to churn over time, it becomes problematic when your top-revenue-generating users churn. Such an event hurts your business.
“Churn Rate= (Number of Customers Lost/ Total Number of Customers) ×100 “
Where:
Number of Customers Lost: who stopped using the service or product during the specified period.
Total Number of Customers: The total number of customers at the beginning of the period.
Average session length
Average session length refers to the average amount of time that users spend interacting with a product, service, or platform during a single session or visit.
“Average session length: Total duration of all sessions / The number of sessions“
A good session length indicates that users find valuable information in using your app. Opposite to this, a short session length indicates poor app functionality and information.
Session frequency and interval
Session frequency refers to how often users engage with a product, service, or platform within a given period, while session interval refers to the time elapsed between consecutive sessions.
These metrics provide insights into user engagement patterns and can help businesses understand user behaviour and preferences.
Conversion rate
Conversion rate measures the users or visitors who take a desired action. For example, making a purchase, signing up for a service, or completing a form, out of the total number of users or visitors.
It is often used in marketing and sales contexts to evaluate the effectiveness of conversion optimization efforts.
However, conversion can have different actions for different businesses. Yet, it has the most impact on your business revenue and growth.
Most visited (or active screens)
Most visited screens, also referred to as active screens, are the pages, screens, or sections within a product, service, or platform that receive the highest amount of traffic or user engagement.
Identifying the most visited screens can help businesses prioritize content, features, or improvements to enhance user experience and retention.
Bottom line
We hope you find this blog helpful. You can use these metrics to improve your business strategy and engage mobile users better. No matter your industry, providing an exceptional user experience within your app is crucial. Remember to measure these metrics according to your industry standards. Also, check out our Notifly tool for insights into user interaction with your app. Feel free to contact us for more information.
