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Everything web marketers need to
MOBILE METRICS 101	
  
know about app analytics
MEETYOUR HOSTS	
  
Annum Munir
Content Marketing Specialist

@annummunir
Lucy Orloski
Marketing Director

@elleyo
#AppAnswers
AGENDA	
  
#AppAnswers
1.  The Mobile Shift
2.  Customer Journey on the Web vs.
in Apps
3.  Web vs. Mobile Analytics

4.  Key Takeaways, Next Steps, Q&A
Lesson 1: Awareness Metrics
Lesson 2: Engagement Metrics
Lesson 3: Conversion Metrics
MOBILE SHIFT	
  
#AppAnswers
The
Let’s take a quick stroll down memory lane...
#AppAnswers
1970
 2010
1990
First personal
computer
#AppAnswers
1970
 2010
1990
First personal
computer
World Wide Web
#AppAnswers
1970
 2010
1990
First personal
computer
World Wide Web
First smartphone
#AppAnswers
1970
 2010
1990
First personal
computer
iPhone
World Wide Web
First smartphone
25	
  
The web is
years old
10	
  
Apps are younger than
years old
During that time...
	
  
#AppAnswers
#AppAnswers
2000
 2011
Website popularity has exploded
Total number of websites online
Internet Live Stats, 2014
But recently…
	
  
#AppAnswers
#AppAnswers
2012
 2014
Website growth has stalled
Total number of websites online
Internet Live Stats, 2014
#AppAnswers
While app popularity is skyrocketing
Apple’s App Store reached
60 billion downloads in <5 years
Apple, 2013
#AppAnswers
Time spent within mobile apps now
EXCEEDS desktop web access
Marketing Charts, 2014
Total minutes per month in the US
2013
 2014
1 in 5
people in the world
own a smartphone
BI Intelligence, 2013
1 in 5
people in the world
own a smartphone
1 in 17
people in the world
own a tablet
BI Intelligence, 2013
21%	
  
Overall time in app
Localytics, 2014
This is the
MOBILE
SHIFT
This is the
MOBILE
SHIFT
First, understand the
metrics that matter
Wait a minute…
	
  
#AppAnswers
Why don’t
web metrics
work for
mobile apps?
Q
On the web…
	
  
#AppAnswers
1) Google keyword search
Important web metrics:
•  SEO
•  Site traffic
•  Number of visitors
2) Website exploration
Important web metrics:
•  Number of pageviews
•  Pages visited
•  Time on site
•  First conversion offer
3) Nurturing emails
Important web metrics:
•  Delivery rate
•  Open rate
•  Click rate
4) Reconversion > sales pitch > purchase
Important web metrics:
•  Number of conversions
•  Most recent conversion offer
•  Close date
•  Purchase amount
•  Revenue per visitor
In apps…
	
  
#AppAnswers
1) App store search Important mobile
metrics:

•  ASO
•  Category rank
•  App rating
2) App listing review >
download Important mobile
metrics:

•  Number of visits to app
listing page
•  Downloads
•  Users
Important mobile
metrics:

•  Session length
•  Screens viewed
•  Time in app
•  Time on screens
3) App exploration
Important mobile
metrics:

•  User segments
•  Open rate
•  Click-through rate
•  Session interval
•  MAUs
4) Nurturing push and in-
app messages
Important mobile
metrics:

•  Conversion events
•  CTA click rate
•  Funnel completion 
•  Funnel drop-offs
•  LTV
•  Retention rate
5) Events and ultimate in-
app action completed
WEB VS. MOBILE
ANALYTICS	
  
#AppAnswers
Lesson 1: Awareness (TOFU) Metrics
How visible is your app?
#AppAnswers
Metrics to Evaluate Awareness
(On the web) (In apps)
1 Site traffic	
   Downloads	
  =	
  
•  Number of people who install your app

•  Helps evaluate SEO, ASO, and acquisition
campaigns

•  Does not show you long term value of users
#AppAnswers
Metrics to Evaluate Awareness
(On the web) (In apps)
2 Visitors	
   Users	
  =	
  
•  People interactively using your
app (not just visiting it)

•  Tracking and understanding
users helps you:
-  Build segments
-  Elicit deeper engagement
-  Launch targeted app marketing
#AppAnswers
Metrics to Evaluate Awareness
(On the web) (In apps)
3 Web Pages	
   Screens	
  =	
  
•  User navigates between app screens
•  Responsive to touch, shorter than a webpage,
functional or instructional
#AppAnswers
Metrics to Evaluate Awareness
(On the web) (In apps)
4 Pageviews	
   Sessions	
  =	
  
•  Counted from app open to app
close

•  One uninterrupted period of
interaction in which a user is
actively using your app
These are the foundational app metrics.
•  Downloads
•  Users
•  Screens
•  Sessions
WEB VS. MOBILE
ANALYTICS	
  
#AppAnswers
Lesson 2: Engagement (MOFU) Metrics
How are people using your app?
#AppAnswers
Metrics to Evaluate Engagement
(On the web) (In apps)
1 Monthly Unique
Website Visitors	
  
Monthly Active
Users (MAUs)	
  =	
  
•  Number of people who have opened your app
at least once within the last 30 days

•  Look for trends (going up or down?)
#AppAnswers
Metrics to Evaluate Engagement
(On the web) (In apps)
2 Target Audience	
   User Segments	
  
=	
  
•  Groups of users (based on shared characteristics or
actions)

•  Essential for personalizing app marketing campaigns
and sending targeted messages
#AppAnswers
Metrics to Evaluate Engagement
(On the web) (In apps)
3 Time on Page	
   Time on Screen	
  
=	
  
•  How much time someone spends on a screen
- Also measure number of screens per session

•  Investigate which screens:
-  Users visit most
-  Spend the most time on
-  Navigate away from quickly
#AppAnswers
Metrics to Evaluate Engagement
(On the web) (In apps)
4 Time on Site	
   Session Length	
  
=	
  


•  Period of time between app open and close

•  Closely related metrics
- Number of sessions (how frequently are users returning to
your app?)
- Session interval (how much time that passes between
sessions?)
By the way…
	
  
#AppAnswers
Session intervals vary
by app type
Median hours between first and second session
Localytics, 2014
0hours
30hours
These are the interaction-focused app metrics.
•  Monthly active users
•  User segments
•  Time on screen 
•  Session length
WEB VS. MOBILE
ANALYTICS	
  
#AppAnswers
Lesson 3: Conversion (BOFU) Metrics
Are your users taking meaningful actions
and becoming loyal customers?
#AppAnswers
Metrics to Evaluate Long-Term Value
(On the web) (In apps)
1 Conversions	
   Events	
  =	
  
•  Actions taken by users in app 

•  Key events move people towards “ultimate” in-app
action

•  Examples:
-  Checkout completed, article read, video played
#AppAnswers
Metrics to Evaluate Long-Term Value
(On the web) (In apps)
2 Bounce Rate	
   Funnel Drop-Off
Rate	
  =	
  
•  A funnel is a series of key
events that lead to
“ultimate” in-app action

•  Look at drop-offs (and
conversion rate) at each
step
#AppAnswers
(On the web) (In apps)
3 Cohorts	
   Cohorts	
  =	
  
•  Segments of users engaging with your app, based on
the date of their first visit 

•  Groups of people who first downloaded your app in X
month, and what they went on to do later

•  Highlights most engaged and valuable users over time

Metrics to Evaluate Long-Term Value
#AppAnswers
(On the web) (In apps)
•  You can split out cohorts by:
-  Device
-  Segment
-  Campaign
-  Custom dimensions

•  Monitor changes to retention as you launch new app
updates

Metrics to Evaluate Long-Term Value
3 Cohorts	
   Cohorts	
  =	
  
#AppAnswers
Metrics to Evaluate Long-Term Value
(On the web) (In apps)
4 Revenue Per
Visitor	
  
User Lifetime
Value (LTV)	
  =	
  
•  Represents how much each user is worth in their
lifetime

•  Captures financial worth over time in terms of loyalty
and evangelism

•  Primary app revenue metric (various formulas)
These are the ROI-driving app metrics.
•  Events
•  Funnel drop-off rate
•  Cohorts
•  User lifetime value
Use app analytics to power
smart app marketing.
How do you make your app loveable?
#AppAnswers
Using App Analytics to do Smart Marketing
(On the web) (In apps)
Email Marketing	
  
Push & In-App
Messaging	
  =	
  
•  Push notifications:
-  For re-engaging latent users
-  Delivered to home screen

•  In-app messages:
-  For moving users through key
app funnels
-  Rich design capabilities
#AppAnswers
Using App Analytics to do Smart Marketing
#AppAnswers
(On the web) (In apps)
Content Marketing	
   Context Marketing	
  
=	
  
•  Highly targeted, relevant, and
personalized app marketing

•  Tailor push and in-app messages
to take both in-app and outside-
of-app behavior

Using App Analytics to do Smart Marketing
#AppAnswers
Using App Analytics to do Smart Marketing
Use these tactics to grow your happy user base.
•  Push & in-app messages
•  Context marketing
Remember, the world is going mobile and
the future is app-driven.
#AppAnswers
Get Ready for the App-Driven Future:
Download the Advanced Guide to App Analytics &
Marketing 
	
  
DOWNLOAD
EBOOK NOW
	
  
Q & A	
  
#AppAnswers

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