Interested in using mobile apps to engage your customers? Want to learn how you can can calculate some simple ROI metrics to validate the cost?

1. MOBILE APP
ROI METRICS
ACTUALLY MATTER
THAT

2. MOBILE APPS HAVE
BECOME A CRUCIAL
PART OF A BUSINESS’S
MARKETING STRATEGY.

3. UNFORTUNATELY, MANY ARE
STILL FIGURING OUT HOW
TO MEASURE THE ROI OF
MOBILE.

4. READY TO PROVE TO ROI OF
YOUR MOBILE APP?
LET’S START!

5. 1
USER ACQUISITION COST

6. What It Is: This metric will show you exactly
how much money you are spending to get one
mobile customer.
Why It Matters: Compare this number with
your other marketing efforts to see how much
you are spending to acquire customers.
1.1) User Acquisition Cost

7. Total Cost Of Mobile App: $5,000
Number Of App Users: 1,000
Calculation:
$5,000 / 1,000 App Users =
1.2) User Acquisition Cost
$5 Per New Mobile Customer

8. How To Improve This Metric: The more users
that download your app, the lowers the
acquisition cost. Continuously market your
app to customers to ensure you continue
getting new downloads.
1.3) User Acquisition Cost

9. 2
PERCENT OF NEW LEADS

10. What It Is: This calculation will help you
determine how many of your leads were
generated from your mobile app.
Why It Matters: Knowing how many leads
came from a specific place will help you
decide where to focus marketing efforts.
2.1) Percent Of New Leads

11. Total New Leads Per Month: 500
Mobile App Leads Per Month: 50
Calculation:
500 Leads / 50 Mobile Leads =
2.2) Percent Of New Leads
10% Of All Leads Were From Your App

12. How To Improve This Metric: Put items in
your app that are redeemable. Give customers
unique reasons to use your app with with your
business.
Making these time sensitive can sometimes
encourage immediate action from customers.
Ensure the offer is interesting and worthwhile.
2.3) Percent Of New Leads

13. 3
PERCENT OF MOBILE
INFLUENCED CUSTOMERS

14. What It Is: Use this calculation to see how
many of your customers made a purchase
because of your mobile app.
Why It Matters: This metric will further help
you understand the buying behavior of
customers and which ones are use your
mobile app.
3.1) Percent Of Mobile Influenced Customers

15. Total New Customers Per Month: 200
Customer Who Used Your App: 20
Calculation:
200 Customers / 20 Mobile Users =
3.2) Percent Of Mobile Influenced Customers
10% Were Influenced By Mobile

16. How To Improve This Metric: Like the first
metric, you must increase your app
awareness. Possibly launch a ongoing
marketing camping to ensure all your new and
loyal customers know about and download
your app.
3.3) Percent Of Mobile Influenced Customers

17. 4
USER RETENTION RATE

18. What It Is: You can use this number to see
how many customers are coming back to your
app after downloading it.
Why It Matters: If customers only use your
app once, you need to know that so you can
figure out why then fix the problem.
4.1) User Retention Rate

19. Number Of App Requests: 20,000
Number Of App Users: 1,000
Calculation:
20,000 Requests/ 1,000 App Users=
4.2) User Retention Rate
Average 20 Requests Per User

20. How To Improve This Metric: You need to
make sure your app has great content to begin
with, but also refreshing that content and
giving users a reason to come back is very
important in building mobile loyalty.
4.3) User Retention Rate

21. 5
AVERAGE SESSION LENGTH

22. What It Is: This metric does not require a
calculation, but it will help you understand
how your app is being used.
Why It Matters: Like the previous metric, you
need to ensure customers are not only coming
back but also spending a decent amount of
time inside your mobile app.
5.1) Average Session Length

23. How To Improve This Metric: Make sure your
app has enough content to keep someone
around for at least a couple of minutes. If your
app is shallow, customers will leave quickly.
5.2) Average Session Length

24. WHEN CREATING YOUR
MOBILE APP. BE SURE TO
USE IN-DEPTH ANALYTICS SO
YOU CAN TAKE FULL
ADVANTAGE OF MOBILE.

25. WHAT DO YOU THINK?
WHAT ROI METRICS ARE
IMPORTANT TO YOU?

26. TALK TO US TODAY.
Everything your business needs to
own an mobile app.
• Be with your customers everywhere
they go.
• Track performance with our in-depth
analytics.
• You do not have to build, design or
maintain your app, we take care of
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READY TO MAKE MOBILE WORK FOR
YOUR BUSINESS?