Basics of mobile analytics. Don't miss the fundamental metrics to track your app users.

1. You Cant Miss!
Mobile Metrics 101

2. The discovery and communication of
meaningful patterns in data.
Analytics

3. Mobile Marketing Platform
A platform that can let you send
push notifications and in-app
messages (offers/surveys etc).
Analytics Segments Messaging

4. Data
Sessions
Page Views
Pre-defined Data Custom Event Data User Profile Data
Add to cart
Checkout
Name
Age
Gender
Generic to every app
Specific to app
User specific data

5. User Profile
Age, Gender, Name, Location, Score, DOB,
Interests, Account Type, Buddies Count,
Level, maritalStatus, language, country,
pinched, orientation, joined date, carrier,
device, phone, version.

6. Events
Everything the user does on the app!
Add to cart, Checkout, Invite, Like, Share, Book, Post……

7. Events Attributes
Add to cart
Item No., qty, category, price

8. Users/Downloads
Total Users/Installs: All users that downloaded and opened the app at least once
New User: A user that has installed and opened the app for the first time in the
defined time duration.
Active Users: All users that had at least one session in the defined time period
DAU: All users that opened the app at least once in the day
MAU: All users that opened the app at least once in the month
Uninstalls: Cannot be captured by any platform.

9. Sessions
Session: Each time the user opens the app
Total Sessions: Sum of number of sessions in a time period
Unique Sessions: Sum of sessions in a time period but counted once for a user.
Session Length: Session length is measured as the period of time between app
open and close
Session Interval: Session interval is the time between the user’s first session and
his or her next one
Time in the app: how long a user was in your app over a period of time

10. Screen Views
Screen Views/Page Views: Each time a user lands on a screen
Flows: The order of screen the user navigates through the app
Drop Offs: Number of sessions that end at a particular screen
Exit Percentage: Percentage of sessions ending at a screen as
compared to total.
Time on screen: Time spent on a screen

11. Retention
Number of users who return on Day N out of the one’s who came on
Day 0.
For e.g.
Day 1: 100 users (cohort)
Day 7: 30 users of the day 1
Retention = 30%

12. Funnels
All Users who clicked on “View Product”
Clicked on “Add To Cart”
Clicked on “Checkout”
Purchased
30%
Conversion rate
500
250
220
20

13. Attribution/Acquisition
Deeplinks:
Deep links specify a location in an app that corresponds to the content you'd like
to show. It can take a user to a specific screen on your app.
Attribution Reports:
Reports by source of the user, i.e where did the user come from (facebook,
twitter, ad platform etc)

14. ASO?
App store optimisation is the process of
improving your app’s visibility/ranking in the app
store.
First step to succeed in mobile app marketing.
App name/App Title
App Description
Category Selection
Demo Video
Keywords
Meta Data
Following elements could be
manipulated to manage ASO

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