The document is a beginner's guide for tracking app metrics and distribution, emphasizing the importance of setting objectives, choosing relevant metrics, and using the right tools. Key metrics to focus on include app usage, ARPU, retention, LTV, and user feedback, with recommended analytics tools for each. It also covers strategies for app distribution through organic and paid methods, the significance of app store optimization, and ways to engage with users for positive reviews.

1. APP METRICS & DISTRIBUTION
GUIDE FOR BEGINNERS
By Deepak Abbot (Twitter @deepakabbot)

2. Before you begin
• Set your short & long term objectives
• Zero down on metrics you want to track
• Create benchmarks
• Implement appropriate tools/SDK
• Make it clear to all team members

3. 5 Key Metrics to track
• App Usage
• ARPU
• Retention
• LTV
• User Feedback

4. App Usage
• Daily Installs
• Uninstall Rate
• Active Users
• Time Spent
• Active Sessions
Tools to Use:
1. Flurry
2. Google Analytics
3. MobileAppTracking
4. Mixpanel
5. Apsalar
6. Localytics

5. ARPU
• Total Revenue/Active Users
Or
• Total Revenue/Total Users
Tools to use
• Google Analytics
• Flurry
• Hasoffers
• Apsalar
• Localytics
Important Tip:
Must enable
deep linking in
your apps

6. User Retention
• 1 minus churn%
• One, Seven & 30 days retention
Retention rate indicates
• Loyalty
• Stickiness
• Daily value

7. LTV
Extremely Simple Way for beginners:
(Monthly Revenue per User* Gross Margin per
User) ÷ Monthly Churn Rate
*or use Net Profit
Important Tip:
Must enable
deep linking in
your apps

8. User Experience
• App Store Ratings & Reviews
• Queries
• Crash Rate

9. User Experience
• App Store Ratings & Reviews
• Queries
• Crash Rate

10. Advertising Effectiveness
• CTRs
• eCPM/CPC earned

11. Analytics Tools to Use
• Google Analytics
– Usage Behavior, Source Tracking (Android), Funneling
• Hasoffers MAT/Apsalar/Localytics
– Campaign Tracking, Source Effectiveness, ARPU, LTV
• Mixpanel
– Custom notifications based on behaviors, Cohorts
• Crittercism
– Error & bug monitoring
• Heatma.ps
– Heat map tracking

12. APP DISTRIBUTION
Organic & Paid

13. Before you begin
• Research the app stores – create a list, create
Meta, Images, list of competition
• Get your tools in place for monitoring
• Define your budgets
• Define your success parameters
• Define pricing – Free or Paid or Freemium
(Weigh all models)
• Have a mobile browser site

14. Distribution
• Organic
– ASO
– Reviews & Ratings
– App Stores (inmobi App Publish, Air-watch)
– OEM
– Link Exchange
– Social Media
– Influential Brand Ambassadors
• Paid
– OEM
– Reviews
– Ad-networks
• Incent
• Non-Incent

15. ASO
• App Title
• Description
• Content & formatting
• Screenshots
• Reviews
• Inbound Links

16. Reviews & Ratings
• Encourage users to rate you
• Give incentive to review
• Respond to all reviews
• Avoid negative review – (use Apptentive or
Appsfire)

17. Go Wide
• There are 100 Android App stores worldwide –
Don’t leave any
• Use 3rd party services to submit to all

18. OEM/Pre-bundle
• Meet all OEMs – show the value your app can
add to their device
• Don’t go for paid offers

19. Social Media & Others
• Use Twitter/Facebook/Quora/Blogs/Youtube
to the best extent possible
• Engage influential Twitter/Quora users –
submit your app for their feedback/review
• Do extensive PR
• Link/Banner exchange with other Apps
(Linkbuddies, SmartClicks, FreeBanners etc)
• Get your app reviewed

20. ALL THE BEST
Reach out to me at dabbot@gmail.com