The document discusses essential app analytics for web marketers, emphasizing the mobile shift as app usage surpasses desktop web access. It outlines different metrics for awareness, engagement, and conversion, highlighting the need for tailored app metrics that differ from traditional web metrics. The presentation also encourages the use of app analytics for effective marketing strategies, particularly through push notifications and context marketing.

1. Everything web marketers need to
MOBILE METRICS 101
know about app analytics

2. MEETYOUR HOSTS
Annum Munir
Content Marketing Specialist
@annummunir
Lucy Orloski
Marketing Director
@elleyo
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3. AGENDA
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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

4. MOBILE SHIFT
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The

5. Let’s take a quick stroll down memory lane...

6. #AppAnswers
1970
2010
1990
First personal
computer

7. #AppAnswers
1970
2010
1990
First personal
computer
World Wide Web

8. #AppAnswers
1970
2010
1990
First personal
computer
World Wide Web
First smartphone

9. #AppAnswers
1970
2010
1990
First personal
computer
iPhone
World Wide Web
First smartphone

10. 25
The web is
years old

11. 10
Apps are younger than
years old

12. During that time...
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13. #AppAnswers
2000
2011
Website popularity has exploded
Total number of websites online
Internet Live Stats, 2014

14. But recently…
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15. #AppAnswers
2012
2014
Website growth has stalled
Total number of websites online
Internet Live Stats, 2014

16. #AppAnswers
While app popularity is skyrocketing
Apple’s App Store reached
60 billion downloads in <5 years
Apple, 2013

17. #AppAnswers
Time spent within mobile apps now
EXCEEDS desktop web access
Marketing Charts, 2014
Total minutes per month in the US
2013
2014

18. 1 in 5
people in the world
own a smartphone
BI Intelligence, 2013

19. 1 in 5
people in the world
own a smartphone
1 in 17
people in the world
own a tablet
BI Intelligence, 2013

20. 21%
Overall time in app
Localytics, 2014

21. This is the
MOBILE
SHIFT

22. This is the
MOBILE
SHIFT
First, understand the
metrics that matter

23. Wait a minute…
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24. Why don’t
web metrics
work for
mobile apps?
Q

25. On the web…
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26. 1) Google keyword search
Important web metrics:
• SEO
• Site traffic
• Number of visitors

27. 2) Website exploration
Important web metrics:
• Number of pageviews
• Pages visited
• Time on site
• First conversion offer

28. 3) Nurturing emails
Important web metrics:
• Delivery rate
• Open rate
• Click rate

29. 4) Reconversion > sales pitch > purchase
Important web metrics:
• Number of conversions
• Most recent conversion offer
• Close date
• Purchase amount
• Revenue per visitor

30. In apps…
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31. 1) App store search Important mobile
metrics:
• ASO
• Category rank
• App rating

32. 2) App listing review >
download Important mobile
metrics:
• Number of visits to app
listing page
• Downloads
• Users

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

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

35. Important mobile
metrics:
• Conversion events
• CTA click rate
• Funnel completion
• Funnel drop-offs
• LTV
• Retention rate
5) Events and ultimate in-
app action completed

36. WEB VS. MOBILE
ANALYTICS
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Lesson 1: Awareness (TOFU) Metrics

37. How visible is your app?

38. #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

39. #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

40. #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

41. #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

42. These are the foundational app metrics.
• Downloads
• Users
• Screens
• Sessions

43. WEB VS. MOBILE
ANALYTICS
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Lesson 2: Engagement (MOFU) Metrics

44. How are people using your app?

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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?)

46. #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

47. #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

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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?)

49. By the way…
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50. Session intervals vary
by app type
Median hours between first and second session
Localytics, 2014
0hours
30hours

51. These are the interaction-focused app metrics.
• Monthly active users
• User segments
• Time on screen
• Session length

52. WEB VS. MOBILE
ANALYTICS
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Lesson 3: Conversion (BOFU) Metrics

53. Are your users taking meaningful actions
and becoming loyal customers?

54. #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

55. #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

56. #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

57. #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
=

58. #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)

59. These are the ROI-driving app metrics.
• Events
• Funnel drop-off rate
• Cohorts
• User lifetime value

60. Use app analytics to power
smart app marketing.

61. How do you make your app loveable?

62. #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

63. #AppAnswers
Using App Analytics to do Smart Marketing

64. #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

65. #AppAnswers
Using App Analytics to do Smart Marketing

66. Use these tactics to grow your happy user base.
• Push & in-app messages
• Context marketing

67. Remember, the world is going mobile and
the future is app-driven.

68. #AppAnswers
Get Ready for the App-Driven Future:
Download the Advanced Guide to App Analytics &
Marketing
DOWNLOAD
EBOOK NOW

69. Q & A
#AppAnswers