As a product manager or owner, you are frequently bombarded with questions on data and analytics related to your apps/software products. Well, it is a data-driven world. Scout around the internet, and you will find several insightful articles/blogs on ‘must have app metrics’. Let us guide you to some more useful metrics to track and how to measure product analytics.

1. Why Should a
Product Manager
Look at Metrics?
Simple Guide to App Analytics

2. INTRODUCTIONS
WHAT METRICS YOU SHOULD TRACK ?
1 . As a product manager or owner, you are frequently bombarded with
questions on data and analytics related to your apps/software products.
2 . Well, it is a data-driven world. Scout around the internet, and you will
find several insightful articles/blogs on ‘must have app metrics’.
3 . So much so that the typical top 10 lists range from a listing of 6 to 24
metrics. And of course, there is no dearth of tools for measurement.
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3. Choose
Wisely
Let us take a look at the importance of metrics for an app,
especially in its first version, as well as some useful guidelines on
choosing your metrics.
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4. The key is in choosing a few metrics that are relevant to your
app’s marketing and adoption in the stage of its journey –
rather than any top ten metrics.
Let the stage of your
app define the metric.
4

5. Kaloyan Yankulov.
HeadReach Founder
1. I choose to follow a progressive system
to identify the importance of metrics.
2. This system of selecting KPIs is
remotely based on the AIDA
(Attention, Interest, Desire, Action)
marketing funnel.
3. At each stage, I focus only on 1 or 2
metrics.
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6. His Metrics
● First days to a week after I launch a product I track the top of the funnel
metrics like unique visitors and sessions.
● Once I’m satisfied with the number of top of the funnel visitors the product
gets, I put focus on optimizing the visitor to trial signup conversion rate.
This usually happens by optimizing the landing page: adding demo videos,
testimonials, case studies, answering user objections through better copy,
making our pricing as clear as possible, etc.
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7. His Metrics - Contd.
● Next stage is all about activation or delivering customer value as quickly as
possible. With HeadReach that usually is pretty quick. From a couple of
minutes up to 3 days. For other apps, the “Aha!” moment takes longer so
take that into consideration when evaluating that stage. Activation metrics
are very different for every startup. In our case, activation metric is the
number of searches and email credits used.
● At that phase, we track how many trials convert to paying customers.
● At the last phase, we track retention rates.
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8. ● The way your app is going to make money would also guide the choice of
metrics.
● For example, if an app relies on ads to make money, the amount of time a user
spends in that app is more critical than the total number of downloads. Ads do
work well when users spend a significant amount of time in the app.
● Similarly, if the app relies on In-App Purchases, knowing which screen has
users spending the most time can help you use that screen to display most of
your In-App Purchase upgrades.
Let your business model define
the metrics.
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9. ● This is another simple way to choose the metrics. The type of the app –
transactions, gaming, social network, education, etc. – will determine the key
business objective of the app, i.e., sign-ups / downloads/ purchases/interaction.
● This would, in turn, help you choose the one top metric that you gotta track.
● For example, the total amount of time spent in a banking app is not such an
important metric compared to the number of users, which would be the
opposite in a marketplace/shopping app.
Let the character of your app
define the metric.
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10. 1. Retention rate
As the number of customers returning to
the site/app shows their interest in the
app and the overall usability, which will
drive growth and popularity.
Critical metrics to the
success of an app
2. Cost per acquisition
Since this metric shows the financial
viability of the app and drives key
business decisions.
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11. “ This article is originally
published at
www.hakunamatata.in
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12. 12
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