The Best Metrics to Look At When Measuring User Engagement
Development and roll out of any app is just the beginning in a very long process of acquiring new customers and building fruitful relationships with existing users to drive application Measuring User Engagement. The app industry and audience is not only moving at a rapid pace but today’s consumer also swiftly change their minds and tastes.
In order to ensure app success the stakeholders of the application have to have the right kind of performance metrics that increase the value delivered. And by the right metrics we mean the metrics that show how much promise is the application delivering to the users of the product. This being said not all matrices are the right ones for you, rather it depends on the scope and the type of application in consideration.
By effectively measuring and understanding these KPIs you would be able to keep your customer coming back to your app, be more engaged and you can also stop your existing consumer base to abandon your product altogether.
So if you have never measured the success of a mobile app before, this an area that you are going to need to get into. So these are some important Measuring user engagement measuring metrics one should look at.
When you are acquiring new users you would definitely want to look at who is actually downloading your app, what channels are the most effective at acquisition, where do most of the high-quality users belong to.
If we further break this metric down one would also want to look at new users and active users. This is important as you would want to make sure that you’re not just acquiring new users but in actuality, one would want a steady stream of users actively using an app.
A lot of marketers do a good job bringing in people to the download page, getting people to install the app and then not put much effort to gauge if the newly acquired users would actually stick around long-term.
Now, this is really important when we talk about apps, if people download your app, use it one and never use it again then you have actually failed.
Demographics and Acquisition Channels:
When it comes to app acquisition demographics paly a really important role, the stakeholders of the app would really want to look at where people are coming from or are present when they are using your app.
Whether you have an android or an iOS app the channels that your users come from are really important and if you are looking at web analytics already these will be familiar to you. As you can see acquisition sources from search, from email campaigns. You would know what marketing strategy is working the most for your app’s success.
Engagement metrics are really important because as I said before if people download your app and use it only once, it’s considered a total failure in the application life cycle.
These are the reports that we can find in Google Analytics but certainly no matter what kind of app analytics platform one is using there will be visualization tools that marketers can look at that define how people navigate through an app, the screen time per user and what screens people like to look at the most.
If we further break down Measuring User Engagement flow there is a metric called App Screen that can be really handy when assessing what part of your app people like to visit the most or a feature that is the audience favorite.
Loyalty and Retention:
This aspect is really essential, so whatever app analytics you are using you would want to be looking at loyalty reports to determine who is launching your app not just one or two times but over a period of time you can assess how much does a single specific user launched your app repeatedly.
With this analytic marketers get the ability to properly gauge how much your user likes to app. So if you have people download your app but you notice that those same users aren’t very loyal or are not launching the app a lot of times then you are better off reevaluating you application before you go out and acquire more customers.
There is nothing worse than spending more money on acquisition of new consumers when the already existing consumer bucket is leaking.
App Sales and Monetization:
These metrics are also known as outcome metrics and they present a holistic picture about how much have you been able to achieve with your app.
So outcomes, similar to web are really the conversion areas for your app where we are actually measuring the return the app has been able to provide. Things like app sales, which means if people are actually buying your app that would show up in the app sales matric.
Ad monetization is another metric for you to look at if your app contains monetization for ads, which is a great way to monetize your apps. Especially if you have a game this is a really great way to make money for your app. Through the use of this metric you would want to determine how you can maximize you ad revenue without being intrusive.
In-App Purchases and Goal Conversions:
You would also want to consider in-app purchases, so if you are a game you can earn through in-app purchases if you want your users to unlock extra content and gear then in-app purchases are a great way to do that.
So one would have to measure in-app purchases and determine which in-app purchases are sticky. But if you are an app that don’t sell anything goal conversions is the metrics for you to look at. Goal conversions for an app let’s say ETrade would be to have the maximum amount of user visit the trade screen or any other action that the user performs in the app comes under goal conversions.
Steven is the Digital Content Producer at CMOLDS behind Custom iOS App Developers for Hire,& Game App Developers helping small enterprises in leveraging the latest technologies.Steve loves to write on topics that cover modern technologies including, Blockchain, AR/VR, AI, Digital Marketing, and more.