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

MEETYOUR HOSTS
Annum Munir
Content Marketing Specialist
@annummunir
Lucy Orloski
Marketing Director
@elleyo
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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

MOBILE SHIFT
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The

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

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1970
2010
1990
First personal
computer

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1970
2010
1990
First personal
computer
World Wide Web

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1970
2010
1990
First personal
computer
World Wide Web
First smartphone

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1970
2010
1990
First personal
computer
iPhone
World Wide Web
First smartphone

25
The web is
years old

10
Apps are younger than
years old

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

But recently…
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2012
2014
Website growth has stalled
Total number of websites online
Internet Live Stats, 2014

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

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

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

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

21%
Overall time in app
Localytics, 2014

This is the
MOBILE
SHIFT

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

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

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

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

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

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

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

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

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

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

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

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

How visible is your app?

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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

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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

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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

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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

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

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

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?)

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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

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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?)

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

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

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

Are your users taking meaningful actions
and becoming loyal customers?

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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

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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

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(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

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(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
=

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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)

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

Use app analytics to power
smart app marketing.

How do you make your app loveable?

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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

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Using App Analytics to do Smart Marketing

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(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

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Using App Analytics to do Smart Marketing

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

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

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

Q & A
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