Looking to Measure the Success of Android App? 6 Metrics That Matter

Having a mobile app idea and turning it into reality is not as easy as it sounds. Releasing an Android application on the market is undoubtedly an accomplishment. But do you know that approximately 22% of mobile apps that downloaded are never used more than once?

You spent enormous time and money on building your application; therefore, it is a must to start accessing that how it is working and doing in the market. But how will you measure the success of your application? How can you know that how it’s doing?

Here, we have listed six highly useful metrics that can help you to measure the success of your app. These below-mentioned metrics are critical to consider to know how your app is performing.

Let’s Have a Look at the 6 Most Useful Metrics To Consider

1. Average Revenue Per User

Android App Success - Point 1As you know that Average Revenue Per User (ARPU) is the amount of revenue each of your active users contributes. To calculate the average revenue per user, you can follow this below-mentioned formula:

  • ARPU = Total Revenue Generated While a Specific Timeframe / Total Number of Active Users While a Specific Timeframe.
For every single mobile category and revenue model, calculating ARPU is rather varied; therefore, comparing to determine the success of app becomes a useless option. Though, there are some types of comparisons that possible and deliver the usefulness of your application.

In terms of revenue models, the ARPU will help you to know more about the revenue being general as your advertisement campaigns, subscriptions, in-app purchases for making comparison easy.


2. App Retention Rate

Android App Success - Point 2Retention Rate is the estimation of the total percentage of users, who return to your application, considering the date of their first visit. You will be able to also know that how many customers you are losing to churn.

Also, known as cohorts, tracking retention highlights the most engaged and valuable users and generating better targeting capabilities, enabling you to track in-app purchase by engagement level. To determine the retention rate of your app, there are two formulas that can be used – aggregate retention and retention over a specified time.

  • Aggregate Retention: To calculate aggregate retention, you need to divide the number of monthly active users over the total number of app installs during the same period.
  • Retention Over a Specific Time: It requires you to have a total number of users you have managed to retain at the end of a given period that can be divided by the total number of installs at the beginning of that given time.
An application can retain on average 40% of its total users after one month and inadequate 4% at the end of a year. Knowing retention rate of your app is essential as it indicates the current user-base.

3. Cost Per Install (CPI) & Cost Per Loyal User (CPLU)

Android App Success - Point 3Talking about the Cost per Install (CPI), it is estimated by tracking ‘paid installs’ rather than organic installs. For example, the acquisition costs for all those users, who have installed your app in response to seeing an advertisement.

As per the Fiksu, the CPI on Android decreased to $1.91, dropping 30 percent in August but increasing by 103 percent from last year.

Whereas the Cost Per Loyal User is the calculation of acquiring a loyal user for marketed applications. Loyal users of your app are those, who open your app at least three times. It is calculated by dividing the advertisement expenses over the number of new loyal users that acquired in response to ads.

In addition to this, the CPI and CPLU can be used ideally when combined with ARPU to calculate the return on investment for your paid campaigns.

4. App Session Intervals

Android App Success - Point 4The application’s session intervals measure how often your app users are returning to your application. By measuring session intervals, you can determine how engaging your users are with your app. In short, session intervals measure the time between a user’s sessions.

It is good if users are having short session intervals. As it means that they are not waiting too long to use your app. If you came to determine the particular lapsed time between the sessions per user segment, you could do optimize the UX to prompt regular opens.

If you wanted to improve your session intervals metric, you can try to make your application part of your users’ routine. By giving a valid reason to your users, you can boost their interaction with your app.

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5. App Churn Rate

Android App Success - Point 5Churn rate is the companion metric to retention. This metric measure the percentage of users, who stop using your application. Churn rate plays a very significant role when your most active users, who stopped using your app.

Though it also lets you know about the new and occasional users, but top revenue-generating users are extremely important for your app. Depending on the type of application you have, churn rate varies, but Localytics researched on it and found that in the first month, 58% of users churn with the average reaching 75% by the third month.

6. App Event Tracking

Android App Success - Point 6When it comes to talking about the Android app event tracking, it monitors how users interact with unique features and flow in your application. It is more specific than examining that screens your user’s visit.

Rather than event tracking, you are analyzing the real actions that users are taking with your app. Some of the examples of events comprise sharing content with a friend, reaching a certain point in a game and making a purchase.

You need to be careful about different events like which events make the most sense for your app. However, the events that you track need to be direct indicators of your app’s goals.


The Useful Android Apps Worth Downloading

Above mentioned six metrics are highly important to measure the success of your application. No matter what type of application you have for your business, these six metrics can help to know how engaging users are with your app. If you also have an Android based app for your business, you want to measure its success ratio, do follow these metrics.

This article is written by Sohel Ather. He is a consultant & blogger at Space-O technologies Company, he writes about the latest technologies and mobile applications and he has shared lots of innovative ideas of Mobile App and android application development at various technology blogs. Follow him on LinkedIn.

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