A study by AppsFlyer<\/a> found that 28% of apps get uninstalled in the first 30 days. The first seven days are particularly crucial because 70% of all uninstalls happen within that time frame. If you want users to keep your app installed on their devices, you have seven days to convince them that your app provides value:<\/p>\n In tracking the total number of users, there are two things you should check:<\/p>\n Knowing the number of downloads can help you assess the performance of your marketing campaigns. If you know where your new users are coming from, you can also determine where you should direct your marketing efforts to ensure new user growth.<\/p>\n These metrics show the number of people who use the app regularly rather than those who only downloaded it. They give you a clear baseline understanding of your app’s growth and its usability<\/a>.<\/p>\n Suppose your active users (daily active users, weekly active users, and monthly active users) are always on an upward trajectory. In that case, it is a sign of your app\u2019s good health and, therefore, profitability. The number of active users on the app should be higher than that of new users. That is desirable because it indicates there are recurring users on your app.<\/p>\n With the active users metric, you can also determine a marketing campaign’s effectiveness or ineffectiveness. For instance, a sudden increase in the number of active users following a push notification campaign may indicate that this is effective.<\/p>\n Additionally, seek to find out which days your customers are most active on your app, because this is when you can upsell to a more advanced plan, offer discounts and exclusive deals, or ask them to encourage their friends to download your app too.<\/p>\n You should also look at more in-depth data per active user to develop conversion-focused campaigns. This in-depth data can be their demographics and in-app spending, among others.<\/p>\n The active users metric can also help you determine other vital metrics such as lifetime value and retention rate. We\u2019ll look at these metrics in more detail later.<\/p>\n Apart from push notifications, you can use guest posts to promote what users can do on your app on other authority websites if you notice a decline in your active user metric.<\/p>\n You can ask a quality guest post service<\/a> to write a list post, like the one shown in the image above.<\/p>\n The session length is the period of time between the user’s opening and closing of an app. In other words, it is the time between the first user activity and the last user activity on the app.<\/p>\n To calculate your average session length, add the individual session lengths and divide this by the total sessions during that same timeframe.<\/p>\n Overall, according to Statista<\/a>, the average app session length per user worldwide increased from 2019 to 2021. This growth was likely driven by the pandemic. With most users staying home or on a hybrid working setup, app developers also had to pivot to apps that allowed users to transact business remotely, such as medical, banking, shopping, and classifieds:<\/p>\n However, these figures aren\u2019t necessarily good or bad.<\/p>\n Although app developers would typically rejoice when a user spends a long time on their app, in some cases, they don\u2019t. That\u2019s because there are times when a user spending a lot of time using an app is an indication that there are problems in the app that need to be addressed. So, the way you gauge average session length depends on your industry.<\/p>\n For instance, Netflix benefits from having users spend more time on their mobile app. It indicates to the developers that the recommendations align with the user\u2019s preferences. However, if a user spends a long time on the Uber app, it has a negative implication. It means the users spent longer than necessary to find a ride.<\/p>\n You can calculate this app engagement metric by dividing the total duration of all sessions (in seconds) by the total number of sessions during that same time frame. You can also find this data by looking at your mobile app analytics.<\/p>\n The session interval is the amount of time that elapses between two consecutive sessions of a customer using your app. It shows the \u201cstickiness\u201d of your app. It is vital to gaining instant feedback on whether your app experience needs some improvement.<\/p>\n Generally speaking, the shorter a session interval is, the better. Think of it this way: If you pick up your phone to watch YouTube videos on the app just a few minutes after you used it, it means you like using the app and can\u2019t keep your hands off it.<\/p>\n So, you need to create an app<\/a> in such a way that users will spend less time before they remember your app and return to it. Knowing which features make your app memorable and habit-forming to users will help determine the critical parts of your app you need to focus on because they drive user engagement.<\/p>\n Use reminder emails<\/a> to bring users back to your app. If you are too busy to create the emails yourself, engage a company that offers quality email services to do so in your stead.<\/p>\n The session interval is a key performance indicator of customer engagement for app developers and marketers to consider.<\/p>\n Lifetime value is a core metric in mobile business growth. It measures how much money a user spends overall using a specific app. It helps app developers and business owners find out how well they are monetizing.<\/p>\n In other words, the lifetime value is a crucial metric to measure since it refers to the total revenue you earn from a user before they cease using your app. To calculate lifetime value, you need to:<\/p>\n The lifetime value is an important metric to measure since it will assist you in estimating how much money your app will make in the future and how much money you should be willing to invest.<\/p>\n Let us take Netflix as an example. The average subscriber remains subscribed to Netflix for 25 months based on estimates. Netflix has calculated the lifetime value of each user to be $291.25.<\/p>\n If you sign up for Netflix right now, you will pay a monthly subscription fee of $11.65 on average. In 12 months, you will have spent $139.80.<\/p>\n If you were Netflix, would you be willing to spend, say, $150 one-time, big-time in marketing campaigns on a customer? I hope you answered yes, and this is why. One customer spending $139.80 annually for 25 months yields more than the $150 one-time, big-time you spent in marketing campaigns for the customer. In other words, Netflix will still make money, just not in the short run.<\/p>\n As illustrated above, lifetime value helps you make the correct decision about your app marketing strategy. If the user acquisition cost for each user is higher than their lifetime value, you should definitely consider making changes because you\u2019re only losing money.<\/p>\n Retention rate refers to the percentage of people who continue to use your app over a given period, usually 30 days. It is the opposite of the user churn rate, which refers to the percentage of users who have stopped using the app.<\/p>\n To calculate the app retention rate, divide the app\u2019s monthly users by the app installs on a monthly basis.<\/p>\n Combined, stickiness and retention help you assess how \u201caddicted\u201d users are to your app. Retaining customers costs less than acquiring new customers. Therefore, from a business perspective it is better to focus on retaining rather than acquiring app users.<\/p>\n It is no easy task to retain a new app user. According to Geckoboard<\/a>, although the values vary per industry (see table above), apps generally have a retention rate of 42% after 30 days and a 90-day retention rate of 25%. Geckoboard recommends having a retention rate of 25% or higher after 90 days to be considered successful.<\/p>\n The good news is that there are several ways you can increase your retention rate. Here are some tips:<\/p>\n![\"user](\"https:\/\/simpleprogrammer.com\/wp-content\/uploads\/2022\/05\/image2.png\")
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2. Active Users<\/h2>\n
![\"user](\"https:\/\/simpleprogrammer.com\/wp-content\/uploads\/2022\/05\/image5.png\")
3. Average Session Length<\/h2>\n
![\"user](\"https:\/\/simpleprogrammer.com\/wp-content\/uploads\/2022\/05\/image6.png\")
![\"\"](\"https:\/\/simpleprogrammer.com\/wp-content\/uploads\/2022\/05\/image4.png\")
4. Session Interval<\/h2>\n
5. Lifetime Value<\/h2>\n
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![\"\"](\"https:\/\/simpleprogrammer.com\/wp-content\/uploads\/2022\/05\/image3.png\")
6. Retention Rate<\/h2>\n
![\"\"](\"https:\/\/simpleprogrammer.com\/wp-content\/uploads\/2022\/05\/image7.png\")
![\"\"](\"https:\/\/simpleprogrammer.com\/wp-content\/uploads\/2022\/05\/image1.png\")