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How can you track mobile app usage with key metrics?

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If you are an application developer, you know that creating a mobile app is not enough. You also need to measure how your app performs, how users interact with it, and how you can improve it. But what are the key metrics that you should track to understand your app usage? In this article, we will explain the main categories of mobile app metrics, how to collect them, and how to use them to optimize your app.

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Hasan Shafiq

Head of Growth & Marketing @ PDMS

1 Downloads and installs

The first category of metrics is related to user engagement with your app, and can indicate the initial interest and reach of your app, as well as the effectiveness of your marketing campaigns. Metrics such as total downloads, total installs, install rate, uninstalls, and uninstall rate can all be tracked in this category. To collect these metrics, you can use tools such as Google Play Console, App Store Connect, or Firebase. Collecting and analyzing these metrics will provide valuable insights into the success of your app and help you identify areas for improvement.

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Hasan Shafiq

Head of Growth & Marketing @ PDMS
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In my experience, setting clear objectives for your app's user engagement metrics i very importnat. What specific actions do you want users to take? This could include installing the app, signing up, making a purchase, or completing certain in-app activities. Having well-defined goals will help you focus on the most relevant metrics. Analyzing user engagement metrics by segmenting your audience is another important thing to do. Different user groups may have varying behaviors and preferences. Segmenting users based on factors like location (countries / cities), or usage patterns can help you tailor your app and marketing strategies for different audiences. Firebase gives alot of information for free and has great support as well.

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2 Engagement and retention

The second category of metrics revolves around how users engage with your app and how often they come back. These metrics give insight into the value, satisfaction, loyalty, and retention of your app. Examples of metrics you can track are daily active users (DAU), monthly active users (MAU), session length, session frequency, screen views, events, retention rate, and churn rate. To collect these metrics, you can use tools such as Google Analytics, Firebase, or Flurry. Tracking these metrics will help you understand the performance of your app and how to improve it.

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Hasan Shafiq

Head of Growth & Marketing @ PDMS
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One thing that I have found most helpful is A/B testing through Firebase. We create hypotheses regarding what we think a certain change will achieve and then carry out the test. This will help you determine which changes have the most significant impact on user engagement and conversion rates. User retention is also another critical metric, as it measures how well your app retains users over time. Identify and map key points in the user journey and work on strategies to improve retention rates. A positive user experience is crucial for user engagement. Pay attention to app design, navigation, load times, and overall usability to ensure a seamless and enjoyable experience for users.

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3 Revenue and conversion

The third category of metrics is related to how users generate revenue for your app and how they complete your desired goals. These metrics give you an indication of the profitability and effectiveness of your app, as well as the conversion and monetization of your users. Examples include total revenue, average revenue per user (ARPU), lifetime value (LTV), conversion rate, cost per acquisition (CPA), and return on investment (ROI). To collect these metrics, you can use tools such as Google Analytics, Firebase, or Adjust. This data can provide valuable insights into the success of your app and help you make informed decisions about future improvements.

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Hasan Shafiq

Head of Growth & Marketing @ PDMS
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Recently for Android apps, Google Ads has introduced tROAS campaigns that focus on optimizing revenue (both from in-app ads and in-app purchases) from your marketing campaigns. You have to smartly run campaigns ensuring that tROAS campaigns have had enough time to gather the data and keep on improving and testing new creatives to get better ROI.

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4 Performance and quality

The fourth category of metrics is related to the reliability and usability of your app, as well as the feedback and satisfaction of your users. To measure this, you can track metrics such as load time, crash rate, crash reports, app ratings, app reviews, and net promoter score (NPS). For instance, you can measure the average time that your app takes to launch or load a screen or page. Additionally, you can calculate the percentage of sessions that end in a crash or an error in your app. You should also document the details of the crashes or errors that occur in your app, such as the device, the OS, the app version, and the stack trace. Furthermore, you should track the average rating that users give to your app in the app store or other platforms. Finally, it's important to measure user comments or feedback that they leave for your app in the app store or other platforms. To collect these metrics, you can use tools such as Firebase, Crashlytics, App Store Connect, or Google Play Console.

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5 User behavior and feedback

The fifth category of metrics is related to how users behave and what they think about your app. These metrics provide insights into user preferences, opinions, needs, goals, motivations, pain points, and more. You can track user segments, personas, journeys, feedback, and testing to get a better understanding of your users. To collect these metrics, you can use tools such as Firebase, Google Analytics, SurveyMonkey, UserTesting, or Hotjar. Gathering this data can give you the opportunity to improve your app and better meet the needs of your users.

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6 How to use mobile app metrics

If you want to use key metrics to measure your mobile app usage effectively, you need to define your app goals and objectives. Then, select the most relevant and meaningful metrics for your app type, category, audience, and goals. To make sense of your metrics, organize them in a clear and concise way with charts, graphs, or tables. Analyze and interpret your metrics by comparing them with benchmarks, trends, and targets. Use your metrics to identify strengths, weaknesses, opportunities, and threats and implement changes accordingly. Lastly, monitor and update your metrics regularly to keep track of your app's performance.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you track mobile app usage with key metrics?

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1 Downloads and installs

2 Engagement and retention

3 Revenue and conversion

4 Performance and quality

5 User behavior and feedback

6 How to use mobile app metrics

7 Here’s what else to consider

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