The plan outlines key metrics to measure Mobile App Engagement, focusing on Daily Active Users (DAU), Session Length, Retention Rate, Churn Rate, and In-App Purchases (IAP) Revenue. Each metric has a benchmark and improvement suggestions tailored to enhance user experience and app profitability.
For instance, DAU indicates how often users engage daily, and boosting this metric with push notifications or daily challenges can keep users coming back. Similarly, improving Session Length by offering engaging content and personalisation ensures users spend more time within the app.
Retention Rate and Churn Rate are crucial for understanding user loyalty and pinpointing areas for improvement to prevent users from uninstalling. Offering loyalty rewards and acting on user feedback can significantly impact these metrics.
Lastly, IAP Revenue measures the financial success from user purchases, which can be increased through exclusive content and easy purchase processes. Monitoring these metrics helps in making data-driven decisions to enhance overall app engagement and profitability.
Top 5 metrics for Mobile App Engagement
1. Daily Active Users (DAU)
The number of unique users who engage with the app daily
What good looks like for this metric: 20% of total installs
How to improve this metric:- Send push notifications to re-engage users
- Introduce daily challenges or content
- Optimise user onboarding process
- Incorporate in-app social elements
- Provide real-time customer support
2. Session Length
The average time a user spends in an app per session
What good looks like for this metric: 4-6 minutes per session
How to improve this metric:- Improve app speed and performance
- Offer engaging and diverse content
- Personalise the user experience
- Integrate gamification elements
- Streamline user interface and navigation
3. Retention Rate
The percentage of users who continue to use the app over a given period
What good looks like for this metric: 30% after 30 days
How to improve this metric:- Send personalised re-engagement emails
- Regularly update app content and features
- Offer loyalty rewards or incentives
- Create tutorial and help sections
- Gather and act on user feedback
4. Churn Rate
The percentage of users who stop using the app over a given period
What good looks like for this metric: Under 5% monthly
How to improve this metric:- Analyse and address user pain points
- Offer in-app customer support
- Regularly update and improve the app
- Provide special promotions for returning users
- Monitor and enhance app performance
5. In-App Purchases (IAP) Revenue
Revenue generated from purchases made within the app
What good looks like for this metric: $1-2 per user per month
How to improve this metric:- Offer exclusive in-app content
- Create bundled in-app purchase offers
- Run limited-time in-app promotions
- Provide an easy and secure purchase process
- Track and analyse purchase behaviour
How to track Mobile App Engagement metrics
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your metrics.
