6 Key metrics to optimize your app marketing

For any business, both web and mobile presence are equally important. However, the usage of mobile devices has been increasing significantly in the last few years.

Justifying this, Digital Statshot reported that mobile phones and tablets have 38% of share in the web traffic with a 56% increase as compared to the same period last year, whereas laptops and desktops have 62% web traffic share with a 13% decline as compared to the same period last year.

6 Key metrics to optimize your app marketing

Moreover, users will swiftly adapt to mobile apps if it is designed with great user experience and marketed properly. So, in order to make your mobile app successful, analyzing mobile app metrics is crucial in the app marketing.

Here are some key metrics of mobile apps that should be analyzed to increase your in-app purchases or services.


The number of app downloads will represent the scale of users. If the number of downloads is more in a short period, it will help you get listed in top ranks. It is also important to track time of download, how they land on download page, from where they download; whether from social feeds, organic or through paid ads, etc., will help in better inputs for your marketing campaigns. This tracking will help you to promote your business more in that particular areas of social media or websites.


During the app development process itself, you would have defined your target users. Now, user analytics helps to identify whether you have reached your target audience or not. Track the statistics like the average age group of users, the number of users who use the app daily and number of users who have downloaded the app. It will let you understand the mobile app stickiness factor that illustrates the engagement factor of an app.


Session by a user is one of the important metrics that you need to track. It reveals the duration of time that a user stay in the app for a single activity. For example, the time taken by a potential customer to search for a product to check out in an e-commerce site is considered as one complete session. Whereas in games, one session is defined as finishing one level and exit the app.

This factor will help you to understand the user’s number of sessions per day. For a game, it is important to have longer sessions. Meanwhile, an e-commerce site should have short session time to check out.


The retention metric is defined by the frequency of sessions. It is calculated based on the number of users who visit the app daily and the total number of users from the group. Retention tracks your valuable and most engaged users and helps in better targeting capabilities, which in turn leads to better in-app purchasing by increasing the level of engagement.

Retention analytics allows you to discover, what is working and what’s not in your app when an update occurs. Therefore, when you released a new version, it is important to identify whether your retention has changed.


This analytics will help you understand the flow between screens, exits by screens, the number of visits to screens, and gesture characterization of app users. You can find what screen your user will usually tend to scroll? What buttons do they click the most? Which screen do they spend most of the time? These reports will help you to place ads in those particular areas. The reports of an e-commerce app will let you know where you can minimize the time for sessions.


Reviews will help you understand what the user exactly feels about your app. You can consider the feedback given in the App Store such as reviews in Google’s Play Store, which actually say beyond what we presume from numbers and analytics. It certainly represents where your app is placed among its competitors.

These 6 key factors will help you promptly understand how your app is performing in the app market. However, the mobile app metric analysis will not end with these alone. It depends on your choice, either quickly understanding the app progress or rather digging deep into the numbers. Analyzing the key metrics for your application is critical to remain successful.