You may fall into either one of these groups. One – who’ve launched mobile apps earlier, and the other – a newbie, having just dipped your feet into the mobile app market, the anxious first-timer. Either ways, you’ve won just half the battle.

The next stage is where the real test lies. This is not meant to scare you off, but just to state the bare truth of the mighty competitive world of mobile applications. There are millions of apps out there waiting to be downloaded, out of those how many of them will succeed and how many of them would remain idle stays as a moot point.

Let’s say you launched your ambitious app and a decent number of users have downloaded it. Great! Now, getting the app downloaded into the phones is just not enough, in order stay above the rest, you need to know how your app is faring with each of those users. Did the app fulfil their expectations? Was the user able to accomplish his/her goal with your app? Did they uninstall your app within a matter or hours (a stab in the heart feeling!)?

In order to answer all the above questions you need to know how to measure and analyze customer experience metrics of your app.

If you don’t know how to track these metrics, it’s about time you did.

Today, learning about customer experience metrics is just as important as building an app. We’ve complied ten essential customer experience metrics that every app owner or app marketer should know.

These metrics will help you extract three valuable insights:

1. To understand what users think about your app

2. Where your app scores and where it lags

3. And, more importantly, let’s you take necessary action to make your      product even better.


Let’s begin.


1. Install Rate

This is possibly the first metric people calculate as soon as they launch their app. The install rate is usually in the first three days after the launch to check how the initial response is.

You will need two variable to calculate the install rate:

* Number of clicks

* Number of installs

Here’s a word on ads that you need to remember. Ads are a great way to grab user attention and lead them to install the app, however, clicks on the ad does not mean installs. Users may click on ads, view and wander off. Reports suggest that an ad would roughly need between 25 to 100 clicks to get one install.

Remember, the install rate may vary from app to app, depending on various factors such as, your app type, the store you launch it on, the country you launch it in, and so on.

Here’s the formula for calculating your app’s install rate:

Google Mobile App Analytics and AppsFlyer  are the two widely used tools to calculate your app install rate.


2. Customer Acquisition Cost (CAC)

In a typical sales scenario it’s the customer who pays the business, but it in mobile app market its the app owner who spends more than the customers. The Customer Acquisition Cost is a calculation of average amount of your sales, marketing and other relevant costs required to get paying customers over a given period of time.

In order to calculate CAC you require two inputs:

TE = Total Expense

NCA = New Customers Acquired

The formula is:


(Total Expenses divided by New Customers Acquired)


3. App Acquisition

So, you know how many users have downloaded your product, but what you also need to know is where these downloads are coming from. If you are running multiple campaigns on different social media platforms, it is important to know which channel is reaping the best results for you. This is exactly what App Acquisition metric will tell you.

This metrics lets you gauge the effectiveness of your marketing campaigns; it shows you what is working and what isn’t.

Google Analytics and Mixpanel are two well-known tools to track this metrics.

Below is the snapshot of a result from the Mixpanel tool.


4. Active Users

Active users are ones who regularly open and engage with your app. They can be categorized into two groups – Daily Active Users (DAU) and Monthly Active Users (MAU). This also tells you how useful and engaging your app is.

DAU – the number of users who engage with your app at least once a day

MAU – the number of users who engage with your app at least once a month

Again, Google Analytics comes out as one of the best tools to evaluate Active users.


5. App Stickiness

As the name suggests, calculating this metric will tell you how often users are returning to your app. It uses the same variables that are used to calculate Active Users metric:

DAU – the number of users who engage with your app at least once a day

MAU – the number of users who engage with your app at least once a month

The Formula for app stickiness is:


6. Life Time Value (LTV)

The LTV, also called as Customer Life Time Value (CLTV), metric will give you a picture of how much revenue each of your users will generate on average while they use your product. This metrics proves to be more valuable in subscription-based apps, especially.

In order to calculate the LTV of your app, you’ll require values of two components:

Average Revenue Per User (ARPU) – The revenue customers contribute to your mobile revenue (in the form of in-app purchases, subscriptions, or ad impressions)

Churn – Percentage of customer lost over a given period

And, here’s the formula:

(ARPU value multiplied by 1 and divided by churn value equals to Life Time Value)

If you want to learn more about ARPU and Churn, here’s a detailed blog4  that explain these components.


7. Tracking App Session Length

This metrics is used to dive a little deeper to know how long a user has been active inside your app and how much time elapsed between sessions.

With this metric you can evaluate the engagement level of your users. Take a retail product app for example, using the tracking app session length you could tell how much time users are actually spending looking into your products.

Google Analytics is an excellent tool to track your app session length. Here’s the detailed look at how the Google Analytics Session Tracking5 works and how the metric is calculated.



8. App Retention Rate

One of the biggest challenges in today’s app world is retaining existing customers. Due to the vast number of apps available, and hundreds of the them being similar in someway or the other, users tend to quickly abandon one app and move to another. This fickleness is leading to increased number of abandoned apps.

You may revamp your app with exciting new features, add updates, or provide new releases, but the big question is – Are these helping in retaining your customers?

Retention rate is a valuable metric to know if your users are still using your app after a certain period of time.


9 App Store Ratings

By far, this is one of the most underrated metrics. However, it is an important metric that app owners should never overlook. Take any app on the store, it’s a given that majority of the users decide on an app based on the ratings it has. So, you should focus on improving your products ratings in order to make your app successful.


Your app may have excellent features and content, but if it has received poor rating it can easily drive away potential users.

There are several methods to improve your app’s rating, do your research, and implement right strategies that suits you to increase your app reviews.


10. Last, but not least – App crash metrics

App crashes is one of the most disappointing factors for end users, and a prime concern for app owners. Regardless of how brilliant and renowned an app is, if it continually crashes users will not hesitate to give up on it entirely. Remember, there is no shortage for competitors.

A recent report suggested that 62% of people uninstall an app due to crashes and errors. The average crash rate for mobile app is around 1 – 2%, so, you should be aiming for at least 98% crash-free experience.

The recommended way to cut down crashes and errors is to subject the product to solid testing and code review processes. Identify the elements that are causing slow load time and errors, and then quickly fix them. There are several crash reporting tools available. Raygun, Crashlytics, and Firebase Crash Reporting are some of the widely used ones.







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