Mobilemetrics101
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This document provides an overview of key mobile marketing and analytics metrics and concepts. It discusses metrics for user profiles, events, sessions, screens/page views, retention, funnels, attribution/acquisition, and app store optimization. The goal is to understand meaningful patterns in user data and effectively send push notifications, in-app messages, and analyze user behavior and conversions.
Mobilemetrics101
- 1. You Cant Miss! Mobile Metrics 101
- 2. The discovery and communication of meaningful patterns in data. Analytics
- 3. Mobile Marketing Platform A platform that can let you send push notifications and in-app messages (offers/surveys etc). Analytics Segments Messaging
- 4. Data Sessions Page Views Pre-defined Data Custom Event Data User Profile Data Add to cart Checkout Name Age Gender Generic to every app Specific to app User specific data
- 5. User Profile Age, Gender, Name, Location, Score, DOB, Interests, Account Type, Buddies Count, Level, maritalStatus, language, country, pinched, orientation, joined date, carrier, device, phone, version.
- 6. Events Everything the user does on the app! Add to cart, Checkout, Invite, Like, Share, Book, Post……
- 7. Events Attributes Add to cart Item No., qty, category, price
- 8. Users/Downloads Total Users/Installs: All users that downloaded and opened the app at least once New User: A user that has installed and opened the app for the first time in the defined time duration. Active Users: All users that had at least one session in the defined time period DAU: All users that opened the app at least once in the day MAU: All users that opened the app at least once in the month Uninstalls: Cannot be captured by any platform.
- 9. Sessions Session: Each time the user opens the app Total Sessions: Sum of number of sessions in a time period Unique Sessions: Sum of sessions in a time period but counted once for a user. Session Length: Session length is measured as the period of time between app open and close Session Interval: Session interval is the time between the user’s first session and his or her next one Time in the app: how long a user was in your app over a period of time
- 10. Screen Views Screen Views/Page Views: Each time a user lands on a screen Flows: The order of screen the user navigates through the app Drop Offs: Number of sessions that end at a particular screen Exit Percentage: Percentage of sessions ending at a screen as compared to total. Time on screen: Time spent on a screen
- 11. Retention Number of users who return on Day N out of the one’s who came on Day 0. For e.g. Day 1: 100 users (cohort) Day 7: 30 users of the day 1 Retention = 30%
- 12. Funnels All Users who clicked on “View Product” Clicked on “Add To Cart” Clicked on “Checkout” Purchased 30% Conversion rate 500 250 220 20
- 13. Attribution/Acquisition Deeplinks: Deep links specify a location in an app that corresponds to the content you'd like to show. It can take a user to a specific screen on your app. Attribution Reports: Reports by source of the user, i.e where did the user come from (facebook, twitter, ad platform etc)
- 14. ASO? App store optimisation is the process of improving your app’s visibility/ranking in the app store. First step to succeed in mobile app marketing. App name/App Title App Description Category Selection Demo Video Keywords Meta Data Following elements could be manipulated to manage ASO