APP METRICS & DISTRIBUTIONGUIDE FOR BEGINNERS

By Deepak Abbot (Twitter @deepakabbot)

Before you begin

• Set your short & long term objectives• Zero down on metrics you want to track• Create benchmarks• Implement appropriate tools/SDK• Make it clear to all team members

5 Key Metrics to track

• App Usage• ARPU• Retention• LTV• User Feedback

App Usage

• Daily Installs• Uninstall Rate• Active Users• Time Spent• Active Sessions

Tools to Use:

1. Flurry2. Google Analytics3. MobileAppTracking4. Mixpanel5. Apsalar6. Localytics

ARPU

• Total Revenue/Active UsersOr

• Total Revenue/Total Users

Tools to use• Google Analytics• Flurry• Hasoffers• Apsalar• Localytics

Important Tip: Must enable

deep linking in your apps

User Retention

• 1 minus churn%• One, Seven & 30 days retention

Retention rate indicates• Loyalty• Stickiness• Daily value

LTV

Extremely Simple Way for beginners:

(Monthly Revenue per User* Gross Margin per User) ÷ Monthly Churn Rate*or use Net Profit

Important Tip: Must enable

deep linking in your apps

User Experience

• App Store Ratings & Reviews• Queries• Crash Rate

User Experience

• App Store Ratings & Reviews• Queries• Crash Rate

Advertising Effectiveness

• CTRs• eCPM/CPC earned

Analytics Tools to Use

• Google Analytics– Usage Behavior, Source Tracking (Android), Funneling

• Hasoffers MAT/Apsalar/Localytics– Campaign Tracking, Source Effectiveness, ARPU, LTV

• Mixpanel– Custom notifications based on behaviors, Cohorts

• Crittercism– Error & bug monitoring

• Heatma.ps– Heat map tracking

APP DISTRIBUTIONOrganic & Paid

Before you begin

• Research the app stores – create a list, create Meta, Images, list of competition

• Get your tools in place for monitoring• Define your budgets• Define your success parameters• Define pricing – Free or Paid or Freemium

(Weigh all models)• Have a mobile browser site

Distribution• Organic

– ASO– Reviews & Ratings– App Stores (inmobi App Publish, Air-watch) – OEM– Link Exchange– Social Media– Influential Brand Ambassadors

• Paid– OEM– Reviews– Ad-networks

• Incent• Non-Incent

ASO

• App Title• Description• Content & formatting• Screenshots• Reviews• Inbound Links

Reviews & Ratings

• Encourage users to rate you• Give incentive to review• Respond to all reviews• Avoid negative review – (use Apptentive or

Appsfire)

Go Wide

• There are 100 Android App stores worldwide – Don’t leave any

• Use 3rd party services to submit to all

OEM/Pre-bundle

• Meet all OEMs – show the value your app can add to their device

• Don’t go for paid offers

Social Media & Others

• Use Twitter/Facebook/Quora/Blogs/Youtube to the best extent possible

• Engage influential Twitter/Quora users – submit your app for their feedback/review

• Do extensive PR• Link/Banner exchange with other Apps

(Linkbuddies, SmartClicks, FreeBanners etc)• Get your app reviewed

ALL THE BESTReach out to me at dabbot@gmail.com