5 MOBILE APP ROI METRICS ACTUALLY MATTER THAT

MOBILE APPS HAVE BECOME A CRUCIAL PART OF A BUSINESS’S MARKETING STRATEGY.

UNFORTUNATELY, MANY ARE STILL FIGURING OUT HOW TO MEASURE THE ROI OF MOBILE.

READY TO PROVE TO ROI OF YOUR MOBILE APP? LET’S START!

1 USER ACQUISITION COST

What It Is: This metric will show you exactly how much money you are spending to get one mobile customer. Why It Matters: Compare this number with your other marketing efforts to see how much you are spending to acquire customers. 1.1) User Acquisition Cost

Total Cost Of Mobile App: $5,000 Number Of App Users: 1,000 Calculation: $5,000 / 1,000 App Users = 1.2) User Acquisition Cost $5 Per New Mobile Customer

How To Improve This Metric: The more users that download your app, the lowers the acquisition cost. Continuously market your app to customers to ensure you continue getting new downloads. 1.3) User Acquisition Cost

2 PERCENT OF NEW LEADS

What It Is: This calculation will help you determine how many of your leads were generated from your mobile app. Why It Matters: Knowing how many leads came from a specific place will help you decide where to focus marketing efforts. 2.1) Percent Of New Leads

Total New Leads Per Month: 500 Mobile App Leads Per Month: 50 Calculation: 500 Leads / 50 Mobile Leads = 2.2) Percent Of New Leads 10% Of All Leads Were From Your App

How To Improve This Metric: Put items in your app that are redeemable. Give customers unique reasons to use your app with with your business. Making these time sensitive can sometimes encourage immediate action from customers. Ensure the offer is interesting and worthwhile. 2.3) Percent Of New Leads

3 PERCENT OF MOBILE INFLUENCED CUSTOMERS

What It Is: Use this calculation to see how many of your customers made a purchase because of your mobile app. Why It Matters: This metric will further help you understand the buying behavior of customers and which ones are use your mobile app. 3.1) Percent Of Mobile Influenced Customers

Total New Customers Per Month: 200 Customer Who Used Your App: 20 Calculation: 200 Customers / 20 Mobile Users = 3.2) Percent Of Mobile Influenced Customers 10% Were Influenced By Mobile

How To Improve This Metric: Like the first metric, you must increase your app awareness. Possibly launch a ongoing marketing camping to ensure all your new and loyal customers know about and download your app. 3.3) Percent Of Mobile Influenced Customers

4 USER RETENTION RATE

What It Is: You can use this number to see how many customers are coming back to your app after downloading it. Why It Matters: If customers only use your app once, you need to know that so you can figure out why then fix the problem. 4.1) User Retention Rate

Number Of App Requests: 20,000 Number Of App Users: 1,000 Calculation: 20,000 Requests/ 1,000 App Users= 4.2) User Retention Rate Average 20 Requests Per User

How To Improve This Metric: You need to make sure your app has great content to begin with, but also refreshing that content and giving users a reason to come back is very important in building mobile loyalty. 4.3) User Retention Rate

5 AVERAGE SESSION LENGTH

What It Is: This metric does not require a calculation, but it will help you understand how your app is being used. Why It Matters: Like the previous metric, you need to ensure customers are not only coming back but also spending a decent amount of time inside your mobile app. 5.1) Average Session Length

How To Improve This Metric: Make sure your app has enough content to keep someone around for at least a couple of minutes. If your app is shallow, customers will leave quickly. 5.2) Average Session Length

WHEN CREATING YOUR MOBILE APP. BE SURE TO USE IN-DEPTH ANALYTICS SO YOU CAN TAKE FULL ADVANTAGE OF MOBILE.

WHAT DO YOU THINK? WHAT ROI METRICS ARE IMPORTANT TO YOU?

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