Developing and releasing a functioning mobile app is just the first step in a mobile app journey. The second (and longest) step is maintenance. If success is your target destination (however you may define success), measuring the right metrics and key performance indicators (KPIs) will help you pinpoint how well you are doing and keep you on the right track.

We’ve rounded up our top six KPIs that warrant attention:

1.    Downloads

This is the most important metric seeing as it sets the stage. Although a download is a one-time activity, it exemplifies the popularity of your mobile app. Likewise, how many users upgrade to the latest version of your mobile app shows how involved current users are in your app.

2.    Product page views

Page views are the number of pages users have viewed in total.  Generally speaking, page views convey the level of engagement users have with the app. You want each user to view as many pages as possible each time they open the app.

3.    Active users

Monthly active users (MAU) or daily active users (DAU) are the users that have become dependent on your app and use it on a regular basis. It is important to learn as much as possible about this group in order to continue creating an engaging app and convert more users into active users.

4.    Active old apps

Be sure to note the number of users who actively use an outdated version of your mobile app. Learning this number and analyzing the reason behind it will help to better understand key features from your mobile app that are most important to your users’ engagement.

5.    Conversion rate

The conversion rate is the percentage of users who take a desired action. Are users effectively engaging with your app? How likely are they to convert while using your app? This KPI will show how effective your app is in reaching your end goal.

6.    Crash rate

Crash rate is the average crashes per app loads (the opening of an app). A typical crash rate is 1-2% but this differs depending on the type of app, its usage and maturity. Focus on making this percentage as low as possible in order to give your users the smoothest experience as possible while using your app.

Analyzing these six KPIs will determine the strength of your mobile app and help expose areas that need improvement. Is your app not doing as well as you hoped? Try finding new ways to re-engage your mobile app users. Engagement is key to sustainable mobile app success.

Want more help defining important KPIs, pulling monthly reports or looking for a second opinion on your numbers? Give us a shout!