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7 important metrics to measure the User Engagement in Mobile-apps

Building apps and looking to leverage the mobile platform to get more users for your business is good but the success of app would be determined by the user engagement and activity of the app. 

Following are the metrics to be considered to understand the user behaviour and to engage them accordingly.

No. of Downloads:

The number of installs is the most important metric for the app to be successful, hence it should be large. It is essential to provide protection and security against threats and spams to attract a huge customer base. Advertising channel and source of app install are much important to track. 

No. of Active Users:

Trace out the number of active users who have engaged with the application apart from downloading helps to build better engagement with the users, analysing their specific behaviour and segmenting them. The numbers can be seen by Daily, Weekly or Monthly.

Retention Rate:

The percentage of users that return to your app in last 30 days defines retention of the app. It’s better to retain rather than to acquire since costs are high. The retention metric is important to have clear insight into the actual performance of the application, evaluate the user lifetime and design the strategies accordingly.

Session Length:

Session length is the time spent by the user in the app. More engagement would mean longer session durations. Developers can identify those customers who spend a lot of time on the app just to improve the experience for less-engaged users.


This analysis will help to get insights into users activities on any particular screen. By looking at this navigation patterns, it will be easy to sense of drop off screens and problem areas, thereby recreating the in-app marketing campaigns to get back dropped users and implement redesigns to create clearer funnels.

Custom & Break-even metrics:

Custom metrics are all about drawing reports from analytical tools which allows app developers to seek out the paying user in an app segregate them into groups and analyze them separately to satisfy their specific requirements.

 Break-even metrics deals with revenue generation, which will be measured based on the user lifetime value defining the ROI in marketing and advertising.

Cohort Analysis:

Cohort analysis is all about grouping users into segments and analyzing the metrics of those groups and purpose is to tell which channel works best. Cohorts are based on traffic source, country, and device.


As a servicing company, it is crucial to maintain the user engagement to ensure the long-term success and satisfying visibility in the app stores.

Marketing Team,
Mallow Technologies.

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