Retention Rate (RR) is a traffic quality indicator that determines the percentage of users who return after downloading
the application. Its value should not be too high — the acceptable level is 20–30%. If the rate is 40%, it means that your
application is popular among users. However, if the mark drops to 10–15%, it is worth making changes to the
functionality and reviewing the methods of attracting the audience Customer Retention Rate . It is important to
consider the objectives of the application:
- A high rate is suitable for programs that require daily activity: interactive games with bonuses, news
- applications and social messengers.
- A low score is the norm for reference books, navigation maps, city events apps, financial services, and business
- apps.
There are three types of RR for evaluating a marketing strategy:
Day 7 retention is the percentage of users who return after a week. If the rate is low, it is recommended to review your
target audience offers (ads, descriptions, functionality).
Retention on the 30th day — the application continues to be used after a month, which indicates its relevance in the
market. If the metric shows low data, the promotion strategy and application parameters should be reviewed.
The indicators need to be checked daily and the activity compared after making changes to the service structure.
ViralityCustomer Retention Rate
Virality is the number of invitations that one user pitcairn island business email list of your application sends. This
indicator is used in banking, social applications, online stores and others. Virality is calculated using the formula:
Virality = Number of invitations from a client * (Number of registered / Number of invited) * (Number of senders /
Number of registered)
Churn Rate (CR) is the percentage of users who stop using your service or delete it from their mobile device. CR helps
identify problems and reasons why users stop using the app: bugs, crashes, complex interface, registration issues,
incomplete functionality, spam. Another reason may be attracting the wrong audience, for example, when apps for
children are offered to their parents, since children often play on their fathers’ phones.
Word of mouth and virality coefficientCustomer Retention Rate
Word of mouth is users who come through the professional assistance recommendation of friends. The virality coefficient (K-factor) shows how many organic users come after one paid attraction.
eCPI (Effective Cost Per Install) is a CPI rate for determining the effectiveness of a mobile application.
ROMI (Return On Marketing Investment) is an indicator of the return on investment in advertising.
Analytics systems and popular services
To track key indicators and calculate the return on investment, analytics systems such as Google Analytics, Yandex.Metrica and Amplitude are used.
Analytical systems for mobile applications
There are many tools for analyzing the performance shops 9177 of mobile applications. Let’s look at two popular examples: AppMetrica and Firebase Analytics.
AppMetrica
This is a free service from Yandex for analyzing mobile app data and promoting it. The developers are constantly improving the service and adding new reports and features.
Supported platforms: Android, iOS, Windows, Unity, Cordova and Xamarin.