5 Key performance indicators for mobile applications that companies must take into account

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The success of a mobile application in the market goes far beyond solving a need. The evaluation after the launch is key so that the application continues to compete in the market and can outperform the competition. In the digital context, KPIs (Key Performance Indicators) are often widely used, which measure the performance level of the objectives set previously for the project. For a mobile application project intended for companies, it is essential to determine the KPIs in order to take action for growth. Some of the indicators that companies can use are:

Retention rate

One of the biggest challenges for mobile applications is that users who use the application, keep using it in the future, since a large percentage of users usually uninstall the applications after a few months or even after testing it for the first time.

This indicator allows companies to know very directly that something may be failing in the usability of the mobile application, or that even in the description of the store, the functionality of the application was not communicated very well making users get confused.

Application installs

This is an indicator focused directly on the acquisition of users, it would be ideal to measure both the installations and the uninstallations, this way you could know if the users are finding the application useful; furthermore, allowing to calculate other things such as infrastructure costs and the gains that can be obtained, although the latter measure is related to the following indicator.

Active users

Having several facilities doesn’t mean having the same amount of active users. This refers to the number of regular accesses that users have in a period of time using the application. Active users are much more valuable than the facilities, because depending on the business model, they are able to generate a higher level of income by the ability to retain users for longer.

Application usage time

The time that a user devotes to an application is closely related to retention. With this KPI we can identify if the relation of the number of facilities and active users is correct, besides knowing if the application is being functional.

Error tracking and conversion rate

Once you have set goals to improve how to grow the number of active users or make them spend more time in the application, the ideal is to improve other external aspects such as marketing campaigns to increase downloads of the application, by doing this we can improve the conversion rate by optimizing the cost per acquisition of each user. Additionally, tracking errors is one of the most important tasks to guarantee some of the KPIs, because if the application is failing every time a user accesses a screen, how will we know how long the application is being used if the user has not yet been able to enter? Fabric.io is one of the most effective tools for this task, since once installed, it allows you to track the application in order to guarantee the increase.