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Jonathan Raveh
03-05-2019
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Mobile Engagement
What is Mobile App Engagement and how is it measured?

In the heart of any app-focused endeavor lies the ultimate goal: app engagement. App-focused companies build their businesses around this goal and distribute the responsibility over several departments, including CRM, Marketing, and Product. To better understand app engagement, here’s a breakdown of how it’s defined, measured, and on what principles it depends.

 

What is mobile app engagement?

App engagement is the ways in which users interact with an app. It is not a state but a process of creating and nurturing valuable relationships with app users. Increasing engagement is one of the main goals of an app, as it is the main driver of customer loyalty and growing user LTV.

 

How is app engagement measured?

Each app has its own unique KPIs, but some indicators are critical to most:

 

  • Active Users – The number of users that open the app within a certain time period. The most common time periods tracked are days (DAU – Daily Active Users) and months (MAU – Monthly Active Users).
  • App Opens – The number of times the app is opened by a user over a certain period of time. Also referred to as ‘Number of sessions’
  • Time spent in app – The amount of time spent in the app over a period of time (again, days and months are usually the preferred tracked time periods)
  • Session Length – The period of time between a user opening the app and closing it (or until it times out)
  • Session Interval – The amount of time between app sessions (ie. the frequency of app visits)
  • Behavior flow – The users’ journey through the app including: what screen are shown, from which screen users bounce, and more
  • Conversion – To which offers and services users convert (i.e. subscriptions, in-app purchases, premium offerings), at what frequency, and at which point during the user journey
  • Communications – The percentage of ignored/responded messages by users over various channels like in-app messages and push notification
  • Notification permission – The percentage of users that have agreed to receive additional alerts or notifications
  • Lifetime Value – The revenue generated from a user during their entire interaction with the app
  • Retention Rate – The percentage of users who remain active and do not remove the app over a certain period of time (days and months are also favorites here)

 

What are the fundamentals of mobile app engagement?

The basis of continuous and successful user engagement is a useful, productive, and stable service and product. As simple as that sound, making sure an app meets all of these standards is an incredibly challenging and ongoing task. Iterating and optimizing user experiences is complicated, both from a technical and a product perspective.

 

The second pillar on which mobile app engagement depends is quality communication. As users have dozens of app installed, so there exists an intense competition for their attention. Most users are bombarded with many engagement attempts every day in the form of emails, push notifications, SMS, and in-app messages. Contextual, relevant messages that benefit users by offering relevant services at the right time can drive quality app engagement from mobile users and dramatically improve an app’s KPIs.