Making Key Performance Indicators Work for You | AppsFlyer
3 Min. Read

Making Key Performance Indicators Work for You

Karen Cohen Feb 05, 2018

Performance means different things to different companies. A company’s growth stage, business objectives and type of business will determine which types of data should be analyzed in order to answer one single question — how did app X perform?

Each mobile app is and should be judged by different success KPIs, helping the app marketer and management arrive at a true understanding of the specific audience.

That’s why today, AppsFlyer is releasing a fully overhauled Activity Dashboard with several new KPIs and trends arming you with all the data and insights you need to power your growth.


New Key Performance Indicators Now Available on AppsFlyer’s Activity Dashboard:


      1. App Stickiness: Daily Active Users (DAU) / Monthly Active Users (MAU)App stickiness is key for analyzing the frequency of of your users’ engagements.

        To calculate stickiness, we divide DAU by MAU and get a percentage rate. The higher your DAU/MAU rate, the more often your users engage with your app.

        Example: If all your users engage with your app every other day, your app is 50% sticky.

        To increase your app stickiness, think about what value you provide to keep your users coming back. In general, enhancing your user experience and optimizing content should increase your stickiness over time.

        Activity Trend on AppsFlyer Activity Dashboard

        click to enlarge


      2. Monetization Performance: ARPDAUAverage Revenue Per Daily Active User (ARPDAU) is key for measuring mobile app monetization performance. App marketers use ARPDAU to compare monetization performance over time.

        To calculate ARPDAU, we calculate the average user revenue within a selected time period and divide by the number of unique users cohorted (grouped) for that same time period.

        In gaming for example, ARPDAU can tell how well a new mobile game version release is performing where the goal is converting average daily players into revenue generators.

        ARPDAU measurement on AppsFlyer Activity Dashboard

        click to enlarge


      3. Monthly Active Users: MAU

        Monthly Active Users (MAU) tells you the unique number of users who engaged with your app 30 days prior to a selected time frame. Placed side by side with DAU, MAU is a great app engagement metric for analyzing user engagement trends over time.

        Example: MAU rate on January 31st will tell you the number of unique users who have engaged with your app between January 1st and January 30th. In this example, a rise in the MAU rate indicates an improvement in app user-value or quality. 

        MAU rate on AppsFlyer Activity Dashboard

        click to enlarge


      4. Business Performance: Cost, Revenue and Gross Margin

        Whereas the ROI numbers on your Overview Dashboard are cohorted (grouped) by the install dates, cost and revenue on the Activity Dashboard show actual cost, revenue and profit that happened during a selected time period.

        This is very helpful when you want to pull data based on fiscal or calendar dates for creating business reports, QBRs (quarterly business reviews) etc.

        Monthly Gross Profit in AppsFlyer Activity Dashboard

        click to enlarge


Filter and Group by What Matters to You

The Activity Dashboard now allows you to filter and sort data by a number of available data points such as media source, geo and more. This allows faster insights into what really matters to you.

Example: Let’s say you’re interested in knowing which media source drove your most engaged users in the US over a specific time period. By using the geo-filter and selecting the US, you can look at all media sources that brought traffic from the US and have the highest DAU/MAU rate.

Using geo filters to discover highest DAU/MAU rate in AppsFlyer Dashboard

In this example, you can clearly see that Google Ads brought the most engaged users in the US for that specific time frame. Should this company wish to acquire more engaged users in the US in the future, Google Ads would be a great media source to invest in.

It’s important to remember that while LTV and other metrics on your Overview Dashboard represent a cohorted analysis by users’ install date; metrics on the Activity Dashboard aren’t cohorted and represent the actual data for the selected time period.


Insights That Work for Your Team

We know that teams have different needs for defining success.                                    Senior management looks at high-level data and business performance KPIs. In contrast, mobile app marketers and product managers want more granular data and daily insights on usage trends to optimize their performance.

With AppsFlyer’s new Activity Dashboard, you get the best of both worlds with both high-level trend data and detailed, granular insights.

High level insights in AppsFlyer Activity Dashboard

click to enlarge

To really drive user growth and increase retention and monetization, you’ve got to have deep insights into your user’s behavior. AppsFlyer’s new Activity Dashboard will help you achieve that.

To learn more about AppsFlyer’s Activity Dashboard, speak with your AppsFlyer success manager or schedule a demo today.