App marketing metrics comparison

AOV is the average amount customers spend on each transaction with your business.

Your churn rate is the percentage of users who stop using your product or service within a defined timescale.

App owners, marketers and product managers

App owners, marketers, and product managers

• Guides decisions on pricing and product offering
• Provides insight into purchasing behavior
• Indicates overall profitability and growth opportunities

• Shows how effective you are (or not) at retaining users
• Provides insight into when and why users leave, so you can improve the experience
• Can highlight issues in the marketing funnel, eg poor targeting or an ill-defined proposition

• Use cross-selling and upselling to increase purchase value
• Design a loyalty scheme to reward repeat purchases
• Offer volume discounts or time-limited deals to encourage larger purchases
• Improve your user experience and invest in customer service

• Improve the user experience and invest in customer service
• Gather user feedback to improve your offering
• Ensure your ad messaging aligns with the product experience (set realistic expectations)
• Review your audiences and channels to ensure you’re reaching your ideal users

Average order value (AOV)

Churn rate