App marketing metrics comparison

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

Your uninstall rate is the percentage of users who remove your app from their device within a defined timeframe.

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 overall 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

• Identify the point where users uninstall and improve that part of the journey
• Improve your onboarding to keep users engaged
• Test app functionality and optimize it based on feedback
• Review your channels and creatives to ensure the app is meeting expectations

Average order value (AOV)

Uninstall rate