ASL should be estimated using the following formula

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For example, if an application has a MAU of 500 and a DAU of 50, then the stickiness coefficient will be (50 ÷ 100) × 100% = 10%. And the higher this indicator, the more successful the project will be.

So, according to Business of Apps, good stickiness starts from 20%, and a result of more than 25% is considered ideal.


Or ASL (average session length). Typically, the countdown of one session begins after logging into the application vp risk email lists and ends when it is closed, goes into the background, or user activity ceases.



A long session does not always indicate the effectiveness of the service. For example, when calling a taxi through an app, a long session is rather a negative indicator - the process can be delayed due to an inconvenient interface that complicates data entry, the lack of cars, determining the route, and so on.

On the other hand, a high ASL in entertainment or educational niches indicates quality content that reliably holds the attention and interest of users. In this case, extending the session will only increase user loyalty and make them visit the application more often.

Retention rate
RR (Retention Rate) determines the number of people who continue to use the application for a certain period of time (week, month, quarter, etc.) after installing it or paying for it.

RR is tracked using the formula:


This is a particularly important metric, as many users forget about the service the day after installation.

For example, the AppsFlyer platform analyzed 6 billion mobile app installs in 2021 and found that the average daily retention rate was only 24.33%. Moreover, this figure dropped by 12% in 2023. Average RR across all countries in 2023:

on the first day - 23.09%;

on the third day - 13.38%;

on the seventh day - 9.99%;

on the 14th day - 7.66%;

on the 30th day - 5.52%.

That is why tracking and maintaining high RR efficiency significantly increases the company's revenue. On the one hand, regular users are more likely to make purchases in the app, subscribe, and click on advertising links. On the other hand, satisfied customers are more likely to recommend the service to their friends, which reduces the costs of attracting new consumers.

There are many ways to improve customer retention, from push notifications to personalized offers. But the most effective method is the opposite: understanding what turns users off after they install a mobile app.

Churn rate
CR (Churn Rate) tracks how many users stopped using a product. For example, deleted or abandoned the application during a specific period.

CR is calculated using the following formula:


User churn can occur for various reasons:

Service does not meet customer expectations.

Lack of new content.

Unnecessary updates.

Complex interface and navigation.

Technical glitches and more.

The churn problem is exacerbated by competition. According to Business of Apps, in 2023, the average CR after one month was 55%, and after three months - 68%.

If an app is experiencing a sharp drop in customer usage, it is important to examine recent changes to the service that may have caused the decline in its effectiveness.

Conversion rate
Conversion is usually expressed in various KPIs that show how many users have completed the target action.

Below are some types of conversion:


Description

Examples

For purchase

Measures conversion to a product purchase, service subscription, or in-app transaction

Upgrade to a premium subscription for music streaming or digital goods in a mobile game from a free plan

To registration

How many anonymous users who came from advertising were interested in the app's features

Registration in the mobile application after using the demo features, registration for the webinar on the landing page

To download

Shows the percentage of successful service installations

Downloading the app from the App Store or Google Play

Into events within applications

Measures the level of user interaction with the service

Level up in the game, publish an image from the photo editor in your social network feed


Each conversion rate can be calculated using the following formula:


Thus, conversion helps to evaluate the level of effectiveness of almost any aspect of the application - from the convenience of the form to the relevance of new functions. This will allow you to identify possible problems with the service and, if necessary, adjust your strategy.

And in order for the service to initially convert well, the following mistakes should be avoided:

Inconvenient interface. Complex navigation, inconvenient filters, unsuccessful visuals - all this often causes a negative first impression and discourages the desire to open your application again.

Vague call to action (CTA). The absence of a specific call to action, an excessive number of fields, and an unnoticeable CTA reduce the likelihood of a target action.

Slow loading speed. According to statistics, 53% of users do not wait longer than three seconds for applications to open and go to competitors. To prevent this from happening, the application needs to be optimized - get rid of unnecessary animations, compress images, reduce the number of API calls, and so on.