Mobile Promotion KPI — Mobile Wiki

Many parameters are used to assess the effectiveness and optimization of advertising campaigns. All of them can be taken into consideration and become the ultimate KPI of mobile marketing.

For the promotion of services, including in-app purchases, we recommend using KPIs from the “Application profitability” group.

For the promotion of services, not including in-app purchases, we recommend using KPIs from the “User retention”, “User activity” groups.

Users and
Installations

New users

New users for a set period

Users/Installs

Total number of users/installations of the application for all time

CPI
(Cost Per Install)

CAC
(Customer Acquisition Cost)

Retention

Retention Rate

The retention rate of users to the application/site. It is calculated as the ratio of those who returned to an application to the number of installations on/for a specific date.

X-day Retention

The number of users who return to the application on a certain day after the first visit. The day on which you want to measure the retention rate depends on the subject of the application.

Rolling Retention

The percentage of users who first opened the application on the selected date and are still active. By active users, we mean those who have visited the application at least once in the last 7 days.

Churn Rate

The “burnout” rate of the audience. It is calculated as the ratio of users not using the application to the total number of installations.

Exit Rate

Exit rate. It is calculated as the ratio of users who delete the application to the number of installations for a specific period.

User Activity

DAU
(Daily Active Users)

Number of unique users who visited the application within a period of one day.

WAU
(Weekly Active Users)

Number of unique users who visited the application within the time frame of one week.

MAU
(Monthly Active Users)

Number of unique users who visited the application within the time frame of one month.

PCU
(Peak Concurrent User)

The maximum number of users who were in the application at the same time.

Average Session Length

Average session length.

Lifetime

The average number of sessions for one user from the first to the last visit. It is recommended to apply push-notifications to different segments of users for customized settings.

Tutorial

Tutorial pass rate.

ACU
(Average Concurrent User)

Average number of users who were in the application at the same time.

LDAU
(Loyal Daily Active Users)

Number of loyal users who visited the application within a period of one day. A user who visited the application at least once from the moment of installation.

LWAU
(Loyal Weekly Active Users)

Number of loyal users who visited the application within a time frame of one week. A user who visited the application at least once from the moment of installation.

STICKY FACTOR
(Weekly Active Users)

Audience loyalty factor, which is calculated as the ratio of weekly to monthly active users. (DAU to MAU).

Profitability
of the application

ARPPU
(Average Revenue Per Paying User)

The average revenue from one paying user. It is calculated according to the following formula: Application revenue / Number of users who have completed a purchase.

ARPU
(Average Revenue Per User)

The average revenue generated from a user. It is calculated according to the following formula: Application revenue / Number of users who visited the application for the period of revenue received.

Rolling Retention

Percentage of users who first opened the application on the chosen date that are still active. By active users, we mean those who visited the application at least once in the last 7 days.

Paying Users

Number of unique paying users for a certain period.

Paying Share

The ratio of the number of unique users who completed a purchase to the number of all active users for a certain period.

LTV
(Lifetime Value)

Revenue generated from one user: the amount of money generated from one player/registration from the moment of installation of the application.

Conversion into payment

The ratio of paying users to users who registered on a specific day / for a specific period.

Average Check & Income

Free-to-paid Convertion Rate

The ratio of users who completed a purchase in the application to the total number of users.

eCPM
(Effective Сost Per Mille)

Effective price per 1000 displays: total revenue of the site / application generated from advertisements divided by the number of advertisement displays (where 1=1000 displays).

Examples of KPI performance indicators for various topics

CPI → CPA/CPO → LTV → ARPU

For online store applications it is logical to start purchasing, focusing
on the cost of installation of the application. After the accumulation
of information on the target audience, it is worthwhile to proceed with
optimizing advertising campaigns based on the value of the purchase.
The next target will involve an increase in LTV — maximizing revenue from
every attracted user. Ideally, you should also focus on the share of paying
users and calculate the average revenue from all of the users of the application.

CPI → TUTORIAL, RR → LTV → ARPU

Mobile games should start paid promotion with the desire for a minimal installation cost.
We further recommend focusing on how many users pass at least the first level,
and then on the retention rate to the application. If there are in-app purchases
within the game, strive to maximize revenue from a paying user. Once you
understand what, how and when players are forced to make purchases, try
to increase the number of paying users and total revenue that they generate.

CPI → RR / LOYAL USERS / LIFETIME

The promotion of “Social” applications also begins with the optimization of the
installation cost. Once you have found a balance between low CPI and high quality
traffic, it is worthwhile to focus your attention on the retention rates of the
application and number of active users. The final point will be to estimate the
revenue received from the users of the application.

CPI → CPA/CPO → LTV → ARPU

Like others, applications of the “Finance” category begin promotion by focusing
on the cost of installation. Further KPI may be the cost of completing a targeted
action in the application. The ultimate goal can be considered as bringing the
average revenue of the application from the user to the maximum value.

CPI / DAU / WAU / MAU

Widgets recommend retaining the cost of installing the application as a key KPI
for the duration of the promotion. Evaluation of the number of active users for
different periods is also needed, with an aim towards the maximum rate of return
for the longest period possible.

As a rule, different customers want to work on different systems of key performance indicators. The pharmaceutical industry is into coverage / effective frequency / post click, auto — test drives; real estate — calls and associated conversions; performance — CPI/CPO/CPA. As for ROSST, we are growing in all directions and are working on all of the above mentioned KPI.

While setting up KPI for the advertising campaign, marketers must focus their attention on the goals and objectives of the campaign, no matter how trivial it may sound. It is important to note that each KPI must be close to the business indicators, ideally consider ROMI, and not just from each channel, but to split it into other derivatives to constantly optimize advertising campaigns. For example, people who are engaged in the promotion of mobile games do not only evaluate post click / post view, but also parse the data by user from different sources in order to understand the value of the conversion itself. For example, an extrovert will be more valuable than in introvert, because he will be able to attract more users to the game. Work with Big Data at this stage is opening hundreds of job opportunities with analytics and optimization.

If you look at this question futuristically, you will find that the purchase of “moments” is the ideal KPI. An advertisement in the mobile version is more intimate than on other media, because now it serves as the main device a person uses. Show him an advertisement and it will penetrate into his personal space, where he works, rests, reads and so on. Here we buy a “moment”, not a display. And the more suitable the moment, the more benefits it will bring, therefore, it should cost more.

The dynamics of the transition from simple KPIs to more complex ones is simple: when the company has a KPI on complex events (purchase, linquiry), it quickly understands how much the advertising costs and how it should be purchased.

Valentin Yeltsov

Programmatic and Mobile Lead at ROSST

Users and Installations

New users

Users/Installs

CPI (Cost Per Install)

CAC (Customer Acquisition Cost)

Retention

Retention Rate

X-day Retention

Rolling Retention

Churn Rate

Exit Rate

User Activity

DAU (Daily Active Users)

WAU (Weekly Active Users)

MAU (Monthly Active Users)

PCU (Peak Concurrent User)

Average Session Length

Lifetime

Tutorial

ACU (Average Concurrent User)

LDAU (Loyal Daily Active Users)

LWAU (Loyal Weekly Active Users)

STICKY FACTOR (Weekly Active Users)

Profitability of the application

ARPPU (Average Revenue Per Paying User)

ARPU (Average Revenue Per User)

Rolling Retention

Paying Users

Paying Share

LTV (Lifetime Value)

Conversion into payment

Average Check & Income

Free-to-paid Convertion Rate

eCPM (Effective Сost Per Mille)

Examples of KPI performance indicators for various topics

Users and
Installations

CPI
(Cost Per Install)

CAC
(Customer Acquisition Cost)

DAU
(Daily Active Users)

WAU
(Weekly Active Users)

MAU
(Monthly Active Users)

PCU
(Peak Concurrent User)

ACU
(Average Concurrent User)

LDAU
(Loyal Daily Active Users)

LWAU
(Loyal Weekly Active Users)

STICKY FACTOR
(Weekly Active Users)

Profitability
of the application

ARPPU
(Average Revenue Per Paying User)

ARPU
(Average Revenue Per User)

LTV
(Lifetime Value)

eCPM
(Effective Сost Per Mille)