Is Your Mobile App Marketing Strategy Working - Appy Pie

Is Your Mobile App Marketing Strategy Working? Check Out These 8 KPIs To Find Out

Originally Posted By Amy Forman  | March 25, 2015  | 5-min read
Jayraj on July 28, 2020  

You’ve created an excellent mobile app! You finally establish the perfect app marketing strategy and are ready to get leads from your mobile app. But, it turns out you don’t get the number of leads you want. And more importantly, if you don’t know how to judge the success of your mobile app marketing strategy, what do you do?

Mobile Marketing is one of the most important marketing channels for a business. A business without a proper mobile marketing strategy will struggle to find success in the app market. However, the blog you’re reading today is not concerned with the mobile marketing strategy you use. Today, we’re going to see what data point metrics or what KPIs (Key Performance Indicators) you can use to measure the success of your app marketing strategies. Before we get into it, here are some statistics about mobile marketing.A Complete Guide to Mobile Marketing - Appy Pie

What is a Data Point or KPI (Key Performance Indicator)?

Data Points or KPIs, as they are popularly known, are indicators or measurable statistics that can give you an accurate idea about key business objectives. In the mobile marketing space, KPIs can be used for identifying various statistics and gauging the success of the various strategies a business attempts.

Key Performance Indicators for a Successful Mobile App Marketing Strategy

Here’s a list of Key KPIs for a mobile marketing strategy:

  2. The greatest KPI of mobile marketing is the number of downloads your app is getting. I mean, if your app is getting downloaded, then it is pretty much proof that you’re doing something right. However, downloads are influenced by how well your app is optimized for the app stores and how well its website is optimized for Google. Our free course on mobile app marketing strategies expands on how to increase app downloads with app store optimization. You can also check out this video to help you rank better on the app store.
    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  3. Uninstalls
  4. App marketing doesn’t end when a user downloads your app. The first important KPI for a mobile marketer is the uninstallation rate. If you are able to attract downloads but not retain, it is technically a failure to market the app right. You may not be attracting the right audience. If the number of app uninstalls for your app are high despite positive reviews and feedback, it is a clear indication that you’re targeting the wrong markets. It is important to know the number of uninstalls your app is getting. App stores often penalize apps that have a high uninstall rate. If you’re looking for ways to prevent users from uninstalling your app, here are some tips to help you do the same.
    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  5. Session Length
  6. A session is the amount of time a user spends continuously on your app. Tracking session time on an app is extremely easy. A higher session length is good for your app. The more time a user spends on your app the more likely it is that you’ll retain and convert them into leads. Getting your users to use your app regularly helps them get comfortable with your brand and is always good for your business. Here’s a video that’ll give you ideas on how you can improve the session lengths for your users with nifty tips and tricks.
    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  7. User Reviews and Feedback
  8. Always ask users for an app store review and their feedback. They tell you exactly what you need to do to improve your app. User reviews and feedback are excellent KPIs for a business. Your marketing teams can observe these to tell you what you need to do to make your app better. Thank users for the good reviews and use the bad reviews and criticism to improve user experience on your app. Reviews and Feedback might also help you understand what’s lacking in case app uninstalls are abnormally high. However, there is a way you can avoid poor reviews on your app. Here’s how:
    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  9. Degree of Monetization
  10. How much and how well your app is monetized can also act as important KPIs for your marketing strategy. Since monetized links can be tracked, knowing which links perform better and which links people don’t use, you can understand more about your users. If there is a monetized link or page on your app and its bounce rate is higher than normal, it usually means that something is wrong. Too much monetization in your app can also be responsible for the poor performance of the app you’ve created. Pricing your app right is something that you’ll have to experiment with. Here’s an introductory video to help you get started with the various revenue streams for an app.
    (Above video is a part of a more elaborate course on Academy by Appy Pie. To access the complete course, please Click Here, or continue reading below.)

  11. Branding
  12. Branding is important even for your app. Your app is one of the faces of your business. Make sure that your app recognizes all your brand’s important messages and positively adds to them. A good brand with a bad app will eventually lose its brand reputation. To judge how well the branding is working, your social media will give accurate branding-related KPIs.

  13. Conversions
  14. Conversion rate is easy to measure and simply means the number of users that were converted into leads.

  15. Customer Retention
  16. Retention is the ultimate KPI and the key goal for a mobile marketer. To find retention, you can divide the number of app downloads with the number of conversions and get a rough idea of how many users you actually have. Let us take an example, if 1000 people downloaded your app and 300 bought your premium features, you have a conversion rate of 30%. The other KPIs mentioned in this blog have either a direct or indirect effect on customer retention. You can also combine conversion rates with session-based KPIs and retention rates for more accurate insights into your app. On average, an app has a retention rate of 35-60%.

How to Improve Your KPIs

There are hundreds of ways to improve your KPIs. For each KPI, the strategy will be different. Here are links to some popular Appy Pie blogs that will help you improve the various KPIs mentioned above:


Mobile marketing will continue to rise in importance. It is recommended that an estimated 25% of your marketing budget should be assigned to your mobile marketing wing. This is why having a grip on your mobile app KPIs is important. Once you have a grip on your KPIs, your mobile app is on the way to its success. If you’re still looking for a way to build your app, look no further than Appy Pie AppMakr. AppMakr’s no-code interface allows you to make an app from scratch without any coding. Try it out today!



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Abhinav Girdhar

Founder and CEO of Appy Pie

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