Measuring the app user acquisition campaign metrics is as important as having one. Otherwise, you will fail to recognise the strategies that fetched the maximum number of users and the ones that didn’t turn out well.

Table of Content

• Crucial App User Acquisition Metrics
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• increase android app installs
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Here’s a list of the key performance metrics you need to consider.

1. Click-Through Rate (CTR)

It is the percentage of the number of users who clicked on an app install ad that was served to them.

2. Install Rate (IR)

It is the percentage of the number of users who downloaded the app by clicking on the ad displayed.

3. Conversion Rate (CVR)

It is the percentage of the number of users who performed the desired action over the total number of impressions. For example, if you served an ad for users to purchase a bag, then buying the bag is the desired action.

4. Cost Per Install (CPI)

It is a fixed amount paid to the publishers each time the app is installed via their advertisements.

5. Cost Per Thousand (CPM)

It is the amount paid to the publishers for every 1000 impressions of an ad.

6. Effective Cost Per Thousand (eCPM)

It is the cost of every 1000th ad impression, regardless of the buying method (fixed price, CPM, CPC, CPA or CPO).

7. Cost Per Click (CPC)

It is the amount paid to a publisher for every ad click, calculated as the total amount spent divided by the total number of clicks.

8. Cost Per Acquisition / Action (CPA)

It is the total amount associated with acquiring a new user, calculated as the total amount spent divided by the number of conversions.

9. Lifetime Value (LTV)

It is the prediction of the net profit a user can bring to a company, during their entire relationship.

10. Return of Investment (ROI)

It is a measure to determine how much you earned from ads opposed to how much you spent on them.

11. RR (Retention Rate) 

It is the percentage of returning users. You can calculate it by comparing the number of users within a specific period, to the same users in a previous period.

12. CR (Churn Rate)

It is the percentage of users who stopped using your app. They may have either gone with a competitor’s app or may have found your app uninteresting.

13. DAU (Daily Active Users)

It is the number of unique app users in a day.

14. MAU (Monthly Active Users)

It is the number of unique app users in a month.

15. Stickiness

It is the percentage of how often users return to your app. It is calculated by dividing the DAU by MAU.