10 KPIs to Measure Your App's Growth Using Data from the Stores

Here are 10 critical KPIs, contextualized within the framework of Easy App Reports products, to steer your app growth strategy.

January 3, 2024
 min read

When evaluating the performance of mobile apps in App Stores, it's paramount to understand your growth trajectory. However, with a myriad of metrics available, it's essential to pinpoint the most relevant KPIs that genuinely reflect your app's progress. With Easy App Reports, accessing data from both the App Store and Google Play Store becomes effortless, ensuring you get insights that were once challenging to derive. Here are 10 critical KPIs, contextualized within the framework of Easy App Reports products, to steer your app growth strategy.

1. Impressions

Impressions serve as the initial touchpoint between your app and potential users. It signifies the number of times your app's icon is displayed on the App Store or Google Play Store, whether in search results, featured lists, or category rankings. Monitoring impressions is crucial because it indicates your app's visibility and potential reach. An increase in impressions can result from successful App Store Optimization (ASO) strategies, new marketing campaigns, or being featured by the platform.

When leveraged correctly, impression data can be a treasure trove of insights. A sudden spike can indicate the success of a particular marketing campaign or hint at virality. Conversely, a drop in impressions might signal a need for revisiting ASO strategies or assessing market competition. With Easy App Reports, accessing and deciphering these metrics becomes straightforward, empowering app companies to make informed decisions.

2. Installations (iOS & Android)

Installations represent the number of times users have downloaded and installed your app on their devices. Monitoring installations provides a clear picture of the app's growth trajectory and helps in evaluating marketing ROI.

A consistent increase in installations following a recent app update could suggest that the new features or improvements are resonating well with users and attracting more downloads.

3. Conversion Rate (iOS & Android)

Conversion rate, in the context of app stores, refers to the ratio of installations to impressions. This metric provides invaluable insight into the effectiveness of your app's store presence. A drop in conversion rate after changing app screenshots or description indicates that the new content might not be as compelling or clear to potential users.

4. Sessions (iOS only)

Sessions represent the number of unique interactions users have with your app on any given day. Monitoring sessions is crucial as it provides insights into how frequently users are engaging with your app. If sessions spike every weekend and drop during weekdays, it suggests that users might be using the app more during their leisure time.

5. Active Devices Last 30 Days (iOS only)

Active Devices Last 30 Days is a critical metric that showcases the number of unique devices that engaged with your app over the past month. A steady increase in active devices over several months indicates growing user loyalty and consistent app engagement.

6. New and Canceled Subscriptions (iOS & Android)

New and Canceled Subscriptions offer insights into how many users are opting for premium or additional features within your app and how many are opting out. If new subscriptions rise after introducing a promotional offer but canceled subscriptions also increase after the promotion ends, it suggests users might be joining for the deal but not seeing long-term value.

7. Cancelation Reasons (iOS & Android)

Understanding why users cancel their subscriptions is crucial. Cancelation Reasons delve deeper into their motivations, allowing businesses to address specific concerns. If a majority of users cite "lack of features" as their cancellation reason, it's a clear sign that the app needs more functionality or content updates.

8. Reviews and Ratings (iOS & Android)

User feedback is invaluable. Reviews and ratings provide direct insights into what users love or dislike about your app. Monitoring these metrics can help you address user concerns promptly. A sudden influx of negative reviews after an app update could indicate bugs or unpopular changes that need immediate attention.

9. Gross and Net Revenue (iOS & Android)

Gross and Net Revenue metrics provide a comprehensive view of your app's financial performance, indicating the total earnings and actual profit, respectively. If gross revenue is high but net revenue remains low, it suggests that platform fees or other costs might be taking a significant chunk of the earnings, warranting a review of pricing strategies or cost structures.

10. Uninstalls (iOS & Android)

Uninstalls, or deletions, represent the number of times users have removed your app from their devices. Monitoring this metric is crucial as it can provide insights into potential issues or decreased relevance of your app.

A spike in uninstalls after a specific marketing campaign might indicate that the campaign attracted users who weren't the right fit for the app or had different expectations.

By leveraging the power of Easy App Reports and focusing on these pivotal KPIs, app businesses can gain a holistic view of their performance, optimize strategies, and drive sustainable growth in the competitive app market.

Subscribe to receive articles like this one:

Thanks for joining our newsletter.
Oops! Something went wrong.