Difference between metrics and KPI’s

• A metric is a value of some form (screen views, conversion, etc.)• A KPI are specifically designed to

measure performance toward an objective.

KPI’s are metrics, but not all metrics are KPI’s

Why is it so important to be so specific with your metrics?

• So you can benchmark• So you can look at growth over a period of

time• So you can specify a goal• So you can test user experience elements that

users won’t necessarily tell you about

FIFA World Cup App

App Crashes

FIFA Says:

“We are very happy with the overall 5 star rating in the App store and the 4.2 average rating in the Play store for FIFA’s free official app”

But recent reviews were poorly rated. As the World Cup gets closer, the UX demands more.

From 18 to 25 within 6 months

Stayed relatively stable at 5 minutes

Benchmarking

– Say “Avg. Number of Days Between Sessions” is your KPI.” 60% of users that don’t come back to a new app within 7 days never will.

Average number of days between sessions

1

2

3

4

5

6

7

1

2

3

4

5

6

7

191

89

38

43

38

33

36

Sessions Days Since Last Session

Benchmarking Conversion Rate

Most apps on average have 1 – 2% conversion rates• Games – as high as 10%• SaaS Apps – > 1%• Media – 1 %• eCommerce .6%

Specific Conversions

Testing

What can you test?– In app UI– Content– Push notifications

Dashboards

• A good dashboard shows trends• A good dashboard shows all of your KPI’s• A good dashboard is simple to read• A good dashboard may require customization

Mobile App Metric Types• Acquisitions: New users and what drives them to your app

(metrics: new users, avg. active users, referring sources)• User Base: content and services served (metrics:user personas,

device, demography)• Engagement: What users do and how your app (metrics: screen

views, median session length, most engaging content; speed, crash rates, exceptions)

• Conversions and goal completions:– in-app purchases (goal: monetization)

– app usage from first-time vs. long-term users (goal: loyalty)

– social media sharing (goal: marketing to expand reach of app)

AssignmentCreate your own KPI goals chart (using your previously chosen KPI’s) and come up with a target metric to hit and a target date. Write a narrative explaining how you came up with your target metric benchmarks to hit.

You’ll be presenting this next week!

E-mail: keidra@gmail.com