The 5 Essential Metrics to Gauge the Performance of An App

If you’re interested in apps, the question on everyone’s tongue is: what makes a good app? And how can you tell? In this post we’re going to outline the best ways to gauge the overall health and performance of an app, whether that’s someone else’s or your own. The 5 basic metrics you need to understand how an app is succeeding in the app stores are: its conversion rate, number of crashes, average rating, category rating, and download and revenue estimations of other apps. Let’s take a deeper look into what these mean and how to find them.

1. Conversion Rate

App Conversion Rates: App Store Views and Downloads
Ahhh, the holy conversion rate. What conversion rate really means is how often someone checks out your app on your app store page and decides to make the leap to install it on their smartphone. A high conversion rate is good, a low one, not so good. But it’s hard to say what “low” and “high” mean without context, so let’s break it down by category.
Conversion Rate by Category: Books being the highest and shopping being the lowest.
As you can see, our research shows that Shopping apps tend to have the lowest conversion rates – 31% – while Book apps have the highest, 44%. This means the competition will be much fiercer for anyone deciding to develop a Book app vs. a Shopping app. Regardless of the category, a high conversion rate is desirable for any app. You can try out these 4 strategies to boost any app’s conversion rate:

  • Update your app’s metadata
  • Understand your key demographic
  • Find the best channels to target your most engaged demographics
  • Monitor app ratings and reviews

2. Number of Crashes

If your app crashes a fair amount, it’s likely users aren’t going to stick with it long, and they’re going to let you know their troubles through your reviews. To keep tabs on if this is a problem for your app, recurring or not, do a regular (weekly or monthly) review analysis. Search through your app’s reviews and note how many times the term “bug” or “crash” or “glitch” comes up. Make note of these issues so you and your team can tackle them head-on.

3. Average Rating

The Sum of All Your Reviews and Ratings.
An app’s average rating is just what it sounds like – the sum total of all your reviews and ratings. This is hugely important metric, since good ratings are a #1 reason a user will decide whether or not to download an app. As we mentioned above, if an app has a low rating, a good starting point is to check out the reviews and see what users are having troubles with.

4. Category Ranking

The end calculation that combines users’ engagement with an app, the number of downloads, reviews, and more to create an app’s standing in its specific category.
An app’s category ranking is the end calculation that combines users’ engagement with an app, the number of downloads, reviews, and more to create an app’s standing in its specific category. Most apps aim to be in the Top Ten (Overall or in their Category), since those apps get more exposure and more downloads.

5. Download/Revenue Estimations of Other Apps

Comparing your app downloads and revenue to the competition
The app stores are certainly no vacuum. To compete in any marketplace, it’s important to know where you stand in relation to the rest of your competitors, which you can find out by gathering their download and revenue estimations and comparing them to your own. If you’re an app developer, you can use these to analyze how successfully your competition is monetizing and in which countries, or determine an accurate and reasonable budget for user acquisition strategies.

Wrapping Up

To sum up, checking these 5 basic metrics can help anyone, from developers to marketers to researchers, truly understand an app’s overall performance and gauge its success in the app stores. Give them a try!

This is a guest post by Mobile Action, the leading solution for driving organic app growth and analyzing app marketplace intelligence. With over 95k apps connected, Mobile Action will improve your app’s discovery, help you learn more about the app store, and find the right users. Use the promo code “appmarketers” for 1 month of Mobile Action free.