20 KPI Metrics For Mobile App Performance Evaluation

Metrics for Mobile App 

Evaluating a mobile application against certain key performance metrics is a fruitful way to figure out an app’s performance. Understanding how well an application does in the market is the stepping stone to launching a better secondary app. Audience feedback is of top priority, and determining the metrics for mobile app can help in determining how well an app did in the market. You can track certain KPIs (Key performance indicators) for an accurate assessment, such as level of engagement and revenue generated by the mobile application. The following are top 20 KPIs to track:


One of the simplest metrics for mobile apps to track is the general metrics, such as the number of downloads. Downloads are the foundation of other KPI evaluation and serve as the starting point of the entire evaluation.

2.  AOR (App Open Rate)

Secondly, once the application has downloaded onto the device, the point of focus shifts towards the frequency of use. App open rate accounts for sessions generated by the application users. They calculate it in percentage and the higher the number, the better the performance.

3. Install And Uninstall

One of the most concerning KPI metrics for mobile apps encompasses the install/uninstall rate. After users download the application, they either use it and grow accustomed to the features or uninstall the application.   

4. Number Of New Users

This KPI measures the number of new users regarding by way of number of new downloads. When multiple users use the installed application, the number reflects the change.

5. Session Length

AOR accounts for the number of times a session has been generated, whereas the session length accounts for the time spent using the application. The greater the session length, the more time users have spent in using the application.

6.  DAU (Daily Active Users)

The daily active users rate is a KPI metric for mobile app engagement evaluation. DAU calculates the number of unique users which log in to the application on a daily basis.

7.  Session Interval

Similar to DAU, session interval is a KPI metric for evaluating engagement. It calculates the duration between sessions. This KPI answer the question regarding frequency: how often is the app used? This calculates the duration between two active sessions.

8. Retention Rate

Retention rate tests the loyalty of the users. It calculates the number of users which still use the application after a certain duration. The higher the rate, the higher the loyalty of the users and the greater the probability of future revenues.

9. MAU (Monthly Active Users)

Another valuable metric for mobile app evaluation is MAU, which shows active users after a certain time frame. This showcases active users based on the monthly interval time frames.

10. Churn Rate

Churn rate is a KPI which showcases the number of users who have stopped using the application after a certain time frame.

11.  User Growth Rate

The user growth rate KPI is an effective metric for a measuring the growth rate of users over time. This metric for mobile apps serves as the foundation for many decision making procedures, such as determining advertising strategies.

12. Customer Acquisition Cost

Customer Acquisition cost essentially accounts for the cost of activities an application will undergo to acquire new customers. Advertising on social media, other applications, and on search engines is accounted for by this KPI.

13. Average Revenue per User

Calculation of revenue generated by a user is done by taking the average of money generating activities, such as upgrading to the premium features, ad clicks, and in-app purchasing.

14.  Organic Conversion Rate

This KPI accounts for an unpaid discovery of the app by the user. This form of customer acquisition relies on traditional methods, such as word-of-mouth advertising, below the line advertising, social media mentions, in-app recommendations and more.

15.  Paid Conversion Rate

This KPI accounts for the paid discovery of the app by the user. It achieves this via flaunting the app with paid campaigns, sponsored posts on social media, ad display on other platforms and more.

16.  Lifetime Value

The revenue generated by a user up till the present time period is measured by this KPI. The lifetime value KPI is a great mechanism to test the profitability and performance of an app at any given time.

17.  Time to First Purchase

Time to first purchase is an effective KPI for revenue metric evaluation for mobile applications. It calculates the duration from which the user has downloaded the application to the time it takes to make the first purchase. The first purchase can take the form of an upgrade, electing premium status, or availing e-commerce services.

18. ROI or Return on Investment

ROI measures the return in monetary value or customer acquisition generated by the investment made, such as using advertisement tactics and campaigns. It is a simple measure of gains from the investment over the cost of the investment.

19. Application Reviews

The least technical KPI for performance Metrics evaluation is following up on app reviews. The number of reviews and the content of the reviews reflect the engagement of the application. The greater the number, the better the engagement. Content reviews enable developers to see fruitful insight into the application.

20. Ratings

Looping back to the first KPI, application rating impacts the probability of future downloads. If the application enjoys a rating of 4.9 stars or above, the more likely new users will download the application. Rating of an application presents valuable feedback in quantitative form.


Shifting focus towards KPI Metrics for Mobile App Performance Evaluation is an effective way to improve the application further. The input received from the key performance indicators can help in improving areas of concern and remove inconsistencies. Measuring key performance indicators and applying the knowledge received from the metrics paves the way for successful application deployment. It enables the developer to boost usability, remove glitches and optimize the application better for future use.

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Blueprint For Developing The Best UX Design For Apps

Looks do matter, at least when it comes to the internet and web applications — the past used to be all about the best functionality. The modern era, however, goes one step ahead and having an excellent appearance and user-friendly experience is a necessity next to efficiency. That is why it is essential to have the best UX design for apps. The reason behind this is the total number of applications that are currently available for everyone to use. Users are likely to move on and find another application that looks much better if they do not see what they are looking for in your app. That is why it is so important to create an application that stands out and is tailored down to the likes and needs of your customers.

So what are the elements which you can use to enable your UX to drive conversion? Let’s take a look at some of the factors that can make your UX consistent, appealing, and beneficial:

Critical Factors For The Development Of the Perfect UX Design For Apps

To ensure that the user experience through your application is as optimum as possible, you need to keep these 5 ‘Cs’ in your mind. These tips are the key to making the best UX design for apps. They can assist you to streamline your efforts and optimize your interface to become attractive and interactive as possible for your customers.

5 Essential C’s

1. Customer Centricity

One of the significant trends in business today is the shift from product or service centricity to customer centricity. Your customer or the user of your application is, undoubtedly, an essential part of the entire chain. Meaning that your app should aim to mold itself around their likes and dislikes. Hence, you must look at the app from the perspective of your average user to ensure that your app satisfies their need.

Ask yourself if your customer will be able to extract the functionality they need through your app. Will they be able to do it with relative ease and convenience? Will they want to come back for more? For this purpose, many companies test their applications with a group of users before public release and document their reviews so that subsequent improvements can be made.

2. Clarity

While you may be tempted to put out an application that is chock full of features, it may not work out in your favor. A complicated website that is difficult to navigate or bombards the user with pop-ups and pages will likely cause them to turn away. Most users will want to get what they need as early and as efficiently as possible. Therefore, a simplified layout will highly facilitate and drive customer interaction, conversion, and the growth of your website.

3. Consistency

Consistency is essential if you wish to develop your brand. It helps you to induce a sense of familiarity whenever the customers interact with your application or website. A considerable part of this consistency is the theme, application design, fonts, colors, and the position of the core elements. It enables users to associate it with your brand and immediately recognize your application.

4. Collaboration

Developing and shaping the UX of your application is not a one-person job. To determine the best user experience strategy, it is important to take into consideration the opinions and ideas of the various groups of experts in your developmental team.

5. Customization

This is where the opportunity lies to make your product stand out and appeal to your customers in a personal manner. Personalization is what drives conversion in the modern day. The tools and means available today ensure that you can tailor your service to the users’ likes and dislikes.

Give many different options or routes for the user to take on your interface and allow them to customize their own experience. Personalization tends to appeal to customers because it shows the degree of effort you are willing to put in for their comfort and facilitation.


All in all, while developing the optimum UX design for your apps might not be a piece of cake, it is undoubtedly worth the effort in the long run. Finding and creating a mobile app with a user-friendly UX design is critical. Using the key points mentioned above to shape the user experience on your app will allow you to tap into the maximum potential of your interface. Ultimately, the result will increase conversions, satisfied customers, and all your business goals will be met.

5 Steps To Create A Mobile App

What are the steps to create a mobile app?  The benefits of a mobile app are that it can pave the way for creating a far more personal connection between the company and the consumer when opposed to a mobile-friendly website. With mobile apps, the UI is in your control, you can send notifications to the users, and provide a better service overall. For the purpose of this, we have put together several points which will help you create a successful mobile application. Below, we will list the 5 ways to improve your mobile application.

Related: Download our eBook “How to build a prototype that will WOW investors” for a step-by-step guide to planning, building, and launching a mobile app prototype.

1. Identify A Problem To Solve With Your App

There is a difference between having an idea that you like, compared to having an idea that the world likes. The second one brings in customers and traffic, therefore — money. So how would you know if the world is going to like your idea? Simple! Is it solving any problem that people are facing? If yes, then it’s likely people will use your application.

2. Design the UX/UI With Intuitiveness In Mind

Smartphones are becoming bigger with screen sizes nearing the 6” mark. But, mobiles are still meant to be a single-handed device. And even though screen sizes are increasing, you’re not getting as much real-estate as compared to a traditional desktop.

These are things you should keep in mind while designing the UX/UI. Don’t clutter the interface with too many options, and create frequently used buttons easily reachable by the fingers.

3. Create a prototype

Once you have an idea and decide how to implement it, then it’s time to create a prototype to see it in action. This is the most crucial part of a mobile application. Having the app in front of you will allow further evaluation and it’s potential — it won’t merely be an idea in your head.

Also, if you want to add more features, you will need to attract the attention of investors. Prospecting a prototype is far easier than looking through a product description on a piece of paper. Define your product and bring it to life instead of having a poor product design. 

4. Beta Test The App

With investors funding your project, you have almost completed creating your app. This is the perfect time to put it out for beta testing. Since the app is in beta, people won’t mind too much if they encounter bugs. Instead of getting negative reviews, now you will get constructive feedbacks which you can utilize to improve your app. It can also create a little noise in the market that someone is coming out with a new app.

5. Capture Metrics On User Behavior

Knowing how people are using your application is extremely important. This tells you what they like most about your app, so you can start focusing on that particular area. Some of the metrics you should be looking into include; social sharing habits of your users, time of usage, geographic, demographics, etc. This will help you paint a better picture of your users and see the most important KPI’s so you can optimize your app. Having a roadmap created by SUPERTEAM can simplify the headaches and technical difficulties in creating a mobile app. 


Improving your mobile application takes time and involves many different steps. Having an idea that solves consumer issues will be the first step. The second step will be creating a UX/UI design that is user-friendly for your customers. The third step will be creating a prototype. The fourth step will be Beta testing it, and the last step will be capturing the metrics and KPI’s on your user behavior to improve your app.

If some or all of this feels like a lot, you’re not alone. Many people seek the advice of a technical expert when developing an idea. SUPERTEAM offers 1-on-1 consultation to help entrepreneurs make the best decisions possible during development. We’ve helped numerous founders bring their ideas to life by providing the technical expertise that is so crucial to success.

10 Ways Your Development Team Can Fail

Software development team projects have an alarmingly high mortality rate. According to a 2009 IDC report, as many as 20% to 25% of all software development projects don’t provide any returns, and 50 percent require a massive amount of rework before they can be labeled finished. And this doesn’t even include the companies that hide their failed projects. So why do so many projects fail?

According to IBM System Magazine, only 3 percent of projects fail due to technological issues. Even if your development team is highly skilled, there are still a number of ways things can go off the rails. We’ve explored some of the most common reasons for project failure.

1. Lack Of Experience

The road to expertise is paved with hard work and learning from mistakes. An ideal development team has a mixture of general and expert knowledge that covers all relevant areas of skill needed to complete a project. Hiring the right talent can be difficult, as experienced team members can be costly. However, an inexperienced and less qualified developer team can lead to poor results.

Some roles are more critical than others and should be given greater priority during when hiring. It’s not unlikely for an engineer to make a mistake in the code — but a project manager should be able to audit the project and find any critical flaws before delivering the code. In the case of a project manager, paying for the expertise and experience is well worth the money.

2. Lack Of Leadership

Any project which involves the effort of multiple people requires some central authority who can combine the efforts of all those people and provide a sense of direction. A good leader looks after his or her team, listening to their concerns, providing feedback, praising good work, and most importantly, making good decisions. In a technical environment, the leader should have a strong understanding of the technology on which his team is working.

When a leader fails to provide a strong sense of direction, overlooking the importance of setting objectives, managing risks, and coordinating everyone’s efforts, the team is at a severe disadvantage and more likely to fail.

3. Lack Of Architecture

In order to build a well thought-out house that’s both beautiful and functional, one needs to have detailed blueprints. Similarly, for a development project to start and end successfully, the team needs to create and follow a logical system architecture. Although extremely important, the use of architecture is often omitted. Lack of architecture means potential issues with security, performance, scalability, and manageability.

Related: What is a solution architect?

4. Unrealistic Deadlines

Sometimes teams, in order for the company to stay afloat, are pushed to get the finished product out as fast as possible. This can cause the quality of the product to suffer and lead to larger problems down the road. Sometimes it is the client who breathes down the neck of the team, badgering them for updates.

Teams are often already working at capacity with more than they can handle already on their plates. Trying to complete as many projects as possible in the shortest amount of time often leads. This can result from a ‘speed over accuracy’ mentality originating from upper management. Whatever the reason may be, having too tight of a timeline will result in rushed products, incurring technical debt and team burn-out.

Related: What is technical debt?

5. Scope Creep / Moving Targets

A project is almost guaranteed to fail if the development team does not have clearly stated objectives. If a client fails to provide clear and pre-defined goals, the ambiguity leads to wasted time, wasted resources, and wasted efforts. When a manager continually changes his or her mind, or a client adds further requests extending past the agreed-upon contract, work quality suffers and frustration grows among the team.

6. Lack Of Motivation

A team with low morale and low motivation can be worse than no team. Without a drive to work hard and produce quality results, the work a defeated team produces can be riddled with errors. This technical debt will either render the project nearly useless or require a massive amount of time to be fixed.

Any number of factors can contribute to low team morale. Perhaps it is an issue with compensation, the division of labor, or workplace environment. Sometimes the problem lies in the team members themselves due to poor hiring practices. Whatever the case may be, low motivation is a serious blocker to quality results and successful projects.

7. Lack Of Discipline

In any system or group, a lack of discipline can lead to chaos and confusion. In order to ensure that everybody is on the same page, organizations create standards. They assign roles, give directions, and commit to certain best practices. Discipline is the practice of adhering to these rules, roles, and directions. An undisciplined development team is at risk to waste time just doing whatever they want. A strong sense of discipline often comes from the culture that is modeled and encouraged from within. Strong leaders and company veterans set the tone for the rest of the team, so it is important to achieve this early on.

8. Communication Problems

No team is immune to communication problems. Certain barriers to communication only make things worse:

  • Use of technical jargon — Not everyone in the organization will have the required knowledge to understand the technical terms. Development teams should ensure that communication with clients, upper-level management, and customers is clear and easy to understand. Even simple misunderstandings can have disastrous consequences.
  • Personal barriers. Intimidation from bosses and managers can cripple the incentive a development team has to communicate. When employees feel ignored or mistreated, even important conversations may be avoided. Clashing personalities can also lead to an unhealthy work environment.
  • Organizational barriers. These problems are caused by the structure of the organization that restricts the flow of information. The team might have trouble coordinating with other departments, or company policy might not prohibit informal, yet quicker communication.

9. Internal politics

Politics are always at play. Within the team, a number of issues can arise. Conflicts can arise between members, project managers may fail to give proper credit, and sometimes even a wronged employee can deliberately try to sabotage a project. The consequences of internal politics within the company can lead to development teams not receiving enough funding and unhealthy competition between departments.

10. Lack of innovation

Ultimately, the end users of every project are people. These human beings are looking for you to provide value to them. Value comes in many forms, but in order to continuously provide value long term, your company must innovate. The world is changing, and therefore the problems it faces are changing. Your goal is to identify these problems and solve them. Innovation can look like:

  • Finding an unmet need and providing a solution for it.
  • Inventing a product that raises the quality of life for the customer.
  • Improving upon an existing product in a significant manner.


Development teams can be extremely skilled at solving complex tasks, but there will always be areas where human nature produces vulnerabilities. Understanding these most common reasons for failure can help you anticipate issues before they cause serious problems.