{"id":89,"date":"2022-02-10T13:48:24","date_gmt":"2022-02-10T13:48:24","guid":{"rendered":"https:\/\/persona.ly\/glossary\/performance-metrics\/app-growth-metrics-the-key-user-acquisition-metrics-to-follow\/"},"modified":"2024-01-24T13:39:03","modified_gmt":"2024-01-24T13:39:03","slug":"app-growth-metrics-the-key-user-acquisition-metrics-to-follow","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/performance-metrics\/app-growth-metrics-the-key-user-acquisition-metrics-to-follow\/","title":{"rendered":"App Growth Metrics – The Key User Acquisition Metrics To Follow"},"content":{"rendered":"\n
\"App<\/figure>\n\n\n\n

When tracking the performance of in-app mobile marketing campaigns, there are endless dimensions and a lot of metrics to consider. Before you start looking at the data, it\u2019s better to gain an understanding of which data you want to be looking at, and what should be considered when analyzing the data.\u00a0
Metrics can be divided into different categories, the ones we\u2019ll be referring to in this article are initial and cost-related KPIs, with a distinction between pre-install and post-install KPIs. The second part of metrics KPIs refers to value-based metrics, which we\u2019ve covered in The Cornerstone KPIs for Mobile UA<\/em><\/a> and include retention rate, ARPU, ROAS, and LTV.<\/p>\n\n\n\n

Why Pre-install Metrics Matter<\/h2>\n\n\n\n

Pre-install metrics help gain early knowledge of the performance of the campaign. While an install may not be the goal for most marketers (KPIs will usually focus on ROAS, whether it\u2019s dependent on retention or deposits), it\u2019s still a significant performance indicator.\u00a0
While most marketers focus heavily on conversion rate (impression to click), we argue that there are other, more reliable, early indicators that can be used to predict the performance of the campaign, such as IPM (install per mille).\u00a0
Before full transparency became the standard for marketers, granular data wasn\u2019t as accessible as it is today. App marketers had to rely on conversion rates and other pre-install metrics in order to estimate the quality of their partners. Based on the data, marketers chose their partners and allocated the highest spend to those who showed to bring the most engaged users in the promise of growth potential and quality.\u00a0
These days, when granular data is available, and when there\u2019s more transparency, CR (conversion rate) is not as meaningful as it once was but both pre and post-install data are considered at every stage of a user acquisition campaign. CPI (cost per install) and the metrics around it aren\u2019t the one size fits all solution that they used to be, but they should still be optimized towards, within reason, without compromising the performance down the funnel.<\/p>\n\n\n