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Basic App Metrics to Track

Medha Ghatikesh
Jul 1, 2015 · 3 min read

If you can measure it, you can change it.

In my previous post, I introduced Meetr — an app I built as part of the CodePath Android bootcamp to make group scheduling easy and applied Stanford d.school’s Design Thinking framework.

Below I will apply Dave McClure’s AARRR Startup Metrics model to describe Meetr’s product marketing efforts. The 5 steps are: Acquisition, Activation, Retention, Referral, & Revenue.

I learnt these concepts at Product School and during my M.S. Software Management program at CMU Silicon Valley.

Applying the AARRR model to Meetr.

Acquisition — How users will find Meetr

  1. Tumblr Ads (Because 13% of Internet users between the ages of 18–29 use Tumblr.)

KPIs (Key Performance Indicators that I will measure) :

  1. No. of app downloads.
  2. Cost of Acquiring a Customer: Cost of running ads over a time period ÷ No. of users acquired in that window

Activation

KPI:

Conversion rate: % of downloads that convert to sign-ups.

Retention

  1. Seasonal push notifications — when days such as Halloween or St.Patrick’s Day are around the corner, the app sends a push notification to its users to prompt them to plan an event — and shows local places that are offering a deal/happy hour, etc.

KPIs:

  1. Daily / weekly and monthly (1–7–30 day) retention rates: Of the people that signed up, how many are still users of the app? Perform time based cohort analysis to measure this. Also see whether a group that signed up close to long weekends, festivals, etc., retains better.
  2. Engagement: Monthly Active Users.
  3. Stickiness: Daily Active Users ÷ Monthly Active Users.

Referral

KPI:

  1. Referral Rate — percentage of users who come from existing customers.
  2. Viral coefficient calculated using:
  • Initial set of customers
  • Number of invites sent to each new customer
  • Percentage of invites that convert

Revenue

Originally published at medhaghatikesh.com.

medhaforcebewithyou

This is where I write about products, product management…

Medha Ghatikesh

Written by

Product Manager @Groupon. Prev:@MyFitnessPal, Under Armour, Orion Health. Edu: CMU, University of Auckland. Born: 🇮🇳 Raised: 🇳🇿 Living: 🇺🇸

medhaforcebewithyou

This is where I write about products, product management, and sometimes about being a woman in tech.

Medha Ghatikesh

Written by

Product Manager @Groupon. Prev:@MyFitnessPal, Under Armour, Orion Health. Edu: CMU, University of Auckland. Born: 🇮🇳 Raised: 🇳🇿 Living: 🇺🇸

medhaforcebewithyou

This is where I write about products, product management, and sometimes about being a woman in tech.

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