This document discusses metrics for analyzing user behavior in business-to-consumer (B2C) mobile applications. It covers tracking users through the lifecycle stages of acquisition, activation, engagement, monetization, and retention or churn. Cohort analysis and funnel reports are described to analyze retention of first-time users or adoption of new features. Mobile metrics like daily/weekly/monthly active, converting, and retained users are outlined to measure stickiness and monetization. The document aims to explain how these analytics can help improve the user experience and identify desirable versus undesirable user segments.

1. B2C Analy*cs
Anand Jain

2. Why?
If you don’t measure it, you can't
improve it

3. User lifecycle

4. • Acquisi*on
• Ac*va*on
• Engagement
• Mone*za*on
• Reten*on
• Churn
We’ll cover

5. Cohorts

6. Cohort report

7. Cohort types
• Reten*on Cohort
• How many of my first *me users came
back
• Feature Cohort
• Helps determine s*cky quo*ent of a
feature
• AMri*on Cohort
• How many of my customers uninstalled
my app

8. Funnels

9. Funnel report

10. Funnel trends

11. Funnel splits

12. Segmenta*on

13. Segment your users
• Users acquired via a Facebook campaign in Oct who transacted 3 or
more *mes in Nov and Dec but not in the last 2 weeks.
• Users who launched the app for the first *me in the past 30 days
• Users who have added Tacos to the cart at lunch *me but didn’t complete
the purchase within 15 minutes past lunch *me
Desirable vs. Undesirable segments

14. Segment growth

15. Mobile metrics

16. Mobile metrics
• DAU, WAU, MAU
• How many ac*ve users on a daily,
weekly and monthly basis
• DCU, WCU, MCU
• How many conver*ng users on a
daily, weekly and monthly basis
• D1, D3, D7 reten*on
• W1, W2, W3 reten*on

17. Mobile metrics
• S*cky Quo*ent
• DAU over MAU
• Revenue
• DPU over DAU
• ARPDAU
• App Uninstall – how many
uninstalls, how long did they take
to uninstall

18. Ques*ons?
Anand Jain