1. Difference between metrics
and KPI’s
• A metric is a value of some
form (screen views, conversion, etc.)
• A KPI are specifically designed to
measure performance toward an
objective.
KPI’s are metrics, but not all metrics are
KPI’s

2. Why is it so important to be so
specific with your metrics?
• So you can benchmark
• So you can look at growth over a period of
time
• So you can specify a goal
• So you can test user experience elements that
users won’t necessarily tell you about

3. FIFA World Cup App

4. App Crashes

5. FIFA Says:
“We are very happy with the overall 5 star rating
in the App store and the 4.2 average rating in
the Play store for FIFA’s free official app”
But recent reviews were poorly rated. As the
World Cup gets closer, the UX demands more.

7. From 18 to 25 within
6 months
Stayed relatively
stable at 5 minutes

8. Benchmarking
– Say “Avg. Number of Days Between Sessions” is
your KPI.” 60% of users that don’t come back to a
new app within 7 days never will.

9. Average number of days between
sessions
1
2
3
4
5
6
7
191
89
38
43
38
33
36
1
2
3
4
5
6
7
Sessions Days Since Last Session

10. Benchmarking Conversion
Rate
Most apps on average have 1 – 2%
conversion rates
• Games – as high as 10%
• SaaS Apps – > 1%
• Media – 1 %
• eCommerce .6%

11. Specific Conversions

13. Testing
What can you test?
– In app UI
– Content
– Push notifications

16. Dashboards
• A good dashboard shows trends
• A good dashboard shows all of your KPI’s
• A good dashboard is simple to read
• A good dashboard may require customization

18. Mobile App Metric Types
• Acquisitions: New users and what drives them to your app
(metrics: new users, avg. active users, referring sources)
• User Base: content and services served (metrics:user personas,
device, demography)
• Engagement: What users do and how your app (metrics: screen
views, median session length, most engaging content; speed, crash
rates, exceptions)
• Conversions and goal completions:
– in-app purchases (goal: monetization)
– app usage from first-time vs. long-term users (goal:
loyalty)
– social media sharing (goal: marketing to expand reach
of app)

20. Assignment
Create your own KPI goals chart (using your
previously chosen KPI’s) and come up with a
target metric to hit and a target date. Write a
narrative explaining how you came up with your
target metric benchmarks to hit.
You’ll be presenting this next week!
E-mail: keidra@gmail.com