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14 Mobile Metrics that Matter

In his latest blog post, Joe McKendrick discussed how the role of mobile technology at companies has opened up both new avenues of interaction with customers and new dimensions to internal operations. The current challenge for businesses, he said, is being able to measure what's working and whatís not with their mobile engagements.

1. Session Time 1. Session Time

The average amount of time spent on a mobile site

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2. Depth of Visit 2. Depth of Visit

The average number of screens viewed compared to number of visits

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3. Frequency of Visit 3. Frequency of Visit

The†ratio of the number of visits to the number of users over a period of time

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4. Bounce Rate 4. Bounce Rate

The ratio of number of user visits with a single view event to total number of visits

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5. Total Downloads 5. Total Downloads

The†number of times app is downloaded from an app store

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6. App Users 6. App Users

The number of unique app users over a period of time

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7. New Users 7. New Users

The first-time app users during a specified period of time

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8. Usage Rate 8. Usage Rate

How many people are using the site over a period of time

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9. Metric Benefit Impressions 9. Metric Benefit Impressions

The number of times a specific ad has been accessed or viewed by a user

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10. Clicks 10. Clicks

The number of times a specific ad has been clicked on after being accessed or viewed by a user

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11. Click-through Rate 11. Click-through Rate

The number of clicks divided by impressions

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12. User Acquisition Cost 12. User Acquisition Cost

The†business cost to acquire a new user

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13. Average Revenue Per User 13. Average Revenue Per User

The†total revenue divided by the number of users

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14. Conversion Rate 14. Conversion Rate

The rate at which users are converting on the mobile site or app

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In today's competitive marketplace, businesses must be able to measure what's working and what isnít with their mobile engagements.

 

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