Key App Analytics metrics for marketing, engineering and product teams

Key App Analytics metrics for marketing, engineering and product_teams

As app developers/marketers, we always have questions: are people discovering my app? Are they installing it? Are they using it regularly? How and where can it be improved?

Analytics provides answers. Analyzing data can help us build better apps.

Much to the delight of iOS app developers, Apple introduced App Analytics, a powerful tool inside iTunes Connect. It provides many metrics like active devices, sessions, sources, sales, installations, in-app purchases etc. Here are 3 key App Analytics metrics your team should look at on a daily basis:

1. App Units to App Store Views ratio

The most important place to focus for any app marketer is the App Store. It is where people discover and download apps. App Units to App Store Views ratio tells you how many people installed your app, after viewing your app listing. If 3 out of 10 people, who view your app listing install your app, the ratio will be 0.3. Your marketing team is accountable for this metric.


How you can improve this ratio: While this can be a blog post by itself (I’ll write later), here are a few quick pointers:

Your ‘What’s New’ and the first 3 lines of app description is what is visible by default – focus on getting them right. Localization will definitely help. Have a simple App Preview video along with good-looking screenshots. Do a lot of testing around these to find the best combination.

2. Crashes

Regardless of how much you spend on acquiring new users and optimizing app listing, if the app is not stable enough, all your efforts are wasted. Crashes are bad for your app as no one would like to return to an app which crashes frequently. Your development team is accountable for this metric.


It is almost impossible to achieve a 100% crash-free app. But, your development team should look at this metric on a daily basis and obsessively work towards minimizing the crashes, as much as possible.

3. Retention Rate

Ask any marketer, he’ll tell you how difficult (expensive) it is to acquire new users. Once a user installs your app, you should focus on retaining him for as long as possible. App Analytics provides you with the ‘Daily Retention’ metric, which is the percentage of users that first installed the app, on a given day, and used it again in the days to follow. The higher the retention, the better it is. Your product management team is accountable for this metric.


Remember, if you can’t measure it, you can’t improve it.

Note 1: App Analytics shows data from opt-in users only, users who have agreed to share their diagnostics and usage information with app developers.

Note 2: Images used are for illustration purpose only. They don’t represent the actual data of any app.

5 emailing tips to land a promotion

Emailing tips to land a promotion

Your boss is a busy bee, usually neck-deep in countless things that have significant impact on every aspect of the organization. Thus, an email to your boss should be, to say it simply – simple. Presenting you 5 tips that will help you impress your boss:

The subject line should be to-the-point:
A misrepresented subject line is really annoying. The subject-line should be more specific.

Request to meet to discuss something important
Can we meet to discuss a business proposal?

Give a reference to context:
Your boss is generally overloaded with information every day. Even if you have discussed a matter recently, it’s always good to remind them of what you are referring to rather than assume they will already know.

XYZ wants to meet us on 10th
This is with reference to our business proposal sent to XYZ. They would like to meet us on 10th to discuss things further….

Call for an easy response:
More often than not, emails to your boss are intentionally urgent. However, your boss may not always understand your urgency unless you let them know, right from the word go. A sure-shot way to get their response even when they don’t reply to your email is to set a deadline for your intended action.

What do you feel about this?
Please let me know what you think about this. Unless I hear from you by tomorrow, I will roll out the plan by day after morning.

Decode the email:
Unless your work is classified, don’t use codes or abbreviations or casual teenage lingo that your boss will need to ponder over. Besides, chances are that they may need to forward your email, to other entities for consultation. So a universally accepted lingo will help their cause.

The task you had asked me to do last week has been completed.
The analysis of the sales figures you had asked me to extrapolate has been completed. The same are as follows:

Avoid redundancy:
Make your email as concise as you can because your boss doesn’t need know unnecessary details.

I regret to inform you that I will not be able to come to the office today as my mother-in-law’s sister’s husband’s….
I seek your consent for my absence today due to unavoidable personal reasons.

Bonus Tip:
Find the best time to send your email as most bosses tend to work around the clock. Since you are closely associated with them, you eventually get a hang of when they’ll find time to read your email.

Practice these tips and thank us, later, for your promotion.