Appsflyer metrics

App marketing metrics comparison

App marketing is all about the data - but how do you know what to measure? Quickly compare metrics to be sure you're tracking what matters, giving you confidence in your campaign decisions.

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Daily active users (DAU) VS Engagement rate

Description
Daily active users (DAU)
DAU measures the number of unique users who engage with your app within a 24-hour window.
Engagement rate
Engagement rate measures how much users interact with your app.
Target audience
Daily active users (DAU)
App owners, marketers, and product managers
Engagement rate
App owners, marketers, and product managers
Benefits
Daily active users (DAU)

• Helps you assess the effectiveness of your campaigns
• Helps measure your app’s popularity (its “stickiness”) and user experience
• Indicates your app’s general health and growth potential

Engagement rate

• Reflects the quality and relevance of your app
• Provides an insight into user behavior – what do they value most?
• Highlights opportunities to improve retention and grow revenue

How to calculate
Daily active users (DAU)
Total number of unique users who meet your defined "active" criteria and interacted with your app in a set 24-hour period
Engagement rate
Engagement rate takes into account various metrics such as active users, app opens, session length, session intervals, behavior flow, conversion, communication, and retention rates.
How to improve it?
Daily active users (DAU)

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Engagement rate

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Read more
Daily active users (DAU)
Engagement rate
Background
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