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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Engagement rate VS Monthly active users (MAU)

Description
Engagement rate
Engagement rate measures how much users interact with your app.
Monthly active users (MAU)
MAU measures the number of unique users who engage with your app over the course of a month.
Target audience
Engagement rate
App owners, marketers, and product managers
Monthly active users (MAU)
App owners, marketers, and product managers
Benefits
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

Monthly active users (MAU)

• Indicates engagement and retention over time
• Shows the effectiveness of your marketing activities and user experience
• Helps you assess current and potential growth

How to calculate
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.
Monthly active users (MAU)
Total number of unique users who meet your defined "active" criteria and interacted with your app in a set 30-day period
How to improve it?
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

Monthly active users (MAU)

• 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
Engagement rate
Monthly active users (MAU)
Background
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