July 18, 2014

Session time: the average amount of time spent on a mobile site

Benefits: helps determine if the website is meeting established goals. This metric measures network traffic for mobile apps and usage from existing customers. Is the goal to provide information customers need in the least amount of time, send them to a different website or engage them with content so they stay on the website as long as possible?

Depth of visit: average number of screens viewed compared to number of visits

Benefits: shows how engaged customers are with the site. It is critical for measuring effectiveness of specific pages that have a defined purpose (e.g., content campaigns or transactions). For example, your website is launching an awareness campaign with key content on the home page. Because visitors can view multiple pages within the same visit (e.g., home page and others), it is essential to know how much time was devoted to each visited page to measure effectiveness.

Frequency of visit: ratio of the number of visits to the number of users over a period of time

Benefits: identifies the frequency of visits to a mobile website and measures user loyalty. This is the most universal, fundamental and accurate way to measure traffic volume, and the most popular and widely reported metric for cross-comparing traffic from various websites.

Bounce rate: ratio of number of user visits with a single view event to total number of visits

Benefits: measures the percentage of users that come to the website and instantly leave, which is invaluable in determining website performance. For example, a directional site may be looking for a high bounce rate to direct visitors from an external site. For content-heavy sites, if the bounce rate is high, the website may not be appealing or interesting, and visitors will leave without opening another page. This shows how comfortable a customer is with mobile technology and the relevancy of the content and features.

Total downloads: number of times your app is downloaded from an app store

Benefits: demonstrates the amount of interest in an app. Counting the number of times an app is downloaded from an app store will provide the highest range of active users that may visit the site at any one time.

App users: number of unique app users over a period of time

Benefits: tracks how many people actually use the app after downloading.

Active user rate: ratio of the number of app users to the total downloads

Benefits: helps explain the gain or loss of audience over time.

New users: first time app users during a specified period of time

Benefits: compares the rates of new and active users to stay ahead of the customer attrition curve.

Retention rate: a real-time view of actual usage

Benefits: provides a sense of whether an app is engaging users over the short and long term.

Usage rate: how many people are using the site over a period of time

Benefits: Uses mobile website metrics to determine the effectiveness and ease of use of the mobile app and to measure the level of interest.