• by Al Harnisch , June 2, 2015

Brands have long considered page views, time spent on site, and conversions per session as suitable metrics for Web engagement. However, forward-thinking brands want tailored data that better reflects mobile app performance and its value.

For example, brands used to measure downloads to determine an app’s traction. However, this metric means little if users aren’t engaging with the app. Traditional metrics can be interesting, but they don’t tell the whole story and it doesn’t always make sense to compare Web and mobile app performance using the same metrics.

Brands are beginning to understand that mobile app and website experiences and behaviors are fundamentally different. The average number of sessions per user will be higher for a well-made app, but session length might be lower because users rely on mobile for shorter, more frequent bursts.

It is time brands start embracing metrics that measure the business value of user behavior, and leverage the insights to tweak everything from the onboarding experience to the conversion funnel.

Here are three conversations forward-thinking brands are having as they approach native mobile:

1. Mobile as a retention platform: Tracking how users arrive at an app or website is common, but pay attention to what they do while they’re there. Mobile apps offer tremendous customer retention possibilities, and it’s cheaper to keep existing customers than to find new ones.

For example, Applauze, an event ticket app, discovered that users who logged in via Facebook spent more per order, so the app integrated with Facebook mobile app ads to boost installs. As a result, the app added new users who were 23% more likely to purchase, and it acquired them at half the cost per install of other platforms.

Identifying user behaviors within an app is key to determining what needs to be improved or reconsidered. What part of the app is opened first? What’s opened next? Which parts are ignored? The answers can optimize the user experience and boost customer retention.

2. Conversion rate on a unique user level: Tracking conversion rates, or actions that add value, such as making a purchase or completing a quiz,  is common, but different conversions hold different meanings.

A per-session conversion rate on a native app versus its Web counterpart is not an apples-to-apples comparison. The average session count in an app tends to be much greater than on the Web, which deflates standard conversion metrics. Try measuring the conversion rate on a per-user basis (active users or unique visitors). This provides a better comparison across platforms.

3. Data-driven mobile strategy: Interpreted effectively, data enables brands to improve e-commerce and retail efforts. For example, they must track customers at each stage of the checkout funnel, from the moment a user puts something in the cart to when she completes a purchase.

If it’s difficult to input credit card information, for instance, the number of people who make it past that step will clearly drop. By identifying issues early and quantifying their impact, companies can proactively address issues and prioritize improvements.

The value goes beyond troubleshooting, though. Brands should also use data to inform testing.

Facebook constantly tests ways to engage users. The brand, after native ad engagement, wants people to view different elements on the News Feed. It might try a new format, only to nix it if there’s no uptick in the rate of desired actions.

Traditional metrics aren’t enough to measure mobile app performance, and brands are focusing on more strategic considerations. A deeper dive into which metrics truly indicate and influence business value will keep those brands ahead of the competition.