Beyond the Install: 8 In-app Events for Measuring Performance

Performance analytics has advanced beyond impressions and installs. Now developers can track every action users take until they churn. But you still need to know where to focus.

It’s definitely tempting to log every tap and swipe. In some cases, the data turns out to be useful -- for instance when you’re wondering whether a minor game feature works. But while you can set automated systems to scoop data wholesale, we here at Tenjin recommend focusing on a smaller number of post-install events.

Tenjin’s dashboard lets devs set up custom events at any point in the app to capture user behavior. Here are 8 events we recommend tracking in your attribution, sorted by type.

Retention

  • Registrations: If your app involves a registration step, closely track the ratio of installs to registrations. Getting this right is a vital early step.
  • Tutorial completion: Usually, devs have tracking for each step of their tutorial, but it’s most important to just look at the overall completion rate. Only dig into individual steps when overall completion is low, or if a given step loses more than 10 percent of users entering it.
  • Level progress: Level progression is a good proxy for both engagement and time spent. It can also help identify hyper-engaged segments, such as users who reach level 20 within the first week. Like tutorials, individual level steps shouldn’t be examined unless they show unusually high dropoffs.
  • Reviews: The top apps have twice as many reviews and one higher star rating than other apps. This is partly because they push for users to review, tracking and incrementally optimizing their review popups.

Social

  • Invites: Virality may not be as explosive for growth as it was in Farmville-era Facebook, but a high number of invites can still lower acquisition costs and raise lifetime value considerably. Besides tracking invites sent, developers often calculate for “K-factor”, a social lift measurement.
  • Shares: Similar to invites, sharing options should be tracked. The data should be used to optimize placement, or remove underperforming share buttons.

Monetization/Sales

  • Additional purchasing parameters: Tracking in-app purchases is standard practice. But Tenjin’s dashboard augments purchase data by showing how much developers had to spend to acquire each paying user.
  • Video ads completion: Where you place ads within your app determines their profitability. Track completions so you can optimize ad revenue and player experience.

While the above event types overlap between many app and game devs, Tenjin’s Custom Events Dashboard can track anything, showing developers how often the events happen, and how much each one costs. Sign up for free and learn more about setting up custom events.

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