作者：Raj Aggarwal

据Mary Meeker最新报告显示，移动市场在所有网络流量中所占比例已达15%。尽管如此，还是有许多品牌公司仍未抓住机遇，通过应用程序这一最易于与目标用户建立个人联系的渠道推广产品。

现在已经进入应用的时代。在2012年，苹果App Store就新增25万款应用。但要面向用户推广应用却是一个独特的挑战。所幸营销人员拥有大量与应用使用率相关的数据（游戏邦注：例如交互性和下载量），这为他们创造了一个同移动用户进行更情境化和个性化的互动机会。

虽然下载量是增加用户基础的关键，但每个新用户的价值同老用户并无多大差异。粘性才是你的目标，以下就是你应该关注的5大重要参数：

app engagement(from imediaconnection)

1.使用率

不要忘了这个基本点。要知道你的用户持有什么设备，运行哪种操作系统，所在位置以及访问应用的时间。跟进这些基本详情，可以让你更了解用户的不同行为特点，例如他们对智能手机应用的使用率与在平板电脑上的对比情况。

2.粘性

并非所有下载量都有相同的含金量。例如广告营销活动虽然可拉动巨大下载量，但三个月之后，却鲜有重复访问的回头客。实际上，有22%的已下载应用仅被使用过一次。分析用户在你的应用中投入多长时间，他们重新访问的频繁，以及这些操作的间隔等情况，可以让你了解自己在何时何地会丧失用户，以及该如何推出持续吸引用户重返的内容和推广活动。

3.画面流

分析画面流是了解用户如何执行你的应用内容的一个重要环节，要看看他们在哪个地方投入最长时间，在哪个节点会退出应用。这些参数有助于让你获知哪些功能已被使用，哪些没被使用，这样你才好在可行的地方多下功夫，在不可行的地方省点精力。

4.转化率

因为盈利性一直都是你的追求目标，所以你必须跟进应用的用户转化率，以及其他商业KPI。如果你推出的是一款电子商务应用，这意味着你得追踪结帐和购物车清空的比例。对于新闻应用，你可能就得跟进文章浏览量和分享率。

5.终身价值

对营销人员来说，终身价值才是最重要的KPI，因为它显示了移动用户相较于其他顾客的价值。如何确定终身价值则要取决于你的应用类型。如果你开发的是零售或电子商务应用，那就是看收益情况，如果你推出的是内容应用，那就要看用户在其中投入的时间。了解哪类用户和应用内行为会提升终身价值，可以确保你投入的精力和资源总是落在最具盈利性的用户群体上。例如，假如你推出的是一款电子商务应用，你就可以把来自付费获取营销渠道的用户，与自然下载应用的用户终身价值进行对比。这可以让你更了解自己的营销资金投入方向。

总结

追踪这5个参数，并用多种方式观察数据，可以让你更深入了解自己的应用表现情况，从而提升用户体验，改进你的营销内容和战略，并最终实现你的运营目标。所以，不要让你的移动战略在下载后就结束。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

Beyond the download: The 5 most important metrics for app engagement

Raj Aggarwal

Raj Aggarwal is CEO of Localytics.

The mobile market now makes up a staggering 15 percent of all Internet traffic, with more than 1.5 billion users worldwide, according to Mary Meeker’s latest Internet Trends report. Despite these findings, many brands have yet to reap the benefits that are now possible through the most personal connection available with their target consumers – the app.

It’s already an app world. In 2012, 250,000 new apps were added to the Apple App Store. Apps are here to stay and are growing at a breakneck speed. But marketing to app users is a unique challenge. Fortunately marketers have a vast resource in the data available about app usage, such as interactions and downloads that offers an unprecedented opportunity to engage mobile users in a more contextual and personal way.

While downloads are crucial to increasing your user base, each new user is only as valuable as those who actually use your app more than once. Engagement is your goal, and here are the five most important metrics you need to focus on:

1) Usage

Don’t forget the basics. Know which devices your users have, which OS, their locations and what times of day they use your app. Tracking these foundation details provides insights into critical behavior differences, such as smartphone app usage compared to tablets.

2) Engagement

Not all downloads are created equal. There is no value in an ad campaign that generates volumes of downloads, but three months later, yields few repeat users. The reality is that 22 percent of apps that are downloaded are only used once. By analyzing how long users spend in your app, how many times they relaunch it, and the interval between those actions, you’ll not only understand where and when you are at risk of losing the user, but also the content and promotions that keep them coming back.

3) Screen flow

It’s important to analyze screen flow to understand how users move through your app’s content, where they stay the longest and where they drop off. These metrics help you see which features are being used – and which ones are not – so you can do more of what is working and less of what isn’t.
4) Conversion

Since monetization is most often your goal, you must track app user conversions like your other business KPIs. If you have an ecommerce app, this means tracking checkouts and cart abandonment rates. For news apps, you might track article views and shares.

5) Lifetime value

Ultimately, lifetime value is the most important KPI for marketers because it shows the value of a mobile user as compared to all of your other customers. How you determine lifetime value depends on the nature of your app. If you are a retail or ecommerce app, it’s about revenue, but if you’re a content app, then it could be determined by time spent in the app. Knowing which kinds of users and in-app behaviors drive lifetime value ensures that effort and resources are always laser-focused on the most profitable user segments. For example, if you’re an ecommerce app, you can compare the lifetime value of users who came from paid acquisition campaigns versus those who downloaded your app organically. This makes it easy to see where your marketing dollars should go.

Conclusion

Tracking these five metrics and slicing and dicing the data in many ways will provide you with a wealth or rich, actionable insights that will help you improve the user experience, hone your marketing content and strategies and, ultimately, meet your business goals. So don’t let your mobile strategy start and stop with the download.（source：venturebeat）