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6 New App Marketing Metrics

Six metrics worth adopting, and six worth ditching

Almost everything in our digital world was questioned, if not flipped upside down, this past year.

What hasn’t changed is the conversation around app marketing metrics. By and large, the typical mobile marketing reporting dashboard looks the same as it did eight years ago: Revenue is king, downloads are queen, and app store optimization is a one-and-done game of keywords. But are these the metrics that really speak to mobile marketing performance in 2021? Can a static dashboard do justice to a dynamic industry?

We say it’s time for a change. Sure, these metrics of old are far from broken, but that doesn’t mean they can’t be improved. An over-reliance on traditional metrics may cost mobile marketers missed opportunities and a sacrificed ROI, especially as mobile continues to solidify as a leading channel across all industries.

To better guide your mobile marketing decision-making, we’ve identified six alternative metrics that speak to the current state of the mobile app industry. This guide details how to build a reporting dashboard capable of measuring whatever the new year throws at you.

Out with the old, in with the new! Here are six metrics worth adopting, and six worth ditching.


A better way to communicate with customers:
Humanize the mobile experience


Use mobile as a vehicle to listen and respond to customer conversations.


Communicate intelligently with your customers at the right place, right time, and with the right people.


Glean insights, learn, and take action based on customer feedback.