Knowing your customer is to assure your success. And when it comes to knowing your customer, developing a user persona is only half the battle. If you’re a marketer for an eCommerce app or an OTT platform, the importance of understanding the behavior of your customers can’t be overstated. And it is with an immense appreciation, and knowledge, of your needs that we have introduced the ‘Behavioral Dashboard’.
There are multiple answers that the ‘Behavioral Dashboard’ can answer, and below are the 12 points of analysis that you may use to understand the health of your app. These metrics, on the dashboard, can be visualized (as lines or bars) and downloaded in your preferred format (as png, jpg, and pdf).
1. DAU
Daily Active Users. These are users who launch the app at least once a particular day. It’s a relatively new metric that has become quite invaluable for app marketers. Used in conjunction with your app downloads, the DAU can be a good indication of whether you’re doing the right thing with your app. Of course, how valuable DAU depends on the nature of your app. The metric becomes relevant when you expect users to visit your app every day. For example, Netflix would find this metric important.
2. Average DAU
Average DAU is a metric that is an extension of DAU, and is typically what most marketers refer to when they mention ‘DAU’. It is a calculated metric based on the selected duration with the simple formula of (Active users / Number of days).
3. WAU
Weekly Active Users. The users who launched the app at least once in the last 7 days.
4. MAU
Monthly Active Users. The users who launch the app at least once in the last 30 days.
Like mentioned earlier, the value of DAU, WAU, and MAU on their own depends on the nature of your app. For example, Netflix might prefer DAU, but Flo might prefer to look into MAU. The value of these metrics multiplies when used in combination with each other, as with the metric below.
5. User Sticky Quotient
The User Sticky Quotient is a ratio of DAU and MAU, i.e., DAU/MAU. A quotient of 0.5 (or 50%) means that your users are active in 15 of 30 days – an insight that might become quite valuable for many app makers to use in their advertising strategy.
6. Active Users
Active users are those who have launched your app at least once within the selected duration of time. Like with metrics like DAU, WAU, and MAU, this metric can help marketers understand the usage patterns of their users, and it can be invaluable to those who have a more unique user usage cycle. For example, if your user onboarding cycle is over 14 days, with a high chance of drop off on the 15th day, this metric can help you more than the typical DAU or MAU.
7. Average Session Count
Depending on the duration you choose, the average session count is the ratio of total sessions to the number of days, i.e., Total Sessions / Number of Days. This is, of course, an important metric to measure in combination with Average DAU. A ratio of Average Session Count to the Average DAU would show you the number of times a day an average user has a ‘session’ on your app. The higher the number, the more influential and sticky your app is.
8. Converted Users
As the name implies, this is the most important metric to every app marketer and maker – how many conversion activities occurred in a selected duration.
9. DCU
Daily Converted Users. The number of users with at least one conversion activity on that particular day. Like with DAU, DCU can be a great indication of whether you’re doing the right thing with regards to your application, but will only be relevant if your app’s nature is conducive to a user to converting every day.
10. Average DCU
Average DCU is the number of converted users divided by the number of days selected for your analysis.
11. WCU
Weekly Converted Users. The users who performed at least one conversion activity in the last 7 days.
12. MCU
Monthly Converted Users. The users who performed at least one conversion activity in the last 30 days.
Like with the metrics associated with active users, DAU, WAU, and MAU are relevant if your app’s nature is conducive to it. An eLearning platform like Vedantu would find DAU useful to analyze activity, and MCU useful to analyze conversions.
For all of the above metrics, you will be able to see a percentage increase or decrease compared to the previous period. These 12 metrics could also be filtered on the basis of the below dimensions adding another obviously necessary level of analytics.
- Date Range: Today, Yesterday, Last 7 days, Last 30 days, Custom date range.
- Contacts: All Contacts, Specific Segments
- Mobile Platforms: Android, iOS, Both
- App OS Versions: All Versions, Specific Versions
- SDK Versions: All Versions, Specific Versions
With these metrics and dimensions of analysis, we hope it would be invaluable to marketers like you in creating better experiences for your customers, created through a more thorough understanding of their behaviors.
