What is a KPI/Key Performance Indicator?

In a mobile marketing context, key performance indicators (KPIs) are metrics that are used to assess the performance of a mobile application and the broader business that surrounds it. KPIs include a number of in-app factors (such as retention, monetization and number of active users), external factors (such as review scores and chart rankings) and campaign indicators (such as click-through rate, campaign cost and related performance.) KPIs can also include metrics like impressions, clicks, installs, reattribution, sessions and events triggered which are also used for further calculation.

Why Are KPIs Important?

KPIs are important to mobile advertisers and marketers for a number of different reasons to determine the success of a mobile app business. They help professionals across app businesses set goals and measure how well the business does in achieving them. By establishing a clear set of KPIs, app businesses can help developers, marketers, product managers and other professionals understand what to work on or what to improve. More specific to mobile marketing, KPIs are an essential part of driving iterative improvement of app performance and mobile marketing campaigns. Examining and contextualizing KPIs like retention and user lifetime alongside the campaigns that acquired them will help a business to identify where improvement could be found, such as in an app’s user experience or within campaign performance.

Reference: “Adjust,” Retrieved – 23 April 2018