Ankit Jain, VP Special Projects
Mobile Analytics
Ankit Jain - VP, Special Projects, SimilarWeb @jain_ankit
in Context
Ankit Jain, VP Special Projects
About Me
Ankit Jain, VP Special Projects
The Market Intelligence Company of the Digital World
Ankit Jain, VP Special Projects
EVERY WEBSITE
✓ Traffic Metrics
✓ Traffic Sources
✓ Audience
✓ Industry
✓ Content
✓ Rating
✓ Engagement
✓ App Store
✓ App Store
✓ Keywords
EVERY MOBILE APP
PRO
Ankit Jain, VP Special Projects
PRO
Serves:
Ankit Jain, VP Special Projects
Trusted & loved by these brands:
AIRLINE & TRAVEL E-COMMERCE INTERNET & TELECOMFINANCE & RESEARCH
Ankit Jain, VP Special Projects
Importance of Analytics (in Context)
Problem: Analytics are ubiquitous & success is relative
“Up and to the right” is successful
What if everyone is going “up and to the right”?
What if my “up and to the right” is not as steep as my industry or competition?
Ankit Jain, VP Special Projects
USER JOURNEY
1 Acquisition
2 Personalization
3 Feedback
4 Retention
Ankit Jain, VP Special Projects
CPM by Industry
Categories
CPM
$0.00
$0.40
$0.80
$1.20
$1.60
Games Entertainment Tools & Utilities Social News
$0.41$0.42
$0.65
$0.82
$1.53
CPM by Industry
Categories
CPM
$0.00
$0.40
$0.80
$1.20
$1.60
Games Entertainment Tools & Utilities Social News
$0.41$0.42
$0.65
$0.82
$1.53
Source: Manage
Ad Cost BENCHMARKS
Ankit Jain, VP Special Projects
Acquisition
From Ad to App
Source:
Ankit Jain, VP Special Projects
Search for hotels in Seattle
Source:
Ankit Jain, VP Special Projects
Search for hotels in Seattle
Click ad
Source:
Ankit Jain, VP Special Projects
Search for hotels in Seattle
Click ad
Install app
Source:
Ankit Jain, VP Special Projects
Search for hotels in Seattle
Click ad
Install app
Source:
Ankit Jain, VP Special Projects
Source:
16%
Cost per install
18%
Install to booking rate conversion
Ankit Jain, VP Special Projects
Deep Linking BENCHMARKS
Deep Linking Popularity by App Category
Categories
Popu
lari
ty
Deep Linking Popularity by App Category
Categories
Popu
lari
ty
Source: Adjust
Shop
ping
Mus
ic
Life
styl
e
Trav
el
Food
& D
rink
s
Prod
uctiv
ity
Spor
ts
Gam
es
Util
ities
New
s
Educ
atio
n
Nav
igat
ion
Ente
rtai
nmen
t
Ankit Jain, VP Special Projects
Deep Linking BENCHMARKS
Deep Linking Popularity by Type
Type
Popu
lari
ty
Catalog Item Promo Open App Content Category Page
Deep Linking Popularity by Type
Type
Popu
lari
ty
Catalog Item Promo Open App Content Category Page
Source: Adjust
Ankit Jain, VP Special Projects
USER JOURNEY
1 Acquisition
2 Personalization
3 Feedback
4 Retention
Ankit Jain, VP Special Projects
Personalization
Home Screen Personalization
Source:
Ankit Jain, VP Special Projects
Source:
Ankit Jain, VP Special Projects
‘My’ Feed
Showing only content users have saved
Source:
Ankit Jain, VP Special Projects
Curated Feed
Showing only recommended content
Source:
Ankit Jain, VP Special Projects
SOLUTION
Magic Feed shows user’s saved content & recommended content
Source:
Ankit Jain, VP Special Projects
Source:
27%
Product Saves (per user and per session)
Time Spent in App
Ankit Jain, VP Special Projects
Personalization
Re-Engagement Campaigns
Source:
Ankit Jain, VP Special Projects
Source:
Ankit Jain, VP Special Projects
88%
Open Rate
Ankit Jain, VP Special Projects
Data based on aggregate data queries. Source: LeanPlum
Push Notifications BENCHMARKS
The Power of Personalized Notifications
4x
Open Rates Personalized: 5.9%
Generic blasts: 1.5%
7x
Retention
Ankit Jain, VP Special Projects
Personalization
Timely push notifications
Source:
Ankit Jain, VP Special Projects
DURATION
WeekdaysLOCATION
North America
Push Notification Open Rates
OPTIMAL TIME 6-9pm
Source:
Ankit Jain, VP Special Projects
Source:
Ankit Jain, VP Special Projects
User B Receives it 8 hours later
Source:
User A Receives it right before midnight
Ankit Jain, VP Special Projects
Source:
16%
Open Rate
17%
Revenue
(for Optimal Time test group)
Ankit Jain, VP Special Projects
Push Notifications BENCHMARKS
Open Rates by App Category
App Category
Ope
n Ra
tes
0%
2%
5%
7%
9%
Open Rates by App Category
App Category
Ope
n Ra
tes
0%
2%
5%
7%
9%
Source: Leanplum
Fina
nce
Soci
al N
etw
orki
ng
Educ
atio
n
New
s
Food
& D
rink
s
Nav
igat
ion
Hea
lthca
re &
Fitn
ess
Util
ities
Shop
ping
Spor
ts
Mus
ic Phot
ogra
phy
Trav
el
Gam
es
Ankit Jain, VP Special Projects
Push Notifications BENCHMARKS
Notification Opt-In Rates by Platform
Aver
age
Opt
-In R
ate
0%
20%
40%
60%
80%
Notification Opt-In Rates by Platform
Aver
age
Opt
-In R
ate
0%
20%
40%
60%
80%
Android iOS
Platform Source: Kahuna
Ankit Jain, VP Special Projects
USER JOURNEY
1 Acquisition
2 Personalization
3 Feedback
4 Retention
Ankit Jain, VP Special Projects
USER JOURNEY
1 Acquisition
2 Personalization
3 Feedback
4 Retention
Ankit Jain, VP Special Projects
Feedback
Surveys & Rating Prompts
Ankit Jain, VP Special Projects
Ankit Jain, VP Special Projects
Ankit Jain, VP Special Projects
Question
Gauge user’s happiness with the app
Ankit Jain, VP Special Projects
Question
Gauge user’s happiness with the app
Ankit Jain, VP Special Projects
Rating Prompt
For Happy Users
Ankit Jain, VP Special Projects
Question
Gauge user’s happiness with the app
Ankit Jain, VP Special Projects
Feedback Prompt
For Unhappy Users
Ankit Jain, VP Special Projects
Ankit Jain, VP Special Projects
Source: Apptentive
Ratings BENCHMARKS
Ankit Jain, VP Special Projects
Source: Apptentive
Ratings BENCHMARKS
Ankit Jain, VP Special Projects
Source: Apptentive
BENCHMARKSReviews
Average Number of Reviews
Category
Num
ber
of R
evie
ws
0
22,500
45,000
67,500
90,000
Lifestyle Entertainment Shopping Food & Drink Productivity
Average Number of Reviews
Category
Num
ber
of R
evie
ws
0
22,500
45,000
67,500
90,000
Lifestyle Entertainment Shopping Food & Drink Productivity
Ankit Jain, VP Special Projects
Source: Apptentive
BENCHMARKSReviews
Survey Response Rates
Category
Surv
ey R
espo
nse
Rate
0%
5%
10%
15%
20%
Lifestyle Entertainment Shopping Food & Drink Productivity
Survey Response Rates
Category
Surv
ey R
espo
nse
Rate
0%
5%
10%
15%
20%
Lifestyle Entertainment Shopping Food & Drink Productivity
Ankit Jain, VP Special Projects
USER JOURNEY
1 Acquisition
2 Personalization
3 Feedback
4 Retention
Ankit Jain, VP Special Projects
Retention
Key Metrics
Ankit Jain, VP Special Projects
Mobile App Usage BENCHMARKS
A user uses an average of
13 appson their phone
each day
A user spends an average of
4 hourson their phone
each day
Based on analysis of usage data of millions of Android users worldwide in June 2015. We computed the average app usage statistics per user
and extrapolated the results to 1B users around the world.
Source:
Ankit Jain, VP Special Projects
Time Spent Daily in App BENCHMARKS
11%1%1%2%
4%
5%
6%
8%
20%
42%
CommunicationSocialGamesMedia & VideoToolsPhotographyMusic & AudioNews & MagazinesEntertainmentOther
1%1%
2%
Average Percentage of Time Spent Daily in App Categories Worldwide
Based on analysis of usage data of millions of Android users worldwide in June 2015. We computed the average app usage statistics per user
and extrapolated the results to 1B users around the world.
Source:
Ankit Jain, VP Special Projects
Session Lengths BENCHMARKS
Source: SimilarWeb
Average Daily App Usage per Category
Aver
age
Dai
ly A
pp U
sage
(min
utes
)
0
5
10
15
20
25
Gam
esTo
ols
Soci
alCo
mm
unic
atio
nLi
fest
yle
Dat
ing
Vide
o Pl
ayer
sCo
mic
sPr
oduc
tivity
Book
s &
Ref
eren
ceM
edia
and
Vid
eoFi
nanc
eM
usic
& A
udio
Educ
atio
nN
ews
& M
agaz
ines
Ente
rtai
nmen
tBu
sine
ssH
ealth
& F
itnes
sM
aps
& N
avig
atio
nAu
to &
Veh
icle
sSp
orts
Phot
ogra
phy
Art &
Des
ign
Pare
ntin
gSh
oppi
ngTr
avel
& L
ocal
Med
ical
Tran
spor
tatio
nEv
ents
Libr
arie
s &
Dem
oFo
od &
Dri
nkH
ouse
& H
ome
Wea
ther
Beau
ty
Average Daily App Usage per Category
Aver
age
Dai
ly A
pp U
sage
(min
utes
)
0
5
10
15
20
25
Gam
esTo
ols
Soci
alCo
mm
unic
atio
nLi
fest
yle
Dat
ing
Vide
o Pl
ayer
sCo
mic
sPr
oduc
tivity
Book
s &
Ref
eren
ceM
edia
and
Vid
eoFi
nanc
eM
usic
& A
udio
Educ
atio
nN
ews
& M
agaz
ines
Ente
rtai
nmen
tBu
sine
ssH
ealth
& F
itnes
sM
aps
& N
avig
atio
nAu
to &
Veh
icle
sSp
orts
Phot
ogra
phy
Art &
Des
ign
Pare
ntin
gSh
oppi
ngTr
avel
& L
ocal
Med
ical
Tran
spor
tatio
nEv
ents
Libr
arie
s &
Dem
oFo
od &
Dri
nkH
ouse
& H
ome
Wea
ther
Beau
ty
Turkey
Ankit Jain, VP Special Projects
Session Lengths BENCHMARKS
Source: SimilarWeb
Average Daily App Usage per Category
Aver
age
Dai
ly A
pp U
sage
(min
utes
)
0
5
10
15
20
25
Gam
esTo
ols
Soci
alCo
mm
unic
atio
nLi
fest
yle
Dat
ing
Vide
o Pl
ayer
sCo
mic
sPr
oduc
tivity
Book
s &
Ref
eren
ceM
edia
and
Vid
eoFi
nanc
eM
usic
& A
udio
Educ
atio
nN
ews
& M
agaz
ines
Ente
rtai
nmen
tBu
sine
ssH
ealth
& F
itnes
sM
aps
& N
avig
atio
nAu
to &
Veh
icle
sSp
orts
Phot
ogra
phy
Art &
Des
ign
Pare
ntin
gSh
oppi
ngTr
avel
& L
ocal
Med
ical
Tran
spor
tatio
nEv
ents
Libr
arie
s &
Dem
oFo
od &
Dri
nkH
ouse
& H
ome
Wea
ther
Beau
ty
Average Daily App Usage per Category
Aver
age
Dai
ly A
pp U
sage
(min
utes
)
0
5
10
15
20
25
Gam
esTo
ols
Soci
alCo
mm
unic
atio
nLi
fest
yle
Dat
ing
Vide
o Pl
ayer
sCo
mic
sPr
oduc
tivity
Book
s &
Ref
eren
ceM
edia
and
Vid
eoFi
nanc
eM
usic
& A
udio
Educ
atio
nN
ews
& M
agaz
ines
Ente
rtai
nmen
tBu
sine
ssH
ealth
& F
itnes
sM
aps
& N
avig
atio
nAu
to &
Veh
icle
sSp
orts
Phot
ogra
phy
Art &
Des
ign
Pare
ntin
gSh
oppi
ngTr
avel
& L
ocal
Med
ical
Tran
spor
tatio
nEv
ents
Libr
arie
s &
Dem
oFo
od &
Dri
nkH
ouse
& H
ome
Wea
ther
Beau
ty
US
Ankit Jain, VP Special Projects
Number of Sessions BENCHMARKS
Source: SimilarWeb
Average Number of Sessions per Day per Category
Aver
age
Num
ber
of S
essi
ons
0
2
4
6
8
10
Tool
sCo
mm
unic
atio
nLi
fest
yle
Soci
alPr
oduc
tivity
Fina
nce
Mus
ic &
Aud
ioBu
sine
ssH
ealth
& F
itnes
sD
atin
gM
edia
& V
ideo
Phot
ogra
phy
New
s &
Mag
azin
esVi
deo
Play
ers
Auto
& V
ehic
les
Spor
tsG
ames
Ente
rtai
nmen
tW
eath
erEd
ucat
ion
Map
s &
Nav
igat
ion
Pare
ntin
gBo
oks
& R
efer
ence
Libr
arie
s &
Dem
oTr
avel
& L
ocal
Tran
spor
tatio
nM
edic
alCo
mic
sSh
oppi
ngAr
t & D
esig
nEv
ents
Beau
tyFo
od &
Dri
nkH
ouse
& H
ome
Average Number of Sessions per Day per Category
Aver
age
Num
ber
of S
essi
ons
0
2
4
6
8
10
Tool
sCo
mm
unic
atio
nLi
fest
yle
Soci
alPr
oduc
tivity
Fina
nce
Mus
ic &
Aud
ioBu
sine
ssH
ealth
& F
itnes
sD
atin
gM
edia
& V
ideo
Phot
ogra
phy
New
s &
Mag
azin
esVi
deo
Play
ers
Auto
& V
ehic
les
Spor
tsG
ames
Ente
rtai
nmen
tW
eath
erEd
ucat
ion
Map
s &
Nav
igat
ion
Pare
ntin
gBo
oks
& R
efer
ence
Libr
arie
s &
Dem
oTr
avel
& L
ocal
Tran
spor
tatio
nM
edic
alCo
mic
sSh
oppi
ngAr
t & D
esig
nEv
ents
Beau
tyFo
od &
Dri
nkH
ouse
& H
ome
Turkey
Ankit Jain, VP Special Projects
Number of Sessions BENCHMARKS
Source: SimilarWeb
Average Number of Sessions per Day per Category
Aver
age
Num
ber
of S
essi
ons
0
2
4
6
8
10
Tool
sCo
mm
unic
atio
nLi
fest
yle
Soci
alPr
oduc
tivity
Fina
nce
Mus
ic &
Aud
ioBu
sine
ssH
ealth
& F
itnes
sD
atin
gM
edia
& V
ideo
Phot
ogra
phy
New
s &
Mag
azin
esVi
deo
Play
ers
Auto
& V
ehic
les
Spor
tsG
ames
Ente
rtai
nmen
tW
eath
erEd
ucat
ion
Map
s &
Nav
igat
ion
Pare
ntin
gBo
oks
& R
efer
ence
Libr
arie
s &
Dem
oTr
avel
& L
ocal
Tran
spor
tatio
nM
edic
alCo
mic
sSh
oppi
ngAr
t & D
esig
nEv
ents
Beau
tyFo
od &
Dri
nkH
ouse
& H
ome
Average Number of Sessions per Day per Category
Aver
age
Num
ber
of S
essi
ons
0
2
4
6
8
10
Tool
sCo
mm
unic
atio
nLi
fest
yle
Soci
alPr
oduc
tivity
Fina
nce
Mus
ic &
Aud
ioBu
sine
ssH
ealth
& F
itnes
sD
atin
gM
edia
& V
ideo
Phot
ogra
phy
New
s &
Mag
azin
esVi
deo
Play
ers
Auto
& V
ehic
les
Spor
tsG
ames
Ente
rtai
nmen
tW
eath
erEd
ucat
ion
Map
s &
Nav
igat
ion
Pare
ntin
gBo
oks
& R
efer
ence
Libr
arie
s &
Dem
oTr
avel
& L
ocal
Tran
spor
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nM
edic
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mic
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oppi
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t & D
esig
nEv
ents
Beau
tyFo
od &
Dri
nkH
ouse
& H
ome
US
Ankit Jain, VP Special Projects
Uninstalls BENCHMARKS
Source: SimilarWeb
Average app retains 23% of DAU in first 3 days after installation
DAYS
0 - 3
This is where the majority of users will decide to stop using an app
DAYS
3 - 7
Ankit Jain, VP Special Projects
Uninstalls BENCHMARKS
Source: SimilarWeb
After 3 months, usage retention plummets to 9%, on average
DAYS
8 - 90
Uninstall age for an average app is 8 months
MONTHS
8
Ankit Jain, VP Special Projects
Uninstalls BENCHMARKS
Usage Retention by App Category
Perc
enta
ge o
f Act
ive
Use
rs
0%
25%
50%
75%
100%
Days
1 30 59 88 90
News & MagazinesCommunicationSocialProductivityMusic & AudioMedia & VideoHealth & FitnessPhotography
Source: SimilarWeb
Ankit Jain, VP Special Projects
Mobile Analytics in Context
• Understand your users and their context
• Understand your analytics as part of a bigger picture
• Reiterate your brand values every step of the way
Ankit Jain, VP Special Projects
Special Thanks
Ankit Jain, VP Special Projects
Thank YouAnkit Jain - VP, Special Projects
[email protected] @jain_ankit
Slides at https://bit.ly/bwitalk