App Engagement

What is app engagement?

App engagement is a catch-all term for the level and way users interact with an app. App engagement is measured by a set of metrics that show the different types of engagement users have with an app. These metrics include:

  • Active app users
    How many users were active on the app (launched it) in a certain time period
  • Session interval
    The duration of time between two sessions for average users, or, in other words, how often a user returns to the app
  • Session length
    The duration a user keeps the app open, as measured by the time between the app launch to when a user closes it
  • Time in the app
    The overall duration a user spends in an app in a certain time period: a day, week, month, or more
  • In-app events
    The volume of users that take certain actions within the app that are important for the business (such as making a purchase, viewing content, or playing a level on a game)
  • Retention
    The percentage of users who are still active on an app after a certain time period after they installed it. For example, 3% day-30 retention means that only 3% of users that install the app are active on it after 30 days.

Why app engagement is important?

App engagement is usually one of the most important proxies for app success and revenues. If an app monetizes through in-app advertising, the more engaged users are with an app, the more revenue the app will generate. There is also a high correlation between app engagement and revenue models that monetize through subscriptions or in-app purchases.

App engagement and App Store growth

Although (as of 2020) the App Store does not take into account app engagement as a factor in its search and ranking algorithms, Google Play has publicly announced that this is one of the factors that affects these algorithms in the Google Play Store, hence making engagement crucial for App Store marketing teams.

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