Mobile Marketing Mobile Marketing Mobile Analytics and KPIs Questions and Answers 2 — Questions and Answers
Question 1: Which mobile marketing KPI measures the percentage of users who return to an app within 30 days of their first session?
- Day-30 retention rate (Correct answer)
- Churn rate
- Daily active users
- Session depth
Correct answer: Day-30 retention rate
Day-30 retention rate specifically tracks the proportion of users who re-engage with an app within 30 days of initial use.
Question 2: What does a high ratio of DAU to MAU indicate for a mobile app?
- Strong user stickiness (Correct answer)
- Poor monetization
- High acquisition cost
- Low session duration
Correct answer: Strong user stickiness
A high DAU/MAU ratio, often called the stickiness ratio, indicates that a large share of monthly users engage with the app daily.
Question 3: In mobile analytics, what is the primary purpose of tracking Average Revenue Per User (ARPU)?
- To measure monetization efficiency across the user base (Correct answer)
- To calculate total app store revenue
- To determine the cost of user acquisition
- To predict app store ranking position
Correct answer: To measure monetization efficiency across the user base
ARPU divides total revenue by the number of users to gauge how effectively an app monetizes its audience on average.
Question 4: Which attribution model gives 100% credit for a mobile conversion to the last ad interaction before install?
- Last-click attribution (Correct answer)
- Linear attribution
- Time-decay attribution
- Position-based attribution
Correct answer: Last-click attribution
Last-click attribution assigns full conversion credit to the final touchpoint a user interacted with before installing the app.
Question 5: What does a mobile app's crash rate KPI directly measure?
- The percentage of sessions that end due to application errors (Correct answer)
- The number of negative app store reviews
- The rate at which users uninstall the app
- The frequency of server timeout errors
Correct answer: The percentage of sessions that end due to application errors
Crash rate calculates the proportion of app sessions that terminate unexpectedly due to unhandled errors or exceptions.
Question 6: Why is tracking Cost Per Install (CPI) across different ad networks critical for mobile marketers?
- It reveals which channels deliver installs most cost-effectively (Correct answer)
- It measures in-app purchase frequency per channel
- It determines organic search ranking for the app
- It calculates the lifetime value of acquired users
Correct answer: It reveals which channels deliver installs most cost-effectively
Comparing CPI across ad networks allows marketers to allocate budget toward channels that acquire new users at the lowest cost.
Mobile Marketing Mobile Marketing Mobile Analytics and KPIs Questions and Answers 2
Which mobile marketing KPI measures the percentage of users who return to an app within 30 days of their first session?