Mobile Marketing Mobile Analytics and KPIs Questions and Answers Flashcards

Which mobile marketing KPI measures the percentage of users who return to an app within 30 days of their first session?

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.

What does a high ratio of DAU to MAU indicate for a mobile app?

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.

In mobile analytics, what is the primary purpose of tracking Average Revenue Per User (ARPU)?

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.

Which attribution model gives 100% credit for a mobile conversion to the last ad interaction before install?

Answer: Last-click attribution

Last-click attribution assigns full conversion credit to the final touchpoint a user interacted with before installing the app.

What does a mobile app's crash rate KPI directly measure?

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.

Why is tracking Cost Per Install (CPI) across different ad networks critical for mobile marketers?

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.