Mobile Marketing Mobile Analytics and KPIs Questions and Answers Flashcards

What is the significance of tracking the K-factor in mobile app analytics?

Answer: It measures the viral growth coefficient of the app

The K-factor quantifies viral growth by multiplying the average number of invitations sent per user by the conversion rate of those invitations.

Which KPI best helps a mobile marketer understand how effectively push notifications drive re-engagement?

Answer: Push notification open rate

Push notification open rate measures the percentage of delivered notifications that users actually tap, directly indicating re-engagement effectiveness.

In mobile marketing, what does Lifetime Value (LTV) to Customer Acquisition Cost (CAC) ratio indicate when it falls below 1:1?

Answer: The app is losing money on each acquired user

An LTV:CAC ratio below 1:1 means the cost to acquire each user exceeds the revenue they generate over their lifetime, resulting in a net loss.

Which mobile analytics metric tracks the number of screens a user views in a single app session?

Answer: Screen flow depth

Screen flow depth counts the number of distinct screens visited during one session, indicating how deeply users explore the app.

What is the main advantage of using cohort analysis over aggregate metrics in mobile app analytics?

Answer: It reveals how behavior changes for groups of users acquired at the same time

Cohort analysis groups users by acquisition date, making it possible to see how retention, revenue, and engagement evolve over time for each group.

Why is monitoring the uninstall rate alongside install volume important for mobile marketing campaigns?

Answer: It reveals whether acquired users find lasting value in the app

Tracking uninstall rate alongside installs shows whether marketing campaigns attract genuinely interested users or drive low-quality installs that quickly churn.