“What can be measured can be improved,” said Peter Drucker, the father of modern management theory. But what exactly does a startup measure in its product? How do you differentiate actionable, fact-based mobile app launch metrics from “vanity metrics” that can only flatter a developer’s vanity?

And most importantly – why?

The answer is simple: then, to identify the strengths and weaknesses of your product. You will never correct the latter if you collect erroneous data or process correct data in the wrong way. In order not to ruin your startup at the very beginning, we recommend tracking 5 key performance indicators of a mobile application from our article. But before moving on to them, we recall that any company needs to first of all monitor financial metrics, including:

  • Fixed and variable costs;
  • Cash balance;
  • Capital burnout rate;
  • Break even;
  • Cash flow;
  • Profit.

1. Average income from one user and the total profit from cooperation with him

Total profit per client – one of the main indicators of the success of your chosen business model. When applied to mobile development, it speaks about the financial value of your company, showing how much each user contributes to it throughout the entire time of interaction with the application. Josia Humphrey of Appster proposes to predict the total revenue per user by multiplying the annual cost of services (for example, an app subscription) by the number of years that you think the user will stay with you. For example, if, on average, your client spends 1,200 rubles a year and uses the application for 5 years, then the total profit from it will be 6,000 rubles.

Young people define the concept of a new beautiful mobile app

In the case of startups, this formula may not work due to the lack of sufficient data. Therefore, instead of your own statistics, you can use the statistics of the closest competitors in order to understand which indicator you need to strive for. In any case, entrepreneurs agree that in order to ensure the company’s profitability, the total profit per user must exceed the cost of attracting it at least three times.

Average revenue per user (ARPU) Is a metric related to the purchasing behavior of your audience. It is needed to analyze the source of the company’s income. Including, its changes from each new installation of a mobile application or a purchase made in it. From this metric, investors draw conclusions about the potential profitability of the project, and developers – about its shortcomings. Overall, increasing both metrics along with expanding your user base is in your best interest.

2. The cost of installing the application and the cost of a loyal user

Installation cost (CPI) Is the amount you spend to get one person to install your mobile application. You advertise in various media to increase installs and pay a fixed or floating rate to install the app. Organic installs are not included in this metric.

The install cost is calculated as the ratio of the advertising campaign budget to the total number of app installs. For example, if you spent 300,000 rubles on advertising and got 1,500 installs, then the cost of one will be 200 rubles. Loyal User Cost (CPLU) Is the amount you spend to get a “loyal” or “active” user who has logged into the application more than three times.

The student installs a mobile application during an interesting lecture

This metric shows how much you should spend in order to reach an audience that actually uses your app after installation. In conjunction with the average income per user, it will help you calculate:

  1. Return on Investment Ratio (ROI) – the ratio of funds earned to invested funds;
  2. The break-even point is the number of mobile app installations at which the sum of the company’s fixed and variable costs is equal to its income. When it exceeds costs, you start making a profit.

Fiksu DSP statistics at the moment are as follows:

  • The average cost of a loyal user in the mobile app market is $ 2.51;
  • Average cost to install an iOS app – $ 1.88
  • The average cost to install an Android app is $ 2.42.

3. Audience retention

Today, more than 6 million mobile applications are available in the Google Play and App Store. However, users spend almost 85% of their time on smartphones on just 5 of them. And the likelihood that your application will be removed after 72 hours of use and never installed again is 4 out of 5. This means that people are content with a small set of favorite applications and are not inclined to expand it. Obviously, in such conditions, audience retention is becoming a serious problem, especially for mobile startups. Apptentive estimates that only 4% of iOS and Android users have been using the same mobile app for over a year. Josia Humphrey of Appster believes that “the moment you get a new user, you should do your best to ensure that they stay with you as long as possible.”

Man makes a fateful decision

Inc.com and Molly Galetto define the term “audience retention“As” the company’s ability to build and maintain long-term relationships with as many customers as possible. ” But why keep users on a mobile app? Alex Waltz is sure that knowledge of this indicator is an excellent indicator of the success of the application and the number of its real users. Based on this data, you can improve your marketing strategy and make the promotion of the application more targeted, as well as calculate the total profit from cooperation with each client and the total income of the company.

4. Audience engagement

Involvement – not an empirical indicator. It can be assessed by tracking and collecting various data:

  • the duration of the session;
  • preferred ways to interact with the application;
  • the number of transitions to the application via push notifications;
  • the total number of screens viewed per session.
The story of turning off notifications during a meeting

Engagement is important because it speaks to the quality of a mobile app, complementing quantitative assessments. Active users not only increase audience retention and total profit, but also contribute to the viral spread of the application through social networks. Therefore, the largest mobile apps like Facebook have a very high engagement rate.

We discussed the issue of engagement in more detail in an article on this topic.

5. Consumer loyalty index

Consumer Loyalty Index (NPS) Is one of the most effective indicators of user satisfaction and mobile app virality. It can be measured by asking the audience the following question: “On a scale of 0-10, what is the likelihood that you will recommend our app to friends, colleagues and family members?” If you want to know the reasons for this or that attitude towards your product – ask one more question, but no more.

Very loyal mobile app user

An article about the features of creating applications for android help to develop a product that satisfies users as much as possible applications on this OC

Based on the answer, Netpromoter.com categorizes users as follows:

  • “Distributors” – put 9 or 10 points, ready to make purchases in your application and support it in every possible way.
  • “Passive consumers” – they give 7-8 points, they are satisfied with the work of the application, but they may well go to your competitors.
  • “Critics” – put below 6 points, are not satisfied with the application and can ruin the reputation of your brand, leaving negative reviews on the Internet and in life.

The final consumer loyalty index is calculated as the difference between the number of “critics” and the number of “distributors”.

Whatever the outcome, it will give you an idea of ​​the audience’s impression of your app and help you:

  • understand if your product meets market demands;
  • measure the value and viral potential of the application;
  • evaluate whether users want to share your application with other people, making them your potential customers.

On the site, you can leave a request for the development of mobile applications in Moscow and Russia (if you are from another country – also write), and in the blog you can find out about the prices of developing an application for android and ios.

Imagine returning to the office after a weekend and discovering that sensors determine how many times a day employees wash their hands, computers check to see if masking is being followed, and speakers alert people if someone breaks the rules. All received data is collected and analyzed by the company in order to influence the actions of employees. Sounds like the beginning of a fantastic book? This is actually called the Internet of Behavior (IoB).

IoB is one of the trends of 2021. It will help companies to be more flexible, which is very important in the current economic environment and the dramatic changes caused by COVID-19. As organizations begin to collect large amounts of data and aggregate information from various sources and channels, online behavior will increasingly influence how companies interact with people.

Trends in 2021 can be divided into three blocks: location independence, people focus, and stable supply.

Location independence: COVID-19 has affected all areas related to customers, suppliers and ecosystems of organizations. In order to stay afloat, it is very important to change old business processes and technologies.

Focus on people: since the start of the pandemic the number of people working and interacting with organizations has changed. But it is people who, as before, are at the center of any business. To function in the new realities, they need digital processes.

Stable supply: only those companies that are ready for change at any time can withstand any changes.

Together, these trends reinforce each other and provide flexibility that will help companies cope with the crisis over the next 5-10 years.

Internet behaviors

With the rise of technology that collects information from everyday life, data that spans the digital and physical worlds enable behaviors to be influenced through feedback.

For example, car manufacturers can use telematics to track driver behavior by capturing sharp movements and turns. This information can be used to improve machine performance, routing, and security.

IoB has ethical and social implications that depend on the purpose and outcome of use. Apps need to collect data about location, purchases, physical activity, and other customer activity, so privacy laws will have a significant impact on how IoB is used and how large it is.

Complete experience

The overall experience includes a varied experience of working with clients and employees. It transforms business outcomes and enhances the overall work experience where all the elements intersect.

This trend is helping companies capitalize on the negative impact of COVID-19 and creating a competitive advantage for businesses. For example, many companies have improved their customer experience by developing and updating mobile applications. When customers approached the store, they received a notification asking them to register electronically and a message telling them when they could safely enter the premises with social distancing.

Technologies to protect confidential data

Computing that helps maintain privacy consists of three technologies that protect data while it is in use. The first provides a secure environment. It can process and analyze confidential data. The second performs processing and analytics in a decentralized manner. The third encrypts algorithms and data before processing or analytics.

This trend has arisen from the growing need for data sharing and security. It allows companies to securely and confidentially collaborate with competitors and participate in research.

Operations anywhere

The ability to perform operations anywhere is a vital necessity to get a business out of the post-COVID-19 crisis.

In 2021, it is important for companies to be accessible to employees, customers and partners. This can be achieved by making it possible to perform transactions and use services from anywhere and from any device. For example, banks use mobile apps to provide all kinds of financial services without physical interaction, while stores use self-checkout and home delivery services that can be arranged while in a traffic jam on the way home. This does not mean that physical space has no place in the modern world, but it should be complemented by a digital analogue.

Intelligent business

Smart business is a business that can restructure and adapt to changing conditions. It is important for organizations to be agile, quickly analyze information and make business decisions based on the received data. This strategy will be successful if companies move from inefficient and bureaucratic processes to autonomy.


Companies that do not focus on the flexibility and efficiency of processes find it difficult in a situation of uncertainty and rapid change. This is why it is important to automate everything that can be automated.

Text written based on materials from Gartner

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A programming language is a set of formal rules by which code for applications is written. Now there are many languages ​​for mobile development, and the choice of a particular method depends on your goals and capabilities, operating system, type of application and requirements for it.

Knowing languages ​​for creating mobile applications is useful not only for developers, but also for customers who want to better understand the project processes and know which language to choose for their application. In this article, we will talk about the main programming languages ​​for iOS and Android mobile development.


Kotlin is a programming language recommended by Google for building Android applications. It was created to overcome the shortcomings of Java and is used to write code for almost all new Android applications. Kotlin has won the trust of programmers over the years and has become the industry standard in Android development.


  • Allows you to get by with less code than Java. The smaller the text, the fewer errors it contains.
  • Kotlin is interchangeable with Java, so different parts of the interface can be written in different languages, but still work great. This helps to create more efficient and high performing programs.
  • Security. All syntax errors and bugs related to misuse of objects can be found and fixed at build time. This makes testing easier.
  • Kotlin programs use Java frameworks and libraries.


  • The build speed of a program often ranges from fast to very slow.
  • It is not yet so widespread among developers, so there may be problems with finding specialists and solving non-standard bugs.


Until 2018, it was the main language for creating applications for Android, but many developers continue to use it in 2021.

Java programming is used to develop cross-platform and hybrid interfaces, but in the latter two other languages ​​are involved in order to take into account the specifics of each OS.

Article: What is native and cross-platform development


  • Natural code for Android. The OS itself is also partially written in Java, and the kernel is Linux and its own virtual machine Virtual Machine.
  • Universal – runs on all platforms.
  • Allows you to easily scale and update projects with object-oriented code. That is, the code here is easier to read, write and update, which speeds up all the processes.
  • A large number of ready-made tools that are compatible with Java by default, which also increases the speed.


  • Requires a lot of RAM.
  • Paid upgrades for commercial use.

Objective C

Objective C began to be used in the 1980s. It was built on top of C and Smalltalk, and in 2008 Apple released the iPhone SDK 2.0, allowing you to create programs for iOS. At first it was considered an add-on to C, but when it was licensed by NextStep and Apple, Objective C became the official language of all iOS interfaces.

In 2014, the more powerful Swift was released, which took all the best from Objective-C, but was devoid of its shortcomings. Most programmers now choose Swift, but Objective C also retains its position as the classic way to write code on iOS.


  • There is a lot of documentation out there that makes things easier.
  • Compatible with Swift.


  • Low performance compared to Swift.
  • Complex syntax.


Swift is Apple’s programming language that can be used to build apps for iOS, Apple watch, and Apple TV. Swift not only took over all the advantages of Objective C, but also was endowed with new features that simplify the writing and implementation of code:


  • High speed – reaches the level of C ++.
  • Easy to read. Logically, it resembles English, and it also has a simple syntax and code.
  • Increased security when compared to Objective C.
  • A simplified way to fix errors in your code.
  • Stability through libraries that automatically link to the updated version and link to the application.
  • Provides secure memory management.


  • It develops and changes, so work may slow down – you need to study and apply information about updates.
  • Synchronization bridges with Objective C files slow down the build of the project.


Rust began in 2006 by developer Graydon Hoare, who wanted to combine the speed of C ++ with the robustness of Haskell. In 2009, Mozilla joined him, and a year later he was presented at the Mozilla Summit. Rust is now one of the most popular cross-platform developers.


  • Safe synchronization with memory, avoiding segmentation errors and data leaks.
  • Errors during compilation are immediately visible + suggestions for corrections are offered.
  • Let’s compare in speed with C ++.
  • Reliable API for networking using libraries.
  • The system performs several calculations at once and ensures their interaction with each other.


  • Relatively new and rapidly developing, so there is no suitable literature and no choice of specialists.
  • A strict compiler that requires you to fill in a large amount of data yourself and slows down the development process.


C # is an object-oriented language that was created by Windows and was used primarily for Windows Mobile, but more recently C # has learned to work on Mac, Linux, IoS, and Android. Due to its convenient syntax, strict structuring and a large number of libraries and tools, you can write different types of interfaces on it and solve any problems with less time and resources.


  • Windows pays special attention to support, regularly releases updates and detects bugs, so you can work with C # comfortably and quickly.
  • Some organizations and individual developers can use the tools for free.
  • Answers to almost all questions related to working in C # can be found on the Internet or professional communities.
  • A large set of tools and facilities for working with C # allows you to use only one language.
  • Automatic mode of cleaning memory from objects that are not used.
  • Works correctly even when the product is upgraded to a new version.


  • Works on almost all OS, but still the priority is based on the Windows platform.
  • Free only for small firms, individual programmers, startups and students. For a large company, the purchase of a licensed version will be released in a large amount.

The choice of programming language depends on the OC, the application objectives, and the development method you choose.

At AppCraft studio, we develop native apps for iOS and Android. For 10 years we have collected more than 200 projects in our portfolio: corporate solutions, social networks, banking systems, instant messengers and e-commerce, and we are not planning to stop 🙂

In any project, we strive to create a working product that will solve customer problems and increase profits. If you want to develop a fast and functional mobile application – leave a request and we will contact you to discuss the details.


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