A: When a company adopts a true omnichannel strategy they tend not to have a specific metric on their mobile app vs their website, because success should be measured equally on any platform. A particular way of tracking success on mobile is through events, as opposed to pageviews for web. Events are actions taken by a customer, like a launch, a conversion or clicking a specific button.
Through event tracking, product managers and analysts can have the flexibility to measure any behavioural analytics they need.
However, there are many mobile app-specific events that help product managers understand their customers. For example you can measure daily active users (DAU) or monthly active users (MAU), as well as the frequency with which a customer engages with the app. For instance, someone will be counted as a daily active user if they use the app today, but they are going to be a different kind of user if they use the app many times a day versus once a day. You can also look at how many customers have push notifications turned on and use that data to understand user behaviour.
The sessions are going to help you to know the level of engagement of one customer, because a customer could have many sessions today. So those are metrics that tell you engagement. You could also measure metrics related to revenue generation, like average revenue per customer or average transaction value.
Retention analysis is a little different on mobile. You can see the number of customers who launched the app and then the percentage of customers that came back a month later. People interested in mobile apps are always looking at retention rates. While looking at retention, you can also measure how customers behave over time. Beyond how frequently a customer launches the app and how often they return, you can track how many people convert.
Then in the mobile app there are also performance metrics — like how often the app crashes. For the most part, though, success metrics for the business should be global, not specific to the mobile app.