In December 2016, I launched this free app:
After trying to promote it on Hacker News and other outlets on launch day, I have mostly stopped marketing it. That is, apart from the occasional tweet:
Cast Player is now Live on the App Store! Free download, get it while it's hot! 🌶🌶 https://t.co/zfWPOeKGLU— Andrea Bizzotto (@biz84) December 2, 2016
Daily active users have ranged between 100 and 300 during the period.
Monthly active users have been ramping up until one month after release, and I see they are now levelling off at ~3.5K.
DAU/MAU ratio seems to be stabilising around 5%.
The user session graphs above give me an idea about average engagement, while the activity segments provide a breakdown of low, medium and high activity users. These values have been stable over time.
Key Performance Indicators
The main action the user can take in the app is casting a photo to Chromecast. I’ve set this as my KPI. This is averaging at ~75 events per user each day.
The peak of events on Christmas and Boxing Day stands out. This may be justified by one of the use cases for this app:
Your family is visiting? Show them the pictures of your little ones on the TV.
I have linked a metric attribute called
significantEventCount, which is calculated as
Cast Photo Success * 5. When this value reaches 1000 for a particular user, the following app rating prompt is triggered:
Each exit path is tracked as a separate event, giving me an insight on overall app satisfaction.
NOTE: Going forward, I will track all options as a single event with four segments for easier visualisation:
The last graph shows that users have agreed to rate the app approx. 20 times so far. Only 20% of visits to the App Store have converted into an actual review (read below). Indeed, the app review flow on the App Store has a lot of friction.
Not great retention figures here — something I should work to improve.
I have spent a good deal of time testing the app before launch, and I’m very happy with the resulting low rate of crashes.
App Downloads & Ratings
Not much of a splash here. Just a small peak after launch, then mostly settled at ~100 downloads per day.
App store reviews have been overwhelmingly positive so far. I may try to tweak my app rating prompt logic to get more ratings on the back of my main KPI (see above).
Keywords & ASO
As expected, there is a lot of competition on keywords.
While AppAnnie claims that the keyword Chromecast ranks on position #17 in the UK, it appears to show up in 4th place when I search for it directly.
Given my lack of marketing, the vast majority of my app downloads derive organic search. I should tweak my keywords and improve the landing page to increase downloads.
Instrument your apps with analytics to get valuable insight about discovery, user engagement and retention.
Fabric is a great tool for this. It is more intuitive than the other app analytics products out there — you should use it too!
It has a top-notch dashboard and uses progressive disclosure, making it easy to learn and gradually understand the various features. Some of my favourites:
- See the median, 25th and 75th percentiles for line charts.
- Non-fatal errors reporting, which is very useful to track unexpected conditions in the app.
That’s it for today! 😀
Read next: My Side Project of the Year: Building an iOS App.