App Size

App installs are a measure of the popularity and success of an app and one of the most essential metrics to keep an eye on in mobile app marketing. High install rates coupled with low uninstall rates indicate a healthy app with engaged users, while high uninstall rates could indicate problems with the app's design, functionality, or user experience.

App retention refers to the capacity of an application to sustain users' engagement and activity for a specified duration after they have downloaded and installed it on their devices. It gauges the proportion of users who revisit the app after their initial download and reuse it. Essentially, app retention is an indicator of user loyalty and demonstrates the app's ability to deliver a positive user experience and satisfy user requirements over time. Retention rates are typically measured on Day 1, Day 7, and Day 30. High app retention rates are critical for the success of an app because they suggest that users perceive value in the app and are inclined to continue using it in the future.

App Store Optimization (ASO) is the process of improving the visibility and conversion rate of a mobile app within app store search results and browse pages. ASO encompasses keyword research and optimization of app metadata — including the app title, subtitle, keyword field, and description — as well as optimizing visual assets like the app icon, screenshots, and preview videos. The goal is to increase organic discovery so that more users find and install the app without paid advertising. ASO also includes ongoing efforts like localizing listings for different markets, encouraging positive reviews, and monitoring category rankings. For subscription apps, ASO directly impacts customer acquisition cost (CAC), since higher organic visibility means a greater share of installs come at zero marginal cost. Effective ASO requires treating the app store listing like a conversion funnel: first capturing impressions through keyword relevance, then converting those impressions into page views through compelling icons and titles, and finally converting page views into installs through persuasive screenshots, descriptions, and social proof.

A native mobile app refers to a type of smartphone application that is developed and programmed specifically for a particular operating system, such as iOS or Android, using a dedicated programming language such as Objective C for iOS or Java for Android.

A hybrid app is a type of mobile application that combines elements of both native and web apps. It is built using web technologies like HTML, CSS, and JavaScript, but is wrapped in a native container that allows it to be installed from app stores and access device-specific features like push notifications, camera, and GPS.