user
The user uses the device as the criterion. In mobile statistics, each independent device is considered to be an independent user . The Android system uses the IMEI number and the IOS system uses OpenUDID to identify an independent user, one user for each mobile phone.
New users
Users who use the app online for the first time. If a user opens an APP for the first time, then this user is defined as a new user; uninstalling and then installing the device will not be counted as a new addition. New user indicators include daily new users, weekly new users, and monthly new users.
active user
The user who opens the application is the active user, regardless of the user's usage. A device opened multiple times a day will be counted as an active user.
Weekly ( monthly ) active users
For users who have launched the application in a certain calendar week (month), only one active user will be counted for multiple launches in that week (month).
Monthly activity rate
The ratio between monthly active users and the total number of users accumulated as of the month.
Silent user
The user will only start it once on the installation day (the next day), and there will be no restart behavior in the subsequent time. This indicator can reflect the quality of new users and the matching degree between users and APP. The quality of new users is not high ... Generally, the quality of users obtained through local push is very poor, but many of them are good-looking data, attracting more investors...
Version distribution
The number of new users, active users, and activations on each day of the week for different versions. You can find out which version is more popular with users, which in turn facilitates judging the pros and cons of various versions of the APP and user behavior habits. Provide some basis for subsequent product development...
Return users this week
Users who have not launched the app last week and launched the app this week. It is often used as a reference basis for some of our marketing activities aimed at returning
Active users for n consecutive weeks
Start at least once a week for n consecutive weeks.
Loyal user
Users who have been active for more than 5 weeks.
Continuous active users
Active users for 2 consecutive weeks or more.
Recently lost users
Users who have not launched the application for n (2<= n <= 4) weeks. (Not started in week n+1)
Retain users
New users in a certain period of time, after a period of time, still use the application are regarded as retained users; the percentage of these users to the new users at that time is the retention rate.
For example, if there are 200 new users in May, 100 of these 200 people have launched the application in June, 80 people have launched the application in July, and 50 people have launched the application in August; then one new user was added in May The retention rate after the month is 50%, the retention rate after two months is 40%, and the retention rate after three months is 25%.
User freshness
The proportion of new and old users who start the application every day, that is, the proportion of new users to the number of active users.
Single use time
The length of time used for each startup.
Daily use time
Accumulate the length of time used in one day.
Start count calculation standard
The IOS platform application retreats to the background even if it is an independent start; the Android platform we stipulate that the interval between two starts is less than 30 seconds, and it is counted as a start. During the use process, if the user exits the application for 30 seconds due to sending or receiving text messages or answering a phone call and then returns to the application again, these two behaviors should be continued rather than independent, so they can be counted as one use behavior, that is, one activation. The industry mostly uses the 30-second standard, but users can still customize this time interval.