Category Archives: Social Media

Everybody wants their app to go viral. It`s like winning a lottery: you just sit still and watch your user base grow without any efforts from your side. The cost of acquiring new users decrease with each user, attracted through social channels.
Now, the only thing you need is to add some share buttons to your app and wait for users to invite their friends… Right?

The truth is, it`s not so simple. In order to gain virality, you need users to:

  • feel some emotions they want to share, like joy, amazement or pride;
  • propel vanity;
  • reward user for inviting a friend;
  • Read more on Tune blog.

Can you think of one universal aspect of every single app in the store? The answer to that question would be one word, growth. Whenever an app developer conceives an app idea he begins (or really should) to think about how the idea is going to grow and how to measure that growth.
I recently stumbled across John Egan’s post about how the Pinterest team measures its growth and I thought that this may be of interest to app developers as a good model to approximate their app. John has worked on the Pinterest growth team since 2013 and is responsible for the platform growth and engagement level increase. According to John, Pinterest has 27 metrics to measure its growth. Let’s take a look at these metrics below.


MAU stands for Monthly Active Users. These are the people who use your app regularly. These are the people you have created your app for. You aren’t in the mobile app business to get a minimal amount of downloads for your app and be happy with that number, you need regular users for your app. For Pinterest MAU, the metric splits into 6 different versions including general, forecast, by app, by gender, by country and accounting. The latest version is an extremely important one. It shows how different factors contribute to overall MAU growth. Essentially this metric will show what specific features help your app to grow and get more and more regular users.


Any app user goes through this first stage. The Pinterest team measures total sign ups, sign ups per app (iOS vs. Android), by referrals and several others that deal with the social sharing including invitations sent, unique invite senders, invite sign ups. As you can see, all these metrics show how well the system grows in terms of number of users. In regards to your app the analogs can be a number of new users, sign ups for a service you may offer inside your app for people to sign up, or any other actions you’re expecting your app users to take.


Pinterest is a big visual discovery, collection, and storage tool with more than 70 million users. Because of its scale there are some metrics that are specific to Pinterest but can still be applied to a broad range of mobile apps as well. Pinterest engineers measure a number of users who come back to Pinterest after a one week period, splitting this number by gender, site vs. mobile app, and the number of people who become MAU after being WAU (weekly active users).


To measure Pinterest engagement levels John suggests calculating ratios between DAU, WAU and MAU. All these ratios will give you a good picture of how well you manage to keep your app users engaged. If after several months of having your app on the market you see that the bulk of people who are active daily continue to be active weekly and then monthly, it means that you’re hitting a sweet spot with your app users but that is not a reason to relax and just enjoy the ride. People get bored, even with the most engaging apps. It’s human nature to crave for novelty. It was said many times before but I’m going to repeat it – having a roadmap of features for your app is a must. Keep delighting your app users in order to keep them constantly engaged.


This is an interesting word choice on behalf of Pinterest but it simply means that they measure how many people come back onto Pinterest after abandoning it for a while. I think this metric is universal and can be applied to any app category so you need to measure it.
All of the metrics listed above require user behavior SDK installation inside your app. Otherwise it is a blind-fly. To measure these crucial metrics for your app growth we suggest solutions like MixpanelLocalytics and GameAnalytics. If you have any questions about this topic, here at ComboApp we are always open to help. Send us a message via the contact form.

Build great apps and measure their growth intelligently!



Art Dogtiev,
Head of Branded Content

Twitter is now collecting data on apps that users have on their mobile devices in order to better target and tailor advertising and other content to them. Twitter is not the only player in this game. Facebook recently started to collect similar data, although only from apps that have its SDK.


Along with gaining appeal from its customers, Twitter is also striving to make advertisers more loyal, introducing new targeting options to meet their ever-growing granularity targeting appetites. Twitter is now letting app advertisers reach users based on the categories of apps already installed on their mobile devices. Advertisers can also combine the new feature with other targeting types such as keywords setting and choosing language and location of the targeted audience.


“One of the biggest priorities for mobile app marketers is to reach the people who are most likely to use and love their apps,” said Deepak Rao, product manager of revenue at Twitter, in a recent blog post. “With installed app category targeting, you can identify new audiences of high-quality users to target within your existing app category and in related app categories.”


For example, an advertiser that wants to drive installs for a cooking recipe app can select the Food & Drinks category to reach users who have recently installed similar apps. That same advertiser may know that the Food & Drinks app users also tend to use restaurant apps, so they can target the Travel category to connect with new people who are likely to be interested in their app. It is not always obvious to identify audiences more eager to use your app, but these hints may be useful in some cases.


Within the advertiser dashboard, Twitter is also releasing new reporting and analytics for installed app categories. The reports are available for all types of mobile app promotion campaigns, whether or not those campaigns used the new installed app category targeting feature.


The tracking program that consumers have on their mobile devices, Twitter started last year. Users who are not eager to take part in such a “tailored experience”, as Twitter calls it, can opt out of this feature. Twitter has promised not to keep records on user app data if they have previously opted out of “interest-based” ads.


Twitter said it only collects and updates the list of apps that users have installed, it does not collect in-app data. Besides optimizing its ad-targeting, Twitter uses collected data to improve “who to follow” suggestions on its service and to add Twitter accounts and other content to user timelines.



Oles Dzyub,
Branded Content Manager at ComboApp

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