App Growth Metrics Calculator

App Growth Metrics: eCPI, CAC, True LTV, Retention, Cost of MAU/DAU Calculator for Beginners [Download Excel]

I keep stressing upon the fact about using the “Right Metrics” in all my growth discussions, including this article I wrote a few months back — https://growthbug.com/cohorts-to-ltv-cac-to-mau-tips-to-make-it-meaningful-avoid-vanity-dd8e91289900#.an2e4eyph

Calculating “Right Metrics” is paramount to your growth initiatives. We often make some common & unintentional mistakes while calculating some basic metrics like MAUs, LTV, CPI. Here is my small attempt to suggest a better way to calculate your daily-use key metrics to help you stay laser focussed on the real growth.

SOME OF THE FORMULAS INCLUDED IN THE DOWNLOADABLE EXCEL:

1. True Active Users = Active Users for that Period — New User Acquired during that Period

Common Mistake: Not deducting new user acquired during that period

2. Real Cost per Install = Marketing Cost / (Paid Installs * (1-Uninstall%))

Common Mistake: Not accounting for Uninstalls upfront

3. Cost per Active User = (Overall Marketing Cost — App Install Budget) / (MAU at month End — New App Installs incl. Organic)

Common Mistake: Ignoring the marketing dollars on Non-App install campaigns

4. True LTV = Average Revenue Per Month X Net Margin X Lifespan (in Months)

Common Mistake: Ignoring Net Margin

5. Retention Rate = True Active Users in Current Period / True Active Users in the Previous Period

Common Mistake: Taking just Active users instead of True Active Users (1st formula on top)

& few other daily use formulas are included in the sheet included various CAC models, User Lifespan, Uninstall % etc.

DOWNLOAD HERE:http://bit.ly/growthmetrics

Note: It is a generic sheet suited to most Apps & growth models. Feel free to customize the sheet as per your need and share it back with the community. Mail me at dabbot@gmail.com to get your modified excel’s link embedded in this article. Tag me on twitter.com/deepakabbot

First published here