Key Metrics (New Version)

For any growth-focused marketing or product team, all necessary metrics required to analyze business efficiency, user trends, user conversion, and user retention are available at a single stop known as Key Metrics in the MoEngage dashboard. For any business marketer, these are the four major business metrics used to evaluate a company's performance, success, and specific business activities. While the key metrics may vary depending on a company's goals and strategies, MoEngage Key Metrics offers the following major business funnels:

  • Acquisition - gives you the data for all new users that you acquired through different platforms(web, Android, and iOS) and sources(any third-party advertisement sources).
  • Engagement - gives you the data of your active users and their sessions on your app or website.
  • Conversion - gives you the data of the user conversion rates and the revenue generated.
  • Retention - gives you the data on the retention rates of your users and the RFM segments to which they belong.

Key Metrics are calculated daily at 00:30 GMT.

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Note

Click the Switch to new option to view the new Key Metrics dashboard.
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Filters

The new key metrics dashboard has a filter at the top of the page to determine the platform and the date range for which you want to view your data. Moreover, you have the option to: 

  • Switch to Old: You can click on the Switch to old button to switch to the older Key Metrics dashboard. For more information on the old key metrics dashboard, refer to Key Metrics (Old Version). 
  • Platform: You can see a platform of your choosing from this dropdown. You can choose to view the data for all platforms, or one of Android, iOS, or Web.

  • Duration: The Duration button lets you set the time range for which you want to view your data. You can choose to view the data for Last Week, or Last Month, or choose a Custom Range


    Note: The earliest date that you can select in the date picker goes back to 5 years. The maximum duration for which you can view the dashboard is 90 days. 
  • Reset: The Reset Filters button resets all filters and you can view the data for the last week, for all platforms.
  • Share: You can share the new Key Metrics dashboard as an Email or copy the link to it and share that. 

Acquisition

Acquisition gives you the data for all new users and their acquisition sources. This data is calculated for the past seven days by default. 

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You can use the action buttons at the top right of the Acquisition tab to hide the Acquisition tab or click the ellipsis to download the charts as images or CSVs. 

Charts

  • New Users: Gives the count of the new users acquired for the selected date range and platform.
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
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    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • New Users by Platform: Gives the count of the new users acquired on each platform for the selected date range. If you add a platform filter in the Key Metrics dashboard filter, you will not see this chart.
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
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    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • New Users by Source: Gives the count of the new users acquired on the basis of their source of acquisition for the selected date range and platform. 
    • You can click the chart to open a detailed view, and then click Download Chart to download the chart as an image.
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    • The Suggested Campaign tab recommends actions that you can take based on the data.

Engagement

Engagement gives you the data of your active users and their sessions on your app or website. This data is calculated for the past 7 days by default. 

You can use the action buttons at the top right of the Engagement tab to hide the Engagement tab or click the ellipsis to download the charts as images or CSVs. 

Charts

  • Daily Active Users: Gives a count of the number of unique users who accessed your app or website on a specific day. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Weekly Active Users: Gives a count of the number of unique users who accessed your app or website on a specific week.  
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Monthly Active Users: Gives a count of the number of unique users who accessed your app or website in a specific month.  
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Dormant Users: Gives a count of the number of users who have not opened your app or website in the past 30 days. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Stickiness: Gives the ratio of the number of Daily Active Users and Monthly Active Users. This ratio shows how often users interact with your app or website. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Average Session Duration: Gives the average session duration for your users. It is calculated by dividing the sum of all session durations by the number of sessions.  
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
    • The Average Session Duration by Platform chart shows this data and divides it based on the different platforms. If you select a particular platform on the Key Metrics dashboard filters, you will not see this chart.
  • Bounce Rate: Gives the bounce rate for your users. It is calculated by dividing the number of single-page sessions by the total number of sessions. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.

Conversion

Conversion gives you the data of your conversion rates and the revenue generated. This data is calculated for the past 7 days by default. 

You can use the action buttons at the top right of the Engagement tab to hide the Engagement tab or click the ellipsis to download the charts as images or CSVs.

Charts

  • Conversion Rate: Gives the conversion rate of your app or website for the selected date range and platform. This is calculated as a percentage of the users who got converted out of the total number of users who opened your app or site. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Time to Convert: Gives the conversion time of the 90th percentile of the users for your app or website, compared to the previous day. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Converted Users: Gives the count of the average number of users who converted on your app or website, compared to the previous day. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Conversion Events: Gives the count of the times the conversion events were performed, compared to the previous day. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Revenue: Gives the count of the average daily revenue for your app or website and the total revenue. The daily revenue is charted and compared to the previous day. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Average Order Value: Gives the average order value for your app or website every single day, compared to the previous day. The average of these values is displayed on the top. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Average Revenue per User: Gives the average revenue per user for your app or website every single day, compared to the previous day. The average of these values is displayed on the top. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.

Retention

Retention provides you with data on the retention rates of your users and the RFM segments to which they belong. This data is calculated for the last 30 days by default. 

You can use the action buttons at the top right of the Engagement tab to hide the Engagement tab, or click the ellipsis to download the retention table or download all the charts as images or CSVs. 

Charts

  • Retention Table: The retention table shows the weekly data of users who return to your app or website. You can toggle between the weekly and monthly data by clicking the W or M at the top left of the Retention chart.

    • You can also toggle between the table view and the numbers view at the top right of the retention table to see the weekly retention stats for your app or website. 
    • You can click Click for detailed view to see the data for the current week, and the Suggested Campaigns tab. 
  • Uninstalled Users: Gives the count of users who uninstalled your app for the selected time range and platform. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data.
  • Uninstalled Events: Gives the count of the number of uninstalls of your app for the selected time range and platform. 
    • You can click the chart to open a detailed view, and click Download Chart to download the chart as an image.
    • The Suggested Campaign tab recommends actions that you can take based on the data
  • RFM Segments:
    • Need Attention: Gives a count of the users who belong to the Need Attention segment based on their RFM score. These users have spent a good amount of time on your app or website, but it was a while ago.
    • About to Sleep: Gives a count of the users who belong to the About to Sleep segment based on their RFM score. These users have not been active recently, and their frequency of visits and monetary spending are below average. 
    • Hibernating: Gives a count of the users who belong to the Hibernating segment based on their RFM score. These users' last visit was a long time ago, and their visits are not often with low monetary spending.
    • Lost: Gives a count of the users who belong to the Lost segment based on their RFM score. These users belong in the bottom percentile based on their frequency of visits, monetary spending, and their last visit.
      For more information on RFM scores and segments, refer to How RFM is Calculated.

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