Mobile App Marketing Metrics: ASO, CPI, Retention & ROAS

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Turn one month of Sprout Habits' store data into tap-through rate, page conversion and impression-to-install rate per traffic source, and find the iOS share of installs.
• Evaluate Sprout Habits' three-way screenshot test: page conversion per variant, relative lift, the lower 95% bound of the improvement, and what the winner is worth in installs per month.
• Calculate CPM and CPI for five ad channels, the blended CPI of the month, and plan the CPI of a new channel from its CPM, click-through rate and install rate.
• Turn six weekly install cohorts into a D1/D7/D14/D30 retention table, calculate a correctly weighted D7 retention, and measure the average revenue per daily active user.
• Build the cumulative LTV curve of one Sprout Habits install cohort, measure how much it grows from D7 to D90, find the day the cohort pays back its CPI and chart the curve.
• Calculate D7 ROAS for six campaigns, project D90 ROAS with a multiplier, decide Scale, Hold or Cut, and work out the D7 ROAS a campaign needs to reach the target.
• Measure how many extra organic installs Sprout Habits' paid campaign created, calculate the effective CPI, and add the viral loop with the k-factor.
• Rank five ad networks by predicted D90 ROAS, reallocate next month's 50,000 budget with a simple rule, compare the portfolio ROAS of both plans and chart current vs proposed budgets.