FREE Mobile Marketing Mobile Analytics and KPIs Questions and Answers

Question 1

A mobile app has an Average Revenue Per User (ARPU) of $5 per month.
The average user remains a customer for 8 months.
The Cost to Acquire a Customer (CAC) is $50.
Based on the Lifetime Value (LTV) of a user, what does this data indicate?

Accepted Answer

The marketing spend is unsustainable as LTV is less than CAC.

Answer

The business is highly profitable as LTV is greater than CAC.

Answer

The ARPU needs to be doubled to reach the break-even point.

Answer

The CAC is optimal and should not be changed.

Question 2

A mobile marketing analyst calculates the ratio of Daily Active Users (DAU) to Monthly Active Users (MAU). What does this specific KPI, often called the 'stickiness ratio', primarily measure?

Accepted Answer

The frequency with which users return to the app.

Answer

The app's virality and user acquisition growth.

Answer

The total revenue generated per user each month.

Answer

The effectiveness of the app's onboarding process.

Question 3

Which of the following best defines the User Churn Rate for a mobile application?

Accepted Answer

The percentage of users who stop using the app within a specific time frame.

Answer

The percentage of users who install the app but never open it.

Answer

The total number of uninstalls within a given period.

Answer

The rate at which new users are acquired minus the rate of uninstalls.

Question 4

A free-to-play mobile game has 100,000 monthly active users (MAU). In one month, 2,000 of these users made in-app purchases, generating a total revenue of $50,000. Which of the following calculations is correct?

Accepted Answer

The Average Revenue Per User (ARPU) is $0.50.

Answer

The Average Revenue Per Paying User (ARPPU) is $0.50.

Answer

The Average Revenue Per User (ARPU) is $25.

Answer

The Average Revenue Per Paying User (ARPPU) is $50.

Question 5

In mobile analytics, what is the primary function of an attribution model?

Accepted Answer

To assign credit for an install or conversion to specific marketing touchpoints.

Answer

To predict the future lifetime value of a newly acquired user.

Answer

To segment users based on their in-app behavior and demographics.

Answer

To track the real-time server performance and crash rate of the application.

Question 6

A product manager for a new e-commerce mobile app is setting up an analytics framework. To understand the user's journey towards making a purchase, which of the following sequences of tracked events would create the MOST valuable conversion funnel?

Accepted Answer

Product View -> Add to Cart -> Initiate Checkout -> Purchase Completed

Answer

App Open -> Session Length -> App Close

Answer

User Registration -> Profile Completion -> Social Share

Answer

Push Notification Received -> Push Notification Opened -> App Open

A mobile app has an Average Revenue Per User (ARPU) of $5 per month.The average user remains a customer for 8 months.The Cost to Acquire a Customer (CAC) is $50.Based on the Lifetime Value (LTV) of a user, what does this data indicate?

A mobile app has an Average Revenue Per User (ARPU) of $5 per month.
The average user remains a customer for 8 months.
The Cost to Acquire a Customer (CAC) is $50.
Based on the Lifetime Value (LTV) of a user, what does this data indicate?