We’re wrapping up our Metrics That Matter series with one last platform that often gets misjudged—your station’s mobile app. A lot of stations focus on download counts when promoting their app. And yes, downloads are important… but they’re not the whole story.
Just like we’ve talked about with websites, newsletters, and social media—engagement is the real metric that matters.
The Download Count Trap
It’s easy to get excited about total downloads. 1,000… 5,000… 10,000 installs—that number feels like a win. But here’s what we’ve seen consistently: most stations don’t track what happens after the app is downloaded.
If your app isn’t part of someone’s daily routine—or at least a few times a week—it becomes just another unused icon on a screen.
Advertisers don’t care how many people downloaded your app last year. They care about how many are using it right now.
What to Track Instead
Here are the app metrics that tell the real story:
- Daily and Monthly Active Users – How many unique people are opening your app on a regular basis?
- Session Length – Once they open it, how long do they stay?
- Feature Usage – Are they using the live stream within the app, Apple CarPlay, or Android Auto? Are they reading local news, events, and entering contests?
- Push Notification Response Rates – Are your messages being opened, or are they being ignored?
These metrics show how valuable your app is to your audience—and to potential sponsors who want to be seen or heard in that space.
What You Can Do This Week
This week, review your app dashboard or analytics (or ask your provider for access if you don’t already have it).
See how many people used the app yesterday. Look at which pages or features get the most attention.
Then, plan one push notification for later this week. Make it short, relevant, and time-sensitive—something that gives the listener a reason to open the app right now.
And don’t forget to promote your app in places where people are listening and watching. If it’s not being talked about and promoted regularly, it’s easy to forget.
Wrap-Up
Mobile apps can be powerful tools for connection and revenue—but only when they’re being used. Downloads are a great start, but daily use is what really counts.
Focus on turning installs into habits, and you’ll have a much stronger story to tell—both to your audience and your advertisers.
We want to help your radio station grow and succeed online. That journey starts with an amazing website that keeps visitors coming back often. Reach out to us to start your path to online success, or schedule an appointment to see our tools in action.