Most merchants launch a mobile app, watch the install count climb, and stop there. Installs are satisfying, but they tell you almost nothing about whether your app is doing its job: driving repeat purchases and keeping customers coming back. Here is a framework for what to measure, how to read the numbers, and what to do when they look off. The Five Metrics That Actually Matter 1. Monthly Active Users (MAU) MAU is the count of unique users who open your app at least once in a calendar month. It is the most honest measure of whether your app has an active audience or just an installed one. During your first year, aim for 10 to 15% month-on-month growth. If you are sitting below that, the problem is usually promotion, not the app itself. Your app needs consistent traffic from email, SMS, and in-store QR codes, not just an app store listing. 2. Push Notification Opt-In Rate This is the percentage of users who grant permission to receive push notifications. Aim for 60% or above.…