The Handset / The numbers
One month, drawn once
The month, in one picture
Everything in this desk comes from one month of one sample app. This page draws that month once, so a figure elsewhere can be traced back to a single set of numbers rather than to a second set invented for it.
App stub
- Store views
- 250,000
- Installs
- 62,500 at 25.0%
- First deposits
- 1,134 at 0.45%
- Acquisition
- 96,000.00, or 84.66 a first deposit
- Data
- 182.4 MB a month, 102.0 MB on the phone
the promptA question the device asks once, and an answer you can change at any time
the tokenWhat keeps a phone signed in, and how long it lives without an open
the buildA numbered version of the app, and the only part of the product an update can change
Direct answerIn one month the sample app is seen 250,000 times in a store, installed 62,500 times, opened 45,000 times, registered on 5,400 times and deposited on 1,134 times, for 96,000.00 of acquisition spend and 84.66 a first deposit. It moves 182.4 MB of data per player, occupies 102.0 MB of the phone, and its notification list sends 307,800 messages that are tapped 7,387 times.
Desk The Handset, cycle 61Sample one invented operator app, 16 builds a yearMonth 250,000 store views and everything derived from themSpend 96,000.00 blended acquisitionNot quoted no real company’s figures anywhere on this site
The month, stage by stage
The funnel is the spine of the month: each rate is applied to the count above it, so every figure below can
be re-derived from the one before.
- Store views: 250,000 listing views.
- Installs: 250,000 x 25.0% = 62,500.
- First opens: 62,500 x 72.0% = 45,000.
- Registrations: 45,000 x 12.0% = 5,400.
- First deposits: 5,400 x 21.0% = 1,134, or 0.45% of the store views.
Where the 182.4 MB of data goes
the package, 42.0 MB - 23.0%
the first session, 39.6 MB - 21.7%
seven later sessions, 100.8 MB - 55.3%
The package is a fifth of the month’s data and is downloaded once. Everything else is a session, and
the ordinary sessions - the ones nobody counts - are more than half of it.
The month in six cells
250,000store views in a month
62,500installs, a quarter of the views
1,134first deposits, 0.45% end to end
84.66acquisition cost per first deposit
102.0MB on the phone, of which 60.0 is cache
1,026devices switch notifications off each month
The three words this desk rests on
the prompt
the token
the build
Every figure, from four rates
views 250,000
installs x 25.0% = 62,500 at 1.54 each
opens x 72.0% = 45,000 at 2.13 each
registered x 12.0% = 5,400 at 17.78 each
deposited x 21.0% = 1,134 at 84.66 each = 3.53x the 24.00 deposit
spend 96,000.00
end to end 0.25 x 0.72 x 0.12 x 0.21 = 0.45%
data 42.0 + (18.0 + 21.6) + 100.8 = 182.4 MB
storage 42.0 + 60.0 cache = 102.0 MB
push 17,100 devices x 18 = 307,800 sends -> 7,387 taps at 2.4%
queue 16 builds x 2.4 = 38.4 days, 41.9 with rejections
floor 1,800 forced updates = 75.6 GB
One caveat, restated. Every number on this page belongs to one invented app. No operator publishes this table, and none of these figures describes any real app.
one month one sample 96,000.00 illustrative only
Where this leads
Every figure on this page is derived from the sample app on the overview: 250,000 store views a month, 62,500 installs, 45,000 first opens, 5,400 registrations and 1,134 first deposits.
Open the partner account
What this desk does not do
It names no operator, it rates no app, and it recommends no store listing. The partner link beside this text is a disclosed sponsored link and the reason is stated on every page rather than in a footer.