The Most Important KPIs for Mobile Apps

With The Most Important KPIs for Mobile Applications, understanding key performance indicators is crucial for app success. This exploration delves into the vital metrics driving user engagement, monetization, and technical performance, equipping you with the knowledge to build thriving mobile experiences.

This overview will dissect critical KPIs across various facets of mobile app development, from user acquisition to customer satisfaction and data security. We’ll examine how these metrics influence app performance, user experience, and ultimately, the bottom line.

Defining Mobile Application KPIs

Mobile applications are increasingly crucial for businesses and individuals alike. Understanding their performance is vital for optimizing user experience, maximizing revenue, and ensuring long-term success. Key Performance Indicators (KPIs) provide a structured way to measure and track the success of these applications.A robust set of KPIs allows stakeholders to identify strengths, weaknesses, and areas needing improvement. This data-driven approach enables informed decision-making, leading to more effective strategies for growth and optimization.

Key Performance Indicator Categories

Different aspects of a mobile application contribute to its overall success. These are broadly categorized to facilitate analysis and targeted improvements.

• User Engagement KPIs measure how actively users interact with the application. High engagement typically correlates with greater user retention and potential for monetization. Examples include daily active users (DAU), weekly active users (WAU), monthly active users (MAU), and session duration.
• Monetization KPIs focus on the financial performance of the application. These metrics are crucial for understanding revenue generation and profitability. Examples include revenue per user, average revenue per user (ARPU), conversion rates (e.g., in-app purchases), and customer lifetime value (CLTV).
• Technical Performance KPIs evaluate the application’s stability, speed, and efficiency. A smooth user experience is crucial for maintaining user satisfaction and avoiding churn. Examples include app crash rate, load time, network latency, and server response time.

Importance of Each KPI Category

Each KPI category plays a distinct yet interconnected role in assessing the health and viability of a mobile application. Understanding these categories provides a holistic view of performance.

• User Engagement metrics indicate how well the application meets user needs and expectations. High engagement suggests a strong product-market fit, while low engagement might indicate areas for improvement in the user interface, functionality, or content.
• Monetization metrics directly reflect the financial success of the application. Analyzing these metrics helps optimize pricing strategies, identify profitable features, and assess the overall return on investment.
• Technical Performance metrics ensure a positive user experience. High crash rates or slow load times can lead to user frustration and abandonment. Monitoring and addressing these issues is critical for maintaining user satisfaction.

KPI Table

The table below illustrates a selection of KPIs and their corresponding units of measurement. This provides a framework for tracking and analyzing performance across various aspects of a mobile application.

Key performance indicators (KPIs) are crucial for any mobile app, but especially for those in healthcare. For instance, metrics like user engagement and retention are paramount. Focusing on features like appointment scheduling and medication reminders within healthcare mobile apps can significantly impact these KPIs. Ultimately, successful mobile apps, including those in healthcare, are judged by their ability to deliver value to users and improve their lives.

User Engagement KPIs: The Most Important KPIs For Mobile Applications

User engagement is a crucial aspect of mobile application success. It directly impacts key metrics like user retention, monetization potential, and overall app performance. Understanding and optimizing engagement KPIs is vital for sustained growth and profitability.A high level of user engagement indicates that users are actively interacting with the app, which in turn suggests that the app provides value and a positive user experience.

This active interaction, measured through various engagement metrics, directly correlates with the overall health and success of the application.

Critical User Engagement Metrics

Several metrics are vital to gauge user engagement in mobile apps. These metrics provide insights into how users interact with the application and the overall user experience. Understanding these metrics is critical for developing strategies to improve engagement and ultimately user retention.

• Daily Active Users (DAU): This metric tracks the number of unique users who actively use the app on a daily basis. A higher DAU suggests a stronger user base actively engaging with the app, highlighting the app’s appeal and usability.
• Monthly Active Users (MAU): This metric measures the number of unique users who engage with the app at least once during a given month. A higher MAU signifies broader user adoption and a more established user base.
• Session Duration: This KPI indicates the average time a user spends within the app during a single session. Longer session durations generally indicate a more engaging user experience and the app’s ability to keep users actively involved.
• Average Session Frequency: This metric tracks the average number of sessions a user completes in a given period (e.g., daily, weekly). Higher frequency suggests that users are returning to the app regularly, demonstrating the app’s value and appeal.
• App Open Rate: This KPI tracks the percentage of users who open the app on a daily or weekly basis. A high app open rate suggests that users are frequently returning to the app, reinforcing its appeal.

Impact of Engagement Metrics on User Retention

User engagement metrics are closely linked to user retention. Users who are engaged with the application are more likely to return and continue using it.

Improving User Engagement Based on KPIs

Understanding the metrics allows for targeted strategies to improve user engagement.

• Content Optimization: Analyze user behavior within the app. For example, if users spend little time in a specific section, consider optimizing the content or interface for better clarity and ease of use.
• Personalized Recommendations: Implement personalized content recommendations based on user behavior. This can involve tailoring news feeds, product suggestions, or other content to enhance user experience and engagement.
• Improved User Interface (UI) and User Experience (UX): Evaluate the app’s UI/UX design and make necessary improvements to enhance user navigation and engagement. For instance, optimize loading times, improve visual appeal, and make the app easier to navigate.
• Push Notifications: Strategically use push notifications to keep users engaged. Avoid overwhelming users with too many notifications, and tailor notifications to specific user needs and interests.

Monetization KPIs

Mobile application monetization is crucial for the long-term success of any app. Understanding and effectively tracking key performance indicators (KPIs) related to monetization is essential for optimizing revenue streams and achieving profitability. This section details various monetization metrics, compares different strategies, and explores their impact on revenue generation.

Monetization Metrics

Various metrics track the success of monetization strategies. These metrics provide insights into user spending habits, app engagement, and the effectiveness of different pricing models. Analyzing these metrics helps to refine strategies and maximize revenue potential.

• Average Revenue Per User (ARPU): This metric calculates the average revenue generated per user over a specific period. A higher ARPU indicates that users are spending more on average, suggesting the app’s monetization strategies are effective. For example, a game with a high ARPU likely has a successful in-app purchase model, whereas a productivity app with a low ARPU may need to explore alternative pricing strategies.

• Customer Lifetime Value (CLTV): CLTV estimates the total revenue a user will generate throughout their relationship with the app. This metric helps assess the profitability of acquiring and retaining users, allowing for strategic decisions regarding user acquisition and retention campaigns.
• Conversion Rate: This metric measures the percentage of users who make a purchase or engage in a monetization activity. A high conversion rate indicates effective marketing and persuasive user experience design. For instance, an app offering in-app purchases could analyze the conversion rate from free trial users to paying users.
• Monthly Recurring Revenue (MRR): This metric is particularly important for subscription-based applications. It reflects the predictable revenue stream generated from recurring subscriptions. A stable or growing MRR indicates a successful subscription model.

Comparison of Monetization Strategies

Different monetization strategies have varying impacts on revenue generation and user engagement. Careful analysis of these factors helps in determining the optimal approach.

• In-App Purchases (IAPs): IAPs are a popular method for generating revenue, especially in gaming and entertainment apps. This approach allows users to purchase virtual items, in-game currency, or premium content. However, the success of IAPs depends heavily on the perceived value of the items and the frequency of purchases.
• Freemium Model: This model offers a basic version of the app for free, with premium features or content available for purchase. It can be highly effective in attracting a large user base, with users eventually converting to paying customers if they find value in the premium content.
• Subscription Model: This model charges users a recurring fee for access to the app’s features or content. It is effective for apps offering valuable content or services that users find essential. Examples include streaming music services, fitness apps, and productivity tools.
• Advertising Model: This approach allows developers to display ads within their apps. It’s a common strategy for apps focused on user engagement and content delivery. The effectiveness of this model depends on the type of ads and the user experience, balancing revenue with user experience.

Correlation Between Monetization Strategies and Revenue KPIs

The effectiveness of a monetization strategy directly correlates with revenue KPIs. A well-designed strategy leads to improved metrics, while a poorly executed one can result in stagnation or decline.

Technical Performance KPIs

A mobile application’s technical performance directly impacts the user experience. A slow, unstable, or glitchy app can quickly drive users away, regardless of its other features or functionalities. Therefore, monitoring and optimizing technical performance KPIs is crucial for app success.Optimizing technical performance isn’t just about speed; it’s about a holistic approach to user experience. Metrics like load times, crash rates, and battery consumption directly affect user satisfaction and retention.

Effective monitoring and proactive maintenance ensure a seamless and reliable experience, ultimately contributing to a positive brand perception.

Application Load Time

Understanding application load time is essential for maintaining a positive user experience. Fast load times directly correlate with user satisfaction and engagement. Users expect applications to respond quickly; delays can lead to frustration and abandonment. Minimizing load time is crucial for retaining users and ensuring a positive first impression.

Key performance indicators (KPIs) are crucial for mobile app success. Understanding user engagement metrics, like daily active users and retention rates, is vital. However, the choice of monetization model, such as freemium vs. paid, significantly impacts these KPIs. For example, exploring how different business models affect user acquisition and in-app purchases is essential.

This is further explored in the article Freemium vs Paid: Choosing the Right Business Model for Your App , which highlights the strategic importance of aligning your monetization approach with your desired KPIs. Ultimately, the best KPIs will vary depending on your app’s specific goals and target audience.

• Average Time to First Paint (TTFP): This metric measures the time it takes for the initial visual elements of the application to appear on the screen. A lower TTFP translates to a more immediate and engaging user experience. For instance, a TTFP of under 500 milliseconds is generally considered excellent for most applications, while anything above 1 second can lead to noticeable delays.

• Time to Interactive (TTI): This metric measures the time it takes for the application to become fully interactive after launch. This includes all critical elements, like button responsiveness and page transitions. Users expect interactive elements to respond instantly. TTI under 2 seconds is generally acceptable.

Crash Rate

A high crash rate significantly impacts user experience and app reputation. Frequent crashes lead to frustration and user churn. Proactive monitoring and efficient debugging strategies are vital for minimizing crashes and maintaining user satisfaction. This requires a structured approach to identifying and resolving bugs.

• Crash Rate Percentage: This metric quantifies the frequency of application crashes per user interaction or per unit time. A lower crash rate indicates a more stable application. Maintaining a crash rate below 0.5% is generally a good target.
• Crash Reporting Mechanisms: Implementing robust crash reporting mechanisms (like error logging and analytics) allows developers to quickly identify and resolve issues, thereby reducing the crash rate.

Battery Consumption

Battery drain is a critical consideration for mobile applications, particularly for users on the go. Excessive battery consumption can frustrate users and negatively impact their app usage experience. Optimizing battery usage is essential for maintaining user satisfaction and engagement.

• Average Battery Drain Per Session: This metric helps assess how much battery power the application consumes during a typical user session. Lower drain rates are preferable. For example, a session draining less than 5% of the battery during average use is generally good.

Network Performance

Network performance plays a vital role in delivering a smooth mobile experience. Slow network speeds can lead to poor loading times, hindering user engagement and satisfaction. Optimizing network performance is essential for user satisfaction and maintaining application responsiveness.

• Average Network Latency: This metric measures the time it takes for data to travel between the user’s device and the application server. Lower latency translates to faster loading times. A latency under 100 milliseconds is generally desirable for a smooth experience.

Benchmark Table

User Acquisition KPIs

Attracting new users is critical for the success of any mobile application. Understanding key user acquisition metrics allows developers to optimize their marketing strategies and effectively reach their target audience. This section delves into the essential user acquisition metrics and their impact on application growth.

Essential User Acquisition Metrics

A comprehensive understanding of user acquisition metrics is vital for measuring the effectiveness of marketing campaigns. These metrics provide insights into how well marketing efforts are converting potential users into active app users.

• Cost per Install (CPI): This metric represents the average cost an application incurs to acquire a new user. A lower CPI indicates more cost-effective marketing campaigns. CPI is calculated by dividing the total cost of marketing campaigns by the total number of installs generated.
• App Installs: The raw number of new users installing the application serves as a basic measure of user acquisition success. Tracking installs helps gauge the overall reach of marketing campaigns and identify potential growth opportunities.
• Conversion Rate: This metric measures the percentage of users who complete a desired action, such as downloading and installing the app, after interacting with marketing materials. A high conversion rate suggests that marketing efforts are effectively persuading potential users to install the application.
• Customer Lifetime Value (CLTV): This metric estimates the total revenue a user is expected to generate throughout their engagement with the application. Understanding CLTV helps in optimizing user acquisition strategies by prioritizing campaigns that yield higher-value users.
• Daily/Monthly Active Users (DAU/MAU): These metrics track the number of users actively engaging with the application on a daily or monthly basis. High DAU/MAU figures suggest effective user retention and engagement, which often stems from successful user acquisition.

Significance of These Metrics in Attracting New Users

These metrics are instrumental in evaluating the effectiveness of various marketing strategies in attracting new users. By monitoring these metrics, developers can identify which strategies are yielding the best results and adjust their campaigns accordingly. This data-driven approach enables more targeted and efficient user acquisition.

Impact of Marketing Campaigns on Acquisition Metrics

The success of marketing campaigns directly correlates with the user acquisition metrics. Targeted campaigns, optimized for specific user segments, tend to produce higher conversion rates and lower CPI values.

Marketing Strategies and User Acquisition Results

The table below illustrates how different marketing strategies can affect user acquisition results. The data showcases the impact of various marketing channels on user acquisition metrics, such as installs, CPI, and conversion rates.

Retention KPIs

User retention is a critical metric for mobile application success. High retention rates translate to increased user lifetime value (LTV) and sustainable revenue streams. Understanding the key retention KPIs allows developers to identify areas for improvement and optimize strategies to keep users engaged and coming back for more.Retention, in essence, measures the ability of an application to keep users actively engaged over time.

This is vital because acquiring new users is often more expensive than retaining existing ones. By focusing on retention, businesses can significantly enhance the overall profitability and sustainability of their mobile applications.

Key Retention KPIs

Understanding various retention rates is crucial for identifying problem areas and developing targeted retention strategies. Different retention metrics provide insights into user behavior at various stages after initial engagement. These metrics can help pinpoint the specific points where users drop off, facilitating the development of targeted interventions.

• Daily/Weekly/Monthly Retention Rate: This quantifies the percentage of users who return to the application on a daily, weekly, or monthly basis. For instance, a daily retention rate of 50% means that half of the users who opened the app on day one are likely to use it again the following day. Monitoring these rates over time helps pinpoint user engagement patterns and allows for the identification of specific periods or features that might be deterring users.

• Cohort Retention: This looks at the retention rate of groups (or cohorts) of users acquired during a specific period. For example, users acquired during a marketing campaign in January are tracked separately to identify how their engagement and return rates differ from other cohorts. This method allows for a more granular understanding of user behavior based on acquisition methods or periods.

• Churn Rate: This represents the percentage of users who stop using the application within a given time frame. For example, a 10% churn rate in the first month signifies that 10% of the initial user base ceased using the application during that period. A high churn rate necessitates a deep dive into the reasons behind user disengagement, often pinpointing specific pain points or areas of improvement in the application’s design or functionality.

Relationship between Retention and LTV

Retention rates are directly correlated with user lifetime value (LTV). High retention leads to a longer user relationship, which, in turn, significantly increases the potential revenue generated by each user over their engagement period. A user who remains active and engaged for a longer duration is more likely to make purchases, utilize premium features, or contribute to the application’s overall revenue stream.

Higher retention rates directly correlate with increased user lifetime value (LTV).

Improving User Retention, The Most Important KPIs for Mobile Applications

Improving user retention requires a multi-faceted approach that considers various aspects of the user experience. Identifying and addressing the factors that contribute to user churn is essential. Understanding user needs and preferences and tailoring the application accordingly is crucial.

• Personalized Experiences: Implementing features that cater to individual user preferences, such as personalized recommendations or tailored content, can foster a sense of connection and encourage repeated engagement.
• Incentivize Engagement: Implementing loyalty programs, exclusive content, or rewards can motivate users to stay active and engaged with the application.
• User Feedback Integration: Actively seeking and incorporating user feedback is vital for understanding pain points and areas for improvement. This can involve using in-app surveys, user reviews, or direct communication channels.

Retention Strategies and LTV Impact

The table below illustrates different retention strategies and their potential impact on user lifetime value. Note that these are examples and the actual impact may vary based on specific application contexts.

Customer Satisfaction KPIs

Understanding customer satisfaction is crucial for the success of any mobile application. Positive user experiences directly translate into increased user engagement, loyalty, and ultimately, higher app revenue. Measuring and monitoring customer satisfaction allows developers to identify areas for improvement and adapt their offerings to meet user needs effectively.

Key Customer Satisfaction Metrics

Several key metrics are used to gauge customer satisfaction within mobile applications. These metrics provide a comprehensive view of how users perceive the application’s value and usability. Common metrics include Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES). Each metric offers a unique perspective on customer sentiment, allowing developers to pinpoint areas needing attention.

Impact of User Feedback

User feedback plays a vital role in shaping customer satisfaction metrics. Constructive criticism and suggestions from users can highlight pain points and areas for improvement within the application. Analyzing this feedback allows developers to proactively address issues and enhance the overall user experience. For example, if a significant number of users report difficulty navigating the app, developers can re-evaluate the user interface and make necessary adjustments.

Methods for Gathering User Feedback

Gathering user feedback effectively is critical for understanding and improving customer satisfaction. Various methods can be employed to solicit feedback and insights.

Data Security KPIs

Mobile applications handle increasingly sensitive user data, demanding robust security measures. Effective data security KPIs are vital for tracking and improving the protection of this data, minimizing risks, and maintaining user trust. A strong security posture directly impacts user acquisition, retention, and overall application success.

Critical Data Security Metrics

Data security metrics encompass a range of factors crucial for assessing and improving application security. These metrics quantify the effectiveness of security controls and the resilience of the system against threats. Key metrics include incident response time, data breach detection rate, and the frequency of security vulnerabilities.

Data Breach Detection Rate

The rate at which data breaches are detected is a critical metric. A lower detection rate indicates a higher risk of undetected breaches, which can lead to significant data loss and financial penalties. Proactive security measures, such as regular penetration testing and vulnerability assessments, are essential to improving detection rates. Early detection allows for swift containment and mitigation, minimizing damage.

Incident Response Time

The time taken to respond to a security incident significantly impacts the severity of the damage. Faster response times lead to quicker containment, minimizing data exposure and potential reputational harm. Robust incident response plans, including clear communication channels and predefined procedures, are crucial for achieving swift and effective responses. A well-defined incident response team, equipped with the necessary tools and training, is critical to reducing response times.

Frequency of Security Vulnerabilities

The frequency of security vulnerabilities discovered and addressed is a critical metric. A high frequency of vulnerabilities suggests weaknesses in the application’s security architecture, necessitating proactive measures to address these issues. Implementing a regular security audit process, coupled with robust code review procedures, is essential for identifying and addressing vulnerabilities promptly. Vulnerability scanning tools and security experts can assist in identifying these vulnerabilities.

Security Breach Impact on KPIs

Security breaches have significant implications for various KPIs. A breach can negatively impact user acquisition and retention due to damaged trust. Customer satisfaction plummets, and monetization efforts can suffer due to negative publicity and potential legal repercussions. Technical performance can also be compromised by the need for remediation and system recovery.

Data Security Measures and Impact

App Store Performance KPIs

App store performance is crucial for mobile application success. A strong presence on app stores translates directly to increased visibility, discoverability, and ultimately, user acquisition. Understanding key performance indicators (KPIs) specific to app stores allows developers to tailor strategies for optimal ranking and user engagement.

Critical App Store Performance Metrics

App store performance is evaluated through a variety of metrics, each offering insights into different aspects of app visibility and discoverability. These metrics provide a comprehensive view of an app’s position and performance within the competitive app store landscape. Tracking these metrics regularly allows developers to make data-driven decisions to optimize their app’s visibility and ultimately, drive user acquisition.

• Downloads: This fundamental metric tracks the total number of times the app has been downloaded from the app store. A higher download count indicates increased user interest and app popularity. For example, an app with 100,000 downloads is likely more visible and discoverable than one with 10,000.
• App Store Ranking: This metric reflects the app’s position in the app store’s search results and category rankings. A higher ranking generally translates to greater visibility and discoverability. For instance, an app ranking within the top 10 in a category is more likely to be discovered by potential users.
• Installs: This metric measures the number of times the app has been successfully installed. It is a crucial indicator of the app’s relevance and user engagement potential. This metric is important because it shows if the downloads are actually resulting in successful installations, a critical aspect of user acquisition.
• Conversion Rate: This metric expresses the percentage of users who download the app and complete the installation process. A higher conversion rate signifies that the app’s listing and download experience are compelling to potential users. For example, a 50% conversion rate suggests that half of the users who download the app successfully install it.
• Average Rating: This metric provides a numerical representation of user satisfaction, reflecting the app’s overall quality and user experience. Higher ratings usually correlate with better user engagement, leading to higher rankings and improved visibility. An average rating of 4.5 stars often signals a well-received application.
• Reviews: The number and quality of reviews provide insights into user experiences and feedback. A substantial number of reviews allows for an in-depth understanding of the app’s strengths and weaknesses. Positive reviews can enhance an app’s visibility, whereas negative reviews can highlight areas for improvement.

Impact of App Store Ratings on Metrics

App store ratings directly influence app visibility and discoverability. Higher ratings often lead to better rankings, increased downloads, and a more positive perception of the application. Users are more inclined to download and install applications with high ratings and positive reviews. Conversely, low ratings and negative reviews can deter potential users and negatively impact download numbers and ranking.

App Store Optimization Strategies and Ranking Results

App store optimization (ASO) strategies are techniques to enhance an app’s visibility in app store search results. Different strategies may yield varying results in terms of app store ranking.

Cross-Platform KPI Comparisons

Analyzing mobile application performance across different platforms like iOS and Android is crucial for effective strategy development. Understanding how key performance indicators (KPIs) vary between these platforms allows for a more nuanced approach to optimization and resource allocation. This section delves into the key differences and their underlying rationale.Cross-platform comparisons of KPIs reveal important insights into user behavior and app performance variations.

These differences, often rooted in operating system functionalities and user expectations, necessitate tailored strategies for each platform. A deep understanding of these variations is essential for maximizing app visibility, engagement, and revenue across both ecosystems.

iOS and Android KPI Differences

Different mobile operating systems, like iOS and Android, have distinct user bases and features. These differences directly influence the performance metrics. This section illustrates how these differences manifest in KPIs.

User Acquisition KPIs

User acquisition strategies and their associated KPIs vary significantly between iOS and Android. iOS typically prioritizes a more curated user base, demanding more focused strategies, whereas Android’s broader user base necessitates a broader, more comprehensive approach. This difference translates to different conversion rates, cost per install (CPI), and user lifetime value (LTV) expectations.

Retention KPIs

Retention rates often vary between platforms due to factors like app store policies and user engagement patterns. iOS users might exhibit higher retention rates due to a more controlled environment and user experience. Android, on the other hand, might see lower retention rates initially but could potentially show a higher overall active user base. This variation requires customized strategies to improve user retention for each platform.

Monetization KPIs

Monetization strategies and KPIs are also influenced by platform differences. iOS users might respond better to in-app purchases due to their generally higher spending habits, whereas Android users might be more responsive to freemium models or ad-based monetization. Understanding these distinctions is crucial for optimizing revenue streams on each platform.

Technical Performance KPIs

Technical performance indicators are affected by platform-specific considerations. Android, with its diverse range of devices and configurations, often presents a more complex technical landscape. This impacts metrics like app loading time, crash rates, and overall user experience. iOS, with a more controlled environment, might experience less variance in these metrics.

Comparison Table: iOS vs. Android KPIs

Epilogue

In conclusion, mastering The Most Important KPIs for Mobile Applications is paramount for success in the mobile app market. By focusing on user engagement, monetization, technical performance, user acquisition, retention, customer satisfaction, data security, and app store performance, developers can build apps that resonate with users and achieve their business objectives. Understanding these KPIs across platforms like iOS and Android further enhances the ability to adapt and optimize for maximum impact.

Commonly Asked Questions

What are some common mistakes developers make when tracking KPIs?

Developers often fail to establish clear goals for each KPI, leading to inaccurate interpretations. Another mistake is neglecting to consider the context of data points. They also don’t track KPIs consistently across different stages of app development or use inconsistent measurement units.

How can I choose the right KPIs for my specific mobile app?

The best KPIs depend on your app’s goals. If monetization is key, focus on revenue and conversion rates. If user engagement is the priority, track metrics like session duration and daily active users. Consider your target audience and the app’s unique value proposition when making your selection.

What’s the relationship between user acquisition and retention KPIs?

High user acquisition is meaningless without retention. Effective acquisition strategies attract new users, but retention KPIs demonstrate their continued engagement and loyalty. Understanding how acquisition impacts retention helps optimize both areas for long-term success.

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