Vanity metrics such as download numbers are no substitute for a deeper dive into application analytics, Artisan CEO Bob Moul says. "Across all industries, brands should look at the number of repeat users as well as number of customers that continue to update the app," Moul says. Phunware CEO Alan Knitowski adds metrics such as active users, time spent in-app and visitor frequency are also more important than download bragging rights.

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