K-factor

The K-factor is a mobile marketing metric that evaluates your app’s virality by considering how many new users the typical existing user introduces to it.

What is the K-factor?

K-factor in marketing is used to describe the virality rate of apps/websites through referral programs, or “hidden” virality, which is word-of-mouth. 

As the term suggests, the terminology is borrowed from epidemiology, where you can think of the K-factor as the combination of the “contagiousness” of your app (how many new users are “infected” by an existing customer through an invite) and the effectiveness of each invite (its associated conversion rate). 

In other words, the higher your K-factor is, the more people are spreading the good word about your app.

Learn how to boost K-Factor for your mobile app.