What is K-Factor?

K-Factor is a mobile marketing metric used to evaluate an app’s virality potential. When existing users spread positive word about an app, developers gain new users for free. For example, through referral programs or simply word-of-mouth.

By measuring this metric, app marketers gain an understanding of how their advertising efforts impact organic installs

How to calculate the K-Factor? 

There are different formulas for calculating the K-Factor, but this is the most common one.

k-factor formula

Let’s put it like this: if every user invites 3 users (i) to join the app, and 1 of 3 converts, this equals a 0.33 invite conversion (c). By multiplying app invites by invite conversions, we get a K-Factor of 0.99.