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you should look at everything... my personal order of importance:

(1) Unique visitors (2) Aggregate Visitors & Pageviews (3) Stickyness (this is avg TOS, bounces, %new vs %returning etc)

numbers are all relative as well.. ie, who cares about a 99% returning user rate if there are only 10 visitors per day.

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thanks. what sort of growth is desirable? i literally have 50% new users, 50% returning. is this good? or is it considered too slow?

50% news users and 50% returning is supposedly good. It means you are getting new users (converted from traffic) while at the same time your previous users are returning to use the app.

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