Must-Know App Kpis [Latest Report]

Highlights: The Most Important App Kpis

  • 1. Daily Active Users (DAU)
  • 2. Monthly Active Users (MAU)
  • 3. Retention Rate
  • 4. Churn Rate
  • 5. Session Length
  • 6. Session Frequency
  • 7. Session Interval
  • 8. Average Revenue per User (ARPU)
  • 9. Cost per Acquisition (CPA)
  • 10. Lifetime Value (LTV)
  • 11. In-App Purchases
  • 12. App Ratings & Reviews
  • 13. Crash Rate
  • 14. Time in App
  • 15. Screen Flow & Navigation
  • 16. Conversion Rate

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In today’s competitive business landscape, the success of an application can be heavily influenced by its ability to meet and exceed user expectations. To ensure that your app not only survives but thrives in this digital ecosystem, it is essential to closely monitor the performance and user experience of the application. Measuring Key Performance Indicators (KPIs) is a critical step in this process and can provide valuable insights to optimize your app and drive growth.

In this comprehensive blog post, we will delve deep into the world of App KPIs, discussing their importance, the different types of KPIs, and how to effectively use them to enhance the overall success of your application. Join us in this exploration, as we equip you with the tools and knowledge necessary to make data-driven decisions that will propel your app to new heights.

App KPIs You Should Know

1. Daily Active Users (DAU)

This KPI tracks the number of unique users who engage with the app daily, reflecting the app’s popularity and engagement among users.

2. Monthly Active Users (MAU)

Similar to DAU, this KPI measures the number of unique users who engage with the app within a month, showing the app’s sustainability and reach in the market.

3. Retention Rate

This KPI tracks the percentage of users who continue to use the app for a specific period after the initial download, indicating how well the app maintains user interest and loyalty.

In today’s competitive business landscape, the success of an application can be heavily influenced by its ability to meet and exceed user expectations.

4. Churn Rate

The opposite of retention rate, churn rate indicates the percentage of users who stop using an app within a given period. The goal is to minimize churn and improve user retention.

5. Session Length

Measures the duration of each user session with an app, providing insights into user engagement and app usability.

To ensure that your app not only survives but thrives in this digital ecosystem, it is essential to closely monitor the performance and user experience of the application.

6. Session Frequency

Calculates the average number of sessions per user, providing insights on app usage frequency and user engagement.

7. Session Interval

Represents the time between two user sessions. This KPI helps determine the app’s “stickiness” and how often users engage with it.

8. Average Revenue per User (ARPU)

Calculates the average revenue generated by each active user, which helps determine the overall profitability of the app.

9. Cost per Acquisition (CPA)

Keeps track of the costs associated with acquiring a new app user, such as marketing expenses. This KPI is important for budgeting and ROI assessments.

10. Lifetime Value (LTV)

Projects the total revenue generated by a user during their time using the app and encompasses factors like user acquisition cost and average revenue per user. This KPI is useful for long-term planning and marketing strategies.

11. In-App Purchases

Tracks the number of in-app purchases made by users, showcasing the app’s ability to generate revenue directly from in-app features.

12. App Ratings & Reviews

Tracks user feedback in terms of ratings and reviews, reflecting the public’s perception of the app and its overall desirability.

13. Crash Rate

Monitors the percentage of user sessions that result in app crashes, providing insights into the app’s performance, stability, and reliability.

14. Time in App

Measures the total duration that users spend in the app, highlighting user engagement and the overall effectiveness of the app in holding user attention.

15. Screen Flow & Navigation

Analyzes how users move between app screens, which helps identify potential navigation or design issues and improve overall user experience.

16. Conversion Rate

Tracks the percentage of users who complete a desired action or goal, such as making a purchase or signing up for a newsletter. This KPI is crucial for understanding the app’s effectiveness in driving specific actions.

App KPIs Explained

Key Performance Indicators (KPIs) like Daily Active Users (DAU) and Monthly Active Users (MAU) are crucial in measuring an app’s popularity, user engagement, sustainability, and reach in the market. Retention Rate and Churn Rate help assess how well the app maintains user interest and loyalty while minimizing user attrition. Session Length, Frequency, and Interval provide valuable insight into user engagement, app usability, and “stickiness.”

Average Revenue per User (ARPU), Cost per Acquisition (CPA), and Lifetime Value (LTV) allow app developers and marketers to evaluate profitability, budgeting, and ROI assessments while formulating long-term marketing strategies. In-App Purchases reflect the app’s ability to generate direct revenue, whereas App Ratings & Reviews showcase public perception and desirability. Crash Rate offers insight into the app’s performance and stability, while Time in App highlights user engagement and app effectiveness.

Screen Flow & Navigation analysis enables developers to iterate on design and improve the overall user experience. Lastly, Conversion Rate is imperative to gauge the app’s ability to drive specific user actions and goals. Overall, these multifaceted KPIs are paramount in assessing an app’s success and guiding its continuous improvement.


In summary, understanding and tracking the right App KPIs is crucial for the success of your mobile application. By monitoring these key performance indicators consistently, you can make informed decisions, optimize user experience, and ultimately drive growth and revenue for your app. Prioritize KPIs that best align with your app’s objectives and keep a close eye on user engagement, retention, and acquisition metrics.

Continuously analyze your data and make adjustments as needed, in order to create a flourishing and sustainable mobile application. Staying well-informed will not only contribute to your app’s overall performance, but also provide valuable insights into the ever-changing world of mobile technology.


What are the key performance indicators (KPIs) critical to monitor the success of a mobile app?

The critical KPIs to monitor the success of a mobile app include user acquisition, user retention, engagement metrics (such as session length, frequency, and depth), average revenue per user (ARPU), and customer lifetime value (CLTV).

How do KPIs help app developers and marketers to optimize their app's performance?

KPIs provide insights into how users are interacting with the app, enabling developers and marketers to identify areas of improvement, assess the effectiveness of marketing campaigns, and make data-driven decisions to enhance user experience and maximize revenue.

Why is user retention an essential KPI for mobile app success?

User retention measures the percentage of users who continue using the app over time. High retention rates indicate that an app offers value and meets users' expectations, ultimately leading to increased user loyalty, higher revenues, and more opportunities for monetization.

What is the importance of tracking in-app events for app KPIs?

In-app events are specific user actions or activities within the app, such as making a purchase or completing a level. Tracking in-app events helps developers understand how users are engaging with the app, identify points of friction or drop-off, and create personalized experiences to improve user satisfaction and drive conversions.

How do app marketers use KPIs to measure the success of app store optimization (ASO) efforts?

App marketers use KPIs, such as app store rankings, conversion rates, organic downloads, and user reviews, to measure the effectiveness of ASO efforts. These metrics help them gauge how well their app is discoverable on app stores, understand the effectiveness of their app's visuals and descriptions in persuading users to download, and make adjustments to improve their ASO strategies.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

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