Must-Know App Success Metrics

Highlights: The Most Important App Success Metrics

  • 1. Daily Active Users (DAU)
  • 2. Monthly Active Users (MAU)
  • 3. Retention rate
  • 4. Churn rate
  • 5. Session length
  • 6. Session frequency
  • 7. User Lifetime Value (LTV)
  • 8. Conversion rate
  • 9. Cost per Acquisition (CPA)
  • 10. In-app engagement
  • 11. App Reviews and Ratings
  • 12. App Store Rankings
  • 13. App Downloads
  • 14. Referral Rate
  • 15. Support Tickets and Response Time
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In today’s ever-evolving digital landscape, the success of a mobile app can make or break a business. With millions of apps vying for attention across various platforms, it is crucial for businesses and developers to implement a set of robust and measurable Key Performance Indicators (KPIs) to gauge the performance and success of their apps.

In this comprehensive blog post, we will delve into the world of App Success Metrics, covering key aspects such as user acquisition, engagement, retention, and revenue generation. By gaining a deeper understanding of these essential indicators, app creators and marketers can optimize their strategies and ultimately elevate their apps from being just another offering in the App Store or Google Play to a must-have product for their targeted audience.

App Success Metrics You Should Know

1. Daily Active Users (DAU)

The number of unique users who engage with the app on a daily basis. It’s a key indicator of an app’s overall user engagement and stickiness.

2. Monthly Active Users (MAU)

The number of unique users who engage with the app at least once per month. This metric helps to identify the app’s long-term user retention and growth.

3. Retention rate

The percentage of users who return to the app after their first use, measured over a specific time range (e.g., 1 day, 7 days, 30 days). High retention rates indicate that the app is successfully keeping users engaged and coming back.

4. Churn rate

The percentage of users who stop using the app over a specific time period. High churn rate signals issues in the user engagement, satisfaction, or retention strategies.

5. Session length

The average amount of time users spend in the app per session. Longer session lengths imply higher user engagement with the app’s content and features.

6. Session frequency

The average number of app sessions logged by a user within a specific time period (daily, weekly, or monthly). High session frequency indicates strong user habit formation and engagement.

7. User Lifetime Value (LTV)

The estimated net revenue generated per user during their entire time using the app. LTV, when compared to user acquisition costs, helps determine the app’s profitability and long-term sustainability.

8. Conversion rate

The percentage of users who complete a specific desired action (such as making a purchase, signing up for a trial, or subscribing to a newsletter) within the app.

9. Cost per Acquisition (CPA)

The average amount spent on acquiring a new user, including advertising and promotional expenses. A lower CPA indicates more cost-effective user acquisition strategies.

10. In-app engagement

The extent to which users interact with various features and content within the app. This can include metrics like time spent on particular screens, feature utilization, and social sharing.

11. App Reviews and Ratings

The average user feedback and ratings for the app on app stores. Positive reviews and high ratings signal user satisfaction and can significantly impact app store ranking and organic user acquisition.

12. App Store Rankings

The position of the app in the app store results page for relevant keywords and categories. Higher rankings increase the app’s visibility and can result in greater organic user acquisition.

13. App Downloads

The total number of times the app has been downloaded. This metric helps track the app’s popularity and user adoption rate.

14. Referral Rate

The percentage of users who were referred to the app by existing users, indicating the effectiveness of referral and word-of-mouth marketing strategies.

15. Support Tickets and Response Time

The number of user-submitted support requests and the time it takes for the support team to address them. Faster response times and fewer support tickets can indicate an easier-to-use app and greater overall user satisfaction.

App Success Metrics Explained

App success metrics are crucial in understanding an application’s performance, user engagement, and overall growth. Daily Active Users (DAU) and Monthly Active Users (MAU) illustrate the app’s short-term and long-term user engagement levels, respectively. Retention and churn rates provide insights into the app’s ability to keep users coming back and identify issues in user satisfaction. Session length and frequency reflect user habits and engagement with the app’s content and features.

User Lifetime Value (LTV) and Cost per Acquisition (CPA) help establish the app’s profitability and cost-effectiveness. Metrics like conversion rate, in-app engagement, app reviews and ratings, app store rankings, and app downloads collectively contribute to understanding user satisfaction, app visibility, and user acquisition. Referral rates emphasize the power of word-of-mouth marketing, while support tickets and response times offer insights into user satisfaction and reveal opportunities for app improvements. Together, these metrics form a comprehensive picture of an app’s success, enabling developers and marketers to make data-driven decisions for continuous growth and improvement.


In closing, monitoring and analyzing app success metrics is crucial for making data-driven decisions that lead to the growth and optimization of your mobile app. By understanding and focusing on key performance indicators like user acquisition, engagement, retention, and revenue, you can effectively fine-tune your app to meet the needs of your users and ensure a successful user experience.

While different apps may prioritize certain metrics over others, it is essential to consider these key factors to ultimately advance your app’s growth, visibility, and profitability. Keep track of your app’s progress, be ready for adjustments, and continue exploring new ways to drive success in this rapidly-evolving mobile app landscape.



What are the key performance indicators (KPIs) to measure app success?

App success can be tracked through several KPIs, including the number of downloads, daily active users, app retention rate, in-app conversion rate, and revenue generated.

How can you measure user engagement within an app?

User engagement can be measured through key metrics such as session length, session frequency, screen flow analysis, and interactions within the app, like clicks or sharing content.

Why is app retention rate an important metric?

App retention rate demonstrates how many users continue using your app over a specific period of time. A higher retention rate indicates satisfied and loyal users, which in turn leads to long-term app success and revenue generation.

How can you use in-app conversion rate to measure success?

In-app conversion rate measures the percentage of users who complete a desired action, such as making a purchase, signing up for a subscription, or completing a tutorial. A high in-app conversion rate shows that users find value in your app, leading to increased revenue and user satisfaction.

How does revenue generated serve as an indicator of app success?

Revenue generated acts as a direct reflection of the app's value to users. By measuring the revenue generated from in-app purchases, subscriptions, and ads, you can determine how well the app is monetizing and gauge its overall success.

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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