Must-Know iOS App Metrics

Highlights: Ios App Metrics

  • 1. App Downloads
  • 2. Active Users
  • 3. Session Length
  • 4. Retention Rate
  • 5. Churn Rate
  • 6. Screen Flow
  • 7. Conversion Rate
  • 8. Customer Ratings and Reviews
  • 9. Acquisition Sources
  • 10. Cost per Acquisition (CPA)
  • 11. Average Revenue per User (ARPU)
  • 12. Lifetime Value (LTV)

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In today’s rapidly evolving digital landscape, staying ahead of the competition and engaged with your target audience requires much more than just building a visually appealing and user-friendly iOS app. It is crucial to measure the functionality, impact, and overall success of your app through the lens of carefully selected iOS App Metrics. In this blog post, we delve into the world of these performance indicators to help you make informed decisions, improve user experience, and ultimately drive the success of your app.

From user acquisition and retention rates to revenue generation and in-app engagement, we will cover the key metrics that every app developer and marketer should track, monitor, and optimize to achieve desired outcomes. So, buckle up and get ready to transform your iOS app’s performance through the power of data-driven insights.

iOS App Metrics You Should Know

1. App Downloads

The number of times the app has been downloaded and installed from the App Store. This metric gives a basic understanding of the app’s popularity and reach.

2. Active Users

This metric calculates the number of users opening and using the app. It can be broken down into daily active users (DAU), weekly active users (WAU), and monthly active users (MAU), providing insights on user engagement and retention.

3. Session Length

The duration of a single user session within the app, from the moment they open it until they close it. This metric shows how long users spend interacting with the app and can help identify app features that drive engagement.

4. Retention Rate

The percentage of users who continue using the app after a specified period (e.g., 30 days). This metric measures users’ loyalty and satisfaction with the app.

5. Churn Rate

The percentage of users who stop using the app after a specified period. It is an essential metric for understanding user attrition and improving the user experience.

6. Screen Flow

The visual representation of users’ navigation through the app’s screens, highlighting the most frequently visited screens and paths users take. This metric helps uncover user behavior patterns and app usability issues.

7. Conversion Rate

The percentage of users who complete a desired action, such as making a purchase or signing up for a newsletter. This metric indicates how effectively the app drives user actions and contributes to business goals.

8. Customer Ratings and Reviews

The average ratings and reviews left by users on the App Store. This metric provides insights into user satisfaction and can help identify areas in need of improvement.

9. Acquisition Sources

The channels through which users discover and download the app, such as organic search, paid advertising, or referrals. Knowing these sources can help optimize marketing spend and target new user acquisition efforts better.

10. Cost per Acquisition (CPA)

The total cost of acquiring a new app user, divided by the number of app installs, including paid advertising and other user acquisition costs. This metric is critical for budgeting and evaluating the effectiveness of user acquisition efforts.

11. Average Revenue per User (ARPU)

The total revenue generated by your app, divided by the number of active users. This metric helps track the app’s revenue performance and can guide decisions related to monetization strategies.

12. Lifetime Value (LTV)

An estimation of the total revenue a user generates throughout their entire time using the app. LTV helps predict long-term app profitability, identify high-value user segments, and allocate marketing resources effectively.

iOS App Metrics Explained

App download metrics are essential in understanding an app’s popularity and reach by measuring the number of downloads and installs from the App Store. Analyzing active users (DAU, WAU, MAU) provides insights into user engagement and retention. Session length reveals how long users interact with the app and can help identify features that drive engagement, whereas retention and churn rates measure user loyalty, satisfaction, and attrition. A visual screen flow analysis helps uncover user behavior patterns and usability issues, while conversion rates indicate the app’s effectiveness in driving user actions and contributing to business goals.

Customer ratings and reviews offer insights into user satisfaction and areas requiring improvement. By identifying acquisition sources, marketers can optimize marketing spend and target new user acquisition efforts, while CPA is crucial for budgeting and evaluating user acquisition effectiveness. ARPU tracks revenue performance and guides monetization strategy decisions while LTV helps predict long-term app profitability, identify high-value user segments, and allocate marketing resources effectively.


In conclusion, mastering iOS app metrics is crucial for developers and marketers in order to optimize app performance, improve user experience, and increase revenue. By understanding the significance of key metrics such as user acquisition, engagement, retention, and monetization, businesses can gain invaluable insights into their app’s success and areas for improvement.

By continuously monitoring and analyzing these metrics, iOS app creators can make better-informed decisions and drive growth in the competitive mobile landscape. So, take the time to dive deep into your app’s metrics and make data-driven adjustments that benefit both your users and your business.


What are some key iOS app metrics that developers should track for app success?

Key iOS app metrics include number of downloads, user engagement (session duration, screens per session, etc.), retention rate, acquisition channels, and in-app revenue (purchases or ad revenue).

What is the average user retention rate for an iOS app, and how can it be improved?

The average user retention rate for an iOS app is around 20-30% after 30 days. To improve retention, developers should focus on optimizing the onboarding process, incorporating regular app updates, providing personalized experiences, and engaging users with relevant and timely push notifications.

How do acquisition channels impact the success of an iOS app, and which channels typically perform best?

Acquisition channels are the sources through which users discover and download an app. The success of an app depends on the effectiveness of these channels in driving high-quality users. The most common channels include organic search, app store optimization, paid advertising, influencer marketing, social media, and public relations. The best-performing channels will vary depending on the app category and target audience.

How can developers measure and optimize user engagement for their iOS app?

Developers can measure user engagement in their iOS app by analyzing metrics such as session duration, screens per session, click-through rate, and churn rate. To optimize engagement, developers should focus on delivering valuable content, creating personalized experiences, utilizing push notifications effectively, and regularly updating the app with new features or improvements.

What are some monetization strategies for iOS apps and their impact on app metrics?

Common monetization strategies for iOS apps include in-app purchases, premium subscriptions, ad revenue, and sponsored content. These strategies can impact app metrics such as user engagement, retention rates, and revenue generated. Developers should choose a monetization strategy that aligns with their app's core value proposition and target audience to maximize 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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