Mobile app key performance indicators

Let’s dig deeper into each of these, what they measure, and why they’re important for determining the success of your strategy. 

Acquisition: Tracking the path to installation 

Acquisition metrics measure the effectiveness of efforts to attract new users, from initial discovery in the app store to the first time they open the app. 

App store optimization (ASO)  

ASO is the process of optimizing an app's visibility within app stores to increase organic downloads. Here are the KPIs associated with this activity: 

• App store impressions/views: The number of times an app's icon or listing is displayed in app store search results or browse sections. This is a top-of-funnel metric indicating discoverability. 

• Keyword rankings: The app's position in search results for specific keywords. Higher rankings help drive organic traffic, as most app discovery happens through general browsing and search within the stores. 

• Views to installs (app store conversion rate): The percentage of users who install an app after viewing its product page. This directly measures the effectiveness of the app's listing elements, including its title, icon, screenshots, video previews, and description. 

• Ratings and reviews: Both the average star rating and the content of user reviews significantly influence user trust and the app store's ranking algorithms. Positive reviews serve as powerful social proof, converting potential users. 

User acquisition (UA) and marketing 

These KPIs track the performance of paid and organic marketing campaigns designed to drive installations. Here are the KPIs you’ll use to track your success: 

• Mobile downloads and installs: A download occurs when the app is saved to a device from the app store. An install occurs when the user opens the app for the first time. Installs are the more meaningful metric as they represent an actual acquired user, not just someone who downloaded but never engaged. 

• Install source (attribution): This identifies the specific marketing channels (e.g., a Facebook campaign, Google search ad, influencer link) driving installs. You’ll need this to calculate the ROI of different campaigns and optimize marketing spend. 

• Cost per install (CPI) and cost per acquisition (CAC): CPI is the average marketing cost to generate a single app install, calculated as total campaign spend divided by number of installs. CAC is a broader metric representing the total sales and marketing cost to acquire a new customer. Both are fundamental metrics for measuring campaign efficiency and profitability. 

• Virality (k-factor): A measure of an app's inherent ability to grow organically through user referrals. It represents the number of additional users each existing user brings in. This is a great way to represent word-of-mouth potential. 

Engagement: Measuring user value and habit formation 

Once a user is acquired, you need to understand how actively and deeply they interact with the app. High engagement is a leading indicator of user satisfaction and long-term retention. These engagement metrics will help you determine this:  

Active users 

Daily active users (DAU) is the number of unique users who open the app within a 24-hour period, while monthly active users (MAU) are the number of unique users over a 30-day period. These are the most fundamental measures of an app's audience size and overall health. 

Siteimprove.ai’s App Analytics provides deep granularity, showing how many users opened the app during five of the last seven days (highly engaged users), users who opened the app within the last seven days (active users), and how many users opened the app in the last 30 days but not the last seven (disengaged users). 

Session metrics 

Sessions are the total number of times the app is opened by all users. This indicates the overall frequency of use. 

• Session length/duration: The average amount of time a user spends in the app during a single session. While a longer session duration often indicates higher engagement, use caution when analyzing. In a gaming app, long sessions are positive; in a payment app, they might indicate friction or a confusing user interface. 

• Session interval: The average time between a user's consecutive sessions. Shorter intervals are highly desirable as they suggest the app is becoming an integral part of the user's routine or habit. 

• Session depth (screens per visit): The average number of unique screens a user navigates to within a single session. Greater depth typically correlates with higher engagement and user exploration of the app's features. 

• Screens: For each screen, Siteimprove shows the number of total screen views, sessions, and users, and the screen view per session and user, so you can identify which ones are high performers and which aren’t. 

• Daily and weekly engagement levels: Siteimprove shows which days of the week and hours of the day are most popular with users. By revealing the specific days and times users are most active on a mobile app, Siteimprove enables businesses to schedule push notifications, content updates, and marketing campaigns for maximum impact and user engagement. 

Stickiness ratio 

Calculated as DAU divided by MAU, multiplied by 100, this powerful metric measures the percentage of monthly users who return to the app on a daily basis. 

A high stickiness ratio is a strong indicator of a product that delivers consistent value and has successfully formed a user habit. It is a much more insightful metric than DAU or MAU alone. 

Feature adoption and custom events 

The feature adoption rate is the percentage of active users who engage with a specific new or existing feature. This metric is vital for validating product development decisions and understanding which features provide the most value to users. 

Custom events are user-defined actions tracked within the app that align with specific business goals, such as “Add to Cart,” ”Level Complete,” or ”Share Post.” Tracking custom events is the building block for sophisticated funnel analysis and understanding user intent. 

Retention: The core of sustainable growth 

Retention is arguably the most important category of metrics, as it measures an app's ability to maintain its user base over time. Without strong retention, an app is a "leaky bucket," where money spent on acquiring new users is wasted as they quickly abandon the product. 

Retention rate 

This is the percentage of users who return to the app after a specific period following their first use. It is commonly measured at Day 1, Day 7, and Day 30 milestones. This KPI is the ultimate indicator of product-market fit and the long-term viability of an app business. 

While an aggregate rate can be calculated, the most powerful way to analyze retention is through cohort analysis, which compares the retention of different user groups over time. 

Churn rate 

The percentage of users who stop using the app over a given period is the churn rate. It is the inverse of the retention rate (e.g., a Day 30 retention rate of 25% implies a Day 30 churn rate of 75%). 

A high churn rate is a red flag, signaling significant problems with the user experience, value proposition, or onboarding process that must be addressed urgently. 

Uninstall rate 

This is the percentage of users who actively delete the app from their devices. It is a powerful and unambiguous signal of user dissatisfaction and provides a clear measure of churn. 

Monetization: Quantifying revenue and lifetime value 

Monetization metrics track the financial performance of an app. Here you measure its ability to generate revenue and determine the overall economic value of its user base. 

Revenue metrics 

• Average revenue per user (ARPU): Calculated as total revenue divided by the number of active users over a specific period. ARPU provides a normalized, high-level view of an app's revenue-generating efficiency. 

• Average revenue per paying user (ARPPU): Calculated as total revenue divided by the number of paying users. This metric focuses specifically on the users who convert, showing how much value is extracted from each paying customer. 

• In-app purchases (IAP) and subscriptions: The direct tracking of revenue-generating events, whether one-time purchases or recurring subscription payments. These are the foundational inputs for all revenue calculations. 

• Paying conversion rate: The percentage of active users who make a purchase or subscribe, becoming paying users. This measures the effectiveness of the monetization strategy and paywalls. 

Value metrics 

• Customer lifetime value (LTV/CLV): An estimate of the total revenue a single user will generate throughout their entire relationship with the app. LTV is the guiding metric for assessing user quality and the overall profitability of the business model. A successful app business model requires that LTV be significantly greater than the CAC. 

• Return on ad spend (ROAS): Calculated as the revenue from an ad campaign divided by the cost of the ad campaign. ROAS measures the profitability of specific marketing efforts, allowing marketers to identify and scale the most effective campaigns. 

Performance: The technical foundation of user satisfaction 

Technical performance is not a secondary concern. It’s the foundation upon which the entire user experience is built. Poor performance leads directly to user frustration, negative reviews, and uninstalls. 

Stability metrics 

• Crash rate: The frequency with which the app terminates unexpectedly, often measured as crashes per 100 sessions. A high crash rate is one of the primary drivers of user churn.  

• App not responding (ANR) events: Specific to Android, ANRs occur when the application's UI thread is blocked for too long, causing the app to freeze. ANRs are a major source of user frustration and a key indicator of poor performance. 

Speed and responsiveness metrics 

• App load/launch time: The time it takes for an app to start up and become interactive for the user. This is a critical first impression.  

• API latency: The delay between an app making a request to a server and receiving a response. High latency results in a sluggish, unresponsive experience, as users wait for content to load or actions to complete. 

Device and user experience (UX) metrics 

• Operating system (OS) and device type: Understanding the distribution of OS versions and device models across the user base is vital for prioritizing development, testing, and optimization efforts to ensure a consistent experience for all users. 

• Rage taps/clicks: A behavioral metric where a user taps rapidly and repeatedly on an element that is unresponsive or not working as expected. This is a clear, quantifiable signal of extreme user frustration and a valuable pointer to specific UX bugs or design flaws. 

Conclusion 

No KPI exists in isolation; these metrics are all deeply interconnected.  

For example, a high crash rate (performance) will directly cause an increase in the churn rate (retention). This, in turn, truncates the potential CLV (monetization) of those users. If those churning users were acquired through paid campaigns, their CAC (monetization) becomes a loss, negatively impacting the ROAS of that campaign (acquisition).  

That’s why a holistic view is necessary. Focusing on top-of-funnel metrics like CPI while ignoring foundational performance metrics is a strategy for unprofitable growth. 

Furthermore, a clear hierarchy exists among these metrics. Metrics like total downloads are often termed "vanity metrics," because they look impressive but offer little insight into the actual health of the business. A million downloads are meaningless if the Day 1 retention rate is near zero.  

More valuable metrics are around engagement, like DAU/MAU and session length. However, the most critical "value metrics" are those that synthesize engagement, longevity, and revenue, such as retention rate and LTV.