Cheat sheet for mobile app metrics

What it is: The percentage of users who continue to use your app over time.
How to calculate: Divide the number of users retained by the total number of users acquired during a specific time frame.
Why it's important: High retention rates indicate your app provides value to users, and they find it worth returning to.
Benchmark: A good retention benchmark for mobile apps is >10% after four weeks.

What it is: The number of users who engage with your app within a specific time frame (daily, weekly, or monthly).
How to calculate: Count the unique users who open or interact with your app during the chosen time frame.
Why it's important: Active user numbers help you understand user engagement and overall app health.
Benchmark: Varies based on app category and stage of growth.

What it is: Monthly Recurring Revenue (MRR) and Annual Recurring Revenue (ARR) are the expected income generated from users on a monthly or annual basis.
How to calculate: Sum the total revenue from all paying users within the chosen time frame.
Why it's important: MRR and ARR help you measure your app's financial health and growth potential.
Benchmark: Varies based on app category, pricing model, and target market.

What it is: The number of times your app is downloaded and installed on a device.
How to calculate: Count the total number of installs within a specific time frame.
Why it's important: App installs can indicate the effectiveness of your marketing efforts and user acquisition strategies.
Benchmark: Varies based on app category, promotional efforts, and market size.

What it is: The process of turning website visitors into app users and app users into paying customers.
How to calculate: Divide the number of users who complete a specific action by the total number of users exposed to that action.
Why it's important: Conversions help you understand how well your app engages and monetizes users.
Benchmark: Website-to-app-install conversion rates range from 30% to 60%.

What it is: Customer Acquisition Cost (CAC) is the cost of acquiring a new user, while Customer Lifetime Value (CLV) is the total revenue a user generates during their time using your app.
How to calculate: CAC = total acquisition costs / number of users acquired; CLV = average revenue per user * average user lifetime
Why it's important: CAC and CLV help you understand the efficiency of your user acquisition strategies and the long-term value of your users.
Benchmark: Aim for a CLV that is at least 3 times higher than CAC.

What it is: The duration of a single user session within your app.
How to calculate: Calculate the difference between the time a user opens your app and the time they close it or become inactive.
Why it's important: Longer session lengths indicate users are more engaged with your app and its features.
Benchmark: Overall average is around 5 min. Varies based on app category, e. g. social network is shorter than a fitness app.

What it is: User feedback in the form of ratings and reviews on your app in the app stores (Apple App Store or Google Play Store).
How to calculate: Monitor and analyze the number of ratings, average rating score, and written reviews.
Why it's important: App store reviews and ratings impact your app's discoverability, user acquisition, and user trust. Positive reviews can help attract more users, while addressing negative reviews can help improve user satisfaction and retention.
Benchmark: Aim for a rating of 4 stars or higher to maintain a good reputation and visibility in the app store.

What it is: The extent to which users interact with your app's features and content.
How to calculate: Track custom events, feature usage, and session frequency.
Why it's important: Understanding engagement helps you identify the features users find most valuable, prioritize updates, and spot gaps in your app's user experience.
Benchmark: Varies based on app category, user behavior, and features offered.

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