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Comprehensive Analysis of Mobile App Marketing Metrics

Metrics play a crucial role in the evaluation of app performance, user analysis, user engagement optimization, and most importantly, driving sales revenue. However, determining which app metrics to track and monitor can be a daunting task for anyone in the app business. To alleviate this challenge, this comprehensive essay presents a checklist of mobile app metrics categorized under different perspectives of app analytics. It will begin with an introduction to mobile app metrics and subsequently delve into app metrics for user acquisition, revenue, and app performance. This blog discusses about comprehensive analysis of mobile app marketing metrics.

Mobile app metrics encompass a range of quantitative data points that help businesses assess the performance and success of their applications. These metrics offer valuable insights into user behavior, preferences, and interactions, enabling app owners to make data-driven decisions. By carefully monitoring these metrics, companies can streamline their strategies, improve user experiences, and bolster their bottom line.

App Metrics for User Acquisition

When it comes to user acquisition, several metrics should be considered. Downloads, an essential metric, indicate the number of times an app has been installed. However, total users provide a more comprehensive picture by accounting for all active users. Additionally, tracking new users allows businesses to assess their ability to attract a larger customer base. Conversely, daily uninstalls are critical to understanding user churn and identifying potential pain points within the app that may lead to users abandoning the platform.

App Metrics for User Engagement

Firstly, activations refer to the number of users who successfully install or register for an app. This metric indicates the app’s reach and initial interest among users. Time spent on the app is another important metric. It measures the duration users spend actively engaged with the app. Longer periods of usage suggest a higher level of user satisfaction and potential for monetization. Session interval measures the time lapse between user sessions. It provides insights into user behaviour patterns and helps identify opportunities for engagement through push notifications or personalized content.

Average session length quantifies the average time a user spends within a single session. This metric is useful for evaluating the stickiness of the app and its ability to captivate users. DAU (Daily Active Users), WAU (Weekly Active Users), and MAU (Monthly Active Users) represent the number of active users within different time frames. These metrics give a clear picture of user retention and growth, enabling app developers to track trends and plan strategies accordingly. Total Active Days per User (TAD) calculates the number of days an app is used by each individual user. This metric reveals user loyalty, with higher TAD indicating stronger engagement.

App launch retention cohorts categorize users based on their first app launch date. This metric helps in analyzing user retention rates across different cohorts, identifying trends and taking targeted actions to maximize user engagement. Retention measures the percentage of users who continue using an app over a designated period. It is a vital metric to evaluate user loyalty and app performance. Lastly, churn refers to the rate at which users abandon an app. High churn rates signify a lack of user engagement and necessitate immediate attention and improvement in user experience.

App Metrics for Revenue

In terms of revenue, app metrics can provide valuable insights into monetization strategies. Conversion rates, for example, measure the percentage of users who make a purchase within the app. Revenue figures highlight the financial success of the application. Average Revenue Per User (ARPU) and Average Revenue Per Paying User (ARPPU) offer insights into the average amount of revenue generated per user, both overall and specifically from paying customers. Cost Per Acquisition (CPA) tracks the cost incurred in acquiring new customers, helping businesses assess the efficiency of their marketing campaigns. Return on Investment (ROI) is an essential metric in determining whether the revenue generated justifies the expenses incurred. Lastly, Lifetime Value (LTV) helps companies estimate the long-term value that each user brings to the business.

App Metrics for App Performance

App performance metrics are crucial to evaluating the user experience and satisfaction levels. App load time, for instance, plays a pivotal role in user engagement. Sluggish load times can frustrate users and increase the likelihood of them abandoning the app. User satisfaction metrics gauge the overall happiness and contentment of users, providing valuable insights into areas for improvement. User ratings contribute to an app’s reputation and influence its visibility and appeal in app stores. Lastly, the Net Promoter Score (NPS) measures customer loyalty and the likelihood of users recommending the app to others.


In conclusion, mobile app metrics are indispensable tools in evaluating app performance, analyzing user characteristics, optimizing user engagement, and ultimately, enhancing sales revenue. Although deciding which app metrics to track and monitor may initially seem overwhelming, this essay has provided a comprehensive checklist for app analytics, including user acquisition, revenue, user engagement and app performance. By understanding and utilizing these metrics, businesses can gain valuable insights and make informed decisions to improve their app’s performance, increase user satisfaction, and boost overall profitability.

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