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Home » Blogs » 25 Actionable Mobile App Metrics You Should Track
By Gaurav Parvadiya | Last Updated On May 19th, 2025
Did you know that 77% of users of mobile apps are lost in the first three days? That’s right.
It’s a hard fact, but one that every app developer and marketer has to live with. The distinction between the apps that succeed and those that are gone from users’ phones in a few days is often a single factor – mobile app metrics.
These aren’t just vanity figures or graphs on a dashboard. The key mobile app metrics for mobile apps tell a story of how users treat your app, where they drop off, what features they love and how much revenue they generate. Think of them as the health report of your app, they bring actionable insights to grow, improve user experience, and make your app more profitable.
In this blog, we’ll take you through 25 most critical mobile app metrics you should be tracking to drive growth, engagement, and revenue. Let’s get started.
Imagine flying a plane without instruments. No speed, no altitude, no direction. That’s what running an app without mobile app analytics metrics feels like.
No matter if you’re developing your first app or running a portfolio of them, monitoring the right mobile app KPIs allows you to:
Find out what your app’s strengths and weaknesses are.
But here’s the kicker:
The measurement of the wrong Mobile App KPIs can be worse than not measuring anything. Let’s learn how to track app metrics that will actually move the needle.
To keep it simple, we’ve divided the must-track app metrics into five key categories:
Engagement metrics show you what users really think about your app. These numbers tell you whether people stay around, how frequently they engage, and how your mobile app becomes part of their everyday life. Through monitoring of key Mobile App Metrics, developers and businesses can optimize user experience, raise retention, and enhance overall results.
DAU or Daily Active Users is one of the most critical mobile app metrics that indicate the number of unique users who interact with your app daily. It’s a real time beat of app performance and user interest. High DAU means your app becomes part of the user’s daily routine- whether it’s a fitness tracker, chat app or a weather tool. For increasing DAU, use app analytics metrics such as user behavior tracking, push notifications and content freshness.
Monthly Active Users (MAU) is one of the major mobile app KPIs that measure the number of unique users that open your app during 30 days. It’s a wide metric of long-term value and scope of your app. MAU helps you to know the trend of growth and seasonal peaks of engagement. If MAU is low, your app can have a user retention problem. Leverage in-app events, new content, or loyalty programmes to sustain monthly engagement.
Session Length is one of the key mobile app metrics that indicate the average time of user visit. Longer sessions are normally an indication of increased user engagement and satisfaction. If your app provides rapid value such as a finance calculator, short sessions are okay. However, longer session lengths are a success indicator for content heavy or entertainment apps. Performance metrics of app to optimize, to measure the loading speeds, UX friction points, and personalization features.
Session Frequency indicates how many times your app is opened by the users. It’s a user loyalty metric. A social app when users open it five times a day is strong. However a travel app that visits once a month is anticipated. Increase frequency of sessions with gamification, push notifications, or time sensitive offers. If you don’t have users returning, you need to reconsider your user experience.
User Stickiness is a ratio (DAU/MAU) that shows you how many of your monthly users become daily users. A stickiness rate is high, your app is addictive. For instance, a messaging app that has 50% stickiness will have half of its monthly users use it daily. Increase stickiness by ensuring your app becomes necessary- daily news app, fitness tracker, or social platform.
User Retention Metrics for Apps tell you if your users stay with you. High retention means that your app offers value to the users who keep coming back. These Mobile App Metrics are not only numbers, they are a direct measure of user satisfaction and long-term development.
Retention Rate is the percentage of users who continue using your app over time. It’s a direct measure of user satisfaction. If 60% of users return within a week, that’s strong retention. But if only 20% return, you have a problem. Boost retention with an engaging onboarding experience, personalized recommendations, and loyalty rewards. Use in-app messages to re-engage users who seem inactive.
Churn Rate indicates the number of users who stop using your app over a certain period of time, basically the inverse of retention. High churn rate destroys growth and revenue. For example, if 40% of your users leave after the first week, something is wrong. Identify why users leave- is it app crashes, confusing UX, or lack of features? Reduce churn by fixing bugs, enhancing UI, and offering re-engagement incentives.
Cohort Analysis is a strategic Mobile App Metric that help you to compare the way different groups of users behave over time. It’s perfect for testing features and updates. If a new cohort is retaining better than an old one, your changes are working. Use this App Analytics Metric to adjust onboarding, UX flow, or feature releases.
Average Session Duration indicates the duration of stay of users during each visit. Longer durations indicate the users are finding meaningful value. If your video app has a 20-minute average session, that’s strong. But a shopping app with 30-second sessions might have a problem. Improve session duration with personalized content, smooth navigation, and minimized load times.
User Lifetime Value (LTV) is the amount of money that your user will bring to you throughout their use of your app. It is a key indicator of understanding user profitability. For example, an e-commerce app with LTV of $100 means each user is worth $100. Increase LTV by enhancing retention, providing premium subscriptions, and launching upsell campaigns.
Revenue metrics directly reflect your app’s earning potential. They help you understand which monetization strategies are working and how much each user contributes financially.
In-App Purchase Revenue is the total revenue derived from purchases within your app- such as virtual goods, upgrades or unlockable features. This App Analytics Metric shows how much premium content your users value. Increase revenue with limited offer, bundle pricing, and seasonal price.
Subscription Revenue is the recurring form of revenue received from those users who pay for premium content or features on a recurrent basis. It’s a sustainable and scalable Mobile App KPI. Increase this metric by having tiered plans, provide free trials, and provide exclusive value. Use App Analytics Metrics to find out what content leads to conversions and customize offers accordingly.
ARPU is an important Mobile App Metric, which determines the average user’s earnings. For example, $10 ARPU is the average contribution of each user, i.e., $10. To increase it, add premium features, upsell content or run cross-promotions. Monitoring ARPU allows you to understand the revenue implications of user engagement and optimize monetization strategy in turn.
CAC will tell you how much it costs to gain one user. As a Key Mobile App Metric, it must be lower than the Customer Lifetime Value (CLTV) for profitability. Reduce CAC by optimizing ad targeting, enhancing ASO (App Store Optimization), and referrals by users. Understanding how to track app metrics such as CAC will make you a smarter marketer.
CLTV is the total revenue a user brings to you during their journey with your app. It’s one of the most strategic User Retention Metrics for Apps and it goes hand in hand with monetization. Increase CLTV by improving the user experience, keeping the users and providing upsells or loyalty perks. Use it with CAC to calculate profitability and scale your growth effectively.
User acquisition metrics reveal how users find and install your app. These essential Mobile App Metrics help identify the most effective growth channels. Let’s discuss in detail:
Install Source Attribution helps you to determine where users are coming from (which channels are bringing users to your app, paid ads, organic search, social media, or referrals). This Mobile App KPI helps you to double down on the most cost-effective marketing strategies. By examining this App Analytics Metric, you can set your budget on top-performing sources and enhance general acquisition efficiency.
CPI is the average cost to acquire a new user by paid campaigns. It’s a key App Performance Metric for the ROAS calculation. For instance, high CPI may require optimization of your campaign. Lower CPI by optimizing ad creatives, targeting certain audiences or using influencer marketing as part of your strategy.
App Store Conversion Rate is the metric that shows how many visitors of your store page install your app. It’s a great Mobile App KPI to measure how effective your app listing is. Enhance this metric with engaging visuals, clear app descriptions and social proof such as positive ratings and reviews. A higher rate is good ROI from store traffic.
This metric is a comparison between organic installs (from search or word of mouth) and paid installs (from advertisement). A good organic presence lowers your acquisition costs and means a good reputation. Apple App Store Optimization (ASO) as well as social sharing and content marketing to increase organic installs and decrease reliance on paid acquisition.
Referral Traffic monitors users gained by means of shared links, invites, or referral codes. It’s one of the cheapest User Retention Metrics for Apps as referred users have more trust and engagement. Provide in-app rewards, discounts, or gamified rewards within the app that will encourage users to refer others.
App performance metrics show how reliably and efficiently your app runs. These Key Mobile App Metrics are crucial for user satisfaction and long-term retention. Let’s discuss in detail:
Crash Rate is the percentage of app sessions which end abruptly because of failures. A high rate means unstable performance. Make it less than 1% by stress testing builds, crash report analysis and continuous code quality optimization. It’s one of the App Performance Metrics that directly impacts user trust and retention.
Load Time means how fast your app opens or loads content. People expect apps to load in under 3 seconds. Enhance this Mobile App KPI through image compression, eliminating bloated code, and lazy loading, and by using Content Delivery Networks (CDNs).
API Error Rate is the percentage of failed API calls – impacting data fetch, login or other backend operations. A high rate of error annoys users and interferes with functionality. Solve this App Analytics Metric by using robust error handling and optimizing calls, and ensuring backend stability.
Network Latency is the delay between the user actions and app responses. Lower latency means smoother interaction. Optimize this App Performance Metric by using geographically distributed servers, optimizing code for less calls and decreasing dependency on third-party services.
App Uninstalls tell you when users uninstall your app, which means they are not satisfied. Watch this Mobile App Metric to find problems with UX, performance, or value. Decrease uninstall rates by enhancing onboarding, providing value from the get-go, and limiting intrusive notifications or permissions.
From user retention to app performance and revenue generation, the right data tells what works and what doesn’t. Knowing these Key Mobile App Metrics will help you to make wiser decisions, increase engagement, and scale growth efficiently.
Don’t guess, let the numbers make your strategy. Using Twinr’s in-built analytics, it is easy to track Mobile App KPIs, making complex data easy to understand and act on. Ready to start a smarter app? Start with Twinr and build with confidence.
Gaurav is the founder and CEO of Twinr, a tech entrepreneur with a decade of experience and a passion for SaaS. With a Master's degree in Computer Science, he specializes in no-code development, driving innovation in the mobile app industry. When he's not busy growing the company, you'll find him writing about tech, growth, software development, e-commerce, and occasionally sneaking in a game of badminton.