App Metrics & Analytics

The metrics app teams track to understand engagement, retention and revenue.

App Retention RateApp retention rate is the percentage of users who come back to an app a given number of days after installing it — usually measured on day 1, day 7 and day 30.
ARPU (Average Revenue Per User)ARPU (average revenue per user) is the total revenue of an app in a period divided by the number of active users in that period.
Churn RateChurn rate is the percentage of users — or paying subscribers — who stop using an app or cancel within a given period.
Cost Per Install (CPI)Cost per install (CPI) is what an advertiser pays, on average, for one app install from a paid campaign.
Crash RateCrash rate is the share of app sessions — or of users — that end in a crash. Its counterpart is the crash-free rate.
DAU/MAUDAU/MAU is the ratio of daily active users to monthly active users. It shows how often users come back — often called the app’s “stickiness”.
Lifetime Value (LTV)Lifetime value (LTV) is the total revenue an app expects to earn from a user over the whole time they use it.
Session LengthSession length is the time between a user opening an app and leaving it (or the app going idle). Average session length is a common engagement metric.