App Metrics & Analytics
The metrics app teams track to understand engagement, retention and revenue.
- ANR (Application Not Responding)An ANR (Application Not Responding) happens when an Android app’s main thread is blocked for too long, so Android shows a dialog offering to close the app.
- 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.
- ARPPU (Average Revenue Per Paying User)ARPPU is the average revenue from each paying user in a period: total revenue divided by the number of users who paid. Unlike ARPU, free users are left out.
- 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.
- Cohort AnalysisCohort analysis groups users by when they started, usually their install week or month, and compares how each group behaves over time, e.g. retention.
- 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”.
- eCPM (Effective Cost Per Mille)eCPM (effective cost per mille) is the ad revenue an app earns per 1,000 ad impressions — the standard way to compare ad networks, formats and countries.
- 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 from opening an app to leaving it. Sessions per user is how often an average user opens the app in a period.
Other categories: App Reviews & Ratings · Customer Feedback & Support · App Store Optimization · App Marketing Basics · App Store Tools & Releases