Daniel James

Daniel James

20 KPI Metrics For Mobile App Performance Evaluation

Share on facebook
Share on google
Share on twitter
Share on linkedin

Metrics for Mobile App 

Evaluating a mobile application against certain key performance metrics is a fruitful way to figure out an app’s performance. Understanding how well an application does in the market is the stepping stone to launching a better secondary app. Audience feedback is of top priority, and determining the metrics for mobile app can help in determining how well an app did in the market. You can track certain KPIs (Key performance indicators) for an accurate assessment, such as level of engagement and revenue generated by the mobile application. The following are top 20 KPIs to track:


One of the simplest metrics for mobile apps to track is the general metrics, such as the number of downloads. Downloads are the foundation of other KPI evaluation and serve as the starting point of the entire evaluation.

2.  AOR (App Open Rate)

Secondly, once the application has downloaded onto the device, the point of focus shifts towards the frequency of use. App open rate accounts for sessions generated by the application users. They calculate it in percentage and the higher the number, the better the performance.

3. Install And Uninstall

One of the most concerning KPI metrics for mobile apps encompasses the install/uninstall rate. After users download the application, they either use it and grow accustomed to the features or uninstall the application.   

4. Number Of New Users

This KPI measures the number of new users regarding by way of number of new downloads. When multiple users use the installed application, the number reflects the change.

5. Session Length

AOR accounts for the number of times a session has been generated, whereas the session length accounts for the time spent using the application. The greater the session length, the more time users have spent in using the application.

6.  DAU (Daily Active Users)

The daily active users rate is a KPI metric for mobile app engagement evaluation. DAU calculates the number of unique users which log in to the application on a daily basis.

7.  Session Interval

Similar to DAU, session interval is a KPI metric for evaluating engagement. It calculates the duration between sessions. This KPI answer the question regarding frequency: how often is the app used? This calculates the duration between two active sessions.

8. Retention Rate

Retention rate tests the loyalty of the users. It calculates the number of users which still use the application after a certain duration. The higher the rate, the higher the loyalty of the users and the greater the probability of future revenues.

9. MAU (Monthly Active Users)

Another valuable metric for mobile app evaluation is MAU, which shows active users after a certain time frame. This showcases active users based on the monthly interval time frames.

10. Churn Rate

Churn rate is a KPI which showcases the number of users who have stopped using the application after a certain time frame.

11.  User Growth Rate

The user growth rate KPI is an effective metric for a measuring the growth rate of users over time. This metric for mobile apps serves as the foundation for many decision making procedures, such as determining advertising strategies.

12. Customer Acquisition Cost

Customer Acquisition cost essentially accounts for the cost of activities an application will undergo to acquire new customers. Advertising on social media, other applications, and on search engines is accounted for by this KPI.

13. Average Revenue per User

Calculation of revenue generated by a user is done by taking the average of money generating activities, such as upgrading to the premium features, ad clicks, and in-app purchasing.

14.  Organic Conversion Rate

This KPI accounts for an unpaid discovery of the app by the user. This form of customer acquisition relies on traditional methods, such as word-of-mouth advertising, below the line advertising, social media mentions, in-app recommendations and more.

15.  Paid Conversion Rate

This KPI accounts for the paid discovery of the app by the user. It achieves this via flaunting the app with paid campaigns, sponsored posts on social media, ad display on other platforms and more.

16.  Lifetime Value

The revenue generated by a user up till the present time period is measured by this KPI. The lifetime value KPI is a great mechanism to test the profitability and performance of an app at any given time.

17.  Time to First Purchase

Time to first purchase is an effective KPI for revenue metric evaluation for mobile applications. It calculates the duration from which the user has downloaded the application to the time it takes to make the first purchase. The first purchase can take the form of an upgrade, electing premium status, or availing e-commerce services.

18. ROI or Return on Investment

ROI measures the return in monetary value or customer acquisition generated by the investment made, such as using advertisement tactics and campaigns. It is a simple measure of gains from the investment over the cost of the investment.

19. Application Reviews

The least technical KPI for performance Metrics evaluation is following up on app reviews. The number of reviews and the content of the reviews reflect the engagement of the application. The greater the number, the better the engagement. Content reviews enable developers to see fruitful insight into the application.

20. Ratings

Looping back to the first KPI, application rating impacts the probability of future downloads. If the application enjoys a rating of 4.9 stars or above, the more likely new users will download the application. Rating of an application presents valuable feedback in quantitative form.


Shifting focus towards KPI Metrics for Mobile App Performance Evaluation is an effective way to improve the application further. The input received from the key performance indicators can help in improving areas of concern and remove inconsistencies. Measuring key performance indicators and applying the knowledge received from the metrics paves the way for successful application deployment. It enables the developer to boost usability, remove glitches and optimize the application better for future use.

Signup to receive future posts in your inbox.

SUPERTEAM is a full-service consulting and development agency. We help entrepreneurs solve big problems in new and profitable ways. If that's you, we'd love to hear more.

Sign up to receive future posts.

More to explore

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *