Mobile App Analytics KPIs
Mobile app
analytics KPIs (Key Performance Indicators) are essential metrics used to
measure your application's technical performance, user engagement, and
financial success. In 2025 and 2026, industry benchmarks have shifted toward
high technical standards, such as crash-free rates above 99% and load times
under 2 seconds.
1.
Technical & Performance KPIs
These
metrics ensure your app is stable and responsive, which is critical since 88%
of users are unlikely to return after one bad experience.
- App Load Time: The duration from tap to a
usable screen. Ideally, this should be under 2 seconds.
- Crash Rate: The percentage of sessions
that end in a crash. High-performance apps maintain this below
0.1%.
- API Latency: How quickly the app receives
responses from servers. For critical operations, it should be under
200ms.
- ANR (Application Not Responding)
Rate: Specific
to Android, measuring when the app freezes. Aim for below 0.5%.
2. User
Engagement & Retention KPIs
Engagement
metrics track how often and how deeply users interact with your app.
- DAU / MAU (Stickiness Ratio): The ratio of Daily Active
Users to Monthly Active Users. A ratio of 20% is good,
while above 25% is excellent, signaling habitual usage.
- Retention Rate: The percentage of users who
return after their first visit. Key intervals to track are Day 1
(benchmark: >25%), Day 7, and Day 30.
- Churn Rate: The percentage of users who
stop using the app. High churn often indicates issues with value or
usability.
- Average Session Length: The time spent per visit.
Benchmarks vary by category: ~2.6 minutes for tech apps versus ~7.5
minutes for gaming.
3.
Business & Monetization KPIs
These KPIs
determine the commercial viability and ROI of your app.
- LTV (Lifetime Value): The total revenue expected
from a single user throughout their relationship with the app.
- CAC (Customer Acquisition Cost): The total marketing spend
divided by new users acquired. For sustainability, the LTV to CAC
ratio should be at least 3:1.
- ARPU (Average Revenue Per User): Total revenue divided by the
number of active users. Benchmarks in 2025 range from $15–$25 for gaming
to $100–$150 for finance apps.
- Conversion Rate: The percentage of users who
complete a desired goal, such as an in-app purchase or subscription.
4.
Discovery & Marketing KPIs
- App Store Conversion Rate: Percentage of users who
download after viewing the app listing. US App Store averages are
around 31%.
- NPS (Net Promoter Score): Measures user loyalty based on
their likelihood to recommend the app. Scores above 20 are great;
above 50 are excellent.