GITNUX MARKETDATA REPORT 2023
Must-Know Mobile App Retention Metrics
Highlights: The Most Important Mobile App Retention Metrics
- 1. Daily Active Users (DAU)
- 2. Monthly Active Users (MAU)
- 3. Retention Rate
- 4. Churn Rate
- 5. Session Length
- 6. Session Interval
- 7. Stickiness
- 8. LTV (Lifetime Value)
- 9. ARPU (Average Revenue Per User)
- 10. User Acquisition Cost (UAC)
- 11. Day N Retention
- 12. Time to First Action
- 13. Feature Adoption Rate
- 14. Virality Coefficient
Table of Contents
Mobile App Retention Metrics: Our Guide
Navigating the complex world of mobile app analytics can seem daunting, but understanding key retention metrics need not be a challenge. In this blog post, we will shed light on the metrics that matter most for keeping your users engaged and coming back for more. Equip yourself with these must-know mobile app retention analytics to effectively drive user engagement and strategize your growth.
Daily Active Users (DAU)
DAU measures the number of unique users who interact with the app within a single day. This metric helps understand app engagement and user frequency on a daily basis.
Monthly Active Users (MAU)
Similar to DAU, MAU focuses on the unique number of users who interact with the app within a month. It helps evaluate the app’s growth potential and long-term engagement.
Retention rate measures user return after initial app use. Higher rates signify a more engaging app.
The churn rate is the opposite of the retention rate. It measures the percentage of users who stop using the app within a specific time frame. A lower churn rate indicates better user retention.
The average time users spend within the app per session. Longer session lengths often indicate higher user engagement.
The average time between users’ app sessions. A shorter session interval typically means higher user engagement.
Stickiness is the ratio of Daily Active Users (DAU) to Monthly Active Users (MAU). A higher value means users are more consistently engaged with the app.
LTV (Lifetime Value)
Lifetime Value (LTV) predicts a user’s net value throughout their app engagement, aiding in profitability projections and data- driven marketing decisions considering user acquisition costs.
ARPU (Average Revenue Per User)
ARPU is calculated by dividing total revenue by the number of active users. This metric provides an understanding of the app’s revenue-generating capabilities per user.
User Acquisition Cost (UAC)
UAC refers to the average cost of acquiring one new user for the app. Comparing UAC to LTV helps in determining if the user acquisition strategy is profitable.
Day N Retention
Day N Retention measures the percentage of users returning on specific days (e.g., Day 1, Day 7, or Day 30) after initial app installation. It reveals user behavior and engagement patterns.
Time To First Action
Time to First Action is the average time for new users to perform their initial app action, indicating onboarding efficiency.
Feature Adoption Rate
The percentage of users who adopt and engage with specific features within the app. This metric helps in understanding the usefulness of app features and prioritizing improvements.
Virality coefficient measures how many new users are referred by existing users, indicating organic growth. Higher values mean more effective referrals.
Frequently Asked Questions
What are mobile app retention metrics and why are they important?
What are some common mobile app retention metrics to track?
How do you calculate the user retention rate?
What is churn rate and how does it differ from retention rate?
What strategies can be employed to improve mobile app retention metrics?
How we write these articles
We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly. See our Editorial Guidelines.