14 Mobile App KPIs to Take Your App to the Next Level

Let’s be honest: there are mobile app KPIs (key performance indicators) that matter and there are those that do not. I know that this statement might trigger much controversy: however, that’s my point. Let me explain why.

At the end of the day, a mobile app is there to provide value for its users and to make them pay for it, isn’t it? So, while you might love its design and admire its rich functionality, your app users might not engage with it properly. And the reason behind this can be that they do not like the app or they like it but not to the extent as to pay for it.

So, figuring out your mobile app’s value and assessing its performance should not be based on your personal emotions. We all know that you love your product like your own child. But that kind of love might sometimes ruin a business in the end.

So, let’s not go to extremes and let’s see what are the most valuable mobile app KPIs you should track to measure your app’s performance.


This one is by far one of the simplest ways to track your app’s performance. A download is a key stage in app adoption since all the other stages are built upon it. So make sure you are tracking your app downloads properly.

2. App open rate

This is also known as AOR. It shows the percentage of sessions generated by your app users. The more sessions they generate, the stickier to your app they can be considered. “Sticky” users are awesome!

3. Number of new users

This is one of the most interesting mobile app KPIs to use since it helps understand whether your user base is growing or not. For example, you could check whether you are having new users due to some particular events or maybe advertisement campaigns, or app improvements and bug fixes? There can be a whole lot of reasons behind this.

mobile app kpis

4. Daily active users (DAU)

This is as simple as one-two-three. This KPI indicates the number of active users who use the app every single day.

5. Monthly active users (MAU)

This KPI shows the number of active users on a monthly basis. Usually, unique visitors are being tracked. Each of them might engage with the app during multiple sessions. So, make sure you know the difference between monthly active users and monthly sessions.

6. Retention rate

This KPI shows how many of your users actually stay loyal to your app. If your retention rate is high then you are providing the users with value. You can be proud of this! If we put it really roughly, the higher the retention rate, the more earnings from your app you are likely to get.

7. Session length

It’s also important how much time per session a user has spent using the app. It might give you a lot of insights as of what to improve, change or add in order to make the users stay longer.

mobile app kpis

8. Uninstalls

OK, this one sounds harsh. But things happen, so brace yourself and try to understand why would such a terrible thing happen to your product. Tracking the number of uninstalls is as important as tracking the number of installations.

Try to find out what has caused the uninstallation: maybe you have added an odd feature or an ugly button somewhere? Or maybe your latest ad campaign is a total mess? Ask yourself these questions every time you notice bulk uninstallations.

9. Paying for Pro

Let’s imagine you offer pro services and you ask the user to upgrade their app version to premium. Some of them will take that step and others will skip it. So, here you have a lot of things to analyze.

Try to get the answers to the following questions:
– How long did it take a single user to upgrade to pro i.e. to pay for my services?
– What percentage of my users did upgrade the app as compared to those who didn’t?
– Do they like the upgraded version more than the free version?

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10. The average revenue per user

You do not need to be a mathematician to figure things out. This is the average amount of cash that has been generated per user through in-app purchases, paid upgrades and much more.

11. Organic conversion rate

This is the rate of conversion through unpaid discovery. For example, if the user has found your app through word of mouth mentions and has started using it, then that’s organic conversion.

12. Paid conversion rate

This is the rate of conversion achieved through paid ad campaigns, display ads, social media ads and sponsored posts.


This concerns the social shares i.e. the number of times your app has been recommended on social media websites. However, make sure you track the context on which it is shared.

Positive feedback will bring you users while negative feedback might ruin it all. Thus, make sure your marketing team takes care of creating a positive brand identity for your business/startup.

14. Ratings

And last but not least, ratings and reviews are among the mobile app KPIs that matter. And thus they should never be overlooked. However, note that it takes less effort to rate an app than to write a review about it.

Final Notes

So there are tons of mobile app KPIs that product owners and mobile app developers should consider at various stages of the creation process. However, make sure you decide which ones are more important to you.

Specify your goals and choose the KPIs accordingly. Happy measuring!

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