5 Key Mobile Metrics to Track

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Success Squad

Whether you’re gearing up for a marathon, grilling a steak or trying to meet an aggressive deadline at work, checking in and measuring progress is important.

When looking at your mobile strategy, regularly monitoring the effectiveness of your app campaigns is equally crucial. No long-standing business can operate in the dark. Mobile expert or not, here are key metrics to track to evaluate your progress, goals, expectations and more.


Engagement metrics help you understand the scale and frequency of app usage. Two broad metrics will act as a barometer for your app’s overall performance – Monthly Active Users (MAU) and Stickiness.

The first metric you’ll see when reading any coverage of a mobile app is the number of Monthly Active Users. The stat isn’t just important for TechCrunch headlines though – MAU gives you a sense of your app’s scale for regular users, and acts as a baseline to measure progress in user acquisition and retention.

Mobile audiences can be fickle and users are constantly experimenting with apps, so a user being active for a single day in a month does not necessarily mean they’re engaged. Thankfully, we have a stat for that too. Stickiness, which is the ratio of Daily Active Users to Monthly Active Users or DAU/MAU, measures the percentage of your monthly actives that come back on a daily basis. For example, a ratio of 50% indicates that on average an active user is using the app for 15 out of 30 days or that about half of your active users come back on a daily basis. From there you can cater your strategy based on more individual engagement metrics specific to your app to optimize what is working and enhance what isn’t. Most often people don’t become lapsing users because they actively hate an app – it’s just that it doesn’t become part of their daily routine, making stickiness an important indicator of whether you’re preventing lapses through active engagement.


Retention stats show you how groups, or cohorts, of users perform over time. Appboy’s upcoming retention data will group users based on the date they first used the app. You can adjust the bucket you put users into to look at daily, weekly and monthly retention. In particular, it helps move you out of the confines of a single month and shows you how many users are repeat MAUs.

It’s important to consider how your app is used when evaluating these stats, as not all apps are meant to be used on a daily basis. If you’re a magazine app with a quarterly issue, while low daily retention numbers are not ideal, they would be much more expected than a messaging app.


Tracking revenue by user is essential for any monetized app. Lifetime Value (LTV) and Average Revenue Per User (ARPU) are the two key stats to track. Lifetime Value provides context to gauging how your app continues to be valuable to users, the effectiveness of your retention efforts and the potential for sustainable monetization. In tandem with increasing retention, you want to ensure that you can continue to monetize users by increasing the average lifetime value. ARPU provides a shorter term view, typically the last 30 days, but this timeframe is configurable in Appboy’s analytics. Comparing ARPU over different periods shows you how product decisions and marketing efforts have directly improved revenue.

Appboy customers utilize revenue data to track revenue by segment and gain key insights into optimizing their path to purchase conversion. By breaking lifetime value up by particular user behaviors, you can understand what characteristics or actions create valuable users. Additionally, targeting users who have not yet monetized with a clear call to action toward those key behaviors can be a quick win to increase both ARPU and LTV.

Appboy Analytics


Appboy’s dashboard provides you with all the mobile metrics you need to track. 

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