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  1. Retention Rate

How loyal are your customers? This needs to be tracked and developed from day one!This metric shows what percentage of the users return to the app at least once during a 90 day business quarter, or, depending on the industry, it can be measured over a 30 day time period just as well. The retention rate is a direct indicator of how satisfied  customers are with the product.


  1. Churn

One of the most important KPIs is the churn rate. The  app’s “churn rate” is the percentage of lost customers within a certain period. All mobile apps have this problem, so it’s important to track this rate and try to outperform your competitors.  By keeping the  churn rate low, can retain users for a longer period and thus bring more revenue to product and brand overall.


  1. Daily & Monthly Active Users, aka DAU & MAU

The title itself is pretty self-explanatory, but these are significant KPIs that shouldn’t be overlooked. It indicates whether your app is bringing value to your customers and if they come back to it daily or monthly. It can be measured by interactions with the app or sign-ins. It also doesn’t matter if the user logs in many times during the day since only the first action is registered.


  1. Average Session Time

The time a user spends in the app on average from launching the app to exiting it. The longer the user spends time in the app, the more intrigued and satisfied they usually are with the content. The more you update the content and optimise your UI to match the customers’ needs, the longer they want to stay in the app. This can directly affect your revenue from ads or in-app purchases.


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