What are the KPIs for Mobile App? - Prismetric

What are the KPIs for Mobile App?

Mobile App KPIs – the parameters of app success

Though you have the best mobile app development company at the helm, ultimately the success of any mobile application depends on its adaptability by users, and adaptability comes from what users experience while accessing and navigating various features and aspects of a particular application.

It is extremely crucial for marketers and app owners that Key Performance Indicators (KPIs), benchmarks, and metrics of entire data are regularly checked and evaluated for better utilization of the application. Using such data, the customer or user engagement program and the company’s future strategies are built.

Here we bring you four of the top mobile app KPIs to measure the overall app’s success.

Top mobile app KPIs

User base

Except for mobile apps developed for internal operations, within a cluster of business operations, most mobile apps are uploaded on Play Stores and are aimed to get downloaded as many times as possible. That said, the number of mobile users that download the application reflects how the product is adapted and loved. The growing user base is a good sign for any app. Nevertheless, for mobile apps used internally, the user base may not give you accurate data as the apps are made mandatory to download and use as per protocols.

Further, the number of downloads alone cannot decide the metric to judge the app. It is also crucial to have data on how the app performed after finding a place on the user’s mobile. Bad reviews, inferior user experience, and other factors do impact the norms. Here are a few important factors worth giving a glance at.

Retention rate

The retention rate reflects whether the users love using the app by engaging and interacting with it for a good amount of time or simply uninstalling or letting the app be dormant after some time. These all factors are shown through retention rate, an important factor to keep up a strong bond with users or targeted customers.

Top In-App User Retention Strategies that Actually Work

Active users

Based on a particular period (daily, weekly, or even yearly), the active users’ data provide a crucial piece of information on how many users open and interact with the mobile application. Detailed data can also reveal the most active hours, days, or periods of the year when users interact or operate the application.

Mobile app performance

A lot depends on the performance of a particular mobile application. While ‘performance’ is an umbrella term that includes various aspects, it is worth looking at a few ones to analyze this factor.

Loading time

The most crucial factor of mobile app performance is the loading or app startup time i.e., the time the mobile application takes to load or appear on users’ screens. A slight delay may cause terrible damage to the app’s usability. Startup or loading metrics show how long it takes for the mobile app to show all its components on devices’ displays. A hefty or cold loading means the app requires other mobile applications and functions running in the background to be closed or shut, which is never preferred. Android’s official guide states 5 seconds as the longest acceptable time and 1.5 seconds as the best time.

Response time

After loading time, the time taken to respond to the user is called the ‘response time’ wherein the time is measured for each gesture the user makes. For instance, a pinch to zoom in or zoom out, a left or right swipe, and clicks. Faulty UI or functionality shall reject the application as it would fail to provide the required user experience.

Hang and crash

Despite having the most engaging user interface, if the application hangs or crashes often, the user experience is ruined and hence it is one of the most important mobile app KPIs to check. Mobile app developers have little control over each crash on each device and, therefore, lite software tools are preferred. Powerful mobile app performance testing techniques, for this reason, are important to perform after mobile app development is over.

User-app interactions

Also known as user-app engagement, this is just another mobile app KPI that focuses on multiple factors. The overall experience decides how much time the user likes to spend on the application and how much interaction is made with each login session. Lesser time would again fall into ‘not-so-preferred’ mobile app metrics.

Here are two factors to measure engagement metrics.

The session periods

The length of the session shows how much time the user is spending on the application. More time spent on the mobile app means better engagement and usage. The session is the period each time user opens the app, interacts with it, and then shuts it down. Nevertheless, it is not always the case wherein the longer session is positive. For instance, the application opened to return the item or ask for a refund should have a minimum session time.


What some called ‘stickiness’, the revisits to the application show how addicted the user is to the mobile application. Returning back to the app over and over again indicates the best performance of the app through its UI and unparalleled UX. Such KPIs for applications are extremely useful in gaming mobile applications.


Probably the biggest factor that decides any mobile application’s success is the revenue it generates via the different strategies implemented into the application; nonetheless, ample factors are considered while measuring this mobile app’s key performance factor. Here are a few to consider –

The average revenue per user

There are many mobile app business models or mobile app revenue models through which enterprises generate revenue. For instance, companies could sell products or provide niche services, or simply be a platform where buyers meet sellers and the companies simply run on a commission base. The simple math about the revenue per user is the average taken out of the total income divided by the number of users. Nevertheless, mobile app revenue experts may adopt different strategies to measure it all together.

Cost per acquisition (CPA)

One of the KPIs for mobile applications is the money spent on mobile app marketing to attract users to download the app. While some users are not potential prospects for the company, it is important to segregate potential customers from others. Filling out the profiles and gathering data from other platforms may help calculate the cost per acquisition.

Lifetime value (LTV)

The 360-degree mobile app performance is known as a lifetime value because it is an all-encompassing metric that is measured through app revenues after considering the promotion and user engagement. The lifetime value is one of the mobile app KPIs that most buyers who are willing to buy an application focus on.

Frequently Asked Questions

What are KPIs for a mobile application?

Mobile app KPIs are Key Performance Indicators, the parameters through which a mobile application’s success is measured. According to any standard app development guide, success again depends on the app’s adaptability, usability, marketing, and revenue generation. In other words, the mobile app KPIs can help you learn whether your application is successful in meeting its purpose or not.

Why are mobile app KPIs important?

Mobile application key performance indicators are the best ways to test the mobile app’s popularity, adaptability, and hence overall success. KPIs for mobile apps give the owners a fair idea about how the product is performing and whether it is meeting the goal for what it was built. KPIs of Mobile app can help owners build further strategies and change any criteria to better the performance of the product.

How do you measure mobile app KPIs?

There are ample criteria that decide the mobile app’s success and purpose. Generally, such parameters include the number of mobile app downloads, user growth rate, organic conversation rate, social sharing, ratings, and uninstallation of the app. Different performance metrics decide the usefulness of the product developed.

How do you ensure that mobile app KPIs are met?

When you hire developers or outsource your mobile app development to offshore companies, it is important to ask and clarify mobile app KPIs -measurements, standards, and methods. The tools used for such testing and analysis should be authentic and licensed.

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