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10 important metrics to measure mobile app user engagement

TL;DR: Gain a competitive edge in mobile app development by understanding the 10 crucial metrics for user engagement. Learn how to track and analyze Daily Active Users (DAU), Monthly Active Users (MAU), session lengths, and more to improve your app's performance. Our guide provides clear instructions on leveraging these metrics for better user retention and increased revenue.

Selecting the right metrics to measure mobile app user engagement is crucial for any app’s success. This comprehensive guide breaks down the essential indicators that efficiently and effectively track user interactions.

Here, you’ll discover direct and actionable insights to enhance your app’s engagement strategy, avoiding data overload.

Key takeaways

  • Metrics such as Daily Active Users (DAU), Monthly Active Users (MAU), and session length are pivotal for understanding user interaction and app performance, providing a clear picture of user retention and app health.
  • Analyzing user behavior through journey mapping, screen flow analysis, and event tracking is key to optimizing app features and enhancing the overall user experience, ensuring that users find value in every interaction.
  • Technical performance metrics, app store ratings, and aligning with marketing strategy are integral to user satisfaction, retention, and the financial success of mobile apps, serving as a compass for continuous improvement.
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1. Daily Active Users (DAU)

DAU measures the number of unique users who interact with your app daily.

This metric is essential for understanding not just the raw number of users, but also the app's ability to engage users on a regular basis.

It's a direct metric of daily user engagement and helps evaluate the app's 'stickiness', daily appeal, and compliance with app store approval processes, which are crucial for sustaining a loyal user base.

This metric is particularly significant for webview apps, as it determines the effectiveness of daily content updates, notifications, and other engagement strategies in maintaining user interest.

Tip: Increase DAU by consistently updating content and features to give users new reasons to engage every day.

2. Monthly Active Users (MAU)

MAU, or Monthly Active Users, is a metric that tracks the number of unique users who engage with the app within a monthly time-frame.

It is an essential barometer for gauging the app's overall health, its ability to retain a growing user base, and its potential for sustainable long-term expansion.

By analyzing MAU, businesses can discern patterns of user engagement over a broader period, which is particularly valuable for identifying trends and making informed decisions regarding user acquisition and retention strategies.

This metric serves as a critical indicator of the app's market presence and its competitiveness in the digital ecosystem.

Tip: Boost MAU by implementing retention strategies such as personalized user experiences, engaging in-app events, and targeted communication to re-engage users who have lapsed.

3. Session length

Session length is a critical metric that indicates the average time users spend interacting with the app during each session.

By measuring session length, you can gauge the depth of user engagement and the app's ability in captivating and retaining user interest.

Longer session lengths can often correlate with higher user satisfaction and engagement.

4. User journey mapping

User journey mapping is a strategic process that involves visualizing the user's path through the app from initial contact to the final goal, identifying key touchpoints, and highlighting opportunities for improvement.

This method is especially valuable to app developers working within a "web to app" environment, as it provides a narrative framework that offers valuable insights into user behavior and decision-making processes.

By understanding these elements, designers and developers can optimize the user experience for both web and app platforms.

Tip: Use journey mapping to pinpoint user experience pain points and tailor your app’s navigation for a seamless user journey.

5. Screen flow analysis

Screen flow analysis is an analytical approach to understanding which features within your app receive the most engagement and where users may encounter issues or decide to leave.

This analysis is instrumental in guiding user experience (UX) improvements and can help to streamline the user journey, ensuring a more intuitive and satisfying interaction with your mobile app users.

6. Event tracking

Event tracking is a monitoring technique that observes specific actions taken within the app, such as button clicks, form submissions, or feature usage.

This data provides critical insights into user engagement patterns and interaction behaviors, allowing teams to pinpoint which features resonate with users and which may require reevaluation or enhancement.

7. In-app purchase conversion rate

The in-app purchase conversion rate is a vital metric that reflects the percentage of users who complete a purchase within the app.

This rate is a key indicator of the effectiveness of your monetization strategies and the perceived value of your in-app offerings.

A higher conversion rate suggests that users find the paid features or items worth their investment.

Tip: To ensure higher in-app purchase rates, create exclusive content or features that enhance the user experience, and offer them at strategic points within the app where they add real value.

8. Average Revenue Per User (ARPU)

Average Revenue Per User (ARPU) is a financial metric that measures the revenue generated per active user within a specific time-frame.

ARPU offers critical insight into the financial contribution of your user base and the app’s ability to generate revenue, which is fundamental for assessing the financial health and sustainability of the app.

9. Customer Lifetime Value (LTV)

Customer Lifetime Value (LTV) is a projection of the total revenue a user is expected to generate over their entire engagement with the app.

This metric is essential for guiding strategic decisions related to user acquisition costs, retention efforts, and overall marketing strategy.

It reflects the long-term value of the user base and helps prioritize resources to maximize profitability.

10. Churn rate

Churn rate is a key performance metric that calculates the percentage of users who discontinue using the app over a specific period.

It is a crucial measure for gauging user retention and the app's engagement factor.

A lower churn rate indicates a loyal user base, while a higher rate may signal the need for immediate action to address user concerns and improve the overall mobile app performance and experience.

Tip: Minimize churn rate by regularly soliciting user feedback, implementing feature updates based on user needs, and offering personalized experiences to maintain a high level of user satisfaction and loyalty.


To maximize your mobile app's market performance, rigorously monitor these 10 critical user engagement metrics.

By doing so, you'll obtain a comprehensive view of user interactions, enabling you to refine user experiences, improve app functionality, and secure a competitive edge in the digital marketplace.

Frequently asked questions

What is the best metric for measuring user engagement in mobile apps?

The best metric can vary depending on the app's purpose and goals. However, Daily Active Users (DAU) and Monthly Active Users (MAU) are commonly used to gauge overall app engagement levels.

How can I improve my app's session length?

Improving session length involves enhancing the user experience, offering valuable content, and ensuring app stability. Conducting screen flow analysis and user journey mapping can identify areas for improvement.

What does a high churn rate indicate about my mobile app?

A high churn rate suggests that users are losing interest or encountering issues with your app. It's crucial to analyze user feedback and in-app behavior to address any underlying problems.

How is the in-app purchase conversion rate calculated?

The in-app purchase conversion rate is calculated by dividing the number of users who completed a purchase by the total number of active users, then multiplying by 100 to get a percentage.

Why is Customer Lifetime Value (LTV) important for mobile apps?

Customer Lifetime Value (LTV) is important because it helps app developers and marketers understand the long-term value of users, guiding strategies for user acquisition, retention, and monetization.

Can user engagement metrics affect app store approval?

Yes, user engagement metrics can indirectly affect app store approval. Apple and Google may consider the engagement levels of your app as a quality signal. High app engagement metrics can demonstrate a valuable user experience, which is favorable during the review process.

How often should I check user engagement metrics?

It's recommended to check key user engagement metrics like DAU and MAU regularly, at least once a week. This allows for timely adjustments to your engagement strategies and keeps you informed about your app's performance.

What role does session length play in app store rankings?

Session length can influence app store rankings as it reflects user satisfaction. Both the Apple App Store and Google Play Store prioritize apps that provide a positive user experience, and longer session lengths can be an indicator of such experiences.

How can I ensure my app complies with the Apple App Store's guidelines?

To ensure compliance, regularly review the Apple App Store's guidelines, focusing on privacy, app performance metrics, and design standards. Also, monitor user feedback and address any issues promptly to maintain a high-quality app.

Are there specific metrics to focus on for Google Play Store approval?

While Google Play Store approval isn't solely based on metrics, focusing on key performance indicators, like crash rates, load times, and engagement can help create a stable and engaging app that meets Google's standards.

How can the insights from this blog be applied to improve app store approval odds?

Insights from this blog can help improve your app's user experience, which is crucial for app store approval. By tracking and optimizing the mentioned metrics, you can demonstrate to app stores that your app provides value and a good user experience.

What are the best metrics to measure mobile app user engagement and performance?

The best metrics to measure mobile app user engagement and performance are those that provide a comprehensive understanding of how users interact with your app. Key metrics include Daily Active Users (DAU), Monthly Active Users (MAU), session length, and churn rate. Other important mobile app performance metrics to consider are the in-app purchase conversion rate, Average Revenue Per User (ARPU), and Customer Lifetime Value (LTV). These metrics help in identifying areas of success and opportunities for improvement, ultimately guiding the enhancement of user experience and app performance.

*DISCLAIMER: This content is provided solely for informational purposes. It is not exhaustive and may not be relevant for your requirements. While we have obtained and compiled this information from sources we believe to be reliable, we cannot and do not guarantee its accuracy. This content is not to be considered professional advice and does not form a professional relationship of any kind between you and LLC or its affiliates. is the industry-leading end-to-end solution for developing, publishing, and maintaining native mobile apps for iOS and Android powered by web content. When considering any technology vendor we recommend that you conduct detailed research and “read the fine print” before using their services.*
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