As a mobile marketer, you’re a relationship builder. And like any relationship you invest in, you want to get a sense of how things are going. Are you and the other party—in this case, those who have downloaded and use your app—both getting what you want out of the relationship? What’s working, what’s not? The following mobile metrics formulas and mobile app KPIs will help you measure the impact of the hard work you put in to develop your audience.

1. Retention Rate

= # of people in the cohort who use your app within a set period of time / # of people in that same cohort who used your app within a previously set time
Example: 200 people from your January new user cohort used your app in February / 1,000 users in January new user cohort = your retention rate is 20%

2. Churn Rate

= 1 – retention rate
Example: 1 – .20 = 80% churn rate

3. Daily Active Users (DAU)

= # of individual users who open your app in a day

4. Monthly Active Users (MAU)

= # of individuals who used your app in the last 30 days
Example: If your app has been used 30,000 times by 15,000 people in the last 30 days, your MAU is 15,000

5. Daily Sessions Per DAU

= # of sessions in a day (or daily sessions averaged over timeframe) / # of unique active users in a day (or DAU averaged over timeframe)

6. Stickiness

Example: 10,000 daily active users / 20,000 monthly active users = 50% stickiness

7. Cost Per Acquisition (CPA)

= costs / # of acquisitions or conversion you’re tracking

8. Lifetime Value (LTV)

= average value of a conversion x average # of conversions in a time frame x average customer lifetime
Example: The average in-app purchase is $10 x the average user makes 5 purchases a year x the average customer stays with your company for 10 years = $500 LTV per customer

9. Average Revenue Per User (ARPU) And Average Revenue Per Paying User (ARPPU)

= lifetime revenue of your app / # of lifetime users of your app
Example: Your app has made $2,000 from in-app purchases since launch / you’ve had 2,000 users total = $1 LTV per user or $1 ARPU

10. Return On Investment (ROI)

= (gain from investment – the cost of investment) / cost of investment
Example: ($100,000 gain from a month-long campaign – $80,000 cost of that month-long campaign) / ($80,000 cost) = 0.25, meaning you have a 25% return on your $80,000 investment