How to Measure Mobile App Success: Key Metrics for Agencies
Hayden Cassar Jan 10, 20268 min read"Is the app working?"
It's the question every client asks. And if you can't answer it with data, you're in trouble.
The agencies that retain mobile app clients long-term are the ones who prove value with metrics. Here's how to measure and report mobile app success.
Why Metrics Matter
Without metrics, app success is subjective. The client feels like it's working, or they don't. That's a recipe for churn.
With metrics, you can:
- Prove ROI and justify ongoing fees
- Identify problems before clients notice
- Spot opportunities for upsells and improvements
- Have objective conversations about performance
The Metrics That Matter
1. Downloads and Installs
What it measures: How many people are getting the app
Why it matters: Top of the funnel. If downloads are low, nothing else matters.
Benchmarks:
- Track week-over-week and month-over-month growth
- Compare to marketing efforts and campaigns
- Monitor app store ranking for relevant keywords
2. Active Users
What it measures: How many people actually use the app
Types:
- DAU (Daily Active Users): Users who open the app each day
- WAU (Weekly Active Users): Users who open the app each week
- MAU (Monthly Active Users): Users who open the app each month
Why it matters: Downloads mean nothing if people don't use the app. Active users show real engagement.
Key ratio: DAU/MAU shows "stickiness." Higher is better. 20%+ is good for most apps.
3. Retention Rate
What it measures: How many users come back after installing
Common timeframes:
- Day 1 retention: Users who return the day after installing
- Day 7 retention: Users who return within a week
- Day 30 retention: Users who return within a month
Why it matters: Acquiring users is expensive. Retention shows whether the app delivers ongoing value.
Benchmarks:
- Day 1: 25-40% is typical
- Day 7: 10-20% is typical
- Day 30: 5-10% is typical
Higher retention = healthier app.
4. Session Length and Frequency
What it measures: How long and how often users engage
Metrics:
- Average session duration
- Sessions per user per day/week
- Time between sessions
Why it matters: Longer, more frequent sessions indicate a more valuable app.
5. Conversion Rate
What it measures: Users completing desired actions
Examples:
- Booking appointments
- Making purchases
- Signing up for memberships
- Submitting enquiries
Why it matters: This is where business value happens. Track the actions that matter to your client's bottom line.
6. Revenue Metrics
What it measures: Money generated through the app
Metrics:
- Total revenue
- Average Revenue Per User (ARPU)
- Customer Lifetime Value (LTV)
- Revenue by source (in-app purchases, subscriptions, bookings)
Why it matters: The ultimate proof of ROI. If the app generates more revenue than it costs, the client stays.
7. Push Notification Performance
What it measures: Effectiveness of push notifications
Metrics:
- Opt-in rate
- Open rate
- Click-through rate
- Conversion from notifications
Why it matters: Push notifications are a key engagement driver. Poor performance here means missed opportunities.
8. App Store Ratings and Reviews
What it measures: User satisfaction and public perception
Track:
- Average rating
- Number of reviews
- Sentiment of recent reviews
- Response rate to negative reviews
Why it matters: Ratings affect downloads. They're also an early warning system for problems.
Building a Reporting Dashboard
Don't make clients dig for data. Build a simple dashboard they can check anytime.
Include:
- Key metrics with trends (up/down arrows)
- Comparison to previous period
- Highlights and insights
- Recommended actions
Frequency:
- Weekly summary emails
- Monthly detailed reports
- Quarterly business reviews
Tools for Tracking
Built-in Analytics:
- Apple App Store Connect
- Google Play Console
- Firebase Analytics
Third-Party Platforms:
- Mixpanel for detailed event tracking
- Amplitude for product analytics
- AppsFlyer for attribution
Custom Dashboards:
- Google Data Studio
- Tableau
- Simple spreadsheet summaries
Reporting Best Practices
1. Lead with Business Impact
Don't just report numbers. Connect metrics to business outcomes.
❌ "You had 500 app sessions this month" ✅ "App users booked 47 appointments worth $4,700 this month"
2. Provide Context
Raw numbers mean nothing without comparison.
❌ "Retention is 15%" ✅ "Retention is 15%, up from 12% last month and above the 10% industry average"
3. Be Proactive About Problems
If metrics are down, address it before clients ask. Come with explanations and solutions.
4. Recommend Next Steps
Every report should end with recommendations. What should we do to improve these numbers?
Red Flags to Watch
Declining active users: Something is pushing users away Low retention: The app isn't delivering ongoing value Poor ratings: Users are unhappy—find out why Flat revenue: Time to optimise conversion or add features
Don't wait for clients to notice these problems. Surface them proactively with a plan to address them.
The Platfio Advantage
Built-in analytics make measuring success straightforward. You get:
- User engagement dashboards
- Booking and purchase tracking
- Push notification analytics
- Easy export for client reports
No complex setup required. Start measuring from day one.
Conclusion
Metrics transform mobile app services from a cost centre to a proven investment. When you can show clients exactly how their app is performing—and improving—retention becomes easy.
Start tracking these metrics today. Your future client relationships will thank you.