What are the top 7 Metrics for Evaluating Mobile App Experiences?

Today, mobile apps are a vital part of modern businesses to interact with customers. Whatever business you run, your users always demand a satisfying, fast, and smooth mobile app experience. So, creating an eye-catching app is not enough; you also need to analyze how well your app performs in the real world.

Expert mobile app development solution providers can help you get a high-performing and user-centric app. According to a report, in today’s fast-growing world, where app downloads have crossed more than 2.2 billion with a global consumer spending of more than $6.3 billion, running a business is like navigating a ship through a storm without coordinates.

Evaluating a mobile app, either existing or newly launched, requires focusing on relevant and actionable key performance indicators (KPIs) that reflect both the app’s performance and users’ engagement with the app.

Why should you consider these metrics in 2025?

Indeed, the app marketing arena is more rigorous now than ever. Users have a big choice of options, and even for a basic one, their expectations are out-of-the-box. Knowing these metrics is not only about understanding the numbers, but also the efficacy of your engagement strategy and nurturing lasting relations with the users.

Here, we’ll describe the top key metrics for evaluating mobile app experiences. It will help you meet the needs of people, make informed decisions, and optimize growth.

Remember, always move with a mindset to thrive, not to survive.

1. Engagement rates

Engagement rates show how often users interact with your mobile app, helping you understand how well your app keeps them interested. They give insight into what parts of your app—like the layout, navigation, or content—are working well and which ones may need improvement.

However, engagement rates can be tricky to interpret. User interaction depends on what each person is trying to do. Some tasks may require many taps, while others might need none at all. This makes it hard to tell if the user experience is actually good, bad, or just a coincidence.

2. Churn rate

Churn rate is another essential metric for mobile apps. It showcases the users’ percentage who stop on the app. Every app loses some users, but keeping the churn rate low is key to staying ahead of your competitors. If there is a low churn rate, it means users stick around longer, which assists create a robust brand and boosts revenue.

3. Retention rate

Retention rate shows how loyal your users are. It measures the users’ percentage who return to your app within a specific time. A high retention rate means users are happy with your app and keep coming back, which is a clear sign that you’re delivering value.

4. Active users

Active users are the people who use your app within a specific time, by logging in, clicking buttons, or interacting in any way. These users are considered as

• Daily Active Users (DAU),
• Weekly Active Users (WAU), or
• Monthly Active Users (MAU).

Always track active users to know how many people are engaged with your app. A high number of active users mean your app is reaching the right audience and keeping them interested. If the number starts to drop, it may be a sign of technical problems or that your app isn’t being promoted well enough.

5. Average session time

Average session time is the amount of time a user spends in your app from the moment they open it to when they close it. In general, the longer a user stays, the more interested and satisfied they are with what your app offers.

You can increase session time by regularly updating content and making your app easy to use. A better user experience means people are more likely to stay longer, which can also lead to more ad revenue or in-app purchases.

For example, a Deloitte survey found that OTT app users spend an average of 2 hours a day in these apps, and some spend over 3 hours, showing how engaging content can keep users active.

6. Conversion rate

Conversion rate demonstrates how well an app gets users to fulfil an objective. It enables you to know which experiences empower users to take action.

However, conversion rates can be affected by many things, like price or product variety, so they don’t always reflect the app experience alone. For instance, a slow app might still convert well if the offer is firm.

If your music app offers a free trial but sees fewer users becoming paid subscribers, you could boost conversions by offering premium perks, like early access to new music. This makes users more likely to upgrade and stay subscribed, improving both conversion and retention.

7. App launches

App launches show how often users open your app, similar to repeat visits on a website. Frequent launches usually mean users are having a good experience and want to come back.

By studying what encourages users to return, you can improve other parts of your app. However, it’s hard to know if users return because of a great experience or other reasons like discounts or product need. So, relying only on this data can sometimes lead to wrong conclusions.

Conclusion

Of course, creating an app is just the first step, ensuring it offers a positive experience in your existing process. The above seven metrics give you a detailed view of how your users engage with your app and what they want from it.

The thing here to consider is that it is not just about collecting data, but using it to make well-informed decisions. Review the metrics regularly to catch the problems at an early stage, test suggested solutions deeply, and work continuously to improve the user experiences. With honest feedback and a focus on users, you can build an app people truly enjoy.