Key Metrics for Tracking App Growth in 2025

App growth isn’t just about downloads anymore. In 2025, real success comes from tracking the right performance metrics—those that reveal how users engage, stick around, and ultimately convert into revenue. As a growth marketing agency, we help brands decode these metrics and turn insights into action.

Key Takeaways

• Retention > Downloads: Sustainable growth comes from keeping users, not just acquiring them.
• Focus on user behaviour: Track how people actually use your app to identify friction points and drop-offs.
• Localise your benchmarks: What’s “good” in Kenya or Ghana may differ from Europe or the US—context is key.
• Prioritise meaningful metrics: Engagement, retention, and LTV matter more than vanity KPIs like installs.
• Improve UX with insights: Let real user data guide product and design decisions.

This guide breaks down the most important KPIs for mobile app growth, with actionable tips for product managers, marketers, and founders alike.

1. Downloads vs. Active Users: Know the Difference Downloads show initial interest, but DAU (Daily Active Users) and MAU (Monthly Active Users) reveal real engagement. Monitor the DAU/MAU ratio: anything above 20% typically indicates healthy recurring usage and strong product stickiness.
2. Retention Rates: Engage and Retain Track Day-1, Day-7, and Day-30 retention to gauge early engagement and long-term loyalty. A sharp drop after Day-1 may signal onboarding friction or unclear value. Cohort analysis can help you understand how different user groups behave over time, revealing where to intervene.
3. Session Metrics: Frequency and Duration Sessions per user shows how often people use your app, while average session length reveals how deeply they engage. High session counts with low duration could point to usability problems or unclear next steps. The goal is to increase both quality and quantity of interactions.
4. User Acquisition Efficiency Knowing how much it costs to acquire a user is key to sustainable growth. Calculate your Customer Acquisition Cost (CAC), then compare it across channels—paid, organic, influencer, or referral. A healthy mix of organic installs shows strong brand recognition or effective App Store Optimisation (ASO).
5. Lifetime Value (LTV) LTV is the total revenue a user is expected to generate during their time using your app. This helps you understand long-term profitability and how much you can afford to spend acquiring new users. A strong benchmark is maintaining an LTV:CAC ratio of 3:1 or better.
6. Feature Engagement Beyond sessions and retention, track how users interact with the core value of your app whether that’s sending messages, making purchases, or hitting milestones. Low engagement with key features might indicate onboarding issues, poor UI/UX, or misalignment with user expectations.
7. Churn Rate Churn is the percentage of users who stop using your app over a given time. High churn undermines growth and wastes acquisition spend. Look at when users tend to churn and why—surveys, heatmaps, or session replays can provide valuable context. Reducing churn starts with understanding friction points.
8. App Store Metrics App Store presence impacts both visibility and credibility. Monitor your app’s conversion rate from impression to install, along with average ratings and review sentiment. Encourage happy users to leave feedback after key positive interactions ,this boosts trust and store ranking.
9. Technical Performance A great app must also be stable and fast. Track crash rate (aim for under 1%) and loading speed (under 2 seconds is ideal). These metrics are particularly critical in African markets where network conditions and device quality vary widely. Use tools like Firebase Crashlytics to stay on top of performance.
10. Monetisation Metrics Track ARPU (Average Revenue Per User), conversion rates from free to paid users, and completion rates for in-app purchases. These numbers help you refine pricing models, identify friction in payment flows, and develop promotions or incentives to boost revenue.

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About Welcome Tomorrow

Welcome Tomorrow is a team of growth marketing experts partnering with ambitious African brands to drive sustainable growth through performance marketing, mobile growth strategies, creative content, and data analytics. We integrate data, media, and creative services under one roof to deliver measurable results, focusing on emerging markets across Africa.