KPI Indicators explanation

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Examples of KPI indicators to check when marketing your app
To effectively market your app, it is important to set appropriate KPIs (key performance indicators) and manage your progress.

Below are some examples of KPIs that you should generally check when marketing your app:


Download count It is a basic indicator of how many apps are installed, reflecting the awareness and attractiveness of the app.
Number of active users
(DAU/MAU) This metric checks the number of daily/monthly active users, allowing you to understand how frequently your app is used and how interested users are in it.
Continuation rate (retention rate) User stickiness is measured by the percentage of users who continue to use the app for a certain period of time after downloading it.
Churn rate The percentage of users who stop using the app within a certain period of time indicates the app's abandonment rate and helps you understand areas senegal email address for improvement.
Time from installation to first use This is an indicator that measures the time it takes to launch an app for the first time after download, and shows whether the app is being used immediately.
Number of sessions This metric indicates the number of times a user opens the app, helping to understand frequency of use and activity.
Average session duration See how much time users spend using your app and evaluate whether their in-app experience is satisfying.
Cost per install (CPI) This is the advertising cost per installation, and is an indicator used to evaluate the cost-effectiveness of advertising initiatives.
In-app purchase revenue Measure in-app purchase revenue and see how well your app is generating revenue.
Ad Revenue This is an indicator used to measure revenue generated by in-app ads and to confirm the revenue effectiveness of advertising models.
Average Revenue per User (ARPU) It shows the average revenue per user and helps evaluate performance from a profitability perspective.
Engagement Rate Response rates to push notifications and email newsletters measure users' interest and attachment to the app.
Reviews and Ratings Checking user feedback and rating scores is an important indicator for understanding the quality and satisfaction of your app.


Setting KPIs is an essential process for understanding user usage and identifying the results and challenges of measures. In particular, indicators such as the number of active users, retention rate, and paid revenue are important data that are directly linked to the growth and profitability of the app.

Regularly analyzing these metrics and identifying areas for improvement will help improve the value and long-term growth of your app.

For more information on how to create a KPI tree, please see the following article: