App Metrics
Customer Retention Rate Calculator
Customer retention rate over a period, excluding new customers acquired, plus the churn rate.
Retention = (end − new) ÷ start × 100
Also called retention rate · app retention
Marketing & Growth · 8 calculators
App Metrics Calculators
App retention, DAU/MAU stickiness, churn, session frequency, conversion, cost per install and revenue per user.
App Metrics
DAU/MAU Ratio Calculator
Stickiness ratio (DAU ÷ MAU): how many monthly users come back daily — a core app engagement metric.
Stickiness = DAU ÷ MAU
Also called stickiness ratio · dau mau
App Metrics
Churn Rate Calculator
Customer churn rate for a period, the annualized churn and the implied average customer lifetime.
Churn = customers lost ÷ customers at sta…
Also called customer churn · subscriber churn
App Metrics
Session Frequency Calculator
Sessions per user over a period — how often people open your app or site.
Sessions per user = Sessions ÷ Active use…
Also called sessions per user · app open rate
App Metrics
Conversion Rate Calculator
Conversion rate: conversions (sales, sign-ups, leads) as a percentage of visitors or clicks.
Conversion rate = Conversions ÷ Visitors …
Also called cvr calculator · website conversion rate
App Metrics
Cost Per Install Calculator
Cost per install (CPI) of an app campaign: ad spend divided by installs.
Cost per install = Ad spend ÷ Installs
Also called cpi calculator · app install cost
App Metrics
ARPU Calculator
Average revenue per user (ARPU) for a month or year — for SaaS, apps and telecom.
ARPU = Revenue for the period ÷ Active us…
Also called average revenue per user · arpa
App Metrics
App Engagement Calculator
Average engagement time per user from sessions per user and average session length.
Time = sessions × session length
Also called time in app · engagement time per user
Key app metrics formulas
| Customer Retention Rate | Retention = (end − new) ÷ start × 100 |
|---|---|
| DAU/MAU Ratio | Stickiness = DAU ÷ MAU |
| Churn Rate | Churn = customers lost ÷ customers at start |
| Session Frequency | Sessions per user = Sessions ÷ Active users |
| Conversion Rate | Conversion rate = Conversions ÷ Visitors / clicks × 100 |
| Cost Per Install | Cost per install = Ad spend ÷ Installs |
| ARPU | ARPU = Revenue for the period ÷ Active users / accounts |
| App Engagement | Time = sessions × session length |