Mobile Product Metrics
Mobile AARRR Framework
| Stage | Mobile-Specific Metric |
|---|---|
| Acquisition | Installs, store listing conversion rate (impression → install) |
| Activation | First session completion, sign-up rate, permission grant rate |
| Retention | D1, D7, D30 retention; churn rate; re-engagement rate |
| Referral | Share rate, invite acceptance rate, deeplink conversion |
| Revenue | ARPU, ARPPU, LTV, subscription retention, IAP conversion |
Session Metrics
- Session length: How long users spend per session. Short sessions signal utility; very short sessions suggest friction.
- Session depth: Screens or actions per session. Deeper sessions indicate engagement.
- Session interval: Time between sessions. Short interval signals habit; long interval signals low stickiness.
Crash Rate
The most visible health metric. A crash rate above 1% of active users requires immediate triage. Use Firebase Crashlytics or Sentry to track by OS version, device model, and code path.
Cohort Analysis
Group users by install week and track retention curves. A flattening retention curve means you’ve found a sticky user segment. A steep drop after D1 points to poor onboarding or unmet expectations.
Store Ratings as a Signal
App store ratings directly affect conversion. Track rating trends per version — a drop from 4.5 to 4.0 after a release is a strong signal to roll back or hotfix. Prompt users for ratings at moments of delight, not after crashes.
Leading vs Lagging Indicators
| Leading | Lagging |
|---|---|
| Crash-free session rate | 1-star rating count |
| Onboarding completion | D7 retention |
| Permission acceptance rate | Monthly active users |
| Time-to-first-value | LTV |