Number of unique users who engage with the app in a single day. A core indicator of daily health and stickiness.

Number of unique users who engage with the app over a 30-day period. Complements DAU to show the broader active base.

Percentage of users who return to the app after their first interaction, measured at D1, D7, D30, etc. Typical D7 retention for mobile apps: 10–20%.

Percentage of users who stop using the app over a given period. Formula: Lost Users ÷ Total Users × 100. Lower churn correlates with higher LTV.

Average time a user spends in the app per session. Longer sessions indicate deeper engagement. Typical range for games: 5–10 minutes.

Installs that meet quality criteria — users who open the app or take a meaningful action. Distinguishes genuine acquisition from fraud or low-intent downloads.