Performance metrics

Retention Rate

Retention measures the usage of your app over time.

Daily Retention = Active Devices on day X of the retention period/Active Devices during the entire retention period.

For example, if your app was first downloaded by customers on 100 devices on May 1st, and seven days later (on May 8th) 20 devices are still active with at least one session, the retention rate on May 8th is 20% (or 20 active devices out of 100).

Conversion Rate

The number of Total Downloads / Unique Impressions.

For example, if your app was viewed on 100 devices on the Today, Games, Apps, and Search tabs of the App Store and 50 users downloaded (or redownloaded) it, your conversion rate for the selected period is 50%.

Product Page Conversion Rate

Total Downloads that came from your app’s Product Page/ Unique Product Page Views.

For example, if your product page was viewed on 100 devices and downloaded (or redownloaded) 50 times, your conversion rate for the selected period is 50%.

Sales Per Paying User

Your app’s total sales (including associated in-app purchases) / your app’s total number of paying users for the selected period.

For example, if your app’s total sales for the period is $100, and your app has 100 paying users, your sales per paying user is $1.

Sessions Per Active Device

The number of times your app was opened for at least two seconds / the number of active devices for your app in the selected period.

For example, if your app was opened 100 times, and you have 10 active devices for the same period, then your Sessions Per Active Device ratio is 10.

Proceeds Per Paying User

The estimated amount you'll receive for sales of your apps or in-app purchases / your app’s total number of paying users for the selected period.

For example, if your app’s total proceeds for the period are $100, and your app has 100 paying users, your proceeds per paying user are $1.

Crash Rate

A metric available for peer group benchmark that shows the number of crashes per session for the selected period.

For example, if your app had 10 crashes and 100 sessions for the selected period, the crash rate is 10%.