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App and subscription metrics, explained.

The numbers that tell you whether an app or a subscription business works. Each guide has the formula, a worked example, and a calculator you can use with your own numbers.

MRR

Monthly recurring revenue

How much subscription revenue you can count on each month, and how it moves.

Σ monthly value of active plans ARPU

Average revenue per user

What an average user brings in, including ARPPU and ARPDAU for apps with ads.

Revenue ÷ active users Churn

Churn rate

The share of customers or revenue that leaves in a period.

Customers lost ÷ customers at start LTV

Customer lifetime value

What a customer is worth over time, and how much you can spend to get one.

Payer revenue × margin ÷ churn Retention

Retention rate

The share of customers who stay, and Day 1, 7, and 30 retention for apps.

(End − new) ÷ start ROAS

Return on ad spend

Revenue for every dollar of ads, the break-even point, and cohort ROAS.

Attributed revenue ÷ ad spend

Want these numbers without a spreadsheet? DataDad calculates them from your app and website events, split by platform and campaign. See DataDad.