App metrics by vertical
Which metrics matter for which kind of app, and how they connect.
Four metric trees for four kinds of app: EdTech, fintech, OTT and streaming, and mobile games. Each hub picks the eight to ten metrics that matter, shows how they connect from acquisition to revenue, and runs the funnel maths in a calculator.
Which vertical are you in?
- EdTech app metricsThe ten metrics that tell you whether a learning app is working, how each is calculated, and how they connect from the first ad to a paying learner.
- Fintech app metricsThe metrics that show whether a payments, lending, investing or savings app turns installs into funded, active customers, and how each one is calculated.
- OTT and streaming app metricsThe metrics that show whether a streaming app turns installs into viewers and viewers into subscribers who stay, with the formula behind each.
- Mobile game metricsThe metrics game teams use to judge a game and its traffic: from what an install costs, through progression and retention, to daily revenue and ROAS.
Questions
Why do metrics differ by vertical?
The funnel steps differ. A fintech user must pass KYC before they can transact, a learner must start a lesson, a viewer must press play and a player must finish a tutorial, so each vertical needs its own activation and engagement metrics on top of the shared ones.
Which currency do the calculators use?
The calculators show US dollars, but every formula works in any currency: enter your own figures in the currency you report in and read the results in that currency.
What is the difference between a metric and a KPI?
A metric is any measured quantity; a KPI is a metric a team has chosen as a target for judging performance. Most metrics here become KPIs only for the teams whose work moves them.
Do I need an MMP to measure these metrics?
Not for all of them. Engagement and monetisation metrics come from product analytics and billing data, while metrics split by ad channel, such as CPI, ROAS or retention by source, need installs attributed to campaigns.
Are the calculator's example inputs benchmarks?
No. The example inputs only make the calculator show a worked answer when the page loads; they are not typical, good or target values. Replace them with your own numbers.