If you were asked what your app’s target ARPU rate was for 2025, would you have an answer? Or what the average rate is in your vertical? In today’s fast-paced mobile app market, data is everything. However, without setting your app’s monetization benchmarks, it may be tough to generate the right numbers. Whether you’re looking to track average revenue per user, churn rates, or more, establishing your app’s performance data can help you gain actionable insights from raw data. For app developers across all verticals, this information isn’t just helpful in the short term, it’s essential to remaining competitive. In this blog, we’ll break down some of the most important mobile app revenue benchmarks and how your app can unlock new revenue opportunities from mobile commerce.
Why App Monetization Benchmarks Matter
App monetization benchmarks are all about efficiently driving revenue. They can help you identify areas for improvement, which is critical in an industry where customer acquisition costs have continued to rise. By the end of 2024, the average CPI for iOS stood at $4.70 ($3.40 on Android). Depending on your app’s vertical, however, this number may look slightly different. For example, the average CPI in the gaming space hovers right around $1, while in the shopping space, the number is closer to $5, according to Business of Apps.
In today’s industry, developers need to know not just how their app is performing, but how that performance compares to the rest of the market. That’s where your mobile app revenue benchmarks come in. They give you a data-backed baseline to measure factors such as ARPU, LTV, CPI, and more, ultimately helping you identify whether your monetization strategy is underperforming or excelling.
Developers who prioritize data over assumptions can position themselves to compete, grow, and monetize smarter. So, let’s take a look at some of the most important app monetization benchmarks you should be aware of.
Key App Monetization Benchmarks to Analyze
While there are countless benchmarks when it comes to analyzing your app’s revenue, a handful stick out in terms of their importance. From ARPU to churn rates, here are our top six to keep track of:
- Average Revenue Per User (ARPU)
This mobile app revenue benchmark tells you how much your app earns per user over a set period of time, typically monthly or annualy. When it comes to boosting efficiency, ARPU is one of the best metrics to follow. Over the past few years, the average number across the app industry has continuously increased, with Statista predicting a new peak of $11.79 by 2027.
- Lifetime Value (LTV)
This is the total revenue amount you can expect from a user over their entire relationship with your app. To calculate this number, start by establishing a set period of time. Then, take a user’s total revenue generated since their install date and divide that number by the total number of users who downloaded your app. LTV is often compared to CPI, with 3:1 being a good rate to target.
- Cost Per Install (CPI)
This app monetization benchmark measures how much you spend on average to acquire a new user. The higher your CPI rate is, the higher you’ll need your ARPU and LTV rate to be as well, as this could quickly erode your total revenue.
- Retention Rate
While you may think your app is perfect for your target users, a low retention rate would signal the opposite. This mobile app revenue benchmark measures the percentage of users who return to your app after their first visit. A Statista study recently found that in the Android markets, the News and Magazines vertical had the highest rate at nearly 10%, while Social Media had one of the lowest at 1.6%.
- Churn Rate
Keeping your users engaged and coming back for more is the name of the game. The flip side of retention, churn rate measures how many users stop using your app over time. The higher the rate, the worse your revenue may end up being.
- In-App Purchase Rate (IAP)
In a mobile app landscape where the total in-app purchase revenue hit $150 billion in 2024, why not get a bigger slice of the pie? While this app revenue benchmark primarily affects those in verticals such as Gaming, Fitness, and Shopping, if your app offers any type of IAP, you’ll want to try and boost your rate. The good news? There are other strategies to help you unlock this new revenue even if you don’t focus on traditional revenue streams such as subscriptions and purchases.
Appnomix: Helping You Unlock the Fifth Dimension of Revenue
What if we told you that your app could unlock a 25%+ increase in ARPU while complementing your existing revenue strategies? With the first ever non-invase mobile commerce integration, you can. Appnomix can help you boost your app’s monetization benchmarks by connecting your app to our network of over 50,000 eCommerce partners.
Our integration offers your users personalized coupons and discounts, sponsored by your app, when they’re shopping online. The best part? Our Commerce SDK is currently free and easy to add to your app’s code. To learn more or to start your free demo, contact our team today.
FAQs
What is the average ARPU in 2025?
While this number varies heavily by app vertical, the average across all industries currently sits closer to $10, according to Statista.
How do app monetization benchmarks vary by industry?
Mobile app revenue benchmarks tend to differ by vertical, with gaming apps typically prioritizing ARPU and retention and eCommcerce apps focusing on LTV. Always compare your metrics to category-specific standards.
What benchmarks should I track for mobile app revenue?
There are several important pieces of app performance data to follow, including ARPU, CPI, and LTV. Together, they offer a more complete picture of your app’s revenue performance.
