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[STUDY] Retention and Conversion Rates in Different App Categories

To evaluate the effectiveness of mobile app marketing, you need to benchmark it against your competitors’ performance, which isn’t always possible. For this reason, we at MyTracker carried out research and created infographics with data on retention and the number of paying users in different mobile app categories. Our findings will help you assess how your app’s performance compares to the market average.

Data сollection approach

Our research encompasses data on more than five million app installs from all over the globe, both for iOS and Android.

Timeframe: November–December 2021.

The research covers all app categories from the App Store and Google Play.

Metrics used for analysis

We analyzed four metrics indicative of how long people use apps and make purchases in different app categories:


Percentage of users who launched an app on a specific day after the installation.

Share of paying users

Percentage of users who made a purchase on a specific day after the installation.

Share of first-time payers

Percentage of users who made their first purchase on a specific day after the installation.


Percentage of users who made a purchase among those who had opened an app.

The results

apps conversion retention
app retention
app conversion
app benchmarks
app conversion study
average app conversion
average app retention
app retention categories
app retention rates
app category benchmarks
app conversion benchmarks
app retention benchmark
mobile app retention
mobile app conversion

Correspondence to the app category

Not all apps fall into a single category – judging by the tags, some of them overlap into other categories by 25–50%:


Each category has its own peculiarities and average values, which you should look at before launching your app or – if the app has already been launched – to assess its competitiveness.

The point of such a comparison is to identify your app’s bottlenecks and use this information to figure out the most appropriate monetization strategy. For example, for monetizing high-retention apps with a low conversion rate, it’s better to use in-app advertising than in-app purchases.

In the end, it all boils down to understanding what exactly you should offer to individual users, when you should do that, and which tools you should leverage. To help you do that, we have developed an automated solution – MyTracker Personalize. It improves user experience via personalized offers, discounts, subscriptions, and many other features, boosting your app’s revenue as a result. Take a look at how Hustle Castle managed to increase ARPU by 23% with MyTracker Personalize.

Tags: product analytics marketing analytics metrics & reports