Mobile Analytics Glossary
Definitions for the metrics and concepts that matter for mobile app onboarding, retention, and funnel analysis.
Each entry below includes a formula where one applies, a short usage example, and answers to the questions people actually ask about that term - not just a one-line dictionary definition. If you want the reasoning behind a metric rather than its definition, the blog covers it in more depth.
Onboarding Drop-off Rate
The percentage of users who enter an onboarding step but do not complete it.
User Activation Rate
The percentage of new users who reach the event that predicts long-term retention.
Retention Cohort
A group of users defined by a shared start date, tracked over time to measure return rates.
Churn Rate
The percentage of users from a cohort who stop using the app over a given period.
Funnel Completion Rate
The percentage of users who complete all steps in a defined funnel from entry to the final step.
Day-1 Retention
The percentage of users who return to your app on the day after their install date.
Onboarding Funnel
A sequential visualization of the steps users take from signup to completing onboarding, showing conversion at each step.
Cohort Analysis
A method of grouping users by a shared attribute or date and tracking their behavior over time.
User Journey Map
A visual representation of the path a user takes through a product, from first action to goal completion.
Session Replay
A recording of a user's interactions within an app session, used to understand behavior and diagnose problems.
Mobile Analytics
The practice of collecting, measuring, and analyzing data about how users interact with mobile applications.