From Metrics to Milestones: Using Benchmarks to Fuel Sustainable App Growth
From Metrics to Milestones: Using Benchmarks to Fuel Sustainable App Growth
Your team may have built a robust reporting system, tracking everything from push notification opt-ins to retention curves. But there’s one major blind spot: without benchmarks, you don’t know how your numbers compare to others in the industry. Are you leading, lagging, or simply average?
Industry benchmarks provide vital context. They show what’s typical, what’s possible — and what you should aim for next.
Every benchmark should prompt action
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Maintain
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Improve
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Experiment
Use this structure to turn benchmarks into growth-driving goals:
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Benchmark – What’s typical in your industry
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Baseline – Where you are now
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Milestone – Where you want to be in 30–90 days
Let’s apply this to core mobile metrics to create milestones that drive sustainable growth.
Raise Android Push Opt-In Above 80%
Why it matters
Your opt-in rate determines your reach. You can’t drive engagement if users don’t receive your notifications. CTR, activation, and DAU all depend on your reachable audience size.
2025 Benchmarks
Pushwoosh analyzed 600+ apps and found these average opt-in rates:
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Android: Above 80%
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iOS: Below 50% is common, but growth is possible
Average push notification opt-in rate
What a milestone looks like
Lift opt-in rates by 10–15% in 30 days using pre-permission screens timed with high-value moments, like after a booking or saved playlist.
How to get there
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Use a pre-permission screen before the system prompt
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Trigger the prompt after a clear AHA moment
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A/B test both timing and message
Already opted out? There's still hope
AvaTrade reconnected with opted-out users via recurring in-app messages. With consistent reminders of missed value, opt-in rates on both platforms surpassed benchmarks.
Achieve 1.5%+ CTR on Push Notifications to Engaged Segments
Why it matters
CTR shows message relevance and timing — and directly influences conversion, session depth, and LTV.
What 2025 data says
Average CTRs vary by platform and message type (promo, transactional, engagement).
How to interpret low CTRs
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Is the message clear and relevant?
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Is it timed with user activity?
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Does it offer personal value?
Use A/B tests to isolate creative vs. targeting issues.
What a milestone looks like
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Raise average CTR to 3% in 45 days
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Hit 1.5%+ CTR on content pushes to engaged users
How to get there
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Segmentation: Target based on interests, stage, or behavior
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Timing: Align with user habits and activity peaks
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Content: Personalize based on actions, and test emojis — they’ve pushed CTRs up to 13.33%
FIBA reached 9% CTR
By combining segmentation, tailored messages, and perfect timing around game events, FIBA far exceeded benchmarks.
Average push notification CTR
Increase DAU to 5% in 45 Days
Why it matters
DAU signals habit formation. It shows how well your app fits into users’ daily routines.
Benchmark insights
Look at usage patterns: when users are active, when they drop off, and how they respond to changes.
A DAU/MAU ratio above 20% suggests strong engagement.
What a milestone looks like
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Grow DAU from 1% to 5% in 45 days
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Achieve 20% DAU/MAU by quarter’s end
How to get there
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Triggers: Send messages after session gaps or during streaks
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Timing: Align with routines (e.g., mornings, commutes)
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Personalization: Use names, languages, and recent actions
Beach Bum tripled DAU
Using retention-focused flows with localization and fun elements like emojis, they boosted DAU dramatically over six months.
Daily active users (DAU), % of all app users
Increase MAU by 15% in 60 Days
Why it matters
MAU reflects overall growth, retention, and monetization potential. It's applicable across app types.
What the data shows
Stagnant MAU often points to onboarding drop-off or missed re-engagement opportunities.
Compare MAU to DAU to understand if you’re growing or deepening usage.
Segment by install date — week-two and month-three users often need different approaches.
What a milestone looks like
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Increase MAU by 15% in 60 days
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Re-engage 30% of churned users
What’s realistic?
With personalized reactivation campaigns, 10–20% MAU growth is achievable in 1–2 months.
HungryNaki saw 2.6x MAU over six months with this approach.
How to get there
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Segment by last activity and tailor campaigns
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Use monthly events like exclusive drops or limited-time offers
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Send messages tied to milestones (anniversaries, streaks, etc.)
GB News improved retention through relevance
By customizing messages based on content preferences, GB News reached 8.55% Day-30 retention — close to the media benchmark of 9.9%.
Monthly active users (MAU), % of all app users
Avoid These 3 Common Traps
- Prioritizing a single metric: Focusing only on DAU or CTR gives an incomplete picture. Growth comes from a balanced view of reach, engagement, and retention.
- Misreading short-term spikes: Not every bump means success. Was a CTR spike tied to a flash sale, or did it build lasting engagement? Dig deeper before celebrating.
- Ignoring platform differences: Android and iOS users behave differently. Segment and compare separately to uncover the full story.
Conclusion
Benchmarks are more than numbers — they’re a map. Use them to guide your app strategy, focus your efforts, and build meaningful growth milestones that actually move the needle.
