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Consumer App Metrics Calculator: DAU/MAU, Retention, ARPU & CPI

Check engagement and monetisation for a consumer app. Enter DAU, MAU, installs, D1/D7/D30 retention, revenue, paying users and acquisition spend to see stickiness, monetisation and whether paid installs pay back.

QUICK ANSWERStickiness = DAU ÷ MAU (20%+ is decent, 50%+ is exceptional). ARPU = revenue ÷ MAU; ARPPU = revenue ÷ paying users. Cost per install = UA spend ÷ installs. A retention curve that flattens (D30 close to D7) is the clearest product-market-fit signal.

Stickiness = DAU ÷ MAU
ARPU = Revenue ÷ MAU     ARPPU = Revenue ÷ Paying users
CPI = Acquisition spend ÷ Installs

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What the Consumer App Metrics Calculator does

✅ DAU/MAU stickiness
✅ D1, D7, D30 retention benchmarks
✅ ARPU, ARPPU and payer conversion
✅ Cost per install
✅ Rough LTV vs CPI

How to use the Consumer App Metrics Calculator

STEP 1
Enter your numbers
Type the figures you know. Every field starts with a realistic example so you can see how it works.
STEP 2
Read the result instantly
Results, tables and the plain-English explanation update as you type. No submit button, no login.
STEP 3
Test scenarios
Change one assumption at a time (valuation, growth, dilution, exit) to see what really moves the outcome.
STEP 4
Share or save
Copy the summary, send it on WhatsApp or print to PDF for your co-founders, board or investment committee.

Engagement before monetisation

For consumer apps, retention and engagement come first. Monetising a leaky bucket accelerates churn. Look at cohort curves weekly and fix onboarding before scaling paid acquisition.

In India, ARPU is typically low, so successful consumer apps either reach very large scale or find a high-intent use case (finance, jobs, education, gaming) where users pay.

Frequently asked questions

What is a good DAU/MAU ratio?

Around 20% is solid for many apps; social and messaging apps reach 50% or more.

What are good app retention benchmarks?

Broadly, D1 30–40%, D7 12–20% and D30 6–10% are good for consumer apps; they vary by category.

What is ARPPU?

Average revenue per paying user: revenue divided by the number of users who paid in the period.

Is this tool free? Do I need to sign up?

Yes. It is completely free, needs no login and has no usage limit. FastFee builds payment collection software; these startup and investor tools are free resources for founders, angels and fund managers.

Is my data private?

Yes. Everything you type stays in your own browser on this device (local storage). Nothing is uploaded to FastFee. Export or print a copy if you need to keep it.

Use it together with

CAC & LTV Calculator →CAC, LTV, LTV:CAC ratio and payback months from spend, churn and margin.Startup Benchmark Tool →Growth, margin, burn multiple, NRR, payback, churn and runway vs median and top quartile.

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