Benchmark

What Is a Benchmark?

A benchmark is a reference standard used to evaluate an app’s performance relative to industry averages, category norms, or direct competitors. Benchmarking helps teams understand whether their metrics are above or below expectations for their market segment. For example, knowing that the average day-1 retention rate for casual games is 25% provides context for evaluating whether your own 30% rate is strong or merely average.

Types of Benchmarks in ASO

There are several types of benchmarks relevant to app store optimization. Category benchmarks compare an app’s metrics against the average for its app store category. Competitive benchmarks focus on specific rival apps to identify performance gaps and opportunities. Historical benchmarks track an app’s own metrics over time to measure progress. Each type serves a different purpose, and using a combination provides the most complete picture of where an app stands.

How to Use Benchmarks Effectively

Benchmarks are most valuable when they are specific to your app’s category, geography, and business model. A benchmark for subscription apps in the health and fitness category will be far more useful than a generic mobile app benchmark. Teams should update their benchmarks regularly as industry standards shift. App intelligence platforms and industry reports are common sources for reliable benchmark data that helps inform ASO strategy and goal setting.