analytics
Benchmark
A standard or reference point used to compare your app's metrics against category averages or competitor performance.
What Is a Benchmark?
A benchmark is a reference standard used to evaluate an app’s performance against industry averages, category norms, or direct competitors. Benchmarking helps teams gauge whether their metrics exceed or fall below expectations for their market segment. For example, knowing that the average day-1 retention rate for casual games is 25% gives context for judging whether your own 30% rate is strong or ordinary.
Types of Benchmarks in ASO
Several types of benchmarks apply to app store optimization. Category benchmarks compare an app’s metrics against the average for its store category. Competitive benchmarks focus on specific rivals to identify performance gaps and opportunities. Historical benchmarks track an app’s own metrics over time to measure progress. Using a combination of all three provides the most complete picture of where an app stands.
How to Use Benchmarks Effectively
Benchmarks deliver the most value when they match your app’s category, geography, and business model. A reference point for subscription apps in health and fitness will be far more useful than a generic mobile average. Teams should refresh their benchmarks regularly as industry standards shift. App intelligence platforms and published reports are reliable sources for the data that informs ASO strategy and goal setting.