App valuation varies drastically depending on monetization model: freemium apps, paid apps, subscription apps, and ad-revenue apps have different metrics and multiples. Apps with recurring subscription models are valued similarly to SaaS, with multiples between 3x and 8x MRR. Apps with ad revenue are valued at monthly revenue multiples between 15x and 30x. Critical metrics include: daily/monthly active users (DAU/MAU), retention rate (D1, D7, D30), lifetime value (LTV), customer acquisition cost (CAC), conversion rate, and revenue per user (ARPU). Apps with high retention and low churn are worth significantly more. This guide details how to value iOS, Android, and web apps, including review analysis, store rankings, growth potential, monetization risks, and how to structure an acquisition.
How to Value Mobile Apps and Web Applications: Complete Guide 2025
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