Slide Deck for Mobile App Companies

Mobile app company presentations have a distinct vocabulary. Investors, partners, and internal teams expect to see DAU/MAU ratios, D1/D7/D30 retention curves, and LTV:CAC by acquisition channel — not generic "growth metrics." Getting these slides right signals that you understand the mobile business deeply; getting them wrong signals that you don't.

Mobile-Specific Metrics Every Deck Must Include

Before building any mobile app presentation, know your numbers in these areas:

DAU/MAU ratio measures how often users return within a month. Daily active users divided by monthly active users gives you engagement density. A ratio above 20% indicates solid engagement; Facebook has historically run around 66%, meaning daily Instagram scrolling is a near-daily habit. Most utility apps target 30–40%. Casual games often run lower. If your DAU/MAU is below 15%, that's an engagement story you need to address directly.

D1/D7/D30 retention — the day-one, day-seven, and day-thirty retention rates — are the most scrutinized metrics in a mobile investor deck. Industry benchmarks vary significantly by category:

• D1: Casual games 25–40%, utility apps 30–40%, social apps 35–50%
• D7: Typically 30–50% of D1 retention
• D30: 5–15% is average; 20%+ indicates strong habit formation

Monetization metrics:

• In-app purchase conversion rate: 2–5% of total users convert to any IAP; industry median is closer to 2.3%
• ARPU (average revenue per user) across your full MAU base
• ARPPU (average revenue per paying user) — typically 10–30x ARPU depending on monetization model
• Subscription penetration rate if you offer subscriptions (increasingly the dominant monetization for non-game apps)

LTV:CAC by acquisition channel: the same user acquired from an organic App Store search has fundamentally different economics than a user acquired via a $12 TikTok install CPI. Track LTV separately by channel and show the blended payback period.

Investor Deck for Mobile Apps

Platform split and implications: Show iOS vs. Android revenue split, not just install split. iOS users have consistently higher spending rates — typical benchmark is iOS users spending 2–3x per user vs. Android in markets where both platforms are strong. If you're iOS-first, explain the Android roadmap and when the economics will support it.

Monetization model clarity: the three primary models each tell a different story:

• Subscription: show trial-to-paid conversion rate (industry average: 20–25% for 7-day free trials), monthly vs. annual plan mix (annual reduces churn dramatically), and subscriber churn rate. Apple and Google take 30% in year one, 15% in subsequent years — show net revenue, not gross.
• IAP (in-app purchases): show conversion funnel, whale concentration (top 1% of spenders often generate 50%+ of IAP revenue — high concentration is a risk), and ARPDAU (average revenue per daily active user).
• Advertising: show effective CPM, ad fill rate, sessions per DAU, ads per session. Ad revenue scales with MAU and session count, not just installs.

User acquisition strategy breakdown:

• Paid channels: Meta (Facebook/Instagram) remains the largest volume channel; Google UAC for search and YouTube; TikTok for younger demographics with strong creative performance. Show CPI (cost per install) and ROAS (return on ad spend) at D7 and D30 for each channel.
• Organic: ASO (App Store Optimization) keyword rankings and category chart position; referral/viral coefficient if applicable
• Content/creator: influencer integrations and their attributed install volumes and ROAS

Cohort LTV analysis: the most important slide in the investor deck. Show LTV curves by acquisition cohort — at D30, D60, D90, D180, D365 — and the payback period for your primary paid channel. If LTV curves are still rising at D365, note the projected asymptote.

App Store Feature / Partnership Pitch

Pitching to Apple's or Google's editorial teams for app store featuring requires a different deck entirely.

Feature opportunity slides: show editorial alignment — why your app fits a specific feature type (App of the Day, New Apps We Love, category feature). Include DAU trend, user ratings distribution (must be above 4.5 stars on average), crash rate (below 1% is the threshold Apple typically applies), and recent review highlights.

SDK/API integration proposal (for platform partnership): show integration architecture, what data flows between your app and the platform API, user benefit of the integration, and estimated incremental engagement the integration would generate.

Media and content licensing pitch: for apps that license music, video, or other content — include audience demographics, engagement data, and how the content enhances the user experience in ways that benefit the licensor's brand.

User Acquisition Review Deck

UA review decks are internal or agency-facing. The audience knows the metrics — don't over-explain. Move fast.

Channel performance table: CPI by channel, D30 ROAS by channel, installs by channel, total spend by channel. Sort by D30 ROAS descending.

Creative performance: top 3 and bottom 3 performing ad creatives by D7 ROAS. Include thumbnail, format (static, video, playable), creative theme (lifestyle, demo, UGC-style, testimonial), and the specific metric delta vs. average.

ASO results: keyword ranking changes for your 10 highest-volume target keywords, conversion rate from product page impressions to installs (industry benchmark: 25–35% for branded searches, 15–25% for category searches), and A/B test results from custom product pages if running.

Budget recommendation: based on D30 ROAS data, which channels should increase spend, which should decrease, and what's the rationale.

Building Mobile Decks in Slide-deck.io

Slide-deck.io provides chart templates built for mobile metrics: DAU/MAU trend line charts with dual Y-axis for both absolute DAU and ratio, D1/D7/D30 retention bar charts, LTV curve templates with payback period annotation, and channel performance comparison tables.

The UA review template is designed for fast weekly or monthly review cadences — channel table, creative performance grid, and ASO ranking tracker on a single slide set that can be updated in under an hour.

For investor decks, the mobile app template includes screenshot mockup slide layouts that let you embed actual App Store screenshots in a device frame, giving investors the visual context of what the product looks like in use before they open the app themselves.