Mobile app valuation for revenue-generating apps is typically an annual revenue multiple, not a vanity MAU story. Pre-revenue or ad-only experiments with soft retention sit in a different, much thinner buyer market.
Typical ranges Astora uses for this profile: 2.5x low, 3.5x mid, 5.0x high on annual revenue — with MAU and retention as supporting distribution metrics. The calculator above applies that framework.
How mobile app valuations work
Buyers start with trailing twelve-month revenue (subscriptions, IAP, ads — broken out cleanly), then adjust for retention, store-policy risk, and how dependent growth is on paid user acquisition.
Subscription apps with durable cohorts and diversified monetisation (subs + IAP + ads) support higher multiples. Apps that spike on one viral creatives campaign and then churn hard sit at the low end.
What drives the high vs low end
Retention and cohort curves. Soft D30/D90 retention is a valuation problem, not a growth problem.
Monetisation mix. Diversified revenue beats a single fragile channel (e.g. only rewarded video).
Store and policy risk. Heavy reliance on grey-area practices, review farming, or a single SKU vulnerable to guideline changes compresses multiples.
Founder dependence. If only the founder can ship updates, manage ASOs, or run UA, transfer risk comes off the price.
UA efficiency. Rising CPI with flat LTV is a red flag in diligence.
Pre-revenue and early apps
Pre-revenue apps are not valued like cash-flowing businesses. Buyers who engage at all use MAU quality, engagement, and a clear path to monetisation — and prices reflect execution risk. Do not expect mid-band revenue multiples without revenue.
What buyers check
Expect: App Store / Play Console analytics, subscription cohort exports, UA account history, crash and review metrics, privacy nutrition labels and SDK inventory, and a clean P&L. Undisclosed policy risk or inflated organic claims kill processes.
Frequently asked questions
Is mobile app valuation based on users or revenue?
For revenue-generating apps, revenue (annual) is the headline. MAU and engagement support the multiple; they do not replace earnings.
What multiple should I expect for a $400k/year subscription app?
In a clean retention profile, roughly 3.0x–4.5x annual revenue is a realistic conversation range. Soft retention or single-channel monetisation pulls toward ~2.5x.
Do iOS and Android apps value differently?
Platform mix matters for ARPU and policy risk, not as a simple iOS premium. Cross-platform apps with balanced cohorts are easier to underwrite than single-store spikes.
How do app store fees factor in?
Buyers underwrite net revenue after store fees and refunds. Present contribution clearly — gross booking vanity metrics get restated in diligence.
Can Astora value my app privately?
Yes. Share MAU, retention, and revenue mix via the form below. If there is a fit, you get a direct response.
Astora Group acquires digital businesses with proven distribution — including revenue-generating apps that transfer cleanly. Use the calculator above, then the form for a first reply.