Appsflyer metrics

App marketing metrics comparison

Find out how your mobile app campaigns are performing compared to your competitors with the industry’s most comprehensive benchmarking data

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Engagement rate VS Retention rate

Description
Engagement rate
Engagement rate measures how much users interact with your app.
Retention rate
Retention rate measures the percentage of customers or users your business or product retains (keeps) over a given period.
Target audience
Engagement rate
App owners, marketers, and product managers
Retention rate
App owners, marketers and product managers
Benefits
Engagement rate

• Reflects the quality and relevance of your app
• Provides an insight into user behavior – what do they value most?
• Highlights opportunities to improve retention and grow revenue

Retention rate

• Helps you understand the performance of your app and particular campaigns
• Helps you determine why users leave, so you can reduce churn and increase lifetime value
• Useful in analyzing customer service

How to calculate
Engagement rate
Engagement rate takes into account various metrics such as active users, app opens, session length, session intervals, behavior flow, conversion, communication, and retention rates.
Retention rate
Number of users at end of period – Number of users acquired during period
Number of users at start of period
x 100
How to improve it?
Engagement rate

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Retention rate

• Set realistic user expectations
• Gather user feedback and use product data to analyze behavior
• Map out your user journeys and improve onboarding
• Keep re-engaging with users and reward loyalty

Read more
Engagement rate
Retention rate

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