Retention

A Key Metric for Reducing Mobile App Churn

In mobile advertising, retention simply means keeping mobile app users engaged with an app. Today, in a hyper-competitive app space, it is as important for marketers to focus on retention as it is on acquisition.

Until recently, acquisition was considered the most important mobile app metric. It’s still important, but with churn reaching alarmingly high rates, holding on to users is at the core of an app’s success. If users don’t stick around, monetization is all but impossible.

To calculate retention rate for a given date range, divide the number of users who were active on a specific day since the install day by the total number of users who launched the app for the first time during the selected date range.