App retention rate
What is app retention rate?
App retention rate is the percentage of users who continue engaging with an app over time. This app metric is typically measured at 30 days, 7 days, and 1 day after users first install the app. App retention rate is calculated by dividing an app’s monthly active users by its monthly installs.
App retention = # of monthly active users / # of monthly installs
Why is mobile app retention rate important?
Mobile app retention rate shows app developers exactly what day in the app lifecycle users begin dropping off. The next step is understanding why users are churning - in other words, what actions are being correlated with low retention users? To learn this, app developers use cohorts, which enables them to leverage user behavioral data to learn how to retain app users.
What is mobile app user retention?
User retention is an app’s ability to keep users coming back. In order to measure user retention, app developers look at key metrics such as Day 1, 7, 30 retention rate, virality, and social sharing. There are many strategies app developers use to increase app retention, including re-engagement ads, pushing notifications, and utilizing user segmentation tools.
Mobile app and game retention benchmarks
User acquisition is no longer the sole focus when measuring the success of an app launch. Mobile app marketers are going beyond just app installs and looking at mobile app retention rate and user engagement as favorable metrics. It is one thing to attract countless new users to your app, but another to keep them. A recent study suggests that 21% of users ditch an app after one use. Mindful of these concerning measures, mobile app marketers are laying out mobile app retention benchmarks to gauge the industry trends in the hopes of redefining user engagement.
Learn how to increase mobile app retention.