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No matter how rapidly this number is growing, it will mean little to your app’s overall success if you fail to retain those users. To properly distinguish them, it might be useful to think of acquisition as an app’s short-term gains. However, the strategies needed to acquire users and the ones to retain them aren’t the same, even though they are all part and parcel of an app’s overall growth strategy. To retain users, one must first acquire them. Retention isn’t the same as user acquisition (UA), but the two are very closely related. So, let’s get some things out of the way. For example, high churn on Day 1 can suggest that there are some problems with your onboarding process. When exactly users tend to churn can indicate a variety of problems. On the other hand, a low retention rate shows you that there is some problem with your app that you need to address. In other words, retention is the foundation for an app’s sustained growth and a pivotal part of an app’s user lifetime value (LTV). Ī high retention rate is indicative of a healthy app that offers its users a positive user experience. Retention rates are most commonly measured after Day 1, Day 7, and Day 30.Īn app’s retention rate is then measured by comparing the number of users an app has at the beginning of a given time period with the number of users the app has at the end of that time period. In other words, retention is the total number of users still using your app after any given period of time.

90% of app users who engage with an app at least once a week are more likely to be long-term users.ĪppsFlyer defines retention as the number of unique users that launched the app at least once during a specific day/week since installation or the total number of users that launched the app for the first time during the selected date range.

On average, owned media (push notifications, email, SMS) Day 30 retention rates experienced 30% higher rates in 2021 compared to user acquisition campaigns.

In-app messages are proven to boost retention by 30% when properly implemented.

The average app loses 77% of its daily active users (DAUs) within the first 3 days after install.DAU /MAU ratio of around 20% is considered good, with anything above 25% being quite exceptional.Average retention rate Day 30 (Android) – 2.59%.Average retention rate Day 1 (Android) – 23.01%.Average retention rate Day 30 (iOS) – 4.13%.Average retention rate Day 1 (iOS) – 25.65%.Research into worldwide retention rate shows that the average retention rate across 31 mobile app categories was 25.3% on Day 1, before falling to 5.7% by Day 30.

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