Stronger Retention Means Stronger Value — Ever Thought Why?

The retention of any app is a bit tough but not impossible. More often, it depends on the app’s genre inclusive of its offerings and content to its users. This article will tell you, how you can improve the retention by breaking down the strategies implemented in increasing the same whilst knowing more about it.

What is Retention?

Retention is the matrix which indicates the number of users keeping and using the app after installing it. It majorly defines both the status and frequency of user’s engagement inside the app. AdGyde enables the advertisers to understand the count of the users who launched the app on a given day and which out of them returned on the next day or subsequent day. Moreover, you would be able to observe the retention metrics at different times on a daily, weekly and monthly basis.

We’re now excited to bring you three new type of retention metrics.

  • App Retention
  • User Retention (also termed as Returning Users)
  • Rolling Retention

These three metrics will help you to measure the users returning to your app overtime.

Let’s see each one of them in detail…

App Retention

An essential metrics that considerably matters for an app’s sustained growth impacting every important aspect such as Active Users, User’s LTV (lifetime value), User Engagement, and a lot more. Hence, to cut through the distractions and churn rate, AdGyde renders a detailed view of retention analysis on its dashboard showcasing the number of users who installed & launched the app and how much of them have been retained.

App Retention simply means to come across the app’s success & to know how many users still have an app installed in their device. Also, more the retention is, better would be the app. This is because the users who keep the app installed for prolonged duration has use of it and probably, he gets active again.

Therefore, to an advertiser, a prominent mobile measurement tool could facilitate you with all the potential insights into the app’s longevity enabling you to know

  • The number of new users
  • Users returning on the next day

and all the associated metrics.

How App Retention gets measured?

App Retention is measured from the number of users who return on an app since the day of their first visit. These metrics analyse the most engaged and valuable users which results in better user’s targeting strategies leading in driving more potential revenue. This matrix also somewhat indicates the usability of the application.

It gets measured by subtracting the users who uninstall the app on a particular day from the total number of users.


Let’s suppose, the total number of users is 300 and 90 users uninstall the app on D1

Total Number of users — Number of users who have uninstalled the app on D1 Retention

300–90 = 210

So, D1 retention is 210, 70%

User Retention

User Retention is also termed as the Returning Users. In simpler terms, it showcases the users who remain on an app on subsequent days. Also, Returning Users show the new users being acquired on a particular day along with the number of users that not only retain your app but also launch your app on subsequent days. For instance, the acquired user on d0 would be a new user but on d1 he would be considered as a Returning User when he interacts with the app.

Henceforth, User Retention is considered as continuous consumption of an app’s content and offerings wherein, the app which retains its users is easily able to increase its potential revenue in compliance to those which are unable to retain its users.

How User Retention gets measured?

User Retention is a measure of the user’s count who returned on a subsequent day from the users who first visited the app on a specific day.


Let’s suppose, the total number of users is 300 on D0 and 210 users used the app again on D1

So, D1 user retention would be 210 i.e. 70%

Also, we consider all users from D0 returning on Dn therefore, User Retention can even increase on Dn i.e.

D1 Retention would be 50%

D2 Retention would be 60% and so on…Thus, to become a profitable faster advertiser amongst your competitors, you need to swiftly render a better user experience so that users themselves want to return or come back to your app again and again. This could be possible with AdGyde which firmly believes in “what gets measured gets done”.

Rolling Retention

Rolling Retention shows the user’s percentage who are active on all ’N’ or more days after they launched the app for the very first time.

How Rolling Retention gets measured?


Let’s Suppose, you have had 500 installs on D0 wherein,

– 480 users come back on an app on D1

– 390 users became active on D2 out of 480 active installs on D1,

– 300 user becomes active on D3 out of 390 active installs on D2 and so on…

This shows that D1D2D3 Rolling Retention is 480390 and 300

Henceforth, Rolling Retention helps in determining the count of the users returning on an app on a daily basis. So, as shown in the above metrics, everyday count of the users will be calculated from the number of active users who came a day earlier on the app. Also, there is one thing that needs to be considered, if the user doesn’t come for even a day then, he will not be counted in Rolling Retention on any of the subsequent days. Such form of retention helps in determining the valuable users who are contributing their time continuously and helps in driving revenue.


Why Retention Measurement is important?

Every meaningful metric which you measure within your app is affected by Retention which also indicates that the expectation of users is met as per their belief. Retention is the one metric that matters for sustainable growth. It impacts every important business metric that you (and your investors) care about — active user count, engagement, user’s lifetime value, payback period, and more. A business that retains its users increases its revenue and becomes profitable faster than one that does not.

With the growing Analytical Trends in the Analytics Universe, most of the people still do not rely on the analytical tool and prefer to calculate the metrics manually. The time has gone of manual data analytics and every form of the metrics to be analysed are moving towards the Analytical Tools. Manual analysis sometimes becomes an inefficient and ineffective way of doing things and often end up in long hours and inaccurate data. Therefore, AdGyde can help you with an analysis of all forms of the data metrics inclusive of retention metrics. It dives deeper in analysing the user behaviour and interaction inside an app and allows in developing quality retention.

AdGyde’s Analytics helps in proving to be a key to an app’s success and understanding of the user’s expectation from your app’s offerings. For us, analytics pertaining to retention metrics are not only insights but is something that matters a lot for boosting revenue inclusive of the app’s performance.

Therefore, how well the users are retained makes a major difference amid the success and failure of an app. Thus, it’s essential to make a note that a tiny bump in-app retention could seriously make a vast difference.

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