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Why it Matters

Understand if your users are returning to use your application repeatedly, or if they only use it once and never come back. Retention is a key indicator of ongoing value delivery, reducing churn and increasing customer lifetime value. By analyzing the frequency of returning users, you can understand how often your individual users are returning to use your application again and again. A low retention score indicates that your users are not finding enough value in your application, or they do not understand how to use it properly, indicating a need for better onboarding or documentation.

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Definition

Retention measures the average of your application retention rate and stickiness. Both metrics indicate how often your users are returning to use your application again and again. Retention Score=Retention Rate + Stickiness2\text{Retention Score} = \dfrac{\text{Retention Rate + Stickiness}}{\text{2}}
Retention Rate=Returning UsersAll Users From Previous Period\text{Retention Rate} = \dfrac{\text{Returning Users}}{\text{All Users From Previous Period}}
Stickiness=Weekly UsersMonthly Users\text{Stickiness} = \dfrac{\text{Weekly Users}}{\text{Monthly Users}}

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Analytics

  • Retention Score: average of retention rate and stickiness.
  • Retention Rate: percentage of users who have returned to use your application again in the current period.
  • Stickiness: percentage of users who have used your application on a weekly basis vs monthly basis.
  • All Users: users who have used your application in the previous period.
  • Returning Users: users who have returned to use your application again in the selected period.
  • Application Stickiness Chart: compares the number of users who have used your application in the last month vs in the last week.
    • Weekly Users: users who used the application in the last week.
    • Monthly Users: users who used the application in the last month.
  • Returning Users Chart: shows you the frequency of how often your users are returning to use your application. For example, see if your new application update contributed to users coming back and using your application more often.
    • All Users: users who have used your application in the previous period.
    • Returning: users who have returned to use your application again in the selected period.
    • Monthly Active: users who have used the application in at least 2 of the last 3 months (66% of months).
    • Weekly Active: users who have used the application in at least 9 of the last 12 weeks (75% of weeks).
    • Daily Active: users who have used the application in at least 36 of the last 90 days (40% of days).
    Users who have signed up in the last 90 days will have their activity calculated based on the percentage of the last 90 days. For example, instead of having to be active for 9 of the last 12 weeks, they have to be active for 75% of the weeks since they’ve signed up.

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Filters

  • User Segment: select either all users or a specific user segment.
  • Date Range: period during which to analyze user retention.