Retention Rate

Mobile app retention rate indicates the ratio of users engaging with a mobile app for a specific time period after installing it. For mobile apps and mobile games, it is measured for Day 1, Day 7, and Day 30.  

Benefits of Tracking Retention Rate

  • Tracking the effectiveness of mobile advertising campaigns and efforts
  • Understanding the reasons for why app users are churning
  • Understanding and optimizing the user experience to retain users
  • Executing strategies for increasing in-app engagement and conversion including push notifications and app monetization strategies.


Retention Rate= Monthly Active Users (MAU) / Total Number of Monthly Installs

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