devtodev lead analyst Vasiliy Sabirov tells everything you always wanted to know about retention but were afraid to ask:
1. What is the retention and how it is measured.
Review of existing retention calculation methods.
2. What is the perfect retention?
Examples from the industry.
3. What determines the retention?
Free / paid traffic, different platforms, even the days of week.
4. What depends on retention.
How retention is connected with another KPI and primarily KPI.
5. How to improve retention?
Different cases from those projects who increased their retention values.
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Together Forever: everything about retention
1. V A S I L I Y S A B I R O V ,
L E A D A N A L Y S T | D E V T O D E V . C O M
A P R I L 2 8 , 2 0 1 5
Together Forever:
everything about retention
2. What is retention and how to calculate it
Retention, % =
(users retained) / (users who came)
3. What is retention and how to calculate it
Full Retention
http://www.applift.com/blog/user-retention.html
4. What is retention and how to calculate it
Classic Retention
http://www.applift.com/blog/user-retention.html
5. What is retention and how to calculate it
Rolling Retention
http://www.applift.com/blog/user-retention.html
6. What is retention and how to calculate it
Classic Retention vs Rolling Retention
http://www.gamasutra.com/blogs/TrevorMcCalmont/20130228/187460/
7. What is retention and how to calculate it
Return Retention
http://www.applift.com/blog/user-retention.html
8. What is retention and how to calculate it
Bracket-depended Return Retention
http://www.applift.com/blog/user-retention.html
9. What is retention and how to calculate it
devtodev.com: (classic) retention
10. What is retention and how to calculate it
devtodev.com: detailed view
11. What is retention and how to calculate it
devtodev.com: Rolling Retention
12. Why do you need to improve retention?
• 1-day retention;
• 7-day retention;
• 28-day retention.
13. Why do you need to improve retention?
http://gopractice.ru/retention/
14. Why do you need to improve retention?
1-day
retention
7-day
retention
28-day
retention
15. Why do you need to improve retention?
• Revenue = quantity * quality
• Revenue = N users * loyalty
• LTV = Σ retention * ARPDAU
16. Why do you need to improve retention?
• Retention increase by 5% leads to
revenue increase by 25-95%
17. What is good retention?
• paid/organic traffic
• Organic traffic 15,8%
• CPI 12,7%
• CPE 19,2%
http://nativex.com/blog/retention-rates-for-cpe-campaign-blow-
away-cpi-campaign-rival-organic/
18. What is good retention?
• Retention became older
http://andrewchen.co/mobile-retention-benchmarks-for-2014-vs-2013-show-a-
50-drop-in-d1-retention-guest-post/
19. What is good retention?
• Weekdays
• Friday 2-5%
• Saturday, Sunday 2-5%