Retention Report

Overview

The Retention Report is designed to analyze and track how one-time users transition into loyal, long-term players over time. It helps you track how many users return to your application after their first interaction, providing valuable insights into user engagement and product stickiness.

This guide covers the core functionalities of the Retention Report, its key metrics, and how to interpret the data. By using this tool, you can analyze retention trends, identify areas for improvement, and make data-driven decisions to enhance long-term user engagement and retention strategies.

Report Objective: Retention Analysis

The objective of the Retention Report is to evaluate user retention and return rates. Retention is a metric that answers the question: how many users returned on Day X (Week X, Month X) after their first interaction with the product? It represents the number or percentage of returning users from the original cohort of new users.

This report helps assess how users continue to engage with the product over time.

Filters and Dimensions

Below is a detailed list of the primary filters and dimensions available in the report, each accompanied by a description to clarify its purpose and usage:

Filter and Dimension	Description
App	Name of the application.
Install Day	The day the application was installed.
Install Week	The week the application was installed.
Install Month	The month the application was installed.
Media Source	The advertising source from which the user installed the application.
Promo Campaign	Name of the promotional campaign (UA campaign).
Adset	Name of the ad set (UA campaign).
Ad	Name of the ad (UA Campaign).
Device	Name of the device.
Device Type	The type of device (e.g., iPhone, Android).
Initial App Version	The version of the app downloaded by the user for the first time.
Country	The user's country.
Attribution Status	Attribution status: installed or reattributed.
Paying Status	Indicates whether a user has made a purchase. Users are initially marked as "free" and transition to "paying" after completing their first transaction (in-app purchase, subscription, etc.). Important Notes: The system checks whether a user has made a validated purchase only within the first 30 days after installation. This filter does not rely on inAppStatus or subscriptionStatus events from the SDK but instead verifies actual validated purchases. Filters: Free – Users who have not made a purchase. Paying (made a purchase within 30 days of install) – Users who completed a transaction within the first 30 days after installation. Dimensions: Free – Users who have not made a purchase. Paying (made a purchase within 30 days of install) – Users who completed a transaction within the first 30 days after installation. This distinction ensures that filters allow broader segmentation, while dimensions focus on purchase behavior within a defined timeframe.
Language	Language of the user's device.
OS Version	The operating system version on the user's device.

Retention Calculation Formula

Day N Retention = (Users Day N / Users Day 0) * 100

Screenshot 2023-10-30 at 04.15.03-20241018-124508.png

Example:

In the chart above, Day 2 retention for the October 25 cohort is 11%, calculated as:

15/139*100 = 10,79%

Data Display Modes

The Retention Report offers two data display modes:

Rate Mode (as shown in the screenshot above): Displays retention as a percentage.
Value Mode (as shown in the screenshot below): Displays the raw number of users.

8fbdd43b-035d-48b8-abfa-a28ac005d84e-20241018-124622.png

Additionally, you can filter results based on cohort size using the Cohort Size From field for more precise analysis.

Retention Report

Overview

Filters and Dimensions

Retention Calculation Formula

Data Display Modes

Product Dashboard and All Product Dashboard

UA Cohort Report And Dashboard

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