Retention

Retention measures the share of users who return to an app after installing it, typically reported as D1, D7 and D30 retention — the percentage of an install cohort active on day 1, day 7 and day 30.

Retention is one of the strongest quality signals in user acquisition. Sources that deliver installs with poor retention are rarely worth scaling, even at low CPI. Retention also drives LTV, so improving onboarding and early experience multiplies the value of every paid install. When comparing channels, look at retention for the same markets and platforms to keep the comparison fair.

Retention curves are also a useful diagnostic. A sharp drop after day one usually points to onboarding or expectation problems — sometimes caused by ads that promise something the app does not deliver — while a slow decline over weeks is more about content and engagement depth. Sharing retention by source with product teams helps them see which audiences the app serves best.